| Editor of mia
| Akagi bottle
On the fourth day, the clues of the May 1st trend can basically be seen.
has no major blockbusters. It was crowded with 11 new films at one time. The light animation " Xiaoqian" was officially announced to be withdrawn before its release. There were many vertical subdivisions in the schedule. The pre-sale box office did not have a big hit. The film was mostly topical. The popularity is average, and has cast a layer of uncertainty on its market performance.
Judging from the situation after its release, the first-day box office of 417 million was mediocre. Although it exceeded the 315 million first-day box office on May 1st last year, it was still less than the 600 million in 2019 and the 457 million in 2021. Judging from the number of screenings nationwide on the first day, it reached 496,000, breaking the record for the first day of Chinese film and television on May 1st. " Peacekeeping Riot Squad " with the top star Wang Yibo became the top ticket without any suspense.
Starting from the third day, the happy twist comedy " Thelma and Louise " surpassed "Peacekeepers" to reach the top of the Japanese charts. Hayao Miyazaki's classic re-release " Howl's Moving Castle ", "Spy's Playhouse: Code White", two Japanese comics with stable output serve as the second echelon, " There is nothing a hot pot can't solve " and " "Journey Across the Moon" fell into the third echelon. deserves attention for its dark horse schedule and long-tail effect. " Kowloon Walled City: The Siege ", which counterattacked the first echelon, became an unexpected surprise in the context of the decline of Hong Kong films.
highlights the double-edged sword: the polar fate of "Kowloon Walled City" vs. the powerful "Hot Pot"
Let's first look at two relatively popular seeded contestants. "Peacekeeping Riot Squad" can be compared with the theme action film "The King of the Sky", which was also released on May 1st and also starred by Wang Yibo. The audience structure is also similar: young female fans. However, there is a gap between the two in terms of pre-sales of 30 million and 100 million+, and there is also a gap in the predicted box office. "Peacekeeping Riot Squad" was filmed in 2021. The three-year backlog means that it may be different from the current market taste, and in terms of the main theme positioning, a more suitable release date may be the National Day release.
The family comedy "Thelma and Louise" with Northeast regional characteristics adopts the promotion strategy of the linkage expert Dongbei Yujie. The current Douban score is 6.3 points. With the recognition of the twist comedy and several leading actors, it has been released in the past few days. It has been ranked second only to "Peacekeepers" and has become the mainstream choice of most viewers, and is expected to become the most popular film in the schedule. "Godzilla vs. Kong 21", which has been released for more than a month, is still able to generate box office output, even surpassing the third-tier players. This shows that the overall film list is weak, and entertainment is still a strong need for holiday movie viewing.
In addition to "Thelma and Louise" and "Peacekeepers" that have shown their advantages before they were released, " Kowloon Walled City ", which Maoyan's current box office forecast has been raised to nearly 700 million, has been able to counterattack and enter the first echelon, competing with large-scale Click related. The effect of
is not only related to word-of-mouth, but also has a lot to do with the city selection strategy and the overall publicity strategy. Several films have chosen to target lower-tier markets and avoid high-tier cities. "Xiao Qian" will be launched in 25 cities across the country from 15:00 to 16:00 on April 14, with a total of 100 shows. The screening scale from 14:00 to 16:00 on April 20th and 21st was reduced to 16 cities. The reputation did not ferment, and it was finally withdrawn and ran away. We focus on selecting "Kowloon Walled City" and "Hot Pot" as the objects of analysis.
For the former, it has a relatively high reputation during the period, and it has once again achieved success with large-scale screenings. For the latter, screening not only failed to have a miraculous effect, but also led to the spread of negative word-of-mouth.
"The Siege of Kowloon Walled City" started late, choosing to start screening in 100 cities from April 23 to 26. After receiving good feedback, it further expanded the screening scope to the whole country, and finally promoted the film to become a big hit on April 27 It won three consecutive titles on the 28th and 29th, ranking first among new films in screening and pre-sale box office.
The film is directed by Cheng Po-sui. His strong personal style and comic-book theme's passionate and violent aesthetics form a perfect match with the Kowloon Walled City, a city of sin that has a city atmosphere, a sense of wasteland and a sense of surrealism. The strong chemical reaction strikes a balance between reality and exaggeration, creating an enjoyable film with a large proportion of martial arts scenes, similar to the exit logic and audience composition of "Godzilla vs. Kong 2". has a score of 7.5 on Douban, which proves that the quality is impressive. Although the starting lineup is low, it has become the film with the most potential to be successful in the long run.
"Nothing That Can't Be Solved by Hot Pot" is scheduled to be screened for 200 times in 20 second-tier cities across the country from 14:00 to 17:00 on April 13th and 14th. It will be screened in 50 cities across the country on April 20th. A total of 500 screenings will be launched in two periods, and 2,000 screenings will be launched nationwide on April 21. The keywords in its announcements focus on relevant hot pot, and it has also launched a "hot pot venue" in conjunction with Haidilao.
