Market cultivation is a long-term processThe "new features" of this year's Spring Festival stalls need a new way to deal with them.
Wen Pang Hongbo will be released at a later date.
"Let's Shake the Sun Together" officially announced that it will be postponed and rescheduled to March 30.
This year's Spring Festival stalls have old characteristics and new trends. The old feature is that the Spring Festival file **5.5 billion mark, the top three films accounted for 82 percent of the box office4%, exceeding the average of the past five Spring Festival stalls. This further proves that today's Spring Festival file is a ** schedule where "the super head is completely king", and the possibility of counterattack is very small for non-head films;
The new feature is that the average score of the six main films in this year's Spring Festival file on Douban has reached 756 points, a rare in history. To a certain extent, it proves that the overall quality of this year's Spring Festival stalls has improved, and for the dark horse that needs word-of-mouth differentiation to counterattack, it has lost the axis of competition; And the overall word-of-mouth is basically in a "horizontal line", and five of the six movies have comedy components, which makes the rigid demand for comedy in the Spring Festival more solidified.
Although the movie score ranks second in the schedule, the two films "Let's Shake the Sun Together" and "Mr. Red Carpet" account for only 2 of the 5.5 billion** in the Spring Festival file8%。The Spring Festival stalls, which have been fighting fiercely for five days, have lost too many possibilities for a turnaround.
Therefore, "Let's Shake the Sun Together" did not choose to "carry it to the end", but chose to release it on an elective date, which is a correct decision in terms of results. In 2024, when the trend of "film shortage" may be more serious, such a move gives the film a chance to come back to life, and also tries to keep high-quality films from being overwhelmed by the market because of schedule selection, giving non-large schedules a chance.
Do not "lose" in the quality of the Spring Festival stalls- The quality of the film has been verified throughout the schedule.
This year's Spring Festival file has a rare "high score", and the average score of 6 films on Douban has reached 756 points, and the average score of the audience score of the dual ticketing platform is also far more than 9 points. In such a high-quality Spring Festival file, "Let's Shake the Sun Together" has the second Douban score, and the audience score of the ticket-buying platform is also in the first echelon.
From the perspective of content quality, the movie has been recognized by the Spring Festival file. As the last part of Han Yan's "Life Trilogy", it is also considered by many viewers to be the best one in terms of completeness, which can be seen from this point where the confidence of the movie to enter the Spring Festival file lies.
However, every year, there will be Spring Festival movies because of "whether they are suitable for the Spring Festival", but the distribution strategy and content direction cannot be equated. Before the start of the Spring Festival, director Han Yan also said in an interview that he did not know that the movie would eventually be released during the Spring Festival when the film started.
Although there are many films that can reverse the production cycle according to the schedule, the genre direction can be selected according to the tonality of the schedule. But it is difficult for most films to do this, so for a domestic film, most of them still take precedence over content expression.
In terms of content, the film has a very clear tendency towards realism, and this sense of realism exuding from the inside out can actually touch the vast majority of audiences. "Let's Shake the Sun Together" is partly based on the documentary report article "The Most Utilitarian Marriage Transaction, the Most Emotional Eternal Promise", the movie chooses Peng Yuchang to partner Li Gengxi, and the CP sense of adaptation between the two also presents the fear, struggle and courage of young people who are tormented by illness.
In terms of overall temperament, the movie does not blindly "mourn", nor does it blindly "cry". The movie still presents the tone of ** through the "survival" of two young people. This kind of warmth and ** is also the courage of the movie to be released during the Spring Festival.
In the five days of the Spring Festival, what did "Let's Shake the Sun Together" experience? — Tough to move on.
Generally speaking, Spring Festival films try their best to maintain a sense of mystery before their release. But "Let's Shake the Sun Together" has become the only "lone seedling" in this year's Spring Festival file to watch the film on a large scale before its release.
Before the release of the film, nearly 7,000 moviegoers were screened in 64 cities across the country, which is naturally a gamble that gives the film confidence in its own content quality and the need for type differentiation and warmth for the Spring Festival file.
