1905 Movie Network Special Article "A record-breaking double, Sister Swift!"
The New Year's Eve season ended, "Taylor Swift: Time Tour" set a new record with 50.21 million+ box office in two days, reaching the top spot in China Music documentary box office champion in film history, successfully matching the previous record of "the world's highest box office concert film", once again confirming the strength of "Taylor Swift" in the industry.
As of press time, the film's box office has exceeded 54 million, and the data and popularity are still increasing. This isn’t the first time a concert movie has hit the big screen. Why was Taylor Swift able to achieve a breakthrough? Cinemas "exploded" KTV, who is the audience for "Taylor Swift: The Age of Concert Tour"? To this end, we have had conversations with theaters, fans, and audiences.
01
Is there a "threshold" for fans to watch movies?
At the beginning of the film's release, the industry's expectations for "Taylor Swift: The Age of Concert Tour" were more focused on fans' "internal carnival." However, its popularity and achievements before and after the New Year's Eve period clearly show a certain momentum to break through the circle.
In order to have a more intuitive understanding of the audience of the film, we participated in the viewing activities of the fan field and the general field after the release of "Taylor Concert". Although everyone gave positive experience feedback after the show, the atmosphere during the movie viewing process was very different.
"Taylor Swift: Era Tour" is divided into multiple chapters based on Taylor's album tracks. The fans in the audience started singing almost from the second track "Cruel Summer" and waited until the next chapter. "War Song" and "Fearess", the disco mode was already on in front of the screen.
The atmosphere at the general venue was relatively "calm". The entire audience watched Swift's entire performance as if they were watching a concert. Only a few fans who "accidentally entered" stood up and sang along briefly when the hit single came on. .
Zhizhi is one of the most exciting fans at the fan venue. As a lover of European and American music, Taylor Swift's concert movies are absolutely attractive to her. All the friends who watched the movie that day joined in the "high singing" group led by Zhizhi. Although they are not fans of Taylor Swift, they said that the atmosphere given by the movie theater is very important. If they decide to watch the movie, choosing a "fan support venue" will obviously provide a better experience. This view of
was also widely recognized in interviews. Fan jojo sang along for three hours during the movie, "It was so worth it. The only drawback is that there are no English subtitles, so it's a bit difficult to memorize the lyrics." Fan Xiao Zhang only bought a regular movie screening due to time constraints. As an i person, she has been looking forward to having "fans who share the same passion" to sing in chorus while watching the movie, "I want to sing, this way of watching the movie feels better."
So this movie is very important to "passerby audiences" Is there any threshold for watching movies?
Xiao Jia, who came specially to attend the fan field, is currently a student. He believes that there are still certain limitations in the concert and movie circles. His classmates are generally not very receptive to watching a performance in a cinema; Xiao Zhang’s boyfriend and her We bought the tickets together, but he bluntly said that if he hadn't watched it with his girlfriend, he might not have rashly tried to watch a concert movie.
As an ordinary viewer who is not a fan, after watching the movie "Taylor Swift: Time Tour", Ms. Zhou felt that it was worth the price of admission: "Although I couldn't sing along, I still watched it. It’s very immersive. For pure appreciation, it’s worth spending a movie ticket to watch a singer of this caliber perform.” Ms. Qin accompanied her fans and friends to watch the movie, and she was also very happy to watch it: “The stage design and Taylor’s personal appeal are both great. Yes, the costumes and the typhoon are very stylish, but the three-hour duration is really a bit stressful."
02
Can concert movies "replicate success"?
Before "Taylor Swift: The Age of Concert Tour" created the "music documentary box office record in Chinese film history", there were some domestic singers and groups whose concerts were put on the big screen, but the effect was obviously not out of the ordinary.
Audience Ms. Zhou once watched the "Mayday Life Unlimited Company" concert movie.Although Mayday is much more "familiar" to her than Swift, in her impression, the movie is more "fan-oriented" and has a higher threshold for viewing: "It may have something to do with the style and rhythm of domestic singers' concerts."
fan Xiao Li bluntly said that the popularity of "Taylor Swift" concert movies is difficult to be copied by other works of the same type: "Because she is indeed very popular around the world, and the production of all aspects of this tour concert is already very mature. ." At the same time, many fans said that since Taylor Swift has not yet held a solo concert in mainland China, this exclusive version of the movie has further increased the experience and expectations.
The popularity and level of "top-tier" movies in Europe and the United States are special cases, but it does not mean that the experience of "Taylor Swift Movie" cannot be summarized and copied. During our visit to the theaters, some theater managers revealed that the "Special Session" of "Taylor Swift: The Age of Concert Tour" has received quite good market feedback.
Ms. Cen, marketing manager of Beijing Sparkle Jackie Chan Cinemas Wukesong Store, said that during the New Year's Eve period, the Dolby Cinema, which has the best sound effects in the cinema, has set up multiple all-inclusive and half-inclusive fan screenings, and almost all of them were fully booked. In the coming weekend, the movie theater has also confirmed that it will continue to open such "fan support venues".
"The success of this movie must be due to Swift's personal charm and the support of her fans. Foreign stars have fewer opportunities to hold concerts in China, so they can immerse themselves in the big screen to fans." It’s a new experience for me,” Ms. Cen said.
Mr. Chen, the manager of another cinema, said that "Taylor Swift: The Age of Concert Tour" is more in line with the needs of the New Year's Eve audience, attracting a larger audience besides some fans.
In addition to offline support, the online activity of "Taylor Swift" fans also contributed many topics to the film promotion. For example, there are no English subtitles, the movie theater for fans singing along turns into an "English morning reading class", the audience is in a good mood and dancing to a disco, the movie theater changes to a KTV, etc., etc. have all become hot searches.
Taylor Swift once said when talking about the reason for the birth of this concert movie, "This movie is very important to my fans, and it is even more important to those fans who cannot come to the scene. I hope they can become a part of the tour of the times." part." How
allows fans to truly become "part of", perhaps this is the key to the record-breaking performance of "Taylor Swift: The Age of Concert Tour".
