1905 Movie Network Special Article According to the latest data released by the National Film Administration, the box office revenue of May Day movies in 2024 was 1.527 billion, attracting 37.77 million viewers. Both data exceeded the same period last year. At the same time, leveraging such market performance, the cumulative box office for 2024 has also successfully exceeded the 20 billion mark.
has set a new record in the Spring Festival schedule, and the response to the May Day schedule is still enthusiastic. On the one hand, the film market continues to be "booming", and on the other hand, a phenomenon has begun to appear in the industry - new films after popular schedules are withdrawn.
On the last day of the May Day holiday, "Nothing That Can't Be Solved by a Hot Pot" officially announced that it would be withdrawn on May 6, and would "see you again on another day" afterwards. In the statement of
, the producer said: "Since its release, due to environmental factors, the film has not met with more audiences." The "environment" mentioned here also points to the fierce competition in the May 1st stalls: Looking back at "No Meal" During the release history of "What Can't Be Solved by Hot Pot", with 8 new films starting production at the same time, the film's proportion of the film schedule continues to hover at a low level, and is decreasing day by day with the box office trend.
"Hot pot withdrawal" has become a hot search topic, making "withdrawal", a concept that attracted attention during the Spring Festival, once again become a hot topic of public discussion. Some people ridicule that this method has become the "7-day no-reason return" in the film industry, and some people are curious: What can a movie be changed by withdrawing it from a popular schedule and re-screening it at a later date?
Before "Nothing Can't Be Solved by a Hot Pot", "Mr. Red Carpet" and "Let's Shake the Sun Together" had already tried the same operation during the Spring Festival. The two films were subsequently re-released on March 15 and March 30. The formerâs final box office was 94.22 million, an increase of less than 12 million from before the re-release; the latterâs cumulative box office reached 275 million, higher than the Spring Festival It increased approximately 2 times during the release.
Although the feedback data of the two "samples" are not outstanding, "Let's Shake the Sun Together" was questioned as being "incompatible" with the festival atmosphere compared to its original schedule. Its re-entry before the Qingming holiday still helped it successfully attract some new audiences. The audience also allowed films with the same needs to see the possibility of change brought about by "withdrawal".
However, from the Spring Festival period to the May Day period, the outside world still generally has reservations about the effect of "selective re-screening". The "repeated" withdrawal of the film has a direct impact on the public's "crisis of trust" in the quality of the film. Compared with the publicity strategy and distribution effects that the industry is more concerned about, the first thing the audience intuitively feels is the creator's confidence in his own work.
In the statement of "Nothing Can't Be Solved by a Hotpot", the producer mentioned that the decision to withdraw was made after "carefully studying the current situation", but for the film itself, there are still things that need to be faced next Perhaps this is the real "last stand".
is not just a "hot pot meal". For all "withdrawn" films, how to make the audience feel fresh and regain their "trust" in the content the next time it is released requires more careful study and judgment than the "withdrawal" itself. , a carefully considered decision.
At the same time, "choosing the opportunity to re-screen" is also not easy. "Nothing Can't Be Solved by a Hot Pot" had a temporary schedule adjustment before its current release. The original schedule was after the New Year's Day and before the Spring Festival, which is generally considered an "unpopular schedule". The creative team was obviously not fully prepared for the size and intensity of competition in the "May Day" after the change.
In addition to the precedent of "Let's Shake the Sun Together", which changed its Spring Festival schedule to Qingming Festival, as the "weekend schedule" has increasingly become the focus of attention and discussion in the industry, many non-established large-scale schedules may also have the opportunity to breed "box office" Dark Horse". But in any case, the return of "withdrawn" films will obviously face more challenges and needs to be more comprehensive and targeted than the premiere round.
