Author Orientation Orientation.
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In this year's Spring Festival, the winner takes all, and the loser loses, so it's a big drama to withdraw the file.
Withdrawal is not a new word, affected by the epidemic in the first two years, almost every schedule has a few movies temporarily withdrawn, but most of the withdrawal actions are before the release. Like this year, it is the first time that a large-scale withdrawal has been made after the halfway of the schedule.
For most audiences, the Spring Festival holiday is only eight days, and it is the beginning of the year.
Seventh, the eighth junior high school worker force is already on the way back, and then it is time to devote himself to the post again, at this time "withdraw", most of the audience will only feel "unnecessary".
Ungearing is an option.
On the fifth day of the Lunar New Year, Lianrui issued an announcement saying that "there was a major mistake in the selection of the schedule, and it will be postponed to March 30." There are also appointments for another day - the announcement of "Mr. Red Carpet" pointed out that the positioning of the movie "became complete because of communication with the audience", and by the way, it said that we will talk about it another day, and the posture is very beautiful. The remaining two movies that are not very well publicized are a bit low-key.
But all together, in the vigorous "Theft Storm", 4 of the 8 movies in the Spring Festival file were withdrawn, showing another grand occasion, and the audience bluntly said, "The next one to withdraw from the Spring Festival file is me." ”
1. Is withdrawal a last resort?
This year's Spring Festival stall can be said to be the most serious winner-take-all schedule.
By February 17th, the total box office of this year's Spring Festival stalls has exceeded 8 billion yuan, the box office champion of the schedule is Jia Ling's "Hot and Hot", Zhang Yimou's "Article 20" ranks fourth, and is the goalkeeper of the billion club.
The box office results of the 4 films that have not been withdrawn are good, accounting for more than 90% of the box office of the Spring Festival stalls, which also means that the box office of the 4 films that choose to be withdrawn can be called dismal. It stands to reason that the box office of the Spring Festival stalls is 8 billion, and the cake of the market is here, and the 4 movies that have been withdrawn are obviously on the table but they can't eat the cake.
Everyone knows that the Spring Festival file prefers "family carnival" movies, so this year's Spring Festival file has 4 comedies at one time, "Mr. Red Carpet" is also among them, and in the pre-sale stage, "Mr. Red Carpet" has not been completely left behind by the top 4 echelons. It's just that, compared with the other three more popular works, "Mr. Red Carpet" is slightly stylish.
But it is precisely because of this threshold that even if "Mr. Red Carpet" did not lag behind in the publicity team, it still fell behind in the film schedule. On the first day of the Lunar New Year, the Spring Festival file opened vigorously, and the statistics of Maoyan Professional Edition show that the proportion of "Mr. Red Carpet" is 85% and 207%。The next day it dropped to 52% and 112%。On February 18, the day before the withdrawal, the attendance rate of "Mr. Red Carpet" was only 13%, and the attendance rate remained at 9%.
"Mr. Red Carpet" is still related to comedy, and "Shaking the Sun" is completely out of line with "Family Carnival", long before the release, the theme of "Shaking the Sun" was accused of not matching the schedule, and before the start of the Spring Festival, there was a storm of "** film scheduling", and now it has been withdrawn, which can be said to be a series of twists and turns.
Due to the failure of the ** film scheduling strategy, the final film schedule of "Shake the Sun" is a little lower than that of "Mr. Red Carpet". There is no problem with the word-of-mouth of the movie, as the final chapter of director Han Yan's "Life Trilogy", "Shaking the Sun" was rated as "the best trilogy" by fans, and won 79 points, which is also director Han Yan's follow-up to "I Love You! After that, I got a 7 againThe 9-point movie refreshed its reputation, and "I Love You!" released in June last year! >> got 42.8 billion box office.
But this year a big wave opened 78-8.In the Spring Festival movies of 0, the dark horse word-of-mouth strategy is not feasible. As a result, the strong man broke his wrist, and "Shaking the Sun" took the lead in withdrawing on the fifth day of the new year.
and "The Next Session of the Eight Rings: The Canopy" and "Huang Pi: God of Wealth from the Sky", which also chose to be withdrawn, have had a film scheduling rate of less than 1% since their release. The box office results are also matching, one is 3.3 million yuan, and the other is 880,000 yuan. Unlike the opponents of other films, there is only one opponent in these two films, which is "Bear Infested", but apparently, the strategy of wanting to get a piece of cake from "Bear Infested" has not worked at all this year.
The Spring Festival stalls have always been a "battleground for soldiers". It's just that, according to the experience of the past Spring Festival files, although the head effect is obvious, it is basically no problem for films with a mid-waist to exceed 100 million.
