According to the data of Maoyan Professional Edition, as of 17 o'clock yesterday, the total box office of the 2024 Spring Festival stalls exceeded 8 billion, with a total of 16.2 billion, with a total of 383 sessions60,000, comprehensively refreshing the Spring Festival file record in Chinese film history. However, a few happy and a few worried, this year's Spring Festival stalls are uneven, and there has been a rare "withdrawal tide", and four movies have been withdrawn, which was jokingly called "the first year of withdrawal" by netizens.
On the first day of the Lunar New Year in 2024, a total of seven movies will be released, and another "Breaking War" will be released on February 16 (the seventh day of the Lunar New Year), and the popularity of the eight Spring Festival films is basically covered by "Hot and Hot", "Flying Life 2", "Article 20", "Bear Infested: Reversing Time and Space".
On the evening of February 14, Lianrui Pictures, the main producer of "Let's Shake the Sun Together", announced that the film would be screened on the last day on February 15, and then it would be withdrawn from the Spring Festival file. This film is adapted from the documentary report article "The Most Utilitarian Marriage Transaction, the Most Emotional Eternal Promise", which tells the story of two seriously ill young people who bravely "make a life and death agreement", remove the haze of fate, and finally see the sunshine of life. The film is the final chapter of director Han Yan's life trilogy, and the previous two works are "Get Out, Tumor" and "Send You a Little Red Flower". Director Han Yan is good at facing the ultimate proposition of life based on cold philosophical thinking. "Let's Shake the Sun Together" makes people see a bright color in the dark, love and cherishment in pain, the film has moved countless audiences, and the reputation is quite good, with a Douban score of 7 9 points, but due to the heaviness of the subject matter, the film is not attractive enough for the audience. In the end, the film announced that the film would be rescheduled to be released on March 30, and the professional version of Maoyan Data showed that the box office of the film during the Spring Festival was 96.25 million.
On February 16, two more films were announced to be withdrawn. First of all, the animated movie "Huang Pi: The God of Wealth Cat from the Sky" announced at around 20 o'clock that "there will be a period later, goodbye to the rivers and lakes". After that, at 23 o'clock, "Mr. Red Carpet" became the third film to withdraw from the Spring Festival. The producer Huanxi Premiere issued a statement, announcing that "Mr. Red Carpet" would withdraw from the Spring Festival file and would re-select the schedule to meet the audience. The movie "Mr. Red Carpet" tells the story of superstar Liu Weichi and the director played by Ning Hao to create a rural-themed movie in order to win the title of actor, but it unexpectedly triggered a series of hilarious absurd events. The film is the first time that Ning Hao and Andy Lau have worked together as directors and actors after 17 years after the movie "Crazy Stone".
On the first day of release on February 10, "Mr. Red Carpet" can still account for 85, and the proportion of the rear film has been declining, and by February 16, the proportion of the film schedule is only 15％。"Mr. Red Carpet is a minimalist work of absurdist comedy, a work that is made complete by communication with the audience," the producer's statement said. Thank you to the audience who have already watched this movie, and I look forward to us meeting you who are willing to complete this work with us at a more appropriate time. It's never too late to communicate, we'll talk another day." The Douban score of the film is 68 points, some viewers think that Ning Hao's authorship and sense of luxury are the advantages of the film, but it also caused "non-popularization", and the tone does not match the Spring Festival file. The data shows that the box office of "Mr. Red Carpet" during the Spring Festival was 83.58 million, failing to break 100 million.
On February 17, the movie "Eight Rings: The Nether of the Canopy" issued a statement to withdraw from this year's Spring Festival file and postpone its release, with a cumulative box office of only 3.29 million.
Four of the eight Spring Festival films have announced their withdrawal and will be released on a later date, which is also unprecedented. Yin Hong, a professor at the School of Journalism and Communication at Tsinghua University, believes that the schedule has not only market logic, but also the category of audience psychology. Zhu Yuqing, founder of Juyinghui, believes that the supply of Spring Festival stalls requires stronger competitiveness and more accurate positioning.
Judging from the excellent performance of "Hot and Hot", "Flying Life 2", "Article 20" and "Bear Infested", it is not only of high quality, but also captures the main appeal of the core viewing of the Spring Festival file. According to the "Chinese Film Audience Satisfaction Survey and 2024 Spring Festival File Survey Results", this year's Spring Festival file, on the one hand, films such as "Hot and Hot", "Flying Life 2", "Article 20" and other films are based on family comedy elements, which are highly suitable for the viewing atmosphere of the schedule, and on the other hand, they realize the care and thinking about the fate and growth of society and individuals, and take root in reality to warm the audience. At the same time, through these high-quality contents, the professional, pure and sincere creative style is highlighted, which has been highly recognized by the audience.
Will the withdrawn film be able to "successfully fight back" on a more suitable schedule? Industry insiders said that the withdrawal itself is a helpless move, unless time can be exchanged for space to strive for a better release opportunity for this film. The Spring Festival holiday is the time when the number of moviegoers is the largest every year, and the movie is withdrawn and released on other dates, which may be less fierce and the film schedule will increase, but the number of moviegoers does not have the aggregation effect of the Spring Festival file.
The Spring Festival file withdrawal event that remains in the minds of the public is the 2023 movie "Chinese Ping Pong: The Jedi Strikes Back". The film can be described as a work of heart on the theme of sports, which will be released on the third day of the Lunar New Year on January 24, 2023, and after receiving a box office of 40 million, it will be urgently withdrawn from the Spring Festival stalls, and will be adjusted to a small-scale screening from the fifth day of the Lunar New Year, and will be released again on February 17. After the re-screening, the performance of "Chinese Ping Pong: The Jedi Strikes Back" was still poor, and on February 17, the day the film was released again, it only received a single-day box office of 8.3 million, and the final cumulative box office of the film was 100 million.
However, some industry insiders believe that the withdrawal of several films during the Spring Festival provides a buffer and foreshadowing for subsequent distribution, hoping to bring a ray of life to the film.