Can 20 old films be rescued?

Source 丨 Rhino Entertainment

Text ｜ South Rugao

At least so far, this summer has not seen signs of recovery. Of course, the distance and the big explosion are out of reach.

Due to the repeated epidemic, the cinema has been closed in Shanghai and Beijing. Although the door has begun one after another, it is obvious that everyone's expectations for future expectations, especially the continuous repeated epidemic, have a psychological shadow. Based on this premise, the summer stalls have never been able to have too many projects that really have a volume. Perhaps in the future, it will leave the industry for the last moment of thinking.

At the same time, a wave of domestic films has quietly come. However, can this wave save the downturn?

Summer stalls are not started?

In terms of objective figures, the current market recovery is average. Taking the Hollywood blockbuster "Jurassic World 3" as an example, the box office on the first day is more than 95 million. Although this has become a single -day high in nearly three months, it is compared to a new high, but compared There was a significant gap between the first day of "Jurassic World 2" on the first day of "Jurassic World 2". The gap is not only reflected in quality, but also can actually reflect the current market activity, and there is still a certain gap between the real level.

Of course, from another data, it is still relatively optimistic. At present, the resumption rate of theater has remained smoothly at more than 80%, up to 83%. With the resumption of the Shanghai Cinema in the next, the overall re -work rate will easily exceed 90% Essence The simplicity of the 90%of the cinema is obviously not that the market has recovered by 90%, and there is still essential differences.

Judging from the previous "Jurassic World 3", the audience is not as positive as before. In addition to the problems of the epidemic and the decline in the quality of the film, there are more economic reasons. It is difficult to share it for entertainment. In the days of stopping production and production, most people's income is declining. Whether it is the latest consumption data or the rare business district that can be seen from the naked eye, it can be seen that the business of the cinema has been affected.

Therefore, under the superposition of these prerequisites, the summer stalls have not been the lively in previous years. Not only are there only a handful of seed projects, but there are not many medium -volume projects. The industry's confidence is constantly declining, and there is no courage to be released in such a downturn. Especially everyone has certain expectations for their own projects, and they are unwilling to be forcibly released to get less than expected.

(Some films of this summer season)

Looking at the film list of this summer, such thinness is not like summer files, comprehensive lack of projects, and no impressive projects that make the audience can't wait. superior. If the filmmaker still does not move in the next time, and even if he is going to miss it, then this summer season is actually a semi -abandoning situation.

Among them, in the current film list, "Life Event" at the front of the summer season is the highest. Cat eye and Amoy tickets want to see the number of people approaching 700,000. This kind of realistic theme is exactly the same as last year's "My Sister". Topics may become a explosion, but such a volume obviously cannot expect to become a level of two or three billion to revitalize the market.

In other aspects, Chen Sicheng's "Mozart of Outer Space" also has a strong strength. The post -year extension of the film is to lock the summer file. Comedy stars such as Huang Bo, Yao Chen, Fan Wei, Jia Bing, and Xu Juncong will be the only large amount of seeds in the summer season this summer. It is also the only project in the summer season with big explosive potential.

In addition, the remaining is more of the waist strength. "You Are My Spring" has a strong lineup and selling point as an anti -epidemic movie; "Rescue" is difficult to have a vast audience foundation; the animated film "Erlang God" is not enough. Including a few love movies in the later Tanabata, it is difficult to show signs of big explosion.

The summer stall should not be like this. The market needs to be guided slowly. In particular, the head projects need to open up the country in front, so that the audience will return to the big screen again. Only by the promotion of the market market can the industry's confidence can be truly enhanced. At present, those real seed players have been delayed, when will heavy projects such as "Lone Moon" and "Fengshen" be shot, including when the withdrawal of "Protection You Ping An" and "Brother, Hello" will return. Affects the pattern of this summer.

Can you rescue the market?

The sluggish market eventually stirred up the latest wave of domestic films. The scale of this wave of reflection on the Internet is still very large, and the volume has also increased. In fact, the rewriting of movies has always been there since the epidemic, which has completely run through the film market that has been in the past three years. There are many Hollywood blockbusters, including "Avatar" and "Rings King" trilogy and other explosive models, and many explosive models such as "War Wolf 2" and "Wandering Earth" have been reprinted.

But unlike the previous large -scale rewriting, the number of re -screening movies this year has dropped sharply, and it is not the same as the distribution scale. For example, the special rewriting of "I Want us together" in the 520 stage some time ago, even airborne as the number one seed, got 25.8%of the schedule on the first day, and won the results of 24 million box office. Wan, like a stance of saving the market.

Including the re -screening of the following "Five Water Fluttering Boys" is also huge, with a 10%+rowing film on the first day. You must know that this is more than the officially released. It can be seen that several re -screening movies this year can not only really play the effect of rescue, but also give yourself "brushing". It is very different from the previous reflection significance. (The above is the list of re -screening of the network, which is subject to actual screening)

In this wave of re -screening movies, whether this rewriting list specifically customized according to the summer file can continue to enjoy the distribution treatment that is no less than the new film, which is worth looking forward to and pay attention. You must know that once this wave of project groups are piled up in the summer, it will undoubtedly affect the overall pattern, but it is still unrealistic to expect the rescue city to rescue the market.

There are many films of this wave of 20 films, including "Changjin Lake", "Wandering Earth", "Water Gate Bridge" and "Action of Red Sea". They have achieved good market performance, and their quality is also superior, but putting this wave in the summer file is difficult to take advantage of the distribution films.

This wave is definitely different from the targeted rewriting of "I Want to We". The latter follows up in time when it is released in a consecutive weeks without film. Those new films grabbing rice bowls are a side dish at best, even if the volume is large and large, but from the previous experience and data, it can maintain the lower limit of the market and cannot increase the upper limit of the market.

For example, "Wolf Warrior 2", which has occupied the film history champion for several years, has two opportunities to rewrite it, which was re -released in July 2020 to get 8.57 million box office; in June 2021, it won 929,000. Compared to its original 5.6 billion+box office, there is a huge gap, and it is ignored at all. Including the "Wandering Earth" that has been reflected in 2020, it has only launched a special version and only gets 4.19 million box office. Even the global box office champion "Avatar" with the best reflection effect has only achieved 375 million results.

Through data comparison, it is obvious that the plan to rescue the market for 20 main theme is unrealistic. Even if these 20 have received a total of 100 million box office, it is also a nine cattle for the entire summer. This time, it is different from previous years, but it is placed in the summer stall. The concept of the audience purchases tickets is that as long as there is a new film, it will not watch the old film. After all, the free old films can be seen everywhere.

In June, the summer season is about to start. The hesitant filmmakers are time to make up their minds. The audience's movie viewing needs will not disappear out of thin air. Of course, the audience will not move. The old films come to count.

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