The Mid -Autumn Festival ended, is there any hope in September?

"378 million", the final box office of the Mid -Autumn Festival this year stays on this number.

It is also the worst schedule since 2015 (except for the year when the Mid -Autumn Festival and the National Day holiday). After walking through the Qingming, Dragon Boat Festival, and May 1st this year, this scene is no wonder. However, the warming of the summer season still has a boosting effect on the market. Although it has declined a lot than last year's Mid -Autumn Festival, it is compared with the small long holiday period in the first half of the year (Qingming 120 million, 513 million, Dragon Boat Festival 180 million). It has been improved a lot.

There are many factors that affect the box office. Like the small long holidays in the first half of the year, the epidemic is one of the key factors, and the operating rate of theater drops to about 70%. The theaters that are operating must also conscientiously abide by the requirements of epidemic prevention, implement the restrictions on the seat rate, and control the flow of theater. In contrast, the total scene of the Mid -Autumn Festival last year was 1.233 million, which was only 1.018 million this year.

The external factors are helpless, but the iron is still hard, and it is not hardened by itself. The comedy movie "Brother, Hello" harvested the box office of 144 million, leading the faults; and the second and third are "New God List: Yang Yan" and "Lone Moon", which have been released for 26 days and 47 days, and only " There are 43.61 million and 39.28 million box office. This is enough to explain how attractive the new movie is in the Mid -Autumn Festival.

Although the results are not good, the performance of the Mid -Autumn Festival can also gain some experience. In the market environment of the audience enough to pay attention to the movie, the performance of the new film may not be stronger than the old film. The old film that has been released for a while is not uncommon. The influence of the pre -Shiedian propaganda continued to decline, and the reputation of the audience became more and more key to the box office trend. The filmmaker and theater needed to strengthen their mobility.

After the summer stall and the National Day stall, the Mid -Autumn Festival, which has always lacked a sense of existence, is destined to be a "afternoon dessert". "Dessert" is not full, because it is just "dessert", and if it makes people understand where the food is not good, maybe the effect is enough.

Old film is not necessarily not as good as a new film

It is not surprising to support the schedule by the old film. This is all in the small long holiday schedule in the first half of the year: the May 1st box office third place is the "Magic Animal: Mystery of Dumbledore" that was released for almost a month. The second place in the Dragon Boat Festival is also the second "Bad Guer Alliance" of the May Day a month ago.

The core issue behind this is that the overall supply of the film market after the epidemic is more limited, and the supply of new films that happens to be during the period does not meet the demand for movie viewing during holidays.

Mid -Autumn Festival "Brother, Hello", "Mom! "New films such as the small holiday schedule in the first half of the year were removed, and films such as" Broken Network ", which were previously set in the Mid -Autumn Festival," Please Don't Believe in her "and other films have continued to withdraw. When the withdrawal becomes the norm, the new film that is allocated in each schedule is diluted, and it is no longer as "inner rolls" as before the epidemic.

The new film composition of the Mid -Autumn Festival this year, although there are diverse types, but lack of visual effects, which is precisely the just needs to watch the movie on holidays. Therefore, "Lone Moon" and "New God List: Yang Yan" make up for this gap.

In addition, in addition to "Brother, Hello,", the rest of the new film is either partial art, or has a strong regional character. Even if the reputation is good, there is a relatively obvious box office ceiling. A typical example is last year's "Love Myth". The reputation and the actor lineup almost reached the top match in the same type of movies, but in the end, it only harvested 260 million box office, not to mention the weaker configuration. OK "and" Mom! "

The limited ability of new films has also allowed competitive old films to run out of long -term revenue, which has gradually become a new trend in the film market this year. The release of "Hidden Dust and Smoke" suddenly burst into fire nearly two months. After the summer season, the lack of new films before the Mid -Autumn Festival began to understand thirst for the theater; It was only ten days after the screening that started to "change his life against the sky", and lifted the final box office figures up again; and the "bad guy alliance" in the first half of the year, without any innate advantages, without any innate advantages, After two months of long -term growth, it rely on word of mouth to win the runner -up in the two -stage period.

The release of the new film is no longer a hot spot at the social level. The audience will not keep an eye on the movie at all times, and the response made by it is often delayed. When people may be aware of its existence when they have been hit by a short video of a film and successfully swipe their screens, they are interested in a movie. Essence

This actually inspires practitioners in the film industry, paying more attention to the opportunities and possibilities after the film release, and do not press Bao in the front and the stage of painting.

In particular, under the recent "limited file" rhythm of the film market, it is becoming more and more difficult to perceive the audience before and during the opening stage. Think more.

It is worthy of recognition that although the new Mid -Autumn Festival films have poor box office results, the overall reputation performance is very good. "I still think you are the best", "Mom! "The End of the Sea is the Grassland" and scored Douban 7.8 points, 7.5 points and 7.3 points, respectively. In the past, the UP owner of the film and television area that focused on Tucao also reversed the normal state and gave an evaluation of "exceeding expectations". Compared with the past schedule ecology, it was rare.

