Home » Will the box office be cool when the film is withdrawn and the film festival is postponed in August?

Will the box office be cool when the film is withdrawn and the film festival is postponed in August?

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Two-thirds of the summer file has passed, and neither the box office nor the hot money is as expected.

As of August 5, the total box office of the 2021 summer vacation package was 5.8 billion yuan, only 30% of the 2019 summer vacation package, and the box office of “Chinese Doctor” alone exceeded 1 billion yuan.

With the outbreak of a new wave of epidemics, many movie studios have temporarily suspended operations and film files have been withdrawn. Will the summer files be “cool”?

Summer downturn

Only one box office exceeded 1 billion

From “Wolf Warrior 2” to “Nezha: The Demon Boy Comes into the World“, the summer file has always been a “explosive model maker” comparable to the Spring Festival file. However, starting from the “coldest Dragon Boat Festival” this year, the “schedule theory” was broken, and the film market’s performance was not very satisfactory.

In terms of the number of films, both June and July this year ushered in a blowout. More than 70 films were fixed in June, and nearly 50 in July. However, most of the films are small and medium-sized films. The lack of large-scale commercial films has not set off a large-scale movie watching boom.

According to data from the Beacon Professional Edition, the box office was 2.102 billion in June and 3.228 billion in July, almost halved compared with the same period in 2019. Among them, in June, 9 films had a box office of over 100 million, with the highest box office being “When a Man is in Love” (200 million), and the remaining films were between 110 million and 180 million.

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The “February 8 effect” of the film market in July is more obvious. Although the “Chinese Doctor” starring Zhang Hanyu, Yuan Quan and others is not as good as the previous “Chinese Captain”, it also won over 1.2 billion, becoming the only summer file with more than 1 billion. Film. “1921” won nearly 500 million, and the animated film “White Snake 2: The Tribulation of the Green Snake” exceeded 400 million.

In the first two months of the summer vacation, many films had high hopes. However, due to the relative downturn in the market, the reputation and topic of the film itself did not break the circle. Most of the films had a Douban score of no more than 7 points, and the highest was “White Snake 2: Green”. “Snake Tribulation” (7.3 points), coupled with the audience’s low enthusiasm for watching the movie, are ultimately far from the real hit.

Theater closures, film withdrawals, film festival postponements

August Kageichi Wave

Entering August, the momentum has picked up. Recently, the action film “Rage: Serious Case” starring Donnie Yen and Nicholas Tse performed well, with a score of 7.7 on Douban and nearly 400 million box office in 7 days. According to the forecast of Maoyan Professional Edition, its total box office may exceed 1 billion. From the evaluation point of view, the audience’s demand for such commercial action films that can stimulate the senses is still high.

Directed by Chen Zhengdao and starring Zhang Zifeng and Wu Lei, the youth film “The Future of Summer” followed closely with Douban with a score of 7.4 and currently has a box office of nearly 200 million. In addition, there are also summer films such as “The Sky of Burning Wild Boys”, “The Second Brother Is Here”, “Five Boys Who Fell in the Water”, “Goodbye Boy”, and “My First Love Is Eighteen Years Old”.

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The first two have been released, but because the ratings are not more than 5 points, the box office results are not good, the latter is only 30.46 million. “Five Boys Who Fell Into the Water” is a remake of the Japanese movie of the same name, focusing on synchronized swimming, which has been evaluated as a dark horse potential.

At the same time, affected by the new wave of epidemics, prevention and control measures have been strengthened in many places across the country. The reporter noticed that Xi’an,Zhangjiajie, Harbin, Zhuhai, Nanjing, Huaihua, Hengyang and many other movie theaters have announced the suspension of operations.

In this context, the film producers began to adjust the release date. “Changjin Lake” directed by Chen Kaige, Tsui Hark and Lin Chaoxian has been postponed. The film is considered to be a rescue work. Whether it is the story background of the War to Resist U.S. Aid Korea, the war scenes in the film, or the cast of Wu Jing, Yi Yang Qianxi, and Duan Yihong, it has attracted much attention.

Large-scale events such as film festivals have also been postponed. On August 5, Beijing announced that, in principle, it would cancel the large-scale exhibition activities held in Beijing in August. On the same day, the 11th Beijing International Film Festival, originally scheduled to be held in August, was postponed.

At the same time, the film attendance rate is also adjusted. The National Film Bureau issued a notice on the 5th that the attendance rate of cinemas in low-risk areas shall not be higher than 75%, and cinemas in high-risk areas will not be open for the time being.

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According to the Beacon Professional Edition “Film Market Insights in the First Half of 2021”, with the occasional recurrence of the epidemic and the closure of theaters in some regions, the overall box office in the first half of 2021 has recovered to 88% of the pre-epidemic (2019).

Some people in the industry believe that although there are fluctuations in the summer vacation and the recovery is slowing down, for the film, the National Day and the Spring Festival are still expected. Headshots such as “Changjin Lake”, “Mozart in Outer Space” and “The Trilogy of the Gods” are expected to drive the film market. With the support of domestically produced films, the film market still has a strong explosive power.

Original title: Film withdrawal, film festival postponement… Will the summer archives be cool in August?

(Source: Chinanews.com)

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