Han Haoyue textAccording to the data of the National Film Funding Office, during the Spring Festival (February 10-February 17) in 2024, the national film box office revenue will be 80500 million yuan, an increase of 18 percent year-on-year99%。While the box office figures broke the record of the Spring Festival stalls, people also paid attention to a phenomenon: the top four films contributed 97% of the box office, and the last four films chose to withdraw in the middle and late stages of the schedule.
"Breaking records" and "withdrawing files" have become the two key words to summarize this year's Spring Festival files.
If there is no way, how can the four movies be willing to withdraw from the ** schedule where they can pick up gold over and over again. It's a pity that the other four "head movies" are too strong, robbing 97% of the territory, and the remaining living space is really a bit cramped. Among the withdrawn works, "Let's Shake the Sun Together" has the highest box office - 96.24 million, and "Huang Pi: The God of Wealth Cat" has the lowest box office - 910,000, which is obviously far from the expectations of the filmmaker. Some netizens used "if you can't beat it, you can run" to describe the withdrawn film, these words triggered the empathy of netizens, increased the sympathy points for the withdrawn movie, and made the word "withdrawn" more neutral.
Strictly speaking, from the perspective of the market and rules, the movie announced its withdrawal at the end of the schedule, which is suspected of "playing tricks", and many movies have been withdrawn before and after, which also seems a little "unaffordable". If the withdrawal becomes a common occurrence in the future schedule, it will undoubtedly reduce the audience's expectations and trust, and increase the uncertainty in the audience's heart. It is not yet known what kind of damage this uncertainty will cause to the industry, but it is not a good thing after all. The filmmaker should carefully weigh the deep-seated impact of the withdrawal, and conduct a multi-faceted analysis of the audience's psychology to avoid irreparable losses from the withdrawal.
Films that can shout have candy to eat" - the blockbuster movies during the Spring Festival have such characteristics, such as "Hot and Hot" became the box office champion of the schedule, and its topicality prompted it to form a strong momentum, which is not only reflected in the film scheduling, but also in the continuous establishment of interactive relationships with the audience. The audience is easily influenced by overwhelming promotional information, and gives priority to the consumption of the most discussed films, which is related to the quality of the film, but also to the subtle social and social psychology. Therefore, the victory of a high-grossing movie in the ** schedule must be a demonstration of comprehensive strength. The degree to which a film relates to the social mentality, as well as the insight into social emotions when the film is promoted, can have a big impact on the box office.
The four withdrawn films, some said that "there was a major mistake in the selection of the schedule", and some chose to withdraw because "the genre style is not very suitable for the Spring Festival", but it is not excluded that there is a cruel truth - the audience's abandonment, which is the real reason for the withdrawal of the film. During the holidays, the audience has more time to choose their favorite movie**, even if there are fewer films scheduled at the beginning, the audience can still "salvage" it with their enthusiasm for watching the movie, and "Fengshen Part 1" is how it counterattacked. The list goes on. Therefore, the four films are not "forced to withdraw", in essence, they are a failure in commercial competition, they are not preferred by the audience in this schedule, and in the next schedule, the audience's hesitation when choosing the film will still exist, and those netizens who promise to "go to the scene when they are re-screened" are actually not strong in action.
Interestingly, "withdrawal", an originally industry-biased term, was out of the circle on the first day of construction on February 18. Many netizens posted the sentence "My Spring Festival stall has also been withdrawn" on social **. From going to work on Chinese New Year's Eve to returning home to a snowy highway; From the return ticket price of Sanya to 20,000 yuan, to the expert advice to work less on the first day of work......Netizens sensitively follow everything that happens during the Spring Festival and constantly try to connect with these topics to touch the pulse of holiday life.
When the term "withdrawal" goes beyond the boundaries of the industry and is applied to tell a life, a mentality, and an attitude, it has a broader generalization: to end a fierce confrontation, no longer participate in competition, to use rhetoric to cover up reality, and to hope that time will give ...... chance againThese can all be covered by "unblocking". In the future, although "withdrawing" will not be as popular as "lying flat", it does have a more accurate description of the current social psychology, cultural market and business life.
(The author is a cultural critic).