｜Nan Rumin
Very suddenly, the hot literary film " Hidden into the Dust " is about to go offline?
Speaking of the most popular and out-of-the-circle films this year, I never expected an ordinary literary film "Hidden in the Dust" to be on the list. Its popularity has far surpassed that of conventional commercial films, achieving a rare out-of-the-circle film. Even ordinary people started talking about the film. But this sudden offline is quite unexpected, after all, its key is not over yet.
The magic film has attracted two key extensions
has already reported that "Hidden in the Dust" will be officially offline on September 8th, just stuck at the node where the film achieves over 100 million yuan. In fact, I have heard some rumors in the poisonous milk movie before, and now it is finally hammered. It's not easy to make magic films, even more difficult for literary magic films, and even more difficult to go offline without the key expired.
How difficult is it to get out of the circle of a literary film? At least from the point of view of data, even if the timeline is extended to 10 years, there is only a mere " Hundred Birds Chaofeng ", and there is a similar situation in the documentary " Twenty-two ". This kind of realization breaks the circle. As a result, the situation of making the box office 10 times + seems to be mostly luck, but luck is also based on quality.
"Hidden in the Dust" has obviously become the hottest topic at the moment, not only discussed in the industry, but also by the general public. Horizontal comparison will give you a more specific understanding of its terrifying heat. Take the summer box office champion "Lonely Walk on the Moon" as an example, the two films are close in the single-day Douyin topic broadcast volume, you must know that the former is a super seed of 3 billion.
Looking at the entire release process of "Hidden in the Dust", it can be basically divided into two stages. The first is from the release to August 9, which is the first key termination point. During this time, the film received more than 18 million The box office belongs to the normal category of literary films, and there is no sign of breaking the circle. At the end of this release cycle, the film schedule has approached zero, reaching less than 0.1%.
Because of the special properties of literary films, it does not occupy the screening space of commercial films, nor can it snatch the audience of commercial films, so it can have a long showing period until the next literary film replaces it. So the film underwent the first round of key extension, that is, from August 9 to September 12. This period is called the real "moment to witness miracles".
At this time, the film has been launched for streaming. It is reasonable to say that this is a nightmare for all theaters, because it means that its path to theaters will come to an end, but this saves the film and becomes the biggest inflection point. After landing on streaming media, the film has gained greater exposure, and it can target more audiences to the bottom, and no longer focus on senior movie fans. With the precise short video, the magic out of the circle was finally completed. The momentum of
's slow formation of breaking the circle finally began to make the market react, and all this happened later. In fact, objectively speaking, the breaking circle of "Hidden in the Dust" does not depend on quality. After all, no matter how well a literary film is shot, it is difficult to increase the audience. of the audience, not all think how good it is.
Seeing that the second round of key extension could no longer satisfy its long-term trend, the film underwent a second extension on August 29, from September 13 to September 30. This also means that before it will be directly screened to the National Day file, a larger scale of word-of-mouth and emotional effects will be formed.
Therefore, the sudden delisting of the film is based on this foundation, even the second round of keys has not expired, and the market volume is far from being released, and it can continue to remain the single-day champion. Going offline will undoubtedly have a great impact on the market.Big impact, it is expected to lose at least 30 million+ box office. Of course, the film has achieved huge revenue, and finally successfully exceeded the 100 million mark.
In fact, for a small-scale literary and artistic film such as "Hidden in the Dust", more than 18 million yuan belongs to its real box office volume, including other similar literary and artistic films in the future, don't blindly enter the market with the goal of 100 million+. After all, such opportunities and luck are hard to come by.
The market is constantly benefiting the main theme
If "Hidden in the Dust" is finally an ordinary literary film with a box office of 18 million, then there is absolutely nothing to say that it will be offline, but people are afraid of being famous and pigs are afraid of being strong, and now it is a film The phenomenon-level explosion of 100 million+ has become the biggest topic of the moment, and it has a great impact on public opinion, so it is another matter entirely.
In fact, the offline of "Hidden in the Dust" is not an exception. Looking at the distribution of film orders and schedules throughout this year, we can clearly see some clues, and policy tightening is a major trend. Now it's arranging themes for creators and arranging schedules for movies.
But not every film can be arranged. Those large number of ordinary commercial projects, or "early birds" like "Hidden in the Dust", obviously cannot be taken care of. In this year's overall film list, there are few imported films, few Hollywood blockbusters, and few domestic films, which has also caused the poor performance of many schedules this year, including the summer schedule.
Especially in the finalization of the film, after the filmmakers lost the initiative, they were no longer so positive about the film. In the past, if a film was to be released, as long as there was a dragon standard and a public release license, the schedule was determined by the filmmaker. the result of.
Such as the next Mid-Autumn Festival files, careful people have found that the keys of many films have just been stuck in the National Day file, and they have to make way for a few National Day files. As the most important schedule of the year, how many film parties want to put their projects in the National Day file, but it obviously has a threshold, "domestic protection" is not only to prevent imported films from coming in, but also other domestic films to defend together .
In this way, under the keynote that the upper layers focus on supporting the main theme, traditional commercial films will only become more and more passive. After all, various resources will move closer to the main theme. If things go on like this, there will be a situation where there will be fewer and fewer normal commercial film projects. These filmmakers have to try to transform the main theme to seek protection from policies and resources. When everyone is working on the main theme, aesthetic fatigue is inevitable. It is also impossible to achieve a hundred flowers blooming.
supports the main theme and loses the freedom to set files in multiple dimensions, leaving little room for filmmakers to create themselves. "Hidden in the Dust" finally succeeded in getting out of the circle, but still had to face the result of being offline.
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