These high -mouth films have the innate foundation of long -term operations, and show certain signs. For example, on the last day of the schedule, the topic of Douyin#movie mother is too big#to be on the fifth position of Douyin Hot Search, which is exactly the same as when the topic of "Hidden Dust and Smoke" is the same. It is not known. Compared to the "one city and one pool" for three days of the Mid -Autumn Festival, if these films can drive the film market in the second half of September, it is a good news. This year's Mid -Autumn Festival is 18 days away from the National Day file, and this empty window period is longer than in previous years. According to the experience, the new film that will be selected in this 18th day is also very limited, which means that the theater basically counts on the Mid -Autumn Festival films for a month.

Therefore, the emergence of word -of -mouth masterpieces allows audiences who do not have the opportunity to enter the theater during the Mid -Autumn Festival holiday, and there will be the possibility of watching movies in the next month. Conversely, if it is a bad movie "seeing the light", even if the data of the box office looks better, it will basically missed the audience in the second half of the month.

For the film side and theater, the end of the schedule is not to sentence to death, pay attention to long -term propaganda, and reproduce the long -tail effect of the "Hidden Dust Smoke" style to get out of a beautiful box office curve. It is still hopeful.

Don't be superstitious to judge before

After the screening, it becomes more important. Perhaps the data reference before the screen is easy to cause misunderstanding.

Because the audience is often difficult to recognize a film before the screening, the pre -screening popularity has become increasingly not directly proved to the performance after the screening.

According to data from 10:30 on September 9th, the total box office of the Mid -Autumn Festival at the time of the Mid -Autumn Festival was 13.81 million, of which "Brother, Hello", "She in the world", "Mom! "In the top three, the pre -sale box office was 3.378 million, 1.689 million, and 11.38 million, respectively. In terms of data, according to the professional version of Cat Eye, "Brother, Hello" wants to see 436,000, "There is her in the world" wants to see 403,000, the two faults lead, the third place "Mom!" 》 Only 186,000.

Judging from the data before the screening, "Brother, Hello" and "There is her in the world" should be the first echelon of the Mid -Autumn Festival. As a result, the three -day theater of the Mid -Autumn Festival gave the proportion of 18.7%, 12.7%, and 10.7%of "She in the World". However, from the results, "There is her in the world" only contributed 9.8%, 6.7%, and 5.5%of the box office proportion every day. In the three days, its seat rate was the lowest in the same period.

The reason behind it is not difficult to analyze. The data before reflecting is good, especially for the data to see the data, which is derived from the traffic star in the actor lineup. According to the professional version of Cat Eye, "There is her in the world" wants to see 79.2%of women in the portrait portrait, and 64.4%under the age of 24. This want to see the portrait of the user is very close to the previous films such as "Broken Bridge" and "Send You A Little Red Flower".

Compared with ordinary audiences, the fan group has a stronger click "Want to see" button, which is also the early consensus in the past. But today's Chinese film box office has already passed the era when it can rely on the purchasing power of fans to support. The basic disk affecting passers -by audience into the theater is still the quality of the film.

In the cases such as "Life", because the film itself has a good reputation, the fan effect can be added on the cake, helping the film to further achieve word -of -mouth. However, for the film with limited word -of -mouth performance after the painting, the fan bonus does not support it for a long time, and the bubble that wants to watch the data support will be pierced.

On the other hand, the two old films "New God List: Yang Yan" and "Lone Moon", the ones of the Mid -Autumn Festival are high, which is two to three times higher than the weekend before the beginning of the Mid -Autumn Festival. This is not that the audience suddenly interested in the old film, but that the theater did not pay enough attention to the old film on the row.

In the future period, the lack of attractiveness of the new film may continue to appear, which tests the competitiveness of the practitioners to break the usual thinking and attach importance to the competitiveness of old films with obvious types of different types. Especially for old -fashioned films, taking long lines may become a normal state. Earlier, when the fire of "Hidden Dust Smoke", many theaters had been deleted and copied. As a result, they missed the initial stage of the box office.

18 days later, the National Day file is about to usher. Last year, the history of the "Changjin Lake" of the National Day file was still vivid. This year, it will undoubtedly be devoted to more expectations. Although there are currently no heavyweight films, it is officially set, but from the previous online listing list, there are many new films with competitiveness.

Perhaps it is to reduce the impact of the "limited file" on the announcement as much as possible. Although the release time has not yet been settled, the pilot trailers and posters of several new films have been released first, and the maximum efforts are preheated.

However, compared to the pre -reflection cycle of the past month, the current time is still very tight, and the final data before the screening is still limited. To truly set off a wave of viewing, it is still necessary to look at the reputation after the painting, adjust it in time, and respond quickly in order to play a beautiful victory in the 7 -day schedule.

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