Following "Let's Shake the Sun Together", "Mr. Red Carpet" also announced its withdrawal from this year's Spring Festival file on the evening of February 16.
So far, with the animated movie "Huang Pi: The God of Wealth Cat from the Sky", three films have been withdrawn from the Spring Festival file in 2024, which is really rare in the past Spring Festival files. 
Among them, "Mr. Red Carpet" and "Let's Shake the Sun Together" have been pinned on high hopes, and they are also excellent in audience feedback and film critics' evaluations after their release, and the current Douban score of the two movies is 68 points, the latter 79 points. Behind the new dynamics of the three consecutive withdrawals, it has also brought some new enlightenment to the industry's understanding of the Spring Festival files. 
What kind of movies are suitable for the Spring Festival?
What kind of movies are suitable for the Spring Festival? According to the past logic, it should be a family comedy suitable for the whole family to watch the movie together. It is unlikely to be a serious and tragic historical war theme, and it is impossible to imagine that it will be a science fiction movie with a high viewing threshold for the elderly and children. In fact, reviewing the box office of Spring Festival movies in the past 5 years, among themOnly 2021's "Hello, Li Huanying" and 2023's "Man Jianghong" won the championship。To be more serious, "Hello, Li Huanying" and "Man Jianghong" are not comedy movies in the full sense, but can only be said to have comedy elements in them. 
The first place at the box office of the Spring Festival stalls in the remaining three years is occupied by war-themed movies and sci-fi movies that are not mixed with any comedy elements at all. Among them, the box office gap between the second place "The Wandering Earth 2" and the first place "Man Jianghong" in 2023 is not large, and because "Man Jianghong" won the box office, it also caused a lot of controversy that year. A rule of the Spring Festival stalls has been more and more clear: the era of the new Spring Festival stallsThe audience is more willing to "please themselves" than "gregarious". The types of movies released during the Spring Festival began to diversify. This is also why Lianrui Pictures dared to put a film about two seriously ill patients in love, which was obviously out of place, on the screen during the Spring Festival. In addition to the "admission ticket" given by the diversification of Spring Festival films, the high stacking of ** resources in the film market during the special period of the Spring Festival is also the key reason why high-quality films can break through the shackles of "genre" and achieve a counterattack at the box office. Beneficiaries include "Operation Red Sea", "The Wandering Earth", and "Hello, Li Huanying". Among them,The box office of "Operation Red Sea" on the first day of the Spring Festival was only 12.9 billion ranked fourth, far less than the first "Monster Hunt" 54.6 billion and the second 3. of "Detective Chinatown 2".400 million; "The Wandering Earth" box office on the first day of the Spring Festival stall 1900 million, also in fourth place, not as good as "Crazy Aliens", "Flying Life" and "The New King of Comedy". During the Spring Festival, the audience's large demand for high-quality cultural products and the over-standard attention to the film and television market have led to the fact that non-mainstream high-quality films can often rely on word-of-mouth to achieve counterattacks during this period, and also create the suspense of the champion of the Spring Festival every year. This is also the reason why "Mr. Red Carpet" and "Let's Shake the Sun Together" insisted on announcing their withdrawal on the fifth and seventh days of release after the box office schedule was obviously at a disadvantage on the first day. In addition, after the release of the two movies, the high ratings given by the audience also gave them some confidence. Eye Entertainment observed that after the opening of the Spring Festival, "Mr. Red Carpet" and "Let's Shake the Sun Together", which were at the bottom of the film schedule and box office, were not inferior to the top three in this year's Spring Festival in terms of the number of "high-quality" reports on the movie, but they did not cause large-scale discussion and dissemination among the audience groups as in previous years. 
Who to watch during the Spring Festival?
