According to data from Maoyan Professional Edition, as of 12:30 on May 5, the total box office (including pre-sales) of new "May Day" movies has exceeded 1.489 billion yuan. However, on the afternoon of the 5th, the movie "No Hot Pot Solution" "The Unchangeable Things" announced that it will be withdrawn on May 6. The film currently has a cumulative box office of 51.78 million and a Douban score of 6.2, hovering around the passing mark. After the news was announced, "hot pot has been cancelled" also became a hot search topic.
Many netizens were dissatisfied with the film studio’s withdrawal. Some netizens attributed the withdrawal to the film studio's insufficient marketing; some netizens were dissatisfied with the film company's behavior of "pushing the film out if the box office was not satisfactory" and complained unceremoniously that "the film was withdrawn only after the May Day period has passed" and was dissatisfied with its "satisfaction" The behavior of canceling the file after the holiday bonus is over. It is not uncommon for
films to be withdrawn, and many films have even ended their screenings early. This situation is mainly due to unsatisfactory box office performance. However, from the "widespread withdrawal" of films during this year's Spring Festival to the "May Day" period where films were "withdrawn after the holiday", audiences can't help but worry that this trend will become the norm in the film market.
Judging from the final box office, there seems to be a curse for "movies that have been withdrawn and re-released": good movies will only lose less if they are withdrawn and re-released; films with poor quality will be withdrawn and re-released It's still a "blood loss", but no matter what, it's a loss for the film crew.
Judging from the box office of movies that were withdrawn and re-released during the Spring Festival this year, this seems to be confirmed. There are a total of 8 movies in the Spring Festival this year, 4 of which have been withdrawn. Movies such as " Let's Shake the Sun Together " and " Mr. Red Carpet " have successively announced their withdrawal due to box office failure and will be re-released at another date.
"Mr. Red Carpet" was released again on March 15. However, the box office was even bleaker than that of the Spring Festival show. The box office revenue on the first day of the second run was only 2.45 million yuan. Excluding the 84.121 million yuan that the seven-day Spring Festival show had already achieved, the box office of the second run was only 2.45 million yuan. The total box office revenue was just over 10 million yuan. After "Let's Shake the Sun Together" was changed from the Spring Festival to the Qingming Festival, the box office was much higher than the Spring Festival forecast. As of May 4, the cumulative box office was 275 million, but as the last part of Han Yan's "Life Trilogy" movie, but the reputation was higher than the previous two movies and the box office was lower than the previous two movies. Prior to this, the 2023 Spring Festival release " China Ping Pong: Jedi Counterattack " announced that it would be withdrawn to the Valentine's Day schedule two days after its release. The final box office ended with 100 million, and the box office was still lower than expected.
This movie has been withdrawn and re-released one after another, but the final box office is still not satisfactory, which seems to confirm the curse. But what the film producers need to realize is that although film promotion is an important part of the film schedule, it is still the quality of the film itself that determines the box office. "", which was released not long ago, attracted a large number of viewers to watch the movie because of a wonderful scene at the end of the movie. Later, the audience found that the whole movie was very interesting. After the word-of-mouth fermentation, the final box office It was a hit, but the studio didn't spend much energy on publicity.
It is worth noting that after the short video platform became popular, many movies regarded the short video platform as an important part of their promotion. In particular, the film producers like to intercept the climax scenes in the film and make them into slices to attract netizens. One or two exciting scenes may attract audiences in the early stage of promotion, but if the overall film quality is poor, the subsequent box office will be negatively impacted by word-of-mouth after it is officially released. For example, "scam movie" is a joke used by netizens to ridicule such films.
What can be observed is that some film producers are not confident in the film and still use the strategy of "slicing to earn box office" that was effective in the past. In this "May Day" period, it seems that it is not so effective. This reminds the film studio that although publicity and distribution are important, the quality of the film is even more important. Shooting and producing movies that conform to creative rules and are popular with the public are the basis for box office success.
Of course, while ensuring the quality of the film, we must pay attention to the market segments of the schedule when announcing it, and have a clear understanding of the quality and content of the film. Avoid the publicity mistakes of "Let's Shake the Sun Together".No matter what, the competition at the box office of a movie is "a rush, then a decline, and then exhaustion." Filmmakers still have to make careful decisions based on the film's tone, schedule characteristics, and audience positioning, and they must avoid "if the box office is not ideal, then withdraw after the holidays." "Case.
text | Zhang Tong
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