According to Beacon Professional Edition data, as of 18:00 on May 5, the total box office of the 2024 May Day program (including screenings and pre-sales) exceeded 1.518 billion yuan, which was higher than the same period last year. Spend Crazy " and " Kowloon Walled City: The Siege " are temporarily among the top three box office releases. Beacon Professional Data Analyst Chen Jin believes that this yearās May Day market performed well, with many films exceeding expectations at the box office.
reporters found that from the perspective of box office distribution, the box office gap between the top films in this year's May Day schedule is relatively small, and there is no "28th effect" that was common in big schedules in previous years. However, at 12:00 on May 5, the low-ranking movie " Nothing That Can't Be Solved by Hot Pot " suddenly announced its withdrawal. It seemed to be a repeat of the ending of the Spring Festival release, and it also left the industry with a lot to think about at the end of the schedule.
"Nothing That Can't Be Solved by Hot Pot" Cancellation Statement
Compared with the National Day and Spring Festival movies, the May Day movie is more open. This year's May Day movie supply is rich in types. In Chen Jin's view, it has good differentiation and richness. It fully meets the movie-watching needs of different audiences, which is also one of the reasons why this yearās May Day program can achieve good results.
As of 18:00 on May 5, the box office of the movie "Peacekeeping Riot Squad" exceeded 399 million yuan, ranking first. The film is deeply loved by female audiences, who account for 71.4% of the audience, and the proportion of people watching the movie in groups is also relatively high, reaching 15.2%. "Peacekeeping Riot Squad" is based on the real peacekeeping operations of the Chinese peacekeeping police. The realistic scenes, real-shot explosions, and thrilling moments all restore the life-and-death scenes of the Chinese peacekeeping police.
"Peacekeeping Riot Squad"
"There is nothing a hot pot can't solve"
"Howl's Moving Castle"
"Peacekeeping Riot Squad" is the successor to "Chinese" movies such as " Chinese Captain " " Chinese Doctor " After a series of highly acclaimed films, director Liu Weiqiang once again combined theme themes and elements of commercial genre films to create a film as a producer. The film stars Huang Jingyu, Wang Yibo, Zhong Chuxi, Ou Hao, etc., who are very popular. In order to restore the reality of the peacekeeping mission, the crew directly "built a city" on 600,000 square meters. All scenes in the film are based on the actual scenes of the peacekeeping mission area. It was built and restored to a 1:1 authenticity, and was praised by the audience as āYou donāt have to travel on May Day, the best 5a scenic spots are already in the cinema.ā The film also brings China's peacekeeping police, a rarely understood police force, into the public eye. It has good educational significance and is suitable for parents and children to watch. At the film's premiere, some parents said, "This is the best patriotic education for children."
As of 18:00 on May 5, the box office of the movie "Thelma and Louise" exceeded 379 million yuan during the period, and it topped the box office on the third and fourth days of the period. Chen Jin believes that as the only major comedy film in this year's May 1st period, the film has obvious genre advantages and satisfies the "easy decompression" viewing needs of large-time audiences. It has performed particularly well at the box office in the Northeast region. The box office of the Hong Kong-style action film "The Siege of Kowloon Walled City" has exceeded NT$320 million during the period, and the single-day box office has reversed the box office decline for three consecutive days. The film has an excellent reputation, with a score of 9.5 from Taopiao.com and 7.5 from Douban fans. , is expected to get good long-tail box office. The film's ticket-buying audience is significantly different from other May Day films, with male audiences accounting for as high as 56.8%. It also has a clear advantage in South China. Among
's other films, " Spy Play House Codename: Bai", which is deeply loved by the two-dimensional community, ranks fourth with a box office of over 230 million yuan, and its box office trend is stable. In addition, young audiences love to watch the romantic film "Journey Across the Moon", "The Pig Movie: Star Wars" has the highest proportion of parent-child groups, and "Howl's Moving Castle" has the highest proportion of single-person viewing.
"Spy House Codename: Bai"
It is worth mentioning that the proportion of viewers who bought tickets on the spot on the first day of this year's May Day show was relatively high, close to 70%. Chen Jin believes that audiencesā decision-making time for purchasing tickets is lagging behind compared to before, and they prefer to make temporary decisions on the same day to watch movies. This also makes post-screening publicity, including post-screening word-of-mouth communication, more important. There is still sufficient demand for watching movies during the schedule.Judging from the ticket purchase profile, this yearās May 1st slot continues the feature of more prominent female audiences during popular slots, with female audiences accounting for more than 60%. At the same time, it has also become more concentrated, with the box office in third- and fourth-tier cities accounting for close to 40%. This yearās May Day program has the highest proportion of viewers aged 40 and above in history, and the demand for family viewing continues to expand.
In the opinion of many viewers, this yearās May Day schedule is generally rich and diverse, has a stable reputation, and is suitable for random selection. However, the schedule of many films is unclear, which also weakens the motivation to watch movies to a certain extent. For example, although "Spy House Code: White" is relaxed and enjoyable enough to be suitable for holiday leisure, some viewers said that by the end, they did not understand why the film was called "Code Name: White". Considering that this film was released in Japan on December 22 last year, both the character costumes and content elements, including the "white" in the title, are obviously designed to fit the winter and snowy atmosphere, and were released on May 1st. Not enough for the occasion.
