Recently it was announced that two new films have been scheduled. One is the costume martial arts film "Stranger Knife" starring Zhang Jin and Geng Le, which is scheduled to be released to movie fans on March 2; the other is the Hong Kong film "Under the Sun" produced by Er Dongs

Recently, it was reported that two new films have been scheduled.

One is the ancient martial arts film "Stranger Knife" starring Zhang Jin and Geng Le, which is scheduled to be released to movie fans on March 2; the other is the Hong Kong film "Under the Sun" produced by Er Dongsheng. It will be released nationwide on April 12.

Movies currently in theaters have also seen some major changes in rankings. The one with the biggest gap is Jia Ling 's " Hot and Spicy ".

When the film was released, it was initially predicted that the box office would be 4.5 billion, but after the Spring Festival, the predicted box office plummeted to 3.5 billion.

So, what is the reason why this Spring Festival seed movie has a predicted box office failure?

1. Box office report for the 8th week: "Hot and Spicy" was completely overtaken.

After the fifteenth day of the first lunar month, the eighth day of the year has passed.

The Spring Festival stalls came to an end amidst the excitement, and the rankings on the list have undergone significant changes.

In the eighth week of 2024 (February 19th to 25th), the mainland box office rankings were newly released. The market grossed a total of 1.922 billion. The cumulative box office of the four new films released during the Spring Festival exceeded 10 billion. The top three of

are " Article 20 ", " Flying Life 2" and "Hot and Spicy".

There were three new films on the list last week.

The action film "" starring Ethan Ethan started a small-scale screening event last Saturday and Sunday. It received 1.8 million box office in several screenings, ranking ninth.

Previously, the film scored 8.2 on Douban. After screening, the reputation rose to 8.4. This is also the first high-scoring film after the Spring Festival release, and it is also a Chinese-language action genre. Don't miss it.

" Still Think You're the Best 2" starring Stephy Tang and Zhang Jicong opened last Saturday, with a box office of 9.41 million in the first weekend, ranking sixth.

This film is a sequel to "The Heart of a Rice Drama". The first film's box office performance was average. Due to multiple factors such as publicity, film schedule, and word-of-mouth, the second film's current trend is very sluggish.

It is worth mentioning that "Still Think You're the Best 2" earned HK$40 million during the Spring Festival in Hong Kong and won the championship.

Ranking fifth is the Hollywood imported film "Argyle: The Secret Service". It only collected 10.19 million at the box office in the first three days of the weekend, and the predicted box office is only about 20 million. It is a foregone conclusion.

According to foreign media reports, the production cost of this film is as high as 200 million U.S. dollars, and the global box office has not reached 100 million U.S. dollars in the first two weeks. This will be the first blockbuster in 2024 to lose more than 100 million U.S. dollars.

"Bear Infested: Reverse Time and Space" ranked fourth. Last week's box office reached 1.826 billion, officially surpassing "Chang'an 30,000 Miles" and becoming the runner-up film in mainland film history, second only to "Nezha: The Devil Boy Comes to the World" (50.35 100 million).

"Hot", which had been the box office champion for two weeks in a row, was counterattacked. Zhang Yimou's "Article 20" and Shen Teng's "Flying Life 2" completely overtook "Hot".

"Article 20" exceeded 2 billion, with a box office of 588 million in a single week, and won the box office championship in its eighth week; "Flying Life 2" exceeded 3 billion, with a weekly box office of 533 million, and won the runner-up.

2. The reason why "Hot and Spicy" failed at the box office has been found.

"Hot and Spicy" has attracted much attention from movie fans since its release.

You must know that two weeks before the opening, the film was in an absolute advantage, but the subsequent box office showed a very different trend, so that the predicted box office dropped from 4.5 billion to 3.5 billion, which is equivalent to an unexpected evaporation of 1 billion box office.

The fundamental reason is inseparable from Jia Ling.

First, "Hot and Spicy" is defined by the audience as a "weight loss movie".

This directly limits the audience in a sense. Some viewers think that I am not a fat person, so why should I pay for a movie about a fat person losing weight?

positioning determines the market capacity of the movie. At first, the audience came to watch it as a comedy to celebrate the Spring Festival. However, after this popularity has passed, the audience's consumption is mostly rational, and many people want to see more meaningful movies, so I chose "Article 20".

In fact, the core of the film is to defeat yourself through weight loss and boxing, and give your life a gorgeous turn. However, in everyone's mind, this is still Jia Ling's weight loss movie, and it cannot fundamentally eliminate everyone's doubts.

