In the final analysis, what movie can win during the Spring Festival is the result of the full choice of the market, and the audience buys it one by one.
The withdrawal of the Spring Festival movie, although it is not very good-looking on the surface, and it is ridiculed for "running away if you can't beat it", but it is actually a normal market behavior.
Some people jokingly call this year's Spring Festival stalls "the first year of withdrawal".
BecauseOf the eight films released during the Spring Festival, four have announced their withdrawal. Among them are big productions"Mr. Red Carpet"., there are also the last films that have created a series of movies with a small budget and high box office"Let's Shake the Sun Together"., as well as two "little transparent" cartoons"Huang Pi: The God of Wealth Cat from the Sky".with"The Eight Precepts: The Nether of the Canopy".
It is not without precedent for the film to suddenly announce its withdrawal after its release. But like this year's Spring Festival, half of the eight movies were withdrawn, which is really rare.
Judging from the announcement released by the filmmaker, the reasons for the withdrawal are different, some review "major mistakes in schedule selection", some said that the withdrawal was "after careful consideration by the team", and some are like elementary school students who don't know what to do.
But no matter how beautiful the scene is, the root cause is that the box office is not as expected, and from a commercial point of view, it is better to withdraw the gear and stop the loss in time. Up to now, among the four movies that have been withdrawn, "Let's Shake the Sun Together" is 96 million, "Mr. Red Carpet" is 83 million, and the two cartoons are only 910,000 and 3.25 million.
On the one hand, the 2024 Spring Festival stalls, which set a total box office record, and on the other hand, the four movies add up to less than 200 million box office.
There is a voice on the Internet that the movies that have been withdrawn must be of poor quality, which is too one-sided.
"Let's Shake the Sun Together" Douban score 79, second only to "Hot and Hot" in the Spring Festival movie, 8 points, "Mr. Red Carpet" also has 68 points, well above the passing line. Several movies this year, compared with the Spring Festival files of previous years, are of excellent quality.
The problem lies mainly in the style of the film.
Watching movies during the Spring Festival, more people still like to watch family comedies or blockbusters with simple plots. Looking at the winners of the Spring Festival files over the years, the vast majority of them are comedies such as "Hello, Li Huanying" and "Detective Chinatown", as well as genre films such as "The Wandering Earth" and "Operation Red Sea".
For ordinary audiences, isn't watching movies just fun or cool for the New Year?
Take me as an example, among the several movies in this year's Spring Festival, what I want to see most is actually "Article 20" directed by Zhang Yimou. But my daughter-in-law didn't want to watch it when she heard the introduction, saying that it didn't feel like a relaxing movie. In the last two days of the holiday, we went to watch "Flying Life 2" and "Hot and Hot" in a row.
My evaluation of these two movies is that they are not that good, but they are also worth the ticket price, and they can be watched when they are bored during the holidays. As for "Article 20", if it is still in theaters in two weeks, I can try to persuade my daughter-in-law to watch it together, or wait for the ** platform to go online.
Returning to the withdrawal of the four films from the Spring Festival, I think this is a good thing, which shows that the audience's independent choice has played a leading role, and it has also sounded the alarm for some movies.
The Spring Festival is the most important schedule in the domestic film market, often accounting for one-tenth or more of the total box office of the year.
But it turns outWhen there are enough good movies coming out, the market will enter the era of refinement, and a film must fully consider its own positioning and choose the best release time and marketing strategy, otherwise even if the quality of the movie is passed, it may overturn at the box office.
Therefore, for relatively sincere movies like "Let's Shake the Sun Together" and "Mr. Red Carpet", it is not a bad choice to change the schedule and release it again.
I have watched the first two parts of Director Han Yan's "Life Trilogy", the texture is good and touching, if "Let's Shake the Sun Together" is placed in a schedule such as Qingming, it may be able to achieve a relatively high box office like the previous "Life Events". "Mr. Red Carpet" will be rescheduled, and I may go to see it too.
In the final analysis, what movie can win during the Spring Festival is the result of the full choice of the market, and the audience buys it one by one. The withdrawal of the Spring Festival movie, although it is not very good-looking on the surface, and it is ridiculed for "running away if you can't beat it", but it is actually a normal market behavior.
But with the lessons of these withdrawn films, it is estimated that film companies will respect the laws of the market and the preferences of the audience, reduce the luck mentality, and dare not join in the excitement of the Spring Festival stalls casually.