In 2022, with the arrival of the first snow, accompanied by various romantic imagery, people are looking forward to it. At this moment, let's review the craze brought to us by the campus romance drama "Twinkle Twinkle Twinkle Star" released this year. The heroine's sentence "Zhang Wansen, it's snowing." "Impressive, managed to put her in the limelight. And this summer, the launch of the film version of "Twinkle Twinkle Twinkle Star" once again ignited the expectations of fans.
In order to satisfy the audience's beautiful yearning for the "First Snow Promise", the show not only created the topic of watching the first snow together, but also teamed up with Harper's Bazaar to shoot a blockbuster of couples in the snow, and also provided more emotional satisfaction for the fans of "Wanxing CP".
Considering that the probability of snow in southern cities is not high, some theaters have even launched differentiated marketing strategies, deliberately opening the "snow field" at 13:14 on December 30 (the day of the movie's premiere), and the audience who buys the "1314 ceremony field" can not only unlock the "snow" scene, but also get a limited card. This scarcity has also led to higher prices in the second-hand market.
According to a report by Jiemian News, a viewer tried to buy movie tickets for the "Snow Field" of "Twinkle Twinkle Twinkle Star" on a second-hand platform in Beijing, and the transfer ** has soared to 300 yuan for two, and according to the release notice announced on December 5, the number of "Twinkle Twinkle Twinkle Star" is 2D
The settlement of the version** in first-tier cities is 35 yuan per person, and 30 yuan in non-first-tier cities. In this regard, the official Weibo of "Twinkle Twinkle Twinkle Star" also issued a proposal on December 7, calling on the audience to recognize the behavior of scalpers speculating in ticket prices, and advocating that theaters across the country should set prices in accordance with the fair market and give back to the audience with reasonable pricing.
With the efforts of many parties, the film's pre-sale box office results are also gratifying, with the box office exceeding 70 million on the first day of pre-sale, breaking the record of 59.55 million yuan on the first day of pre-sale of "Detective Chinatown 3", becoming the Chinese film with the highest box office on the first day of pre-sale.
As of 24:00 on December 18, the number of people who want to see Maoyan reached 183340,000, the total pre-sale box office exceeded 26.2 billion.
However, just when everyone was expecting this movie to become the first hit at the beginning of 2024, the hot search topic of "Twinkle Twinkle Star Refund Rate" suddenly appeared. According to the statistics of netizens, as of December 16, the number of refunds for "Twinkle Twinkle Twinkle Star" on the two platforms of Maoyan and Taopiao has exceeded 1 million, and the average refund rate of the two platforms has reached 181%。
According to the report of the National Business Daily, the refund rate of movies is generally between 2% and 8%. This made many netizens question whether the pre-sale box office of the film was "water injection", believing that the extremely high pre-sale box office was just an illusion deliberately created by the film company in order to increase the film scheduling rate.
The analysis of netizens in the official Douban group of "Twinkle Twinkle Twinkle Star" said that the extremely high refund rate is actually due to the operational errors of the theater and the filmmaker.
According to the analysis of the article, the filmmaker originally planned to officially announce the "Snow Field" event on December 7, but the theater chain that learned the news in advance arranged a 13:14 show on the day of the premiere without official authorization. Unsuspecting fans bought tickets for the show.
The filmmaker had to announce the news until December 5, and the Maoyan app only launched the function of marking the official snow resort later, so fans who bought tickets by mistake chose to refund and change tickets, resulting in an amazing refund rate for the movie "Twinkle Twinkle Twinkle Star". Some theaters have also retreated because of the difficulties, and Vientiane Cinema Weibo announced the cancellation of the special snow event on December 12, a decision that has also been criticized by audiences who have already purchased tickets. As a passer-by who has not watched the series, this wave of "first snow marketing" did let me know more about the film, but the word-of-mouth after the release is the key to whether I will buy tickets to watch the movie.