丨Hua Xinrui Editor丨Yan Ziwei
Only 9 days after its release, the movie "Twinkle Twinkle Shining Star" has a box office of over 650 million yuan.
’s score exceeds all romance films in 2023. The filming time of the film was less than three months, and there were no popular celebrities participating. However, it made a big deal out of small things and became a dark horse on New Year's Day.
Maoyan Professional Edition predicts that its final box office will be 745 million yuan . If it meets expectations, the film studio will share more than 280 million yuan.
Wang Feng, the producer of "Twinkle Twinkle Star", became the biggest winner. He is the actual controller of Beijing Cool Whale Culture, the first producer of the film. After penetration, he holds 100% of the shares.
Wang Feng is a native of Shijiazhuang. He has a professional background. He has worked his way up from an actor to a producer. He has deeply cultivated the small track of account-sharing dramas and made great achievements.
Artificial Snow
The movie "Twinkle Twinkle Star" is adapted from the web drama of the same name and has its own fans. The drama version of
will be broadcast in 2022 and is very popular. The box office on the iQiyi platform has exceeded 100 million yuan. This time on the big screen, the original cast including Qu Chuxiao and Zhang Jianing, who play the male and female protagonists, all return.
Most of the video viewers are young people. Maoyan Professional Edition data shows that as of January 7, among its viewers, people under the age of 30 accounted for 67.4% .
In order to cater to the young audience's pursuit of a sense of ritual and echo the line "Zhang Wansen, it's snowing", the film crew took a unique approach and launched "Snow Field".
Specifically, the film crew cooperated with more than 1,000 theaters across the country to create artificial snow at a special screening at 13:14 to enhance the movie-watching atmosphere.
A movie ticket for a "snow resort" basically costs 70-90 yuan, which is nearly twice the price of a regular movie ticket. It is sold out as soon as it goes on sale.
" The snow resort is atmospheric and romantic , which fulfills the dream of drama fans." said an audience member.
The marketing method is eye-catching, and the pre-sale box office of the new film is high. Taking the premiere day as an example, the total box office on that day was 224 million yuan, with pre-sales accounting for as much as 80%.
"The combination of good IP foundation, high compatibility between content and schedule, and atmospheric marketing has enabled "Twinkle Twinkle Star" to secure the top spot in the New Year's Day ticket sales as a 'white horse.'" Senior Analyst at Maoyan Research Institute Zhang Tong said that the overall performance of the film was in line with industry expectations.
According to Beacon data, two days before the release of "Twinkle Twinkle Star", its user refund rates on the Taopiaopiao platform were 16.4% and 12.7% respectively, far exceeding those of the films "Goldfinger" and "If You Are the One 3" in the same period. 6.9% and 5.1%.
The refund rate is too high, triggering the controversy over "water injection" at the box office. Some netizens believe that the extremely high pre-sales data is a "false prosperity" deliberately created by the film studio to increase the schedule.
Some viewers posted screenshots of the ticket purchase software, saying that the refund was initiated by the theater. Considering the safety issues of indoor "snowmaking" in closed venues, some theaters have voluntarily canceled "snowfields" and refunded tickets.
"Romance movies that are more fan-oriented have the characteristics of pre-purchasing tickets and high pre-sale box office, and the refund rate is slightly higher. Due to the special planning of the snow resort, many users' refunds are actually ticket changes." Zhang Tong told reporters .
conversion track
Wang Feng is good at producing account-sharing dramas. Dramas such as
are independently invested and filmed by the producers. The platform extracts part of the membership fee based on the clicks and viewing of the dramas to share the accounts.
is different from self-made dramas and copyrighted dramas. The budget of split-account dramas is limited and basically not interfered by the video platform. It has a high degree of freedom and high risks.
's revenue is directly linked to the user's viewing time, and content quality becomes the key.
"The risk of account-sharing dramas does not lie in the amount of investment, but in the stickiness of . Only when every frame is moving and every piece of content is playable can it be possible to win." Wang Feng explained.
Emerging film and television companies generally first accumulate experience through split-account dramas, and then gradually get involved in large-scale productions.
Wang Feng went in the opposite direction. After producing theatrical movies such as "Xiu Chun Dao 2: Shura Battlefield", he turned to the split-account drama market.
Its first account-based drama "Young Lord, Go Slowly", earned 77 million yuan in box office at a cost of 28 million yuan .After
had a successful case, Wang Feng increased his "bet" and invested in the split-account drama "Twinkle Twinkle Star", and once again received high returns.
"One of the reasons why I initially made a split-account drama is that the copyright is in my own hands. No matter whether I make a series, a movie, or a short play in the future, the stage drama will have a high degree of freedom." He said.
Wang Feng also attaches great importance to marketing.
During the promotion of the movie "Twinkle Twinkle Star", the cooperating film and television celebrities laid out a large number of materials on Douyin, Weibo, and Xiaohongshu to attract potential audiences.
A series of operations have achieved remarkable results. Douyin-related topics have been viewed as high as 1.83 billion, and has been on the Weibo hot search list 313 times.
A split-account drama turned into a movie, "Twinkle Twinkle Shining Star" had a good initial box office, but the later trend still depends on the quality of the film.
Cool Whale Film and Television serves as the main producer for the first time. The performance of this film will inevitably affect Wang Feng’s subsequent plans.
Friends help
Wang Feng has a wide network of contacts. There are as many as 38 producers of the
movie "Twinkle Shining Star". Many film and television companies such as Maoyan, China Film Creative, and Huayi Brothers participated in the investment, and directors Guo Fan and Tian Yusheng also joined the investment.
He has collaborated with many big names in the film and television industry.
Sky Eye Check shows that Wang Feng is the actual controller of 11 companies , and its film and television business is mostly carried out through two companies, Beijing Cool Whale Culture and Cool Whale Film and Television Production.
Among them, the second largest shareholder of Cool Whale Film and Television Production is Beijing Free Cool Whale Pictures, founded by Lu Yang and Zhang Ning.
Lu Yang is the director of the movies "Xiu Chun Dao 2" and "Assassination of Novelists". Both films were invested and produced by "Free Cool Whale", and Wang Feng's team undertook the production.
The two also invested in "The Wandering Earth 2" directed by Guo Fan.
Zhang Ning is the ace producer, and created movies such as "A Good Show" and "King Kong River".
Lu and Zhang once invited Wang Feng to join their company. He had his own ideas and instead proposed the establishment of Cool Whale Film and Television, which would be jointly held by the three of them.
Wang Feng has a professional background and has been in the film and television industry for many years. He has a solid foundation and rich connections.
Cool Whale is the split drama and movie business of the two companies, and they are advancing hand in hand.
and its team participated in the production of three movies, "The Wandering Earth 2", "Sky King" and "Walking Alone on the Moon", with a total box office of nearly 8 billion yuan.
"Twinkle Twinkle Star" was a box office hit, and Wang Feng and his friends all got a piece of the pie.
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