Original title: Rare Spring Festival stalls left behind thoughts.
The 2024 Spring Festival file (February 10-February 17) that has just passed can be described as very lively - not only the box office, the number of moviegoers, and the number of screenings The 3 key data have refreshed the Spring Festival file record, but for the first time, half of the movies announced their withdrawal, and Xue Zhiqian's screen shooting turmoil also made many viewers feel like "witnessing history", and some people even called 2024 the "first year of withdrawal" and "the first year of screen shooting", which can be seen in the public attention. The resulting reflections have not ended.
The Spring Festival stalls with a box office of more than 8 billion yuan, the "28 effect" is significant: the top four box offices such as "Hot and Hot" and "Flying Life 2", with a single box office of more than 1.2 billion, jointly contributing 97 to the Spring Festival stalls5% box office; There is a huge gap between it, and the last four films only occupy 25% of the box office, and choose to withdraw in the middle and late stages of the schedule. Regarding the reasons for the withdrawal, some bluntly said that "there was a major mistake in the selection of schedules", while others mentioned that "due to the influence of the terms of the exclusivity agreement of the same schedule, there are very few films" and "the head chain theaters tend to participate in the scheduling of films themselves", calling on theaters to schedule more films.
If you can't win, run away", is it appropriate?
A background cannot be ignored: because the number of films scheduled is closely related to the box office, before the Spring Festival starts selling this year, many films have put forward minimum scheduling requirements for the theaters participating in the screening, and those who cannot meet the requirements cannot get the secret key, and the films cannot be released during the Spring Festival. The China Film Distribution and Projection Association issued a document on January 30 stating that "no unit or organization can take advantage of its dominant market position to interfere in market business activities, including film scheduling, and make restrictive arrangements for the legitimate business activities of various market entities." In other words, one of the highlights of this year's Spring Festival stalls is that the autonomy of film scheduling is returned to the theater manager. What the audience likes to watch**, the theater manager will arrange more ** according to the market reaction, which is undoubtedly a good ecology.
For withdrawn films, on the one hand, it is necessary to clarify whether there are behaviors that interfere with market business activities such as "terms of the exclusivity agreement for the same schedule", so as to ensure that the film returns to the market for selection; On the other hand, it should also be noted that under the market choice, it is more important to fully consider the audience's viewing needs. Let's just say that the withdrawn movie "Let's Shake the Sun Together", the Douban score is second only to the box office champion "Hot and Hot", but the heavy topic of life and death during the Chinese New Year makes many people feel that it is not lively and festive enough. At present, the movie has been changed to the Qingming Festival schedule to fight again, and it may be possible to achieve a counterattack. There are also movies that have a low degree of attention due to the hasty finalization and lack of publicity, and finally ended dismally, which is also a big lesson.
Everyone wants to take a bite of the big cake of the Spring Festival stalls, but not everyone can bite it. Ensure the quality of the film, pay attention to the psychology of the audience, and publicize the ......Only by doing a good job in all aspects can we win the audience and win the market.
The screen camera turmoil reflects the different needs of different people. Xue Zhiqian was invited by the director to participate in the premiere of "Flying Life 2", and he did not hesitate to "call" for the movie, but it caused controversy. Whether this act infringes the copyright of the film is a matter of different opinions. The behavior of screen photography is more discussed in the category of civilization, and there is no unified yardstick for everyone to understand "civilization".
For audiences who pursue immersive viewing, raising their mobile phones to take pictures is a kind of "interruption"; For viewers who want to share, as proof of "punching in", there is nothing wrong with screen photography. For different filmmakers, screen shooting or disrespect for creation affects the normal publicity of the film; It may also be "planting grass", the audience doesn't discuss it after watching it, how can the popularity rise? Interestingly, the director of "Flying Life 2" and other relevant personnel have not expressed their attitude, and the war of words from the outside world has been going on for several days.
It is not difficult to meet different needs, the filmmaker can show its attitude towards screen shooting behavior at the beginning of the film or in a prominent position in the theater, and guide the audience to watch the movie in a civilized manner; Cinemas can also distinguish audiences with different preferences and arrange corresponding performances. As mentioned by a director, there are also examples of famous directors taking up the main screen to shoot their own movies in order to promote the movie, "In the big era, what individuals have is just choice. You can choose to stay in your time, or you can give others the freedom to choose." (Weichen).
*:South**.