The promotion of "Hot Pot" is not without innovation and hard work, but the quality of the content is not supported. The screenings intensify the negative reputation such as abrupt rhythm, suspense and mystery. The reputation is divided and the audience's willingness to watch decreases. The film currently has a score of 6.4 on Douban, and the focus of public opinion is not on the plot, but on the top star Yang Mi. The powerful "Harbin 1944" was released at the same time. While "hiring an acting teacher" was promoted, the acting controversy and "manicure controversy" brought by the idol drama Muscle Memory also affected the film starring her to a certain extent. movie of.
Generally speaking, large-scale screening is more suitable for high-reputation movies where the film studio has confidence in its content, and the audience threshold has further increased. Douban ratings have been "inflated", and the audience is increasingly trusting relatives and friends instead of Amway. col. Films with shortcomings in word-of-mouth quality are better off "remaining mysterious" than starting releases.
Two-dimensional IP uses offline activities and special discounts to leverage box office
Considering that the audiences of live-action movies and animated movies are different, they should be compared within the same genre. "Spy's Playhouse", with a box office forecast of over 300 million, outperformed "Howl's Moving Castle", which had a box office forecast of nearly 200 million, which is a small surprise. "Hal" has a Douban score of 9.1, but it has been more than 20 years since it was first released. It is more popular among Hayao Miyazaki's IPs, but not as popular as "Spirited Away".
"Spy House" had a certain degree of national popularity before it was released. The original comic was serialized on Shueisha's online comic platform "Shounen Jump+". So far, only 11 volumes of "Spy House" have been released. The total sales of the comic book have exceeded 30 million. The reputation of the animated series is on both imdb and Douban. With a score of 9 or above, it quickly reached the top of the popular list after being launched on station b. The total number of views of the two seasons of the animated series has reached an astonishing nearly 1 billion times. The beautiful spy couple incorporates elements of classic spy wars, the cute national girl with the ability to read minds and other innovative settings, coupled with the joyful and warm daily life, can be said to be the hegemonic show in the past year or two. The theatrical version was released in Japan last year, with a total box office of over 6 billion yen, temporarily ranking first in the Japanese box office in 2024.
has dropped from a score of 8.0 on Douban at the beginning of its release to a score of 7.5 now. Fans are not satisfied with the content of the theatrical version, which is "fair and streamlined", but its reputation is still at a high level throughout the entire schedule. Like last year's " Suzuya Journey " and " Slam Dunk ", this film was promoted by Road Painting Film and Television, creating a massive offline event. During the
event, Beijing Linekong set up food stalls, mini-game interactions, peripheral purchase points, and check-in and photo booths. The sunken square, fences, pillars, both sides of the road, step arches, etc. were all added with Ania-related elements to recreate the scenes in the film. , to create a huge "immersive check-in place". On April 20, "Spy's House" opened its outdoor premiere at Blue Harbor in Beijing. The "Family" Year was officially launched, with a giant screen for outdoor viewing. On the same day, the 66-city premiere was opened and popular corser cards were invited. Linna cosplays the protagonist in the film "Dusk", and the offline space has been open until May 5. The huge flow of tourists in Beijing during the May Day holiday has also increased the exposure coverage. The organizers not only hope to build momentum for the film, but also Expect to increase the long-term influence of IP.
In addition to the film scheduling blessing brought by Alibaba's distribution capabilities, it is worth mentioning that the film's special bonus gameplay is becoming a new option for the second dimension to leverage the box office of films in recent years. The commemorative ticket stubs launched from "Suzuya Journey", the special ticket stubs, character cards and posters of "Slam Dunk", and the 7 special ticket stubs of "What Kind of Life Do You Want to Live" originated from Japan's special culture, just like the blind Boxes generally stimulate fans' collecting habit and become the favorite of the two-dimensional group.
"Spy's Playhouse" also adopts the above-mentioned gameplay. In the early stage, new unlocking bonuses are added based on the number of people who want to watch. Later, new bonuses are unlocked based on the improvement of pre-sale results. Fans have posted their collected posters and comic cards online. , stickers, photo cards, ticket stubs, etc., which intensified the popularity and discussion.
The inspiration brought by this film is that Chinese comics may wish to learn more from the above-mentioned "ritualistic" gameplay, focus on audience interaction, and create an immersive viewing atmosphere. This will not only improve fan satisfaction, but may also Can improve the degree of circle breaking.
Judging from the recovery and growth of the Spring Festival and Qingming Festival, the film market has fully recovered. According to wind statistics, 13 of the 20 film and television companies will achieve profitability in the first quarter of 2024; companies such as Enlight Media, Tangde Film and Television, and China Television Media have experienced significant growth in performance. Although the May Day stall, which takes over the Qingming Festival and warm-up summer stalls, is not a big hit, it continues this trend, but there are also points to make and experiences that can be reviewed.
Galaxy Securities believes that considering the rich variety of films in the 2024 May Day period, the relatively average pre-sale performance of several popular films, the large number of animated films in the overlay period, and the types of films that are more favored by the new generation of young audiences, it is expected that the May Day period The box office is in the range of 1.3-1.7 billion. "The pre-epidemic inventory of domestic film manufacturers has been gradually cleared, the production and release of new films have been steadily progressing, and the willingness of movie fans to watch movies has gradually increased. Both sides of supply and demand are working together, and we are optimistic about the market performance of the film market in the coming years."
