Daily Business Daily News 15 films were released together, making this year’s Dragon Boat Festival “the most crowded in history.” However, more than a dozen movies took turns on stage, but they did not ignite the last long holiday of the first half of the year. As of 21:30 on June 14th, the total box office of the Dragon Boat Festival has exceeded 460 million, which is only equivalent to the box office of the first day of the May 1st this year. The comparison over the same period is also much lower than the total box office of 785 million in the Dragon Boat Festival in 2019, a drop of more than 40. %, the whole is deserted.
More than a dozen movies have not exceeded 100 million
Weather outbreaks are the cause
“It’s in the plum season and the weather is so bad. Never go out unless it is necessary.” “The movies of this period are not attractive at all”-The reporter found on Weibo that there are many netizens in the topic of #端午票处坠史低谷# Expressed his own opinions. As of press time, this topic has 150 million topics. “The whole schedule didn’t make me particularly looking forward to it. Several short videos of “When a Man is in Love” have been posted on Weibo, but I am not interested in the story of dog-blood love.” Yoyo told reporters that instead of going to the cinema to kill time, these Movies can’t attract oneself to go out.
Although there are more than a dozen movies released, there are no movies with more than 100 million yuan during the Dragon Boat Festival. Ms. Chen from Xinyuan International Studios told reporters that the Dragon Boat Festival this year was generally deserted. “Due to the geographical location of our cinema, the situation of “Peter Rabbit” is better than “Beyond”.” The husband also told reporters that the three-day Dragon Boat Festival holiday is no different from the usual weekends. “It may also have something to do with the weather. It has been raining these days, so everyone will not go out.” As of press time, the best-performing sports movie “Beyond” during the Dragon Boat Festival had a total box office of 93.416 million.
No blockbuster movies are scheduled
It is difficult for the audience to make a choice
Most of the 15 films released in a group are hovering between 6-7 points, the quality is medium to upper, and the subject types are also very rich. Qiqi, who is engaged in film marketing, analyzed to reporters: “There are no hot movies in the entire Dragon Boat Festival, which is the reason why the Dragon Boat Festival is deserted.” In response, Mr. Yu from Zhejiang Qingchun Film World also told reporters that the Dragon Boat Festival was deserted. It is related to the epidemic and the lack of appeal of the film. “With a dozen movies, it is difficult for audiences to choose without well-informed marketing guidance.” The lack of appeal of movies directly makes ordinary audiences such as yoyo lose their interest in the cinema.
At the same time, the reporter observed that in the Dragon Boat Festival stalls in previous years, there were large head shots. For example, in 2015, there were “Jurassic World” and “Slayer Wolf 2”, and in 2019, there were two Hollywood blockbusters “X-Men: Black Phoenix” and “Godzilla 2: King of Monsters” released at the same time. Compared with the same period, the 2021 Dragon Boat Festival is very weak: it does not have a blockbuster film. The internal reason for the absence of blockbusters is still the aftermath of the epidemic. Without the drive of headline movies, the audience lacks the enthusiasm for watching movies to some extent. On the other hand, the “Black and White Witch Kuila”, which was released a week before the Dragon Boat Festival holiday, has not exceeded 100 million in box office so far.
“The counterattack of the Qingming file comes from the high quality of the film and the fermentation of word of mouth. It is impossible for the film market to be driven by the schedule alone.” Ms. Chen from Xinyuan International Studios told reporters that more than a dozen films were released during the Dragon Boat Festival holiday. , In fact, it is still a trick. “Schedule is not a panacea. Everyone has many entertainment methods nowadays, and the quality of movies is not good. Then there is no difference between a three-day short holiday and an ordinary weekend.” Faced with the topic of #端午票处侦史低谷#, “schedule fever” may also be appropriate. Stopped and thought about it.