Blue Whale News, July 4 (Reporter Hao Yan) On the evening of July 3, the movie "Wild Child " issued a statement announcing its withdrawal, and the most shocking thing is that "Wild Child" announced its release It was withdrawn again, just one day later.
Why are movies this year always withdrawn? Will this year's summer season change without "Wild Child"?
"Wild Child" was withdrawn due to "progress reasons". Is 2024 the first year of withdrawal?
In 2024, known as the "first year of withdrawal", "withdrawal" continues.
Movies have become deserters in almost every important period. Now that the summer season has started, the movie "Wild Child" has completed the "blitz" from "uploading" to "withdrawing" in one day. According to the official statement of "Wild Child", due to later schedule reasons, the movie "Wild Child" will cancel its release schedule on July 10. At the same time, the film studio will coordinate with the ticket sales platform and the cinema to ensure that ticket refunds are properly handled.
Although it is not a big production, the addition of Wang Junkai also gives "Wild Child" a chance to get a share of the summer movie. According to Beacon Professional Edition, as of 22:31 on July 3, the pre-sale box office of "Wild Child" has reached 5.5 million. Before the screening, the media predicted a total box office of 350 million to 500 million.
Although the official claim of "Wild Child" is that the withdrawal is related to "late progress", many people still associate this incident with the frequent withdrawals of movies this year.
The most notable withdrawal this year occurred during the Spring Festival. Four movies including " Mr. Red Carpet " and " Let's Shake the Sun Together " were withdrawn after their release. As an important period of the year, being able to squeeze into the Spring Festival period requires not only strength but also financial resources. After all, this period has a significant effect on the 28th and has always been a melee for publicity and distribution. The cancellation will inevitably cause a serious waste of publicity and distribution resources.
When film producers withdraw their films, they often hope that the new schedule will bring a second life to the film. However, neither "Mr. Red Carpet" nor "Let's Shake the Sun Together" achieved satisfactory box office results when they were re-released. The final box office of this movie directed by Ning Hao and starring Andy Lau was only 94.222 million yuan, of which the total box office for the second screening and five-day re-screening was less than 8 million. The impact of the withdrawal of
does not only affect the film studios. For movies expected to be released this year, the withdrawn films are also likely to crowd out their future schedules.
Relevant management departments also attach great importance to this. Mao Yu, executive deputy director of the National Film Administration, once said that it is necessary to formulate effective market strategies and hope that each film will find its correct positioning, and do not blindly crowd into large schedules and withdraw them as soon as the box office is not good. .
The summer movie is not as popular as expected. Can Shen Teng and Ma Li’s new film save the market?
The summer season is almost as important as the Spring Festival season. Film practitioner Guan Yadi said in an interview with a Blue Whale News reporter: “The whole year and the Spring Festival season have become the two most important periods, because the summer season spans two months and is also the most important period for the whole year. The longest period of the year is also the period with the highest box office output. "
The 2023 period contributed almost 40% of the annual box office. According to data from the Maoyan Research Institute, the box office of the 2023 big period accounted for 62.4% of the annual total. %, compared with 38.8% in 2020 and 50.1% in 2019. Among the top 150 movies at the box office last year, 37 were released in the summer season, far exceeding the number in other periods. Among the top ten movies at the box office, summer movies account for half. Among them, two excellent films, ", all-or-nothing, " and ", ", grossed more than 100 million at the box office on the first day of release. In terms of box office structure, the 2023 summer box office will reach 20.62 billion yuan, a record high. Compared with the same period in 2022, it has increased by 125.7%. The popularity of
last year also made the market have great expectations for this summer's summer release. However, currently 1/3 of the 2024 summer release has passed, and there are no super headline movies. Guan Yadi told the Blue Whale News reporter, "There should be a few movies in the summer season that perform to their due level and meet expectations, but the overall number is small and not enough to support the demand for the summer season. There is currently no reason to point to the 2024 summer season. It can be compared with 2023. I hope the data in all aspects will not drop too much, which is good."
According to Maoyan Professional Edition data, as of 14:50 on July 4, the total box office of movies in the 2024 summer season (June 1-August 31) exceeded 2.5 billion yuan. "There is a Commissary on the Edge of the Clouds" and "Mind "Secret Service 2" and "I Don't Want to Be Friends with You" ranked among the top three in the box office list. Although the highlights of the summer season are in July and August, the first-month box office revenue of only over 2 billion yuan is hardly satisfactory. .
Among the films currently being released, the comedy movie " Catch a Baby" starring Shen Teng and Ma Li has received the most attention. It is reported that the film will follow "Charlotte's Trouble" and "The Richest Man in Xihong City". According to Maoyan's box office forecast, the third "Xihong City" IP film is expected to have a total box office of 2.43-3.5 billion. It is reported that the industry generally believes that the film is expected to hit the summer championship.
It is worth noting that "Catch a Baby". The producer is Wanda Films. Previously, China Ruyi took over Wanda Films, and Chen Zhixi, who has produced many blockbuster movies, became the owner of Wanda Films. In this summer season, many films produced by Wanda Films have also become strong contenders, except for "Catch the Baby". "In addition, " Retrograde Life " starring Xu Zheng and "White Snake: The Floating Life" of Light Chasing Animation are both very popular. From this point of view, although the summer box office champion is still undecided, Chen Zhixi may be the biggest winner. Becoming a dark horse at the box office, " Silently Kills " is bravely entering the summer season as a dark horse. After the movie "Manslaughter", director Ke Wenli seems to have cracked the traffic code of the film industry in recent years. The combination of crime suspense and social events has become " The biggest highlight of "The Killing" is that the film's total box office has exceeded 50 million in the two days since its release. According to Maoyan Professional Edition, the total box office is expected to exceed 800 million.
In addition to domestic films, Marvel's new film "Deadpool and Wolverine" is also worth it. Attention, although the leading actors come to China to promote hard in the high temperature, Hollywood blockbusters have been underwhelmed in China in recent years. The current box office forecast of this film in Maoyan Professional Edition is 400-600 million.
Today's movie market relies heavily on hit movies. The overall driving role of the market, and who will become the dark horse, is still a question.
