[Global Times Comprehensive Report] "The winner takes all, the loser runs away." This year's Spring Festival season hit a record box office of 8.016 billion yuan, but at the same time, there was a rare phenomenon of multiple films being withdrawn. This pattern of "distinguished d

[Global Times Comprehensive Report] "The winner takes all, the loser runs away." This year's Spring Festival stalls hit a record box office of 8.016 billion yuan, but at the same time, there was a rare phenomenon of multiple films being withdrawn. This pattern of "distinguished droughts and floods" has triggered thinking in the film industry.

If you review it now, you will find that the Spring Festival schedule has been determined as early as the pre-sale stage: "Hot and Spicy", "Flying Life 2", "Bear Infested: Reversal of Time and Space" and "Article 20" are all in Leading in pre-sales and film schedules, the final box office of these films accounted for 97% of the entire market, " Mr. Red Carpet ", " Let's Shake the Sun Together ", " Bajie: Canopy Lower World " and " Huang Pi" "The God of Wealth Cat " can only share the remaining 3% of the box office. Even on February 14, the fifth day of the Lunar New Year, the relatively good reputation of "Let's Shake the Sun Together" accounted for 4.7% of the film schedule, with a box office of only more than 80 million yuan, showing no sign of a dark horse counterattack. Under this unfavorable trend, the film's studio announced that it would withdraw from the Spring Festival schedule and postpone its release to March 30. At the same time, it admitted that "a major mistake was made in the selection of the schedule." This work adapted from a true story continues the "terminal illness theme" that director Han Yan is good at. The performances of the two leading actors have also been recognized by the audience, but the tragic tone does not meet people's expectations for the Spring Festival, a reunion festival. The move to the Qingming Festival can be regarded as a proactive operation of "timely stop loss" by the film crew.

"Let's Shake the Sun Together" poster

The withdrawal of "Let's Shake the Sun Together" has "driven" several other films that were poorly scheduled and box-office: Ning Hao's "Mr. Red Carpet" had a lot of sales before the holiday Marketing attack, but Andy Lau's "congratulations" failed to attract more viewers. The film scheduling rate dropped from 8.5% on the first day of the Lunar New Year to 1.5% on the seventh day of the lunar new year. The Douban score was 6.8 points. The film studio announced its withdrawal on the 16th. files. However, the film's producers did not explain the reasons and reschedule like "Let's Shake the Sun Together", and its cumulative box office remained at 83.21 million yuan. The other two cartoons, "Huang Pi: The God of Wealth Cat" and "Bajie: The Lower World of the Canopy", which have low attention, film schedule and box office, also announced their withdrawal at the end of the Spring Festival, and did not count on their schedules like in previous years. The long-term box office after that.

In fact, due to the fierce competition in the Spring Festival schedule, there have been cases in the past where films were poorly scheduled and withdrawn, but there were not so many and such a strong response this year. During the Spring Festival last year, "China Ping Pong: The Last Strikes" missed a good spot in the first few days of the schedule due to temporary copy modifications. After that, it went through "withdrawn and then released, released and then withdrawn", and the final box office stayed at 100 million. Yuan. There are also some films such as "Deep Sea" and " Crowds" that have survived the unfavorable early scheduling situation and won recognition from the audience in the long-term screening after the Spring Festival. As for whether films such as "Let's Shake the Sun Together" and "Mr. Red Carpet" can turn around after being rescheduled, it also depends on the market situation at that time. After all, the early reputation has been released. Although there will not be as fierce competition as the Spring Festival schedule after the rescheduling, the collective consumption of the audience will The wishes are different. For film producers, how to carefully choose the right schedule and marketing strategy has always been a question that changes with time... Will there be a scene of 8 movies appearing together during the Spring Festival next year? (Luc)