"Peacekeeping Riot Squad" pays tribute to the Chinese peacekeeping police and the theme of "the five-star red flag is peace everywhere", which seems to be tailor-made for the National Day film, including the ending song, which talks about the feelings of family and country. Last year's main theme blockbuster " Sky King " had a high box office of 850 million yuan on May 1st. Although "Peacekeeping Riot Squad" still won the schedule championship, it failed to lead the box office. In the eyes of many theater managers, as an action blockbuster, "Peacekeepers" has a running time of only 101 minutes, which is a huge disadvantage. Judging from the actual viewing effect, the ending song, a large number of flashbacks, "bullet time" and other parts are also deducted from these 101 minutes, and the real effective duration is significantly reduced. The main theme of the movie is "high-burning action blockbuster". It has both "burning" and "action", but it doesn't seem "big" enough.
This yearās May Day schedule started with a sudden withdrawal and ended with an unexpected withdrawal. On April 23, the animated film "Xiao Qian" originally scheduled to be released on April 30 announced on its official Weibo that it would "select a date for release." There were originally 11 new films in the May Day schedule, but there were only 10 left when the schedule opened, and only 8 were left when the schedule opened. At 12:00 on May 5th, the May Day schedule was coming to an end. The producer of the movie "Nothing That Can't Be Solved by Hot Pot" suddenly announced on the official Weibo that it would be withdrawn on May 6th (theaters that have already opened screenings can continue to play). The statement stated that since the film was released, "due to various environmental factors, the film has not met with more audiences." "After carefully studying and judging the current situation, in order to meet the needs of more audiences," it chose to withdraw Later, Iāll see you all again someday. At the end of the statement, the producer also borrowed a joke from the end of the movie to "self-deprecatingly" shout, "There is nothing that cannot be solved by one hot pot meal. If you are still not satisfied, let's have two meals."
As film scholars say, withdrawal is a normal phenomenon. When the pre-sale situation is not ideal, it is a more rational choice to reselect the schedule. However, it is still difficult for many netizens to understand that a movie like "Nothing Can't Be Solved by a Hotpot" has run through the entire May Day schedule and still needs to be withdrawn. "It's as if it will look better if it is released after a while." The withdrawn film " Mr. Red Carpet " from the Spring Festival season has learned from the past. After the film was released again on March 15, it has not yet exceeded 100 million yuan, and 80 million yuan of it was obtained during the Spring Festival season.
As of 18:00 on May 5, the box office of "Nothing That Can't Be Solved by Hot Pot" was 52.759 million yuan. Like "Mr. Red Carpet", "Nothing Can't Be Solved by a Hot Pot" has also experienced a schedule change. It is reported that the film was originally scheduled to be released on January 13. Some netizens believe that during the off-schedule period, the competition is relatively small and the winter atmosphere has adapted. The "hot pot" is piping hot, but the choice of a larger time slot clearly shows the intention of doing something small to make a big difference. The film currently has a rating of 6.3 on Douban, and the reviews are polarizing. Due to the unsatisfactory box office, director Ding Sheng even choked up and shed tears during the live broadcast. The film combines hot pot, mahjong, and Sichuan opera. The scenes are almost concentrated in the backstage space of the Sichuan opera theater, giving people a sense of a collision between a "script-killing" story and a small theater experimental drama. Whether you can accept this style is a matter of opinion. Some viewers also believe that judging from the film schedule of "Nothing Can't Be Solved by a Hot Pot" during the May Day period, the film crew was not ready for a big release, and "the ability to maintain film schedules is approximately zero."Moreover, Yang Mi, the most popular star, did not participate in offline promotional activities such as the Shanghai road show, which is considered to have affected the box office to a certain extent. "The film studio is reluctant to spend money on publicity and distribution, and relying on word-of-mouth to promote film schedules is obviously not suitable for the big schedule."
A theater in Shanghai, the audience is buying a May Day movie. Photo by Zhong Han
A theater in Shanghai, the audience is buying a May Day movie Movie Photographed by Zhong Han
It can be said that "Everything That Can't Be Solved by Hot Pot" has almost gone through all the pitfalls that "Mr. Red Carpet" stepped on at the beginning. Moreover, "Nothing That Can't Be Solved by a Hot Pot" focuses on suspense comedy, so the impact of its withdrawal may be greater. At the advance screening road show in Shanghai, the creators have repeatedly emphasized that the audience should not give away spoilers. Now that it is withdrawn after a large-scale release, it is difficult for the movie to maintain its freshness in terms of suspense, and it has also lost popularity with the public to a certain extent. Some people ridiculed, "If it doesn't work, let's change the name to "There is no movie that cannot be solved by withdrawing it once. If there is, then withdraw it again."
However, I want to let movies that are not actually "bad" get more With multiple films in series and market recognition, it is obviously not possible to rely on constantly withdrawing and re-scheduling. How to further stimulate the potential of schedules and reasonably arrange film schedules requires more industry thinking.
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