. With the holiday over, some netizens said, "I have also withdrawn from the Spring Festival schedule."
The box office of Spring Festival movies, which are in full swing, has set a new historical record. As of 17:40 on February 17, the total box office (including pre-sales) for the 2024 Spring Festival period (February 10-February 17) exceeded 8 billion.
On the one hand, the box office reached a new high, but on the other hand, 4 movies announced their withdrawal.
【1】The first year of withdrawal? 4 Movies Announced Withdrawal
Among the 8 movies released during the Spring Festival in 2024, 4 movies have officially announced their withdrawal, namely " Let's Shake the Sun Together ", " Mr. Red Carpet " and "Huang Pi: God of Wealth from Heaven" " Bajie: Canopy Lower Realm ".
Only " is hot and hot ", "Flying Life 2", "Bear Infestation: Reverse Time and Space" and "Article 20" are still showing in the Spring Festival.
Some netizens joked that this year is the "first year of withdrawal" of the movie. The four movies that
withdrew from have in common that their box office revenue is very dismal. The highest one, "Let's Shake the Sun Together," was less than 100 million yuan, and the lowest one, "Huang Pi: God of Wealth from Heaven," was less than 1 million yuan.
【2】The opponent is too strong? The reasons for withdrawing movies vary.
Half of the movies have been withdrawn. This is something that has never happened before in the history of the Spring Festival.
Movies have been temporarily withdrawn in the past, but most of them happened before they were officially released. The reasons were various. During the Spring Festival last year, the movie "China Ping Pong: The Last Strike" was announced to be withdrawn two days after its official release due to a serious lack of film schedules and unable to support the box office. It was once considered to be a very bad start for the film market. Later, the film was re-released after the spring break, but the total box office was only 100 million.
An analysis of the reasons for the four movies that have been withdrawn this year is roughly as follows:
ranks first because the subject matter is not favored and is not suitable for release during the Spring Festival. For example, the withdrawal statement for "Let's Shake the Sun Together" said: "There was a major mistake in the selection of the schedule, which failed to live up to the hard work of the director, actors, and many creators and staff in front of and behind the scenes." It was decided to reschedule on March 30. Released. Many viewers also expressed their understanding and support for the film crew's move. Some said they wanted to watch the movie but could not find a suitable time to schedule it. Others thought that it is not necessary to be late for a good meal. It may be more suitable to savor the special food during non-festival times. Life.
The movie "Mr. Red Carpet" directed by Ning Hao and starring Andy Lau, although the lineup looks very "New Year's Eve", due to the cinephile-oriented narrative and personal expression, this so-called "elegant comedy" works and the audience are attracted by it. The appeal to have fun during the holidays is misplaced. The film's reputation was the most polarizing during this year's Spring Festival release. Audiences who loved it regarded it as the best, while some viewers who "went to the wrong set" were drowsy and on pins and needles.
Secondly, the movie itself lacks a selling point. For example, "Huang Pi: The God of Wealth Cat Descends from the Sky" and "Bajie: The Lower World of the Canopy" have a limited audience. In order to become a hit like "Nezha: The Devil Boy Comes into the World", high-quality creation and Luck is indispensable.
Third, the opponent is too strong. The movies that rank high at the box office are either highly topical or have deep feelings. In short, they all have innate traffic advantages. Even "Mr. Red Carpet" with Andy Lau and Ning Hao can only stay away when encountering the more popular Jia Ling and "Han Tengliang".
【3】Be cautious when “entering the market”! The "Matthew Effect" is obvious in the Spring Festival period
Throughout the year, the most important periods in the film market are the Spring Festival period, the summer period and the National Day period. Relatively speaking, the "Matthew Effect" of the Spring Festival stalls is particularly obvious. After combing through the past Spring Festival schedules, there are often at most one or two films that win in the end, and other films can easily become "cannon fodder." Works that focus on warmth, comedy, and inspiration are more likely to be recognized by the audience.
Looking back at the summer movies of 2023, the competition seems relatively mild. There are several hot-selling movies such as "The Lost Girl", "The Octagonal Cage", "Apotheosis Part 1", "30,000 Miles from Chang'an" and "All or Nothing". The themes are diverse and rich, and you don't have to focus on fighting in a few days. Movie fans have More room for choice.
It should be said that large-scale withdrawals have had a considerable impact on the film market, including economic losses, audience experience, etc. Especially for the film producers and distributors, it looks very unsightly, which is equivalent to actively showing a white flag on the battlefield. But on the other hand, it is also their helpless move. Judging from the current box office revenue of these movies, it is not even enough to cover the publicity and distribution costs. If they continue to release them, they will inevitably face huge losses.
So, withdrawal is like a stop loss in stock market trading. Although it’s uncomfortable, if we can buy more time to adjust our publicity strategy, we won’t rule out attracting more viewers’ attention and making a comeback.
Chinese films continue to progress and develop. I believe this incident will give all filmmakers an experience and lesson. No matter what understanding you have of your work, when choosing a schedule, you still need to carefully consider all factors and conduct risk assessments in advance to minimize the negative impact on the entire market.
Source: Changjiang Daily, China Youth Daily, The Paper
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