Entering July, the summer season begins to become more popular. As of the 3rd, 3 films have been released, and "Summer Release Release" was once a hot search on Weibo. Some films are only put up for one day. The three films put up include "Customs Front", "Silent Kill" and "

Entering July, the popularity of the summer season begins to increase. As of the 3rd, 3 films have been released, and "Summer Release Release" was once a hot search on Weibo. Some of the

uploaded videos only mention 3 movies that

uploaded in one day, including " Customs Front ", " silently kills " and " catches the 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 as the action director and the lead actor, Jacky Cheung, Carrie Lam, Liu Yase starring - this is also the first time Nicholas Tse serves as the action director. The film tells the story of a major transnational pursuit triggered by an arms transaction seized during a maritime patrol. Hong Kong Customs and Interpol work together to track down the truth about the smuggling. The

movie "Silence" was originally scheduled to be released on July 4th, but now it has been moved to July 3rd. The film is directed by Ke Wenli, starring Wang Chuanjun, Zhang Junning, 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 on a rainy night. Behind the scenes of the series of events Who is controlling? What kind of secrets are hidden under the surface of everyone's silence?

"Catch a Baby" was originally scheduled to be released on July 18, but has been postponed to July 16 to meet the audience.

It’s not easy to grab the weekend release bonus

Movies are usually changed to better adapt to market demand and the audience’s viewing habits. Although the temporary release will bring about adjustments in publicity and distribution, and will also bring inconvenience to theaters in scheduling films, releasing in advance can seize market opportunities and attract the audience's attention. 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 summer movie releases this year: Generally speaking, new movies like to be released on Fridays in order to take advantage of the popularity and enjoy weekend bonuses. Due to the high concentration of summer movies, films that have been released are forced to be released from Tuesday to Thursday - for example, "Silence" is on Wednesday and "Catch Me" is 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.

The box office of "Customs Front" remains to be seen.

What impact will the planned release of "Customs Front" have on the film's box office? Previously, it can be said that there were successful cases. In the summer of 2023, the movie ", " was originally scheduled 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, 2021, was moved to release on August 14, the Chinese Valentine's Day of that year, but the final box office was not amazing. Performance.

's 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 yuan. The effect of the upgrade remains to be seen.

Is it useful to observe the competition between

and schedule?

"Withdrawal", "Change" and "Update" have become high-frequency keywords that continue to appear in the 2024 film 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 " Nothing Can't Be Solved by a Hot Pot " was withdrawn after the holiday - —Some netizens even 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 session is one of the most important sessions of the 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 "change files", "withdraw files", "up files", etc. will appear 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/reporter Xiao Yang

(Beijing Youth Daily)