Chinanews client, Beijing, November 11th (Reporter Ren Siyu) Nowadays, when people think of "Double 11", the most people think of is the carnival of e-commerce shopping festival, but in fact, there is a "Double 11" schedule in the movie market.

　　Ten years ago, the success of "33 Days of Broken Relationship" made this schedule possible. Ten years later, how will the "Double 11" schedule develop?

Will there be movies to create another miracle?

"33 Days of Broken Relationship" and "Double 11" schedule

　　On November 8, 2011, the film "33 Days of Broken Love" was released. How can a small-cost film of less than 9 million win a box office of more than 300 million and become the biggest "dark horse" of the year?

In a large number of analysis and summary articles later, topic marketing that is highly suitable for festivals was mentioned.

　　Ten years ago, the meaning of November 11 was more embodied in "Singles' Day", and on November 11, 2011, it was rare to collect six "1s". At this time, a film told young men and women to "break up in love". "It's not a big deal" movie appeared.

Screenshot of "33 Days of Broken Relationship" on Douban page.

　　Around this "Century Singles Day", "33 Days of Broken Love" has launched a series of marketing. They went to different cities to shoot short films of "The Story of Broken Love", allowing netizens to tell their stories about their broken-hearted love, which aroused enthusiasm on video websites and social platforms. Discussion.

　　The slogan unearthed by the film crew during the shooting of the short film also resonated strongly among countless young people: "Loss of love is not a bad thing, it may be the beginning of your next happiness." "Love is crazy, not love, just strong."

"33 Days of Broken Relationship" teaser poster.

　　At the same time, the film crew also regards Weibo and Renren as their main propaganda positions, targeting the target group to those born in the 80s and 90s in classrooms and offices.

They recruited netizens who were willing to shoot through Weibo, launched online and offline linkages, solicited tokens of broken-hearted love, created a "Museum of Broken-hearted Love," and launched a puppet around the film, making "losing love" a popular topic on the Internet at that time.

　　The high degree of fit between the marketing of the film and the concept of "Century Singles" made "33 Days of Broken Love" a great success that year, and also made the "Double 11" schedule possible.

Is the "Double 11" schedule still established?

　　After "33 Days of Broken Love", another film about "broken love" also found the emotional resonance point of the audience through high-intensity topic marketing, that is, "Predecessor 3: Goodbye to Predecessor".

　　"Predecessor 3: Goodbye Predecessor" captures the hottest short video platform. The film party organizes audiences to share "what the predecessor taught you", launches street interviews, promotes "eating mango", crying in the theater and other short videos. Spread, the song "Decent" has become an annual hit, sung in the streets and alleys.

"Predecessor 3: Goodbye Predecessor" poster.

　　But unlike "Predecessor 2: Spare Tire Strikes Back" before and after "Double 11", the schedule of "Predecessor 3: Goodbye Predecessor" is selected at the end of the year.

In fact, in the past ten years, the "Double 11" schedule has hardly been able to reproduce the miracle of small and wide-ranging. At the same time, the influence of "Singles' Day" and "Singles Day" on the concept of "Double 11" has gradually diminished.

　　Looking back at the movie box office in recent years, November has always been the off-season of the movie market. When the National Day stalls have just passed and the New Year’s Eve has not yet come, most of the box offices that accounted for the highest proportion of the box office during the "Double 11" period were Hollywood blockbusters.

　　But before this "Double 11", the highly anticipated Hollywood blockbuster "007: No Time to Die" did not become a hit. The domestic love film "The Wonderful Things" was released for a week, and the box office just exceeded 30 million, and the single-day box office was even less than that. "Changjin Lake" was released for more than a month.

　　The current recurrence of the epidemic has also cast a shadow on the market.

According to the Beacon Professional Edition, as of November 10, the total number of theaters nationwide was 11,550, and the number of theaters suspended was 2,118. Suspended theaters accounted for 18.3% of the total. The estimated box office loss of suspended theaters is 12.7%. Some theaters are still in the predicament of not being able to open.

Will you

watch a movie

on

"Double 11"?

　　Will there be any films that can be played during this year's "Double 11" period?

From the current point of view, the suspenseful comedy "Famous Li Wan" has attracted the most attention during the period.

　　This film is directed by Liu Xunzimo, starring Yin Zheng, Deng Jiajia, Yu Entai, Yang Haoyu, Zhang Benyu, and Kodak. It is about a group of frustrated filmmakers planning a movie about a terrible case in the Republic of China, but they never thought that the "murderer" would also come. Arrived at the scene.

What would it look like to see a "script kill" in a movie from the perspective of God?

This has aroused the curiosity of many viewers.

Stills of "Famous Li Wan".

　　The biopic "Anita Mui" scheduled to be released on November 12 is also worth looking forward to.

The film is starring Wang Danni, Louis Koo, Lin Jiadong, and Miriam Yeung. The film condensedly presents Anita Mui’s legendary life starting from a resident singing girl, insisting on singing and growing into a generation of queens, and finally marrying on the stage. Since the start of the road show, many stars in the entertainment industry One after another to promote this film.

"Anita Mui" stills.

　　Competing in the same period is "Jungle Voyage", as