Secondly, it is said that "Hot and Furious" is an "unoriginal" movie.

The film is adapted from the 2014 Japanese film " Hundred Yuan Love ". Jia Ling paid the copyright fee to the other party. It is a legal adaptation. Five days ago, "Hundred Yuan Love" screenwriter Shin Adachi and director Takezharu Post a message of congratulations.

But in the minds of the audience, this is still someone else's work, and it is not originally produced in China. In some aspects, the two films are extremely similar, with almost the same storyboards and lines.

In this way, some viewers who have not watched it will choose to download the original version of "One Hundred Dollar Love". Since it is almost the same and I can watch the original version at home, why should I spend money to go to the cinema?

Chen Sicheng's previous films "Manslaughter" and "The Disappearance", which were produced and invested by Chen Sicheng, were criticized by movie fans for this reason.

Third, jealousy and hatred of the rich.

In 2021, "Hello, Li Huanying" earned 5.4 billion at the box office, becoming the third-ranked film in Chinese film history, second only to Wu Jing's "Changjin Lake" and "Wolf Warrior 2". It is expected that Jia Ling will receive 100 million to 150 million divided into.

In 2024, "Hot and Spicy" will easily exceed 3 billion in box office, and Jia Ling is expected to receive a share of about 100 million. Jia Ling, a female director, has earned more than 8 billion for two works, becoming China's first female director in one fell swoop.

What's more important is that she is not a director. She is a cross talk actor who studied under Feng Gong. How can she be so good? The two works defeated many famous directors such as Feng Xiaogang and Wang Jing?

Seeing that Jia Ling could achieve such a high level of achievement, jealousy began to take hold. She felt extremely uncomfortable and tried her best to find something to complain about.

No, the great director Wang Jing used Jia Ling to comment on the connotation of "Article 20", saying that her movie relies entirely on publicity and hard work to lose weight to attract everyone's attention.

Even Wang Jing can do this, let alone ordinary people?

Fourth, the marketing is too crazy and Jia Ling is not sincere.

The quality of the three live-action movies in the Spring Festival season is actually between the two. Whoever gets a high-ranking film will get a high box office. However, the film scheduling is the big data of theater managers across the country. The film scheduling of one theater has no way to affect the national data. .

film scheduling data is a decision made by the theater manager based on the previous day's data. The first day's data is based on the publicity and audience want to see index.

Why viewers should choose this film ultimately comes down to marketing and publicity.

Everyone must already know about the announcement of "Hot and Spicy".

Jia Ling has not been on camera for a year for this movie. She has not posted any selfies on personal social platforms, nor has she participated in a variety show. She seems to have disappeared from the public eye.

The only time she appeared in public was when she went to see Jay Chou's concert, but at that time, no one recognized her after she had successfully lost weight.

On the afternoon of the first day of the Lunar New Year, Jia Ling's team released photos after successfully losing weight, released the latest trailer of "Hot and Spicy", and accepted the online live broadcast of Six Princesses.

Jia Ling, who lost 100 pounds, shocked everyone and wanted to go into the theater to find out.

"Hot and Spicy" is in progress. The official team released the hot transformation song MV to build momentum for the movie's marketing. Fat Jia Ling and Jia Ling who has successfully lost weight are singing on the same stage: is so good, life is already halfway over, As for the other half, everything can come in time!

This mv is very professional, with a plot, a continuation, a climax, and a strong appeal.But this kind of marketing campaign is unacceptable to many viewers. Some viewers said: "Can you imagine a movie that focuses on sincerity, but the director keeps creating climaxes in this way?"

For the sake of commercial box office, Jia Ling is very insincere. !

As a result, Jia Ling also had a weight loss documentary, which was urgently stopped.

From the above four points, it is not difficult to see that the main reason why the follow-up box office of "Hot and Spicy" failed is that the marketing was too commercial, which led to the backlash of word-of-mouth.

3. Jia Ling responded domineeringly: I am standing on the top of the mountain.

However, Jia Ling and the entire team did not stop because of the backlash from word of mouth.

But having said that, the film's box office failure is not entirely a bad thing. This allows Jia Ling to see some shortcomings. While film creation pursues commercial interests, it is more important to meet the real needs of the audience.

Brother Fei is quite fond of "Hot and Spicy". I have always ranked this film at the top of the Spring Festival schedule. I wonder what your experience is with this film?