There are still almost 10 days to go before the Spring Festival officially starts on February 10, because a total of 8 movies are squeezed into the schedule this year, and the visual strength of everyone is equal, and the volume is not as big as in previous years (for example, last year's Spring Festival "The Wandering Earth 2" is obviously the movie with the largest investment), so the competition will be extremely fierce and will enter the white heat early.
Generally speaking, the reputation of a movie is more important than anything else, and if the quality is good, the box office can go far. But the Spring Festival stalls are more special, in this big period when ordinary people concentrate on watching movies, at least in the first two or three days, the impact of word-of-mouth has not yet fermented, the audience is more random to watch movies, and the attendance rate is very high a few days ago, and the theaters with good business are almost full.
In this case, which movie can get one more film schedule, according to 100 theaters and an average ticket price of 40 yuan, it can get a box office of 4,000 yuan.
What is this ability indicated? On the one hand, the background and strength of the distributor can create a "deterrent" for theaters and theaters, so that theaters dare not offend and give the expected proportion of films; On the other hand, there are unspoken rules in the industry, for example, in previous years, the distributor would give the theater some "benefits" of the scheduling fee, which is equivalent to giving the theater a reassurance, even if the scheduling is not up to the attendance rate, the theater's loss can also be made up through the scheduling fee; On the other hand, it depends on the public relations ability of the distribution staff and the maintenance of the relationship with the theater, in the early years, mainstream film companies such as Guangguang, Huayi Brothers, and Bona will have resident distribution to maintain the relationship with the theater on a daily basis.
If you understand the above, you can see the intensity and cruelty of this year's Spring Festival stalls.
In summary, "Flying Life 2" and "Article 20" are notified to have a 22% share of the film schedule, "Let's Shake the Sun Together" and "Bear Infested" want 12% + 10% respectively, according to the blogger's analysis, although the current "Hot and Hot" and "Mr. Red Carpet" notices have not yet been issued, it is said that the former will be 22%, so calculated, the remaining 12% will be divided into the other two animated films "Bajie: Canopy Nether" Huang Pi: A part of the share of "God of Wealth Cat", if according to the plans of the major distributors, "Mr. Red Carpet" will also take 6%-7% of the film schedule two days before the Spring Festival, which is no different from being out.
What's even more interesting is that the relationship between the theater and the distributor was originally that of a buyer and a seller, but the distributor did not have a begging attitude at all, but directly issued a notice in an official tone, what is their confidence?
Let's take a look at the notice of "Flying Life 2" first, which says "old rules" (indicating that it has been doing this all along), those who can achieve it will participate, and those who can't achieve it will not participate (I don't ask you), the distributor's confidence is not guaranteed, if you don't give you the key, you don't play this movie. The distributor docking is nearly 10,000 theaters across the country, and it doesn't matter if there is one less, but there are only seven or eight movies in the theater during the Spring Festival, and one less major event will have a greater impact, so the theater is still a vulnerable group.
For a few other movies that send notices, the content and logic of the notification are roughly the same, that is, if you give the film schedule, you will be given the key, and if you can't give it, don't play my movie.
So let's take a look at what are the strong companies behind these movies?
Some netizens made a picture very vividly, the theater manager was digging a pit below, and it was likely that he would bury himself after digging. And the people who don't do it on the side, in order, are Guangguang, Shangshi, Lianrui, Maoyan and Taopiao, they correspond to several movies in the Spring Festival.
"Flying Life 2" and "Hot and Hot" corresponding to Taopiao Ticket, as one of the two major ticketing platforms, the strength is self-evident, and judging from the notice, the "old rules" show that it is already the norm to schedule films. And "Let's Shake the Sun Together" and "Bear Infested" are behind Lianrui Pictures, they bind the two movies together, which is equivalent to the theater agreeing to the proportion of the two movies at the same time, and it is not enough to give only one.
Looking back, Lianrui is also quite strong, and when "The King of New Comedy" was in that year, it was publicly announced that it would stop providing keys to hundreds of theaters because of film scheduling problems.
In general, in addition to worrying about not being able to get the key, theaters are not afraid to offend these powerful distributors, after all, they release more movies and resources throughout the year, which is equivalent to a large "supplier", and if the relationship is not maintained, it will be more difficult to do business.
At this point, the worst thing left is the victim of "Mr. Red Carpet", and the publisher behind it is Shangshi, whose attitude is not strong enough and the background is not hard enough.
Briefly talking about the capital bureau behind "Mr. Red Carpet", the movie is mainly invested by Huanxi Media and Ning Hao's Bad Monkey, and the starring Andy Lau should be very optimistic about this movie, so he also participated in the production of the film through Dream Maker Entertainment and Shanghai Ben Kids Film and Television.
With such an excellent schedule as the Spring Festival file, coupled with the trump card of Andy Lau in his hand, the profit of "Mr. Red Carpet", which is not large, is nine out of ten, Ning Hao does not want to share the profits with too many companies, so his own Shangshi culture is responsible for the distribution and promotion of the film, but compared with several other opponents in the Spring Festival file, Shangshi is indeed a lot weaker, so there is today's passive situation.
At present, if the quality of "Mr. Red Carpet" is hard enough and the reputation is good enough, then there is still a chance to win in the long-distance run during the schedule, but on the first and second days of the Lunar New Year, there is almost no suspense in ceding the film schedule and profits to other movies. There is no way to blame other distributors, after all, it is inevitable that there will be cooperation in the future, and Andy Lau's "Sneaking" and "Goldfinger" are being released by Taopiao and Maoyan respectively, and the capital is intertwined, there are no eternal enemies, only eternal interests.
As a result, Ning Hao and Andy Lau could only express their attitudes through the poster. Among the three posters in response to the controversy over the film schedule, they each read, "Let the audience choose for themselves? ok！On the first day of the Lunar New Year, watch a movie quietly", "uphold a self-deprecating attitude, let go of arrogance, think about life, ** communication, and refuse to be coerced" and "The elegance of minimalism is reflected in the respect for the audience, leaving the right to choose and think to the audience." Through the three posters, it is not difficult to see that "Mr. Red Carpet" is trying to speak for the theater and the audience while trying to fight for its own rights and interests.
But does it really work? I think at least the first two days of the Spring Festival are useless, and whether the back is competitive or not depends on the quality of the movie itself.
2024 Spring Festival stalls