On the first day of the New Year's holiday, the movie theater was abuzz with "snow". On December 30, the film grossed nearly 470 million yuan in box office, setting a record high for the same period. At the same time, the total box office for the entire New Year's Day period exceeded 900 million.
The brightest one in the entire schedule is undoubtedly "Twinkle, Twinkle, Shining Star". The movie version of "Parallel Universe" adapted from the TV series of the same name won the daily crown of the schedule with 227 million, and it also had almost 500 million in pre-sales. Without any suspense, it firmly holds the top position at the box office. At the same time, it is also expected to break the 525 million yuan record of "Send You a Little Red Flower", the highest box office record in the history of this period.
"Twinkle Twinkle Shining Star" broke many records
If the shocking "take-off" in the pre-sale stage also made some viewers suspect that it was fake and water-injected, when the film actually started, almost every scene The packed attendance is enough to illustrate the film's absolute appeal to today's young audiences.
In the New Year's Eve period when new films are gathering together, old films can still be played. On the first day of its release, "Twinkle Twinkle Star" not only dominated the theaters with an absolute advantage of more than 30%, but also had an average attendance rate of 22.8%. The highest among newly released films.
However, as the film was released in a series of "snow resorts" from the official website to theaters at 13:14 p.m., the term "awkward snow resort" also became a hot search topic, and even topped the topic list for a time The first one. The famous line "Zhang Wansen, it's snowing" in the
movie has been interpreted into various new memes such as "Zhang Wansen, it's snowing", "Zhang Wansen, the sky is falling", "Zhang Wansen, it's partially snowing". Correspondingly, different theaters across the country have different "interpretation" effects of the innovative marketing method of "snow resort".
The picture comes from the Internet
From the pictures that are popular on the Internet, it can be seen that some theaters use too much force to make snow, and artificial snow is also different from the romantic and lightness that the audience imagined at the beginning. From a distance, the snowflakes are falling. When you look up close, you see a foamy liquid that is not pleasing to the eye. Some of the foam also has a sticky texture, which makes it uncomfortable for the senses if it accumulates too much. In addition, the snowmaking machine sprays snowflakes from a single angle, which will cause the snow to fall unevenly throughout the theater, and certain audience seats will become "hardest hit areas."
Another kind of "rollover" comes from "big thunder but little rain". Some netizens reported online that they bought a "snow resort" at a high price, but only a small area was sprayed manually by the staff. The snow can did not achieve the desired effect at all.
Of course, some of the most viral "avalanche pictures" on Internet hot searches have a high repetition rate, and many netizens join in the fun to make fun of them. Not all snow resorts are "disasters", there are still some Many netizens posted about their wonderful snow experience in the theater, and some theater managers reported that when it snowed, the audience screamed and applauded, and everyone took out their mobile phones to take pictures, and the effect was very good.
Paragon Snow Resort
"Snow Resort" is a new question faced by movie theaters during this very busy New Year's Eve period. It has no standard answer, and the audience has gained a completely different snow experience, which comes from the theater Different problem-solving abilities. Some top students have solved it into example questions and demonstrations, while some poor students have made it into a fancy "wrong question collection".
A staff member of the theater chain film management told The Paper that for the "snow resort" arrangement, Maoyan only prepared 1,314 theaters across the country at 13:14 on December 30 as a gimmick. The plan is only to distribute disposable snow cans to theaters. Later, many places were stopped due to the safety hazards of flammable and explosive snow cans. However, because this wave of marketing was so popular among the audience, it later attracted a large number of theaters to join in, and many theaters also purchased and installed snowmaking machines at their own expense.
But in fact, the implementation of the action of "snowing" is very flexible. When will it fall, how long will it fall, and how big will it fall? Snow falls as the lines appear. Judging from the videos posted by netizens on the Internet, some theaters choose to start the subtitles at the end of the climax, while some theaters turn on the lights when the subtitles are rolling, and the effects are different.
As for the way of snowing, there are machines spraying snow, artificial spray cans, and even some theaters have staff carrying snowmaking machines running around the theater to make snow. This theater staff understands the differences in the effects of various theaters. "Some theaters are more considerate of cost savings, and some are crazy. When the audience gets high, they rain longer and harder than originally planned, and the snow accumulates." ”
Shanghai Cinema “Snow Field”
The snow field in Hall 2 of Shanghai Cinemas, which is highly praised on the Internet, uses two snowmaking machines to create the effect of even snow falling from the top of the theater. In order to match the romantic atmosphere of the snow, the theater has equipped 4 additional bubble machines. The marquee and puppets outside the venue gave the audience who came to check in more photo-taking scenes, adding a sense of ceremony.
staff revealed that the theater tested the snow volume of the snowmaking machine the night before in order to achieve the most perfect effect. As for the cleaning work that audiences and netizens are concerned about, relevant staff said that the snowflakes melt into water and the amount of spraying is actually not large and will not have much impact on the theater environment.
It also snowed outside the venue for the audience to check in and take photos.
However, the person in charge of Shanghai Cinemas also said that the "snow park" is only for one, and scarcity is also part of the audience's wonderful experience. If it snows at all venues, it will be a problem. The "sense of ritual" is weakened.
Another person in charge of a smaller theater in the suburbs of Shanghai realized early on that "going to a snowfield" was not an easy task. Although their theater also purchased a snowmaking machine in order to sell tickets, considering the snowmaking Chemicals used in machine-made snow are not good for theater seats if sprayed too much. This film accounts for a large portion of the schedule. In order to sell tickets, most of the screenings in this theater have been advertised as "snowing". Snowmaking will undoubtedly increase the cleaning work in the middle of the screenings and increase the burden on theaters with tight manpower. Therefore, the method chosen by this theater was "partial snow". Before the film started, a special reminder was posted on the screen, and the film was sprayed at the end for the audience to check in and take photos.
It is understood that most theaters choose a snowy time during the Easter egg part after the end of the main film. Therefore, the audience still needs to stay in the theater for more than 100 minutes. The new story of
is "related but not very related" to the series. It is somewhat difficult to reconcile both old fans and new viewers. Die-hard fans can watch their beloved heroes and heroines make up for their regrets in another way. Some viewers, after enduring the long and incompetent preparation, posted another hot search about the movie on Weibo, " #UGan# ".
puts aside the gimmicks and returns to a love story about two-way travel. Whether this movie has a longer life remains to be seen.
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