In response to the twists and turns of the movie "released" or "online", Gentleman Wei, the chief producer of "defiant 2", used the adjective "We are still very weak".
Then think of Liu Dehua's "Mr. Red carpet" a few days ago that exposed the objective phenomenon of the film being squeezed, and he has a mixed feeling about the current "Spring Festival".
According to reason, the audience is the buyer, and the cinema and production are the sellers. in such an era of multiple choices of entertainment, if you want to make the Spring Festival into the best quality film schedule, you must come up with works that are loved by the audience. in order to make money during the rich and free time of this big family.
From the perspective of supply and demand, it is now the buyer's market, and cinemas and production should export works around the buyer's market.
But in fact, most of the film works we see in the Spring Festival every year are "involuntary" and very passive. This state is not obvious in the past few years, because there are blockbusters and hot films output every year during the Spring Festival.
If the audience has the desire to "want to see", it is very difficult to generate the inner mood of strong trading. But this year, there are nine movies in "Hot and Hot", "Flying Life 2", "Article 20", "Mr. Red carpet", "We shake the Sun together", "Bear haunts and reverses time and Space", "the canopy of Bajie", "Breaking War", "Huangzhu: the Cat of Wealth".
Let's not talk about cartoons, let's just say that if I put those live-action movies in the usual schedule, I would more or less take a look at them, but I have no desire to buy tickets for these films during the Spring Festival.
Even if I watch all these live-action movies at that time, it is not because I like to buy tickets, but because of the habit of watching movies during the Spring Festival.
And this kind of spit is obviously not my personal mood, in the online Spring Festival warm-up period some people are talking about: this year's film is difficult to generate the desire to buy tickets.
The pre-sale box office data is the best evidence. The reason why the 2023 Spring Festival film box office is so beautiful is that in the pre-sale period, the box office on the first day reached 1.357 billion, ranking fourth in the history of the same period.
By 2024, only five days after the release of nine films, the pre-sale box office has exceeded 200 million yuan. Note that the pre-sale box office of 200 million yuan is still due to the low ticket price of 19.9 in the Spring Festival. At the same time, there are large-scale ticket supplement policies in some areas.
Talking about the market situation of this year's Spring Festival, let's take a look at Xie Miao's "defiant 2". As we all know, this film has won the first place of word-of-mouth in 2022 and has been criticized as a broken Douban in regular cinemas. It's pretty good to get a score of 7.1.
Plus. There is a line sketch in the room who carries the flag of the action movie. Speech. The movie was already big when the sequel was filmed. The second season of the IP is defined as a cinema movie.
The producer is working hard, and we can see from the tidbits of the existing three editions that the texture of "defiant 2" is as close as possible to the big screen, coupled with the expectations of the audience, it is not difficult to go to the cinema.
It was clearly stated in the first edition of the movie in January 2023 that "defiant 2" would be released in 2023 theaters, but they still thought it was too simple. If the usual schedule of "defiant 2" would enter, after all, it would be popular with word of mouth.
But they obviously want to squeeze into a better schedule, although the producer did not explicitly say that it will be included in the Spring Festival, but announced to the audience on January 19, 2024 that the film will give up the cinema line and will go to iqiyi to launch on the first day of the Lunar New year. All the messages are potentially meaningful.
The official statement of the producer is also worth pondering. First, he expresses his apology for not being able to go to the cinema, and then he says,"Our boat makes us sway and lonely." The reason why we don't go to the cinema is to "protect our hard-won IP."
You taste, you taste fine! During the sensitive period of the Spring Festival film, "defiant 2" was changed to the online platform to broadcast, which shows what?
You can't squeeze in, ah. Under normal circumstances, it is appropriate to have seven or eight Spring Festival films, because it will be very difficult to arrange more films, and it will lead to vicious competition, so when you enter this period, "even if you take the dragon mark, you have to obey the adjustment."
And even if you squeeze in, what's the advantage?
The competition between Spring Festival movies is like a multi-party game, where the overall box office ability is there, and you can only win if you keep pressure on the other side. And such a high box office return, the early stage is to make a pay, all kinds of marketing, coordination costs can not be taken down, I mean, "defiant 2" how to compete?
Take Mr. Red Carpet by Andy Lau, for example, the film has already walked around abroad, with word-of-mouth and popularity, and it is still suppressed by several head films during the film arrangement, not to mention the "defiant 2" without any background funds.
Although from a fair point of view, "defiant 2" may not be as good as the films made by the national teacher, the audience's choice of the film they want to see is a kind of emotional output, not because you invest more money and make more films. I have to go to see your movie.
From the point of view of an ordinary audience, if I don't have a low-priced ticket, I will definitely choose "defiant 2" at home for no other reason, just want to see it.
And the need for the market "stimulus" of the 2024 Spring Festival, or we look forward to the prime time? This is really worth thinking about by cinemas and producers.