Entering July, the popularity of summer movies has begun to increase - there are constant news about schedule changes, schedule changes, and schedules. As of the 3rd, 4 movies have been released, and "summer schedule upgrade" was once a hot search on Weibo.
has filed four films, including " Customs Front ", " silently kills ", " wild child " and " catching a baby ".
Among them, "Customs Front" was originally scheduled to be released on July 5, but has been moved to June 28. "Customs Front" is directed by Qiu Litao, with Nicholas Tse and as the action director and starring, with Jacky Cheung, Carrie Lam, and Yasu Liu starring - this is also the first time that Nicholas Tse serves as the action director. The film tells the story of an arms transaction seized during a maritime patrol that triggered a major transnational pursuit. Hong Kong Customs and Interpol worked together to track down the truth about the smuggling, and even went to the black market for arms trading to fight head-on with overseas forces.
The movie "Silence" was originally scheduled to be released on July 4th, but now it has been postponed to July 3rd. The film is directed by Ke Wenli, starring Wang Chuanjun, Zhang Junning, and Wu Zhenyu. It tells the story of a female school student who fell from a height, a mother looking for her mysteriously missing daughter, and a bullying group who died one after another under the heavy hammer of a rainy night. Who is behind the series of events? Controlling? What kind of secrets are hidden under the surface of everyone's silence?
The movie "Wild Child" was originally scheduled to be released on July 12, but on July 3 it was announced that it would be released on July 10. The movie stars Wang Junkai , Deng Jiajia and others. It is based on the real incident of "The Wandering Brothers" that has touched countless people. It tells the story of the "thief" brother Ma Liang who meets the "orphan" brother Xuan Xuan who has no one to take care of him. The two hug and keep warm. , a warm story about building a small family in the wind and rain. "Wild Child" is directed by Yin Ruoxin and stars Wang Junkai, Deng Jiajia, Chen Yongsheng, Pan Binlong and others.
movie files are usually changed to better adapt to market demand and audience viewing habits. Although the temporary release will bring about adjustments in publicity and distribution, it will also bring inconvenience to theaters in scheduling films, which in turn will attract complaints from the audience. But early release can seize the market opportunity and attract the audience's attention, especially during a time period when there are not many competitors. Industry insiders analyze that this year’s summer movie schedules have been changed one after another, which is the result of film producers’ rapid response to market dynamics and strategic adjustments. The summer schedule is the peak period for families and students to watch movies. The current movie market lacks hot spots. By changing the schedule, we can seize the movie-watching craze during this period and thereby increase box office revenue.
Compared with previous years, there is a new phenomenon in this year’s summer movie releases: Generally speaking, new movies like to be released on Fridays in order to take advantage of the popularity and enjoy weekend dividends. Due to the high concentration of summer movies, the films that were released were forced to be released from Tuesday to Thursday - for example, "Silence" and "Wild Child" were released on Wednesday, and "Catch Me" was released on Tuesday. In addition, the time scale of the file upgrades so far is not large. This is done to avoid direct competition with potential "opponents", just to win more film schedules and audience attention. What impact will the release of
have on the box office of the film? Previously, it can be said that there were successful cases. In the summer of 2023, the movie ", " was originally planned to be released on August 11, but was later changed to be screened from August 5 to August 10, and the release date was moved to August 8. The film finally won the championship of last year's summer season with a box office of 3.849 billion yuan.
But raising the file is not an immediate solution - "Rabbit Violence ", which was originally scheduled to be released on August 27, 2020, was moved to release on August 14, the Chinese Valentine's Day of that year, but the final box office was not astonishing. Performance.
The first film to be released this summer is "Customs Front". The film has been released for a week. As of 16:00 on July 3, the box office in the six days of release was 96.235 million. The effect of the upgrade remains to be seen.
"Withdraw", "Change" and "Up" have become high-frequency keywords that continue to appear in the 2024 movie market. During the 2024 Spring Festival, a total of 8 films were released, of which 4 films that did not exceed 100 million yuan have been withdrawn; the May Day movie " There is nothing a hot pot can't solve " was withdrawn after the holiday - even Some netizens ridiculed this year as "the first year of withdrawal."
On July 3, the sixth animated film in the "New Big Head Son" series, " New Big Head Son and Little Head Dad 6: Mini Adventure ", announced that it would withdraw from the summer schedule and be changed to the National Day schedule - the The fifth part of the series was broadcast during the National Day in 2022; and the sixth part was originally scheduled to be released in theaters nationwide on July 5.
summer schedule is one of the most important schedules of the whole year. In the summer of 2023, more than 100 films will be released, with a total box office of 20.6 billion yuan, accounting for 38% of the annual box office. As of now, nearly 90 films have been scheduled for this summer. It is foreseeable that file changes, withdrawals, and file fixes will occur from time to time. Industry insiders said that although schedule changes have a certain impact on the film's box office, the final factor that determines the box office is not only the quality of the film, but also the quality of the film.
Text/Beijing Youth Daily reporter Xiao Yang
editor/Qiao Ying
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