Street talk.
Following "Let's Shake the Sun Together", "Huang Pi: God of Wealth Cat from the Sky" and "Mr. Red Carpet", "Eight Rings: Canopy Nether" also announced its withdrawal. So far, 4 of the 8 Spring Festival movies have been withdrawn, and there are still "Article 20", "Flying Life 2", "Hot and Hot", "Bear Infested: Reversing Time and Space" in theaters.
In the second half of the Spring Festival, "there are works to be withdrawn" changed from rumors to official announcements, and the speed of "contagion" is also very fast. The withdrawal is not unusual, it was common to withdraw movies that have announced their schedules in the past, but most of them are works that have not yet been released, the reason why the withdrawal of this year's Spring Festival movies seems abnormal, in addition to the withdrawal of many films that have been released together, there is also a little surprising, the withdrawal was announced after more than half of the schedule and even near the end, can the withdrawal still be played?
Regarding this withdrawal phenomenon, netizens' comments of "if you can't beat it, you won't fight" are quite mild, and there are many fierce criticisms similar to "child's play" and "nonsense", and there is no shortage of "Who will watch it after the re-screening?" Such doubts. The loss of reputation brought by the withdrawal to the film and the work is obvious, but if it is not for the results, it is really unreasonable, and the cost is really unsustainable, and no one wants to withdraw the file like this. The data shows that the highest-grossing "Let's Shake the Sun Together" among the withdrawn works is 96.24 million, and the lowest "Huang Pi: God of Wealth Cat" is 910,000, which is obviously far from the filmmaker's expectations.
The withdrawal of the file was decided by the filmmaker, except for the discussion of netizens, there is no relevant party to stand up and express their opposition, which means that the file is withdrawn and re-screened at the right time, and there are no clear industry rules to restrict this. Of course, netizens' discussions are not all criticism, many viewers who pay attention to the withdrawn films have expressed concern for the withdrawn films, saying that the individual films that they didn't have time to watch during the Spring Festival are of good quality and reputation, and they will definitely support them if they are re-screened. Some people also feel that the competition for the Spring Festival is too fierce, and the hot and cold are uneven, and the films with the wrong schedule will make matters worse.
Unlike the 4 films that were withdrawn due to low box office, the 2024 Spring Festival stalls generated by the competition of the other 4 films as the protagonists will reach 78 at 13:50 on February 174.4 billion yuan, breaking the 784.3 billion yuan box office record, of which the box office of "Hot and Hot", which temporarily ranked first, exceeded 2.7 billion, and the box office of "Article 20", which temporarily ranked fourth, exceeded 1.3 billion. The 4 films together accounted for more than ninety percent of the box office, which will indeed make people sigh about the withdrawal of the 4 films, and therefore have some sympathy for the withdrawn films, adding some rationality to their withdrawal.
The uneven distribution of the box office of the films participating in the Spring Festival shows the particularity of this schedule: first, the type of film needs to match the consumption demand of the schedule. This feature once again highlights that the strong consumption inertia of the Spring Festival that requires family movies will squeeze films that do not meet this requirement into a corner; secondly, he is good at figuring out the psychology of the audience, making fine positioning in content creation, and has strong topic marketing capabilities, which are the three indispensable elements for winning a high box office, and they are indispensable in the Spring Festival; Moreover, the box office share of third- and fourth-tier cities during this year's Spring Festival stalls exceeded 54%, significantly higher than last year's 50%, and the more films that go against this market sinking trend, the more likely they are to lose their content competitiveness.
In this year's Spring Festival file, some people will inevitably celebrate the victory, and some people will summarize the miscalculations, but if you can't see the real problems exposed by this schedule in many aspects such as creation, schedule, market, marketing, etc., there will continue to be filmmakers who will pay for their own abilities and judgment mistakes in the future. At present, the film market has completely entered the era of "winner takes all", which is even more cruel for competitors who have insufficient resources and are not strong enough. Of course, the record-breaking box office of this Spring Festival stall, in addition to the fact that the film itself has been recognized by the audience, is also affected by many other objective factors in the general environment, which is not entirely due to the film. At this point, the schedule winner should also look at it calmly, and don't feel that all the gains are taken for granted. Han Haoyue.