In the past 2024 Spring Festival, the Chinese film market has shown fierce competition as always.
Among them, "Let's Shake the Sun Together", as the finale of director Han Yan's "Life Trilogy", gathered Peng Yuchang, Li Gengxi, Xu Fan, Gao Yalin, Liu Dan, Wang Xun, Song Yiren, Liu Xun, Li Chen and other powerful actors, which attracted much attention.
However, the performance of the movie during the Spring Festival did not meet expectations, and finally had no choice but to withdraw and postponed its release to March 30.
On the first day of its release, although it ranked sixth with a box office income of about 31.51 million yuan, it accounted for only 73%, showing the challenge of grabbing market share among many competitors.
The next day, the box office of the movie plummeted to 14.65 million yuan, and although the ranking rose one place to fifth, the proportion of scheduled films also fell to 54%, reflecting the rapid erosion of the market's attractiveness.
Entering the fourth day of the Lunar New Year, the daily box office of the film fell to 6.11 million yuan, and on Valentine's Day, although the box office briefly rebounded to 28.96 million yuan, the proportion of scheduled films remained at a low 4About 5%.
In the face of the strong momentum of other films in the Spring Festival file, especially the box office performance of "Hot and Hot" directed by Jia Ling and "Flying Life 2" directed by Han Han is amazing.
The former has a cumulative box office of 22 in six days8 billion yuan, the latter followed closely behind, with a harvest of 19With a box office performance of 8.8 billion yuan, even "Article 20" directed by Zhang Yimou has achieved about 98.5 billion yuan at the box office.
In contrast, the box office performance of "Let's Shake the Sun Together" is quite dismal, even if it is not the bottom of the schedule, but it is far less than expected.
In a prosperous Spring Festival film market, director Ning Hao and Andy Lau launched "Mr. Red Carpet" was not spared, with a cumulative box office of only about 77 million yuan in six days, becoming one of the most dismal films at the Spring Festival box office.
However, it is worth noting that the first two works of the "Life Trilogy" achieved good box office results when they were released during the non-Spring Festival period.
2015's "Fuck off! The cumulative box office of "Tumor Jun" reached 5100 million yuan, and "Send You a Little Red Flower" in 2020 has broken through 14300 million yuan mark.
In the face of this grim situation, the main producer of "Let's Shake the Sun Together" announced on February 14, 2024 that in view of the major mistake in schedule selection, the film decided to withdraw from the Spring Festival file after February 15 and re-release it on March 30, which was relatively calm.
This decision means that the producers admit that in the highly competitive environment of the Spring Festival file, the film did not effectively capture the audience's attention, and missed the opportunity to exert its potential market influence in a specific period.
Overall, "Let's Shake the Sun Together", as the last part of director Han Yan's "Life Trilogy", although it has the aura of success of the first two works, in the fierce competition of the Spring Festival file, due to factors such as schedule selection, it failed to give full play to its commercial potential.
The withdrawal and rescheduling of the film undoubtedly provides us with a vivid case of in-depth understanding of the interaction between the rules of the film market, schedule selection and film content positioning.
In the future practice of the film market, how to better balance artistic creation and market operation will become an important topic for creators and producers to continue to pay attention to and research.