Chen Yunge Sichuan News Reporter Yu Rubo
After this year's New Year's Day, Spring Festival, Tomb Sweeping Day, and "June 1st" schedules all achieved the highest box office in the past four years, it seems difficult for the Dragon Boat Festival to continue this achievement. According to Maoyan Professional Edition data, as of press time on the evening of June 10, the total box office of the Dragon Boat Festival had not exceeded 400 million yuan, and it had only surpassed 2022 in the past ten years. But among them, the movie " stop and go ", shot in Sichuan and entirely in Sichuan dialect, has become a highlight and has gained a good reputation.
Poster of the movie "Stop and Go"
The Dragon Boat Festival box office is generally balanced
Sichuan-dialect movies have become dark horses
In terms of quantity and type, there are 11 movies in this year's Dragon Boat Festival, which is the same number as last year, and the types are richer, although not as good as last year Dark horse movies such as "The Disappearance of ", crime, youth, animation, literature and art, and Hollywood movies are also available. Yin You, deputy general manager of Sichuan Pacific Cinema, said that during the Dragon Boat Festival, the overall occupancy rate of the cinema was about 12% to 18%. Among them, the two films with higher film schedules are " Sweeping Crime·Never Give Up " and " I Don't Want." "Let's be friends with you " is about the same, followed by "Stop and Go" and " Negotiation Expert ". The movie "Garfield " is so popular among children that its attendance rate exceeded that of many commercial films two days after the Dragon Boat Festival holiday. Recently, the cinema has also worked with the film studio to create a Garfield-themed pop-up store to attract traffic and build momentum, achieving good publicity effects and profits.
Poster for the movie "Sweep the Crime·Never Give Up"
It is worth mentioning that the "healing" movie "Stop and Go" shot in Neijiang, Sichuan, won a good reputation and popularity among passers-by during the Dragon Boat Festival. It has become a breath of fresh air among many commercial films. This film, starring Hu Ge and Gao Yuanyuan and performed entirely in Sichuan dialect, is filled with the unique "relaxation" of Sichuan people from beginning to end. The main story line of "Beijing Drifters Returning Home" shows another mentality and choice when facing the "stagnation period" in life. The humorous healing light comedy style allows the audience to feel the charm of "Sichuan-style humor", and at the same time makes the audience feel the charm of "Sichuan-style humor". The audience can find a part of themselves left behind in their hometown through movies. After watching the movie, some viewers said that they had not gone to the cinema to watch a movie for a long time, but "Stop and Go" made him feel "very worthwhile."
Poster for the movie "The Negotiator"
The summer film trend is generally improving
Theaters are calling for "blockbusters" to lead
It is undeniable that this year's Dragon Boat Festival coincides with the college entrance examination, and during the same period, we also encountered "Celebrating More Than Years2" and " Mo Yu The impact of popular TV series and online dramas such as "Yunjian" and " Rose Story" has resulted in the overall box office performance of the Dragon Boat Festival not being very outstanding compared with previous years. However, industry experts believe that with the end of the college entrance examination and the official announcement of a number of popular summer movies, the overall movie box office market will usher in another wave of rebound this summer.
Poster for the movie "I Don't Want to Be Friends with You"
The seemingly calm Dragon Boat Festival made practitioners deeply aware of the changes in the audience's viewing habits. Famous film critic Tan Fei pointed out that the overall psychological environment of the audience now faced by movies is that if they are not strictly needed, there are no good-looking or must-see movies, or highly social topics, most of them will choose not to watch them. This trend irreversible. Tan Fei believes that if there is no super strong film belt in a big period, and there is a situation where one giant, two giants or even multiple giants take the lead, the attraction will be weakened. The emotional value output that can be accomplished by small and medium-sized films can now be basically covered by online dramas, short dramas, micro-short dramas, short videos, etc. The biggest advantage of theatrical movies over its competitors is that it is "a must-see blockbuster in the cinema" or a "topic" "Double-strength movies with strong sex and strong empathy", those movies caught in the middle are not as good as the top ones, and they can't compete with more flexible online products than the bottom ones, so they seem very embarrassing. "Feelings and love for movies can no longer solve the problems of 'attracting new customers' and 'retention' faced by movies. People of insight can no longer take chances and must face it with the thought of 'decision'."
Movie "Garfield" "Family" poster
