Two new films have recently announced release dates.
"Strange Knife" starring Zhang Jin and Geng Le will meet the audience on March 2, while the Hong Kong film "Under the White Sun" produced by Er Dongsheng will be released nationwide on April 12.
At the same time, there have been significant changes in the box office rankings of films that are being released, the most notable of which is Jia Ling's film "Hot and Hot".
Initially, the film's box office was 4.5 billion, but after the Spring Festival, this figure plummeted to 3.5 billion. Why did this much-anticipated film in the Spring Festival file encounter a box office waterloo?
First of all, through the 8th week box office report, it can be seen that "Hot and Hot" has been overtaken by other films.
With the end of the fifteenth day of the first lunar month, the Spring Festival stalls have also come to an end, and the box office list has changed significantly.
In the eighth week of 2024 (February 19-25), the total mainland box office reached 192.2 billion, the total box office of the four new films released during the Spring Festival exceeded 10 billion.
Article 20", "Flying Life 2" and "Hot and Hot" are the top three.
In addition, a total of three new films made the list last week.
Among them, the action film "Removing the Three Evils Around the Week" starring Ruan Jingtian was screened on a small scale last Saturday and Sunday, and achieved a box office of 1.8 million, ranking ninth.
Before the screening, the film received 82 points of evaluation, and after the screening, the word-of-mouth further increased to 84 points. This is also the first film with an excellent reputation after the Spring Festival, especially for audiences who like action movies, it is definitely not to be missed.
Last Saturday, the movie "I Still Think You're the Best 2" starring Deng Lixin and Zhang Jicong opened, and the box office in the first two weekends was reported to be 9.41 million, ranking sixth. This movie is a sequel to "Rice Drama Attacking the Heart", the first part has a mediocre box office, and the current trend of the second part is not optimistic, which is affected by multiple factors such as publicity, film scheduling and word of mouth. However, "I Still Think You're the Best 2" won the box office of HK$40 million during the Hong Kong Spring Festival and won the championship.
The fifth place is the Hollywood introduction film "Argyll: Mystery**", which only received 10.19 million box office in the first three days of the first weekend, and the box office was only about 20 million, which can be said to be a foregone conclusion. According to foreign media reports, the production cost of the film is as high as 200 million US dollars, and the global box office is less than 100 million US dollars in the first two weeks, which will become the first blockbuster to lose more than 100 million US dollars in 2024.
Another film, "Bear Infested: Reversing Time and Space", ranked fourth, and the box office came to 18 last week2.6 billion, officially surpassing "Thirty Thousand Miles of Chang'an" and becoming the runner-up film in mainland film history, second only to "Nezha's Demon Boy Descends to the World" (503.5 billion).
and "Hot and Hot", which won the box office championship for two consecutive weeks, was counterattacked, and Zhang Yimou's "Article 20" and Shen Teng's "Flying Life 2" surpassed it in an all-round way. "Article 20" exceeded 2 billion, and the box office reached 5 in a single week8.8 billion, winning the eighth week box office champion; And "Flying Life 2" broke 3 billion, and the weekly box office won 53.3 billion, won the runner-up.
As for the reason for the box office waterloo of "Hot and Hot", fans have also found it. The film has attracted much attention since its release, but in the fierce competition at the box office, it has been counterattacked by strong opponents.
Two weeks before the release of the movie, the film was in an absolute advantage, but then the box office fell sharply, causing the box office** to drop from 4.5 billion to 3.5 billion, almost evaporating 1 billion box office revenue. This root cause is inseparable from Jia Ling. First of all, the audience defines "Hot and Hot" as a "** movie", which directly limits the audience. Some viewers believe that they don't need to pay for a movie about ** because they are not fat. Initially, the audience saw the film as a comedy and wanted to find a festive atmosphere during the Chinese New Year, but as the popularity subsided, the audience made a more rational choice, and they wanted to see more meaningful movies, so they chose "Article 20" instead. Although the core of this movie is to overcome yourself through ** and boxing, showing the gorgeous turn of life, in the minds of the audience, this is still Jia Ling's ** movie, which cannot fundamentally dispel people's doubts.
Secondly, some people call "Hot and Hot" an "unoriginal" movie. The film is adapted from the 2014 Japanese film "100 Yuan Love", Jia Ling has paid the copyright fee to the other party, and has been congratulated by the film's writer and director. However, in the minds of the audience, this is still the work of someone else, not a local Chinese original. In some ways, the two films are extremely similar, with almost identical storyboards and lines.
The audience will begin to hesitate when choosing the way to watch the movie, and even choose the original movie "100 Yuan Love", so that they are no longer willing to spend money to watch the movie in the cinema. Not long ago, the movies "Manslaughter" and "She Who Disappeared" were criticized by fans for this reason. In addition, some people still have jealousy and hatred of the rich, and are dissatisfied with Jia Ling's successful box office and distribution.
In 2021, the box office of "Hello, Li Huanying" will reach 5.4 billion, becoming the third box office in Chinese film history, and then Jia Ling easily broke through the box office of 3 billion with "Hot and Hot", and she became the first female director in China, which made many people jealous. Even a big director like Wang Jing criticized Jia Ling by commenting on "Article 20", saying that her success completely depends on publicity and hard work to attract audiences. Such remarks may raise more suspicions that Jia Ling lacks sincerity in marketing.
The three live-action movies in the Spring Festival file are all comparable in quality. However, the film schedule determines the final box office results. Theater managers make decisions based on the previous day's data, which in turn is based on publicity and audience demand.
Which movie the audience chooses is ultimately inseparable from the influence of marketing and publicity. For example, the promotion of "Hot and Hot" has always attracted much attention. Jia Ling has made great efforts for this movie, and has not appeared in public for a year, and has not even released ** photos on her personal social platforms. It wasn't until the afternoon of the first day of the Lunar New Year that her team announced her success and released the latest trailer for the film, while accepting an online livestream.
* After the success, Jia Ling aroused great interest from the audience, making them say that they wanted to enter the theater. The official team of the film also created momentum for the movie by releasing the MV of the hot metamorphosis, including the duet between Fat Jia Ling and Jia Ling after the success. The entire marketing campaign made the audience look forward to the movie, and it also generated a lot of attention and discussion.
This MV is very professionally produced, with ups and downs in the storyline, climaxes, and is very infectious. However, such an overly commercial marketing approach is not acceptable to all audiences. Someone criticized: "Can you imagine a director constantly creating orgasms in this way, yet declaring that the film is sincere?" "Jia Ling sacrificed sincerity for the sake of the commercial box office! Even one of her ** documentaries was urgently stopped.
It can be clearly seen that the main reason for the follow-up box office waterloo of "Hot and Hot" is that the commercial marketing methods have led to word-of-mouth reversal. However, Jia Ling did not remain silent because of this. On February 23, she posted a response: Because of standing on the top of the mountain! She emphasized that the film's box office waterloo is not entirely bad, which allows her to see some shortcomings, and that while the film's creation pursues commercial interests, it is more important to meet the real needs of the audience.
Some people still like "Hot and Hot", I have always thought that this is the No. 1 movie in the Spring Festival, what do you think of this movie?