Chinanews.com, Beijing, February 14 (Reporter Gao Kai) Statistics continue to soar, the ticketing platforms are full of "sold out", and the afterthoughts are "all over" social platforms-in 2021, the attendance rate will be affected by the epidemic prevention and control. Under limited circumstances, the magical Spring Festival stalls still show great explosive power, and the "golden time period" is full of magic.
The burst of "magic power"
Mentioning the "magic" of the Spring Festival file at this moment, "Chinatown Detective 3" (hereinafter referred to as "Tang Detective 3") should have the deepest experience. After the unexpected disappearance of the Spring Festival file last year, some of the 7 films in the same period chose to broadcast online, and some Choosing to be released in other schedules after the theater restarts, for "Tang Detective 3" after waiting for a whole year, the main reason why I chose to "grind my teeth and persist" during this period may be because I believe in the huge consumption potential of the golden period of the Spring Festival.
The return is obvious.
According to the data of Maoyan Professional Edition, as of 8 a.m. on the 14th, the total box office of the Chinese New Year of the Ox broke the record of over 3.8 billion in the same period, and the cumulative box office of "Tang Detective 3" has exceeded 2.2 billion.
On the first day of the New Year's Day, the film surpassed "Reunion 4" with a single-day box office of 1.05 billion, setting a single-day box office record in Chinese film history and becoming the fastest film in the Chinese film market to exceed 1 billion in box office.
It is undeniable that, on the one hand, relying on the accumulation of audiences in the first two films of the series, on the other hand, its own quality has passed. As a commercial film, "Tang Detective 3" is appealing, but this time it has become a "boom", the industry generally believes that, Its bullish box office performance and the "co-production" Spring Festival file have a relationship that cannot be ignored.
Relaxed, lively, moderately exciting, celebrities, exotic, moderately fresh and cordial-all this undoubtedly matches the lively Spring Festival atmosphere, plus the audience who planned to watch the sequel in the theater last year and waited a full year for the superimposed " Want to see" created a huge explosion of the magical power of the Spring Festival file on the film.
The opening of "Might and Magic"
At the moment when it’s hard to find a ticket for the Spring Festival, people can hardly imagine that just ten years ago, the Spring Festival was one of the worst periods of the year for movie business. Chinese people were on the Spring Festival, an important holiday for family reunions. Whether for celebration or leisure, cinemas are not yet considered.
In 2010, an unprecedented 3D movie-"Avatar" brought Chinese people into the movie theater during the Spring Festival for the first time.
Cameron’s legendary story and novel movie-watching experience created the “spectacle” of queuing to buy tickets to watch movies during the Spring Festival.
Occasionally and inevitably, the popularity of "Avatar" not only ignited the 2010 Spring Festival file, but also made the Chinese people accept the leisure and entertainment option of watching movies during the Spring Festival for the first time.
The "Gate of Magic" was opened. In the following years, overseas blockbuster films that perceive the huge potential of this schedule began to make a targeted effort. At the same time, the mainland film industry also began to explore with major productions such as "Flying Dragon". Digging, the "Spring Festival stalls" began to scream.
In 2013, Zhou Xingchi, who had been away for a long time, appeared with his new work-"Journey to the West: Conquering the Demons", which set a series of box office records and helped this emerging schedule complete the second outbreak. The industry believes that this time, the Spring Festival file Get a complete activation.
Since 2015, the Spring Festival file has completely become the world of Chinese movies.
This golden period attracted various investments. In the initial "barbaric growth", there were many cases of high box office and low reputation. In the face of the huge benefits brought by the huge market potential, some "only for money" works caused audiences to complain. The phenomenon of “golden time” that there is no gold work was once confusing.
With the gradual maturity of the market and audience, the sediment gradually settled, and the time came to 2018, "Detective Chinatown 2", "Monster Hunt 2" and "Operation Red Sea". Outside the box office, the high reputation of the Spring Festival stalls finally began to make People are amazing. In 2019, "Wandering Earth" was hailed as "the first year of Chinese science fiction movies". "Crazy Aliens" and "Speeding Life" are also considered to have their own artistic value.
It is not difficult to see that the explosion of the magical power of the Spring Festival stalls has benefited from the cultivation of the market for many years, the gradual development of the consumption habits of Chinese people, and the expansion of the market space brought about by the growth of theaters, movie watching has become a part of many people’s lives. On the other hand, the quality of domestically-made films that have been overall improved in recent years has further catalyzed and cultivated audiences’ habits.
About "magic value"
The "magic value" of the Spring Festival stalls has been amazing many times. Facts have proved that once the market forms a virtuous circle, the "movie watching" as the "new folk custom" of the Spring Festival will create an unparalleled magnificent scene.
Although the current 7 films of this year "Word of mouth is still blowing in the wind", it is almost certain that the 7 films are all meticulous works of the main creative team. The term "bad film" that once made this magical schedule questionable, Now it seems to be drifting away.
In recent years, the Spring Festival stalls have not only appeared many excellent movies that have been well received at the box office, but the exclusive feature of the stall itself as the largest box office has also been further revealed.
Some faintly visible signs of "customization" may explain the problem from one side.
In addition to the first part of the "Tang Tan" series that appeared in the Lunar New Year file in 2015, the second part was devoted to the Spring Festival file and gained a more influential word-of-mouth fermentation. The further outbreak of the third part cannot fail to mention the film The producer's directional focus on this magical schedule is related.
This is especially true for the "Bear Infest" series. This series of films for young children has entered the Spring Festival for several consecutive years. It was originally based on the popularity of animated series. It was criticized for being rough and inferior in order to make quick money. With the subsequent cultivation, this unpopular series not only took root, but also cultivated an increasingly solid audience during this magical period.
This year, in the second echelon with a number of rivals such as "Hello, Li Huanying", "Assassination of Novelists" and "Order of the Samurai", "Bear Infested Wild Continent" currently ranks third with a cumulative box office of 212 million. Not to mention excellent grades.
It can be deduced from this that the exclusive series of movies that belong to the Spring Festival file may not be "idiotic dreams", and the magic value of this magical period can be magically expanded to what kind of situation, the future may really require new imagination to present it.
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