However, it backfired. On the first day of the film's release, as of 8:30 p.m., the single-day box office was only 7.9483 million yuan. The box office forecast given by Maoyan Professional Edition on the first day of release is only 8.9987 million yuan. This means that if there are no accidents, the first-day box office of this movie will definitely not exceed 10 million yuan. The accident I am referring to here is, "ghost field".
Zhang Ruoyun, who has gained great popularity in TV dramas, and Feng girl Zhong Chuxi, filmed a movie whose box office failed to exceed 10 million on the first day. There must be a problem here. The most intuitive problem is that this movie probably did not even fully appeal to Zhang Ruoyun's fans. A traffic star like Zhang Ruoyun starts with at least 10 million fans. The box office performance that matches Zhang Ruoyun's current traffic is at least 300 million to 400 million yuan. However, judging from the current box office trend of the film, if its final box office can exceed 200 million, it will be a hit.
It is a certainty that the film’s first-day box office cannot exceed 10 million. Based on the current box office performance, major theaters will definitely lower their screening rates for the film the next day. Many movie fans who want to see this movie may not be able to choose a good screening. Why are the box office numbers for this movie so low?
I think it was caused by serious marketing mistakes by the film crew.
So far, I can only see that the film producers have been telling the fans that our movie has a good reputation. It has been a hit, and everyone who has watched it is full of praise. But what's so good about it? When the film studio was marketing, it was unclear. This is the scariest form of marketing. After 20 years of baptism in theater movies, movie fans have long reached a consensus - the film studio said that the movie is good, but can't say what is good about it. It must be marketing word-of-mouth. The harder they market themselves, the more likely they will be. Proves that this type of movie is nothing more than a marketing movie.
"Safe Evacuation from the 21st Century" has been released for one day, and movie fans who have not been able to watch the movie still cannot know "what story the movie tells." This is the most disadvantageous point in the process of earning box office for theater movies. A good movie trailer needs to directly tell the fans what story my movie tells and what the highlights are, rather than being pretentious like "Safe Evacuation from the 21st Century". This kind of pretentious trailer will be considered by a large number of movie fans as a scam and will directly dissuade movie fans.
Let me give you a few examples of other things. For example, "Transformers". Although it is also a bad movie, its scheduled trailer is very sincere and directly tells the fans that it is the story of two groups of robots fighting. Then, it selects some exciting fighting scenes to show the fans and tells everyone that it is a popcorn movie of this quality. , it’s your choice whether you want to see it or not.
For another example, the trailer of the movie " Catch a Baby " is also sincere and directly tells the fans that it is a comedy story about a rich man pretending to be poor with his son and trying to educate good children through poverty. The main plot was not hidden, but was directly told to the fans through the trailer. This way, fans won’t feel like they might have been scammed.
The movie "Safe Evacuation from the 21st Century" is too hidden in the trailer and story summary stage. Movie fans have no way of knowing what the story is by watching the trailer. This overt marketing method was still effective ten years ago. Nowadays, everyone really doesn’t catch a cold anymore.Time is precious for movie fans. If they cannot predict in advance what type and content of movies they may see, they will not buy tickets to watch it.
Moreover, the reputation generated by this movie is actually not conducive to the rapid growth of the subsequent box office. why? Because the reputation of the film, whether it is created by the film studio or spontaneously fermented by movie fans, most of them say that this movie is second-rate and has a good imagination. However, it is unclear how exactly he got the second grade and how he became more imaginative. The most fearful thing about a movie's reputation is this lack of clarity. This kind of vagueness has the same effect as the concealment of the trailer - it makes the fans feel that they may want to defraud me.
Nowadays, theater movie marketing must be sincere. You must tell movie fans straightforwardly what your genre is, what the content is, and what you want to watch. The movie "Safe Evacuation from the 21st Century" and all kinds of marketing are more like covering things with red hijabs, and then shouting that there are good things under our red hijabs. When people asked what it was, it didn't say anything. It just said, "You can buy a ticket and see it for yourself." How can movie fans have that free time? If this film does not release a normal trailer as soon as possible, subsequent box office growth will be even more sluggish. (Text/Ma Qingyun)