But the results of the first five days of this year's Spring Festival actually made "Let's Shake the Sun Together" lose the hope of turning the tables against the wind. On the first day of the Lunar New Year, the single-day box office of "Let's Shake the Sun Together" was 3151330,000, ranking at the end of the six main films, accounting for 23%；
On the second day of the Lunar New Year, "Let's Shake the Sun Together" counterattacked "Mr. Red Carpet" and rose to fifth place at the single-day box office, but the single-day ticket sales were 1465260,000, accounting for 13%；
Due to the extremely stable performance of the head of this year's Spring Festival, it is basically impossible for "Let's Shake the Sun Together" to shake the top four positions.
From a practical point of view, the results of the first five days have proved that the choice of the Spring Festival file for the movie may not be a successful decision. The space left by the entire market for "Let's Shake the Sun Together" is extremely narrow, and if the movie finally chooses to "carry it to the end" in the schedule, the final box office of the movie may not be very optimistic.
Therefore, the box office results of the first five days of the Spring Festival decided that "Let's Shake the Sun Together" needed to make a decision, and the movie finally chose to postpone its release.
The schedule "listens to persuasion", and the cultivation of the Spring Festival market is a long-term process- Market cultivation itself is not a linear process.
It is difficult to produce a dark horse during this year's Spring Festival, which is actually the result of multiple factors. Although the market has now reflected a strong inclusiveness, the Spring Festival is an extremely special schedule after all.
The special reason is that more than half of the audience will only go to the cinema once a year to watch a movie during the Spring Festival. From the audience's point of view, the Spring Festival is an abnormal special schedule. Although there are many data that prove that the Spring Festival stalls are not necessarily comedy, the foundation of this differentiation is word-of-mouth comparison, and non-comedy movies have the possibility of turning around if they have word-of-mouth performance that far exceeds their competitors.
However, in the Spring Festival file in 2024, five of the six films are comedies, and the overall word-of-mouth performance is excellent. So the only non-comedy movie, "Let's Shake the Sun Together", although the word of mouth is second, there is no way to rely on the differentiation of word of mouth to drive the differentiation of the genre, and surpass the opponent in the core "counterattack" indicators such as attendance rate and average number of people per game.
For the audience, the overall quality of the head comedy movie is guaranteed, so the genre of comedy is just needed to maximize the entire schedule, so it is difficult for more than half of the audience to enter the cinema to watch a movie on non-comedy movies that are not advantageous in the schedule.
Secondly, the past five Spring Festival stalls have proved that the entire schedule is more and more inclined to the head. In the past five Spring Festival stalls, the average box office proportion of the top three box office is 812%。Once the film can't squeeze into the top three at the box office, it basically loses hope of a turnaround.
In 2023, the box office of "Deep Sea" will be 3600 million, the box office of "Chinese Ping Pong: The Jedi Strikes Back" is 381370,000; In 2022, the box office of "Sniper" will be 2600 million; In 2021, the box office of "New God List: Nezha Rebirth" is 2300 million, the box office of "The Crowd" is 1500 million, the combined box office of the two films accounts for less than 5%;
These films with guaranteed quality may be able to get certain opportunities with long-term releases outside the Spring Festival, but every year, there are main creators who "seek space" because of "return to capital". Therefore, instead of passively waiting for the end of the Spring Festival stalls to fight for survival space, it may also be a wiser decision to choose to postpone the release.
In this year's Spring Festival, there are also many viewers who call for the movie to change the file and choose a more suitable schedule, so that good movies will not be buried. The change is also a decision made by the filmmaker after careful consideration, and the filmmaker listens to the audience's suggestions and voices in order to form a good market cycle. "Let's Shake the Sun Together" was released on March 30, and there is nearly a week left before the three-day long holiday of Qingming Festival, which leaves a very sufficient cycle for the movie, and it is likely to achieve better results.
In terms of the current situation faced by films, this is a very ideal situation, and the high-quality and generous schedule is bound to enrich the choices of movie audiences and give film creators breathing space.
The decisive change from "Let's Shake the Sun Together" actually proves once again that market cultivation is a long-term process. Only when the audience increases the frequency of entering the theater during the non-Spring Festival, will more high-quality films gain living space in the future. But at this stage, it is wise to ensure that high-quality films are not overwhelmed by market competition.