Whose movie best represents the Spring Festival stalls? Before that, it was Jackie Chan, who announced every year that "this is the last movie", and now he is replaced by a bear in the cartoon. Eye Entertainment found that under the long-term operation of many film and television companies for the Spring Festival, some films in the Spring Festival have formed a brand effect. Some of them take the director as the core and form the queen director of the Spring Festival film, such as Han Han, since 2014's "After the End", the follow-up works "Riding the Wind and Waves", "Flying Life", and "Four Seas" were all released in the Spring Festival. At the same time, it also includes the new director Jia Ling, who has been successful in both attempts. 
The other part has formed the IP brand of the work, the most representative such as "Detective Chinatown", "The Wandering Earth" series, and also this year's "Flying Life". 
Practitioners revealed to Eye Entertainment that the continuation of IP in the Spring Festival stalls was coincidental at the beginning, and it was more based onAfter the previous work caught fire in theaters, the follow-up works were released during the Spring Festival in order to make full use of the derived IP value. Among them, representative cases such as "Changjin Lake", the previous work in the summer of 2021 ended with 57After the box office score of 7.5 billion yuan occupied the first place in the total box office of mainland film and television, the series "Shuimen Bridge of Changjin Lake" was immediately released during the Spring Festival of the following year and won the box office champion of that year. However, many practitioners also said that with the intensification of competition during the Spring Festival, in order to compete for the most commercially valuable schedule in China, it is imperative to build a Spring Festival film brand. The most representative of them is undoubtedly the "Bear Infested" series of movies. After the "Bear Infested" movie sticks to the domestic Spring Festival file for ten years, the exclusive business of Spring Festival animated films has also begun to be targeted by many film and television companiesAmong the 8 movies released during the Spring Festival in 2024, 3 are animated films, which are on par with comedy movies. But in the end, at the box office, the total box office of the withdrawn animated film "Huang Pi: God of Wealth Cat" and "Eight Rings: The Nether of the Canopy" is only 4.2 million, which is less than the box office of "Bear Infested: Reversing the Future" 03％。The big movie "Bear Infested" was released in 2014, with an average box office level of 3 to 4 years, and from 2014 to 2016, the total box office was 2-300 million; From 2017 to 2021, the total box office will be 5-700 million; The brand effect of "Bear Infested: Return to Earth" in 2022 and "Bear Infested: Bear Core with Me" in 2023 has been completed, and they have begun to hit the 10 box office and 15 box office marks respectively. 
It is worth mentioning that the 2024 "Bear Infested: Reversing the Future" best reflects the film's film production strategy and brand building in terms of film content. As the 10th anniversary product of the "Bear Infested" movie, "Bear Infested: Reversing the Future" is similar to the "multiverse" settingGather popular characters from the past 9 works in this one, making the box office of "Bear Infested" a new high this year. As of press time, the cumulative box office of "Bear Infested: Reversing Time and Space" has exceeded 142.6 billion, breaking the box office record of the Spring Festival animated films, ranking third in this year's Spring Festival file, higher than "Article 20" directed by Zhang Yimou. 
The follow-up of the withdrawn movie is worth paying attention to.
With the end of the Spring Festival holiday, the battle for the box office of the Spring Festival stalls has basically settled. However, the withdrawn "Let's Shake the Sun Together" and "Mr. Red Carpet" are still worthy of the industry's continued attention. On the one hand, the phenomenon of three consecutive withdrawals of Spring Festival stalls in 2024 reflects the increasingly obvious "28 effect" of the box office of Spring Festival movies. The withdrawal of the two films with high ratings after their release will only be the beginning of the cruel competition in the Spring Festival film market, far from the peak. 
Therefore,The follow-up achievements of these two withdrawn films also determine the lower limit of the results of the losers in the follow-up Spring Festival competition, which will have a far-reaching impact on the subsequent film and television companies' deployment of troops in the Spring Festival. On the other hand, the withdrawal of two movies that have a good reputation on the audience side is far more likely to create good results than ordinary movies. They are not only the losers of the Spring Festival file, but also the vanguard of re-release, and the follow-up release strategy and feedback from the market side of the two works will provide valuable experience for subsequent films.