Not long ago, the movie "Mr. Mr. Red Carpet " met the audience again. 12 days after its release, the box office still did not exceed 100 million. It ranked behind many new films and old rivals during the Spring Festival, and attracted public attention. Movie withdrawals and re-releases are nothing new. This year has been nicknamed by netizens as the "first year of withdrawal". Four Spring Festival movies including "Mr. Red Carpet" and " Let's Shake the Sun Together " have officially announced their withdrawal. Faced with fierce competition for schedules, the film crew "runs if they can't fight", but will they be able to fight back if they run? Facts have proved that this may not be the case.
On the surface, the withdrawal and re-release seems to give the film a chance to start over and attract audiences with a new attitude and publicity strategy. In fact, there are many complex factors of the film market hidden behind it, which may even cause the film to fall into the dilemma of "one hit, then decline, and three failures". " China Ping Pong: Jedi Counterattack " is one of them. In order to obtain better market performance, the film was temporarily withdrawn after the Spring Festival last year, which grossed 40 million yuan at the box office. However, it only grossed 8.3 million yuan at the box office on the day it was re-released. The overall performance was dismal. This case shows that withdrawing and re-releasing is not always a guarantee of success. On the contrary, it may cause box office performance to be repeatedly crushed due to factors such as market changes and the audience's loss of freshness.
returns to the problem itself, and the withdrawal may be due to two considerations. The first is the film studio's analysis of the market environment. They believe that it will be difficult for the film to achieve ideal box office results during its premiere period, and it is necessary to avoid direct competition with other blockbusters. This strategy is based on confidence in the quality of the film itself and expectations for the audience's word-of-mouth communication effect; on the other hand, withdrawing and re-screening may be a helpless move under market pressure. Today, the success of a movie often depends on how well it performs upon release. If the box office is not good during the premiere period, it will be like surviving in the cracks under the attack of many experts. The film will easily be forgotten by the market and fail to reach the core audience. Therefore, the film studio hopes to gain more exposure opportunities for the film by withdrawing the film and re-releasing it, exchanging time for market space, in order to reverse the decline.
But the trick of undoing files and replaying is not easy to use well. First of all, it is necessary to accurately grasp the market and have sufficient resources and flexible publicity strategies to support the second release of the film. Otherwise, it will only waste time and resources, and even further damage the film's reputation and market prospects. There are not many such successful cases on the market at present. The withdrawal of re-releases may also lower the audience's expectations. Some uninformed audiences will doubt the quality of the film, and the market's comeback marketing will easily lose its sense of freshness. This series of negative impacts are not conducive to box office performance.
experts said that large-scale withdrawals actually violate the spirit of the contract and disrupt the normal market order. "Upon your word, on your word, withdrew on your word. Who will dare to believe you in the future?" If arbitrarily withdrawing files becomes the norm, wouldn't it mean that the rules established by the film market are being arbitrarily distorted? For the film producers, choosing a schedule should be a prudent and rational decision. It is necessary to fully consider the actual situation of the film and the market environment, weigh the pros and cons, and formulate appropriate publicity and marketing strategies without allowing any mistakes. What's more important is that you still need to be strong when making iron. If you want to achieve better market performance, you need to cultivate your internal skills instead of relying on schedules. Because the subject matter of "Let's Shake the Sun Together" is too heavy and does not fit the family-friendly atmosphere of the Spring Festival, the film studio chose to release it again on March 30 after withdrawing the film. During the first round of screenings on March 23, the box office of the film exceeded 100 million. The follow-up can be expected. But no matter which schedule we are in, whether we can successfully counterattack will be determined by the quality of the movie.
(reporter Zhu Ziyu)
