There are still about 10 days to go before the Spring Festival, which officially begins on February 10, as there are eight films on schedule this year, and the visual strength of everyone is the same. the volume is not as big as in previous years (for example, last year's Spring Festival, "wandering Earth 2" is obviously the most invested film), so the competition will be extremely fierce, entering the white-hot early.
Generally speaking, the word-of-mouth of the film is more important than anything else. If the quality is good, the box office can go far. However, the Spring Festival holiday is quite special. During this big period when ordinary people concentrate on watching movies, at least in the first two or three days, the influence of word-of-mouth has not been fermented, the audience is more likely to watch movies at random, and the attendance rate is very high a few days ago. The cinemas with good business are almost full.
Under such circumstances, which film can get one more film production, according to 100 cinemas, the average ticket price of 40 yuan, can get 4000 yuan at the box office, therefore, in the first few days of the Spring Festival, all the major films have stronger distribution ability and get more screenings.
Where is this ability reflected? On the one hand, the background and strength of the distributor can create a "deterrent force" to cinemas and cinemas, so that cinemas do not dare to offend and give the desired proportion of screenings; on the other hand, it is the hidden rules of the industry. for example, in previous years, distributors will give cinemas some "benefits" of film fees, which is also tantamount to giving reassurance to cinemas. even if the film cannot reach the attendance rate, the loss of the cinema can also be made up through the film fee. On the other hand, it depends on the public relations ability of the distributors and the maintenance of the relationship with the cinema. in the early years, mainstream filmmakers such as Ray, Huayi Brothers and Boehner all had resident distribution, which was used to maintain the relationship with the cinema on a daily basis.
If you understand the above, you can see the intensity and cruelty of this year's Spring Festival.
Some industry media have exposed the "Spring Festival filming notice" sent to cinemas by various distributors. to sum up, "Flying Life 2" and "Article 20" are all told to have a 22% share of film production, and "We shake the Sun together" and "Bear presence" each cost 12% to 10%. According to the blogger's analysis, although the notices of "Hot and Hot" and "Mr. Red Carpet" have not yet been issued, it is said that the former is 22%. The remaining 12% will be allocated to the other two animated films, "the lower boundary of the canopy of Bajie" and "Huangqi: the Cat of Wealth". If according to the plans of the major distributors, "Mr. Red Carpet" will get 6% and 7% of the film two days before the Spring Festival, which is no different from being out.
What is more interesting is that the relationship between the cinema and the issuer is originally the relationship between the buyer and the seller, but the issuer is not asking for help at all, but directly giving notice in an official manner. what is their strength?.
First, let's take a look at the notice of "Flying Life 2", which says "the old rules" (indicating that you have been doing this all the time), participation that can be achieved, non-participation that cannot be achieved (I do not beg you), and the strength of the issuer cannot guarantee that he will not give you the key. don't play this movie. The distributor docks nearly 10,000 cinemas across the country, and it doesn't matter if there is less than one, but there are only seven or eight movies in cinemas during the Spring Festival, and if there is one less major movie, the impact will be greater, so cinemas are still vulnerable groups.
Several other movies that send notifications have roughly the same content and logic, that is, they will give you the key as soon as they are arranged, and if you can't, don't play my movie.
Let's take a look at the strong companies behind these films.
Some netizens made a picture very vivid, cinema manager digging a hole below, digging is likely to bury themselves. The people around them who didn't do anything were Light, Shangshi, Lianrui, Cat's Eye and Ticketing. They corresponded to several movies in the Spring Festival.
Amoy ticket corresponding to "Flying Life 2" and "Hot Hot", as one of the two major ticketing platforms, the degree of strength is self-evident, and from the notice, the "old rules" show that it is normal to arrange films. Behind "We shake the Sun" and "Bear haunts" is Lianrui Pictures, which binds the two films together, which means that cinemas have to agree to the proportion of the two films at the same time, not just one.
In retrospect, Lianrui was also quite strong. During the New King of Comedy, because of the scheduling problem, Lianrui publicly announced that it would stop providing keys to hundreds of cinemas.
In general, besides worrying about not getting the key, cinemas did not dare to offend these powerful distributors. After all, they released many movies and resources all year round, which was equivalent to a large "supplier." If they did not maintain a good relationship, business would be even more difficult to do.
At this point, the worst thing to be squeezed is the victim of Mr. Red Carpet, and the issuer behind it is the Lion, whose attitude is not strong enough and the background is not hard enough.
Briefly speaking, the capital bureau behind Mr. Red carpet, the film is starring by Joy Media and Ning Hao's Bad Monkey, starring Andy Lau should be very optimistic about the film, so he also participated in the film production through Dreammaker Entertainment and Shanghai stupid Kids Film and Television.
With such an excellent schedule of the Spring Festival, coupled with the trump card of Andy Lau, the profit of the not-so-large "Mr. Red carpet" is assured. Ning Hao does not want to share the profits to too many companies, so he is responsible for the distribution and promotion of the film, so his own lion culture is in charge of the distribution and promotion of the film, but compared with several other competitors in the Spring Festival, Shanghai Lion is indeed a lot weaker, so there is today's passive situation.
At present, if the quality of "Mr. Red Carpet" is hard enough and the reputation is good enough, then there is still a chance of winning in the long-distance running within the schedule, but on the first and second days of New Year's Day, there is almost no suspense in giving film arrangement and profits to other films. Ning Hao and Liu Dehua, who participated in the production, must feel unfair and aggrieved, but what can they do? There is no way to blame other distributors, after all, it is inevitable that there will be cooperation later, and Liu Dehua is releasing "Stealth" and "Golden Finger" by the ticket and cat eye respectively, capital intertwined, there is no eternal enemy, only eternal interests.
As a result, Ning Hao and Andy Lau can only express their attitude through posters. Among the three posters aimed at the controversy over the layout, they respectively read, "Let the audience choose?" OK! On the first day of the Lunar New year, watching movies quietly "," holding a self-deprecating attitude, putting aside arrogance, thinking about life, discussing exchanges, and refusing to be held hostage "and" the elegance of minimalism is reflected in respect for the audience, leaving the right of choice and thinking to the audience. " Through the three posters, it is not difficult to see that Mr. Red carpet is trying to speak for cinemas and audiences while striving for his own rights and interests.
But does it really work? I think at least the first two days of the Spring Festival are useless, whether or not it is going to be successful depends on the quality of the movie itself.