is getting closer and closer to May 20. The reporter noticed that the 520 slot in previous years was often a bonus period for romance movies, and many hit romance movies were produced. However, in this year's 520 slots, not only the overall number of films has decreased, but there are also very few domestic romance films. Are romance movies no longer in love with 520?
20 The popularity of the film is low, and imported romance films account for a high proportion
From May 18 to May 20, a total of 4 romance films have been scheduled, namely " Tonight, Even if This Love Disappears from the World " and " April Girlfriend" ", " missed you in those years " and " can't miss only you ", both of which are currently on pre-sale. The starring roles of these films are basically popular handsome men and beauties with a large fan base. However, the most popular film "The Years I Missed You" grossed only 1.51 million yuan in screenings and pre-sales, and its market performance was far below expectations.
The movie "April Girlfriend" released on the same day was directed by Tomokazu Yamada and starred by Takeru Sato, Masami Nagasawa and Nanana Mori. In the movie, Toshiro Toshi (played by Takeru Sato) and his fiancée Sakamoto Yayoi (played by Nagasawa Masami) suddenly received a letter from his first love Iyoda Haru (played by Mori Nanana) on the eve of their wedding. When their hearts were surging, his fiancée suddenly disappeared and was forced to Fujishiro Jun, who embarked on the road of search, gradually discovered his original self in the process of pursuit, and bravely embraced true love. At the Beijing premiere, Takeru Sato admitted that he wanted to convey love to the audience through the film.
"The Years I Missed You", which will be released on May 19, is a highly discussed film among the 520 films. The film is directed and written by Fujii Michio, produced by Zhang Chen, and stars Xu Guanghan and Kiyohara Goya. In the film, Jimmy (played by Xu Guanghan) and Ami (played by Kiyohara Goya) met in Tainan when they were 18 years old, and gradually developed a vague love. And spent an unforgettable midsummer time together. The film's star, Xu Guanghan, has been a mainstay in romance films in recent years. Romance films starring him appear on the screen almost every year and are deeply loved by young audiences.
According to Maoyan Professional Edition data, the movie "The Only One You Can't Miss" scheduled to be released on May 20 was released on April 1, 2023, and achieved a box office result of 51.674 million yuan. However, the film's rating on Douban With only 4.0 points, it may not be very competitive in this period.
gradually failed 520
520, which is homophonic to "I love you", and is regarded by many young people as a day full of love, and the "520 file" came into being.
If we look closely at the origin, 2018 can be regarded as the first year of 520 files. On May 18, 2018, 6 movies were released. The top movie is the romance film " Cohabitation in Time and Space", starring Lei Jiayin and Tong Liya . The film is small and big, with a cumulative box office of up to 900 million Yu Yuan. However, it is worth noting that the box office of the film was 50.12 million yuan on the day it was released. On May 20, two days after its release, the box office reversed the decline, with the single-day box office exceeding 110 million yuan.
It was through this film that the film industry realized the "gold content" of 520 files. But in 2019, May 20th fell on a Monday, which was not in line with the regular practice of movies being released on weekends and Fridays. In this year, there were very few 520 movies. Then in 2020, due to external environment constraints, no movies were released on May 20.
In 2021, the 520 movie will regain its glory. The reporter noticed that May 20 of this year was a Thursday on a normal working day, but there were still 5 movies released on this day, and 3 movies on the 21st. Released.The movie " I want us to be together " starring Qu Chuxiao and Zhang Jingyi is a youth romance film. Under the pressure of large-scale movies such as "Fast and Furious 9" released on the second day, the film The film still achieved box office results of over 380 million yuan.
Although this gem is ahead, 2022 has not ushered in a good follow-up. The film market has been cold. The scene of romance films that "extended with small things" no longer exists. The 520 films are also dismal, with only " "I Want Us Together" was a re-released movie, and the four new films released that day, including "Downton Abbey 2", failed to achieve outstanding results.
May 20, 2023, falls on a Saturday, which can be regarded as the right time and place. A total of 17 movies will be released from May 19 to 21, including romance movies such as " Please Don't Believe Her " and " The Rest of My Life ”, “Glacier Love”, etc., but they failed to recreate the box office miracle of the year.
To sum up, the failure of the 520 file is not a one-sided reason. On the one hand, it is related to the audience’s aesthetic fatigue of romance films. In recent years, a large number of low-cost youth romance films have been replaced by different but similar titles to frequently meet the audience. The quality varies, and the stories are old-fashioned and outdated, making the film market complicated. Audiences have long been accustomed to this, and it is understandable that they are unwilling to buy it. In addition, the 520 schedule is an immature schedule. It does not take as long as the Valentine's Day schedule and the Chinese Valentine's Day schedule. The schedule is not well-established, and the schedule is mostly one day, and sometimes it is not a rest day. The audience has not yet developed the habit of watching 520 movies. habit, therefore, it has become a situation where the 520 gear almost fails again and again.
At a time when audiences have increasingly rich movie-watching choices, if they want to continue to play the game of 520 well, the quality of the film itself and winning by word of mouth are the keys.
Modern Express/Modern+ reporter Li Yiheng and Ding Mengsha
(Source: Modern Express All Media)