And "Mr. Red Carpet" and "Shake the Sun" were aimed at the market of the middle waist. It's just that it's the same as "Eight Commandments" and "Huang Pi".This year's market does not give a chance.
The sinking of the market is an indisputable fact, according to the data of the Lighthouse Professional Edition, this year's Spring Festival stalls, cities below the third tier contributed 54% of the box office, an increase of 4% compared with 50% last year, under the influence of the "sinking" trend of the Spring Festival stalls, the theme of "family carnival" seems to have become the only choice for the Spring Festival stalls.
It's just that a homogeneous comedy is what the audience wants? The 8 billion box office results of this year's Spring Festival stalls are based on the premise that the length of the Spring Festival stalls is longer than in previous years.
The audience's choice has changed, which may be the fundamental reason for the emergence of the withdrawal tide.
Second, the withdrawal will not save everything
Sunk costs will still make the filmmakers choose carefully, admittedly, in the face of the Spring Festival stalls that have become a foregone conclusion, the withdrawal of some films seems to be the best choice to temporarily stop losses. It's just that withdrawing the file can rewrite the ending?
Most of the withdrawals during the epidemic period have environmental considerations, but in addition to the epidemic factors, the withdrawal operations are also familiar to the audience. It's just that although they are all withdrawn, there are also differences, and the common withdrawals in the past were all before the official release.
As early as 2016, "I Am Not Pan Jinlian" was set for National Day, and Feng Xiaogang suddenly announced the withdrawal and postponement 5 days before the release, and it was re-released on November 16, and finally harvested 48.2 billion box office. is also Feng Xiaogang, in 2017, "Fanghua" also suddenly announced the withdrawal on September 24, but after the release of the scheduled schedule, it finally received 142.2 billion box office.
However, movies like "Fanghua" are in the minority.
Wang Yibo's "King of the Sky" has gone through many rounds of publicity and finalization, starting from the National Day in 2022, it has been frequently withdrawn, and finally released on May Day in 2023500 million box office.
schedule adjustment" is the official reason given by "King of the Sky" when the pre-sale box office of the original National Day file has reached 30 million.
In previous years, there were also films that were withdrawn during the Spring Festival.
In 2022, the Happy Twist "Super Family", which was originally scheduled for the Spring Festival, announced its withdrawal on the verge of release, and the official reason given was technical problems, but "Super Family" has been promoted for a long time, and the technical problems at the door are slightly absurd, especially in 2022, when "Changjin Lake Watergate Bridge" is airborne.
In the same year, not only "Changjin Lake", but also Zhang Yimou's "Sniper", "Miracle" starring Yi Yang Qianxi and Shen Teng's "Four Seas", although judging from the results, the results of "Sniper" and "Four Seas" are not ideal, but as the strength of the lineup, the 2022 Spring Festival is much more luxurious than this year. The withdrawal of "Super Family" is also considered to be a war avoidance.
It's just that after the release on the selected date, the results of "Super Family" were not so amazing, and it only got a box office of 300 million, which is a little unsightly compared with other movies in which Shen Teng participated.
"War avoidance" is the audience's unified reason for adding notes to the withdrawal of most films, but for films, it is always better to withdraw before the release than to withdraw after the release, at least to retain a sense of suspense.
Like this year's withdrawal wave, there are also cases of withdrawal after release.
Last year's Spring Festival, Deng Chao's "Chinese Ping Pong: The Jedi Strikes Back" also participated in the Spring Festival release, with Sun Li and Wu Jing participating, which can be regarded as a luxurious lineup. However, due to the adjustment of the content of the film, the beginning of the new year was missed.
The first and second days of the Lunar New Year were officially released on the third day of the Lunar New Year, and finally in the double hit of "Man Jianghong" and "The Wandering Earth 2", the film schedule could not be started, so it chose to withdraw.
The situation is actually somewhat similar to that of the films that chose to withdraw during the Spring Festival this year, but it is not exactly the same.
"Chinese Ping Pong" was released in the following February, and the final box office result was only 100 million.
But no matter what the reason is, the withdrawal is a choice made by the filmmaker after comprehensive costs and benefits, and the audience's opinion does not affect this choice. There are many more examples of withdrawing files and re-releasing them at a later date, but not many of them have achieved good results in the end. The emergence of the Spring Festival stall withdrawal tide reflects thatAs in previous years, the good days of eating "guaranteed" during the Spring Festival and getting the guaranteed box office are no longer there, and the audience's choices have begun to focus on certain films.
For filmmakers, this may mean that in some schedules with box office dividends, if they can't hit it all at once, it means losing everything.
The market is changing, and the choice of movies needs to be very careful.