The Spring Festival is an important period in the Chinese film market, and there are many films competing for the audience's eyeballs and wallets every year. This year's Spring Festival stalls, in the context of epidemic prevention and control, showed the resilience and vitality of Chinese films. As of February 18, the box office of Spring Festival movies has exceeded 8 billion yuan, creating a new record in the global single market. However, in this box office war, some films have encountered difficulties such as withdrawal, box office decline, and word-of-mouth differentiation, while some films have achieved counterattacks, breakthroughs, and breakthroughs.
Among them, the most eye-catching is the showdown between "Flying Life 2" and "Hot and Hot". "Hot and Hot" is Jia Ling's director's ** work, which tells the story of a girl who has been at home for many years and changes her life through boxing. The film ended with 7. on the first day of the Spring Festivalwon the championship with a box office of 800 million yuan, breaking the single-day box office record of "Detective Chinatown 3" and becoming a hit movie during the Spring Festival. The success of the film is not only due to Jia Ling's personal charm and the warm laughter of the film, but also related to the marketing strategy of the film.
The film has carried out a lot of warm-up and ** before its release, using topics such as Jia Ling's ** story, the sadness of Jia Ling's parents' death, and Jia Ling's directorial dream, which attracted the audience's sympathy and curiosity. The film also invited a number of celebrities and Internet celebrities to promote and comment, which increased the popularity and topicality of the film. The cost of the film's publicity is said to be as high as 1500 million yuan, accounting for half of the production cost. "Flying Life 2" is a comedy film directed by Ning Hao, which tells the story of a retired racing driver who leads a group of grassroots drivers to participate in international competitions.
The film only achieved 2. on the first day of the Spring FestivalWith a box office of 900 million yuan, it ranks third, far behind "Hot and Hot" and "Article 20". The performance of the film is related to the low-key publicity of the film. The film did not do much warm-up and ** before its release, but simply released a few trailers and posters, did not invite celebrities and Internet celebrities to promote and comment, and did not create too many topics and hype. The publicity and distribution cost of the film is said to be only 50 million yuan, which is one-thirtieth of "Hot and Hot".
The difference in the publicity strategies of the two films also reflects the different positioning and styles of the two films. "Hot and Hot" is a comedy movie that focuses on emotions and laughter, suitable for the whole family during the Spring Festival**, and needs to attract the attention and interest of the audience through a lot of publicity and **. "Flying Life 2" is a comedy film focusing on action and inspiration, suitable for young people**, and needs to touch the hearts of the audience through word-of-mouth and influence. Jia Ling, the director of "Hot and Hot", is a comedy star, and her personal charm and influence are the biggest selling point of the film.
Ning Hao, the director of "Flying Life 2", is a powerful director, and the style and quality of his works are the biggest guarantee for the film. The box office trends of the two films also show very different changes. After setting an astonishing box office record on its first day, "Hot and Hot" began to decline. From 7 on February 11800 million yuan to 1 on February 17600 million yuan, and the single-day box office fell by 795%。And "Flying Life 2" began to gradually pick up after the downturn on the first day. From 2 on February 11900 million yuan to 4 on February 17100 million yuan, with a single-day box office of 414%。As of February 18, the cumulative box office of the two films was 356.2 billion and 272.2 billion yuan, and the box office gap narrowed to 8400 million yuan.
The box office changes of the two films are related to the word-of-mouth and quality of the films. Although "Hot and Hot" received a lot of praise and expectations before its release, it was questioned and criticized a lot after its release. The plot of the film is accused of being blunt, far-fetched, and bloody, the jokes of the film are accused of being vulgar, embarrassing, and uninteresting, and the emotions of the film are accused of sensationalism, artificiality, and hollowness. The film's rating on Douban ranges from the highest 80 points, down to 68 points. And "Flying Life 2" has received a lot of praise and recognition after its release.
The plot of the film is considered compact, smooth, and interesting, the jokes of the film are considered humorous, witty, and self-deprecating, and the emotions of the film are considered sincere, touching, and inspiring. The film's rating on Douban went from the lowest 75 points, up to 80 points. The reputation and quality of the two films also reflect the different themes and values of the two films. "Hot and Hot" is a film that uses boxing as a carrier to tell the story of a girl who changes her life. The theme of the film is yolo, that is, you only live once, you have to have fun in time and enjoy life. The value of the film is the self-realization of the individual, and the value and meaning of oneself are shown through boxing.
Flying Life 2 is a racing car that tells the story of a racing driver leading a group of grassroots drivers to participate in international events. The theme of the film is heroism, that is, heroism, to have dreams, fighting spirit, and responsibility. The value of the film is the collective honor and responsibility, and it shows China's strength and style through racing. The themes and values of the two films have also triggered different social reactions and influences. Although the theme and value of "Hot and Hot" are in line with the current social atmosphere and the mentality of young people, they have also aroused some people's reflection and questioning.
The theme and value of Flying Life 2 have been appreciated and supported by many people. Some people believe that the film shows a positive and positive attitude towards life, encouraging people to pursue their dreams, challenge themselves, and surpass their limits. The comparison of the two films also allows everyone to see the diversity and development of Chinese films. "Hot and Hot" and "Flying Life 2" are both comedy movies, but they have different styles and themes that attract different audiences and word-of-mouth.
In short, the box office war of the Spring Festival stalls is not only a competition for movies, but also a collision of cultures. "Hot and Hot" and "Flying Life 2" are both movies with their own advantages and disadvantages, both are movies with their own themes and values, and they are both movies with their own influences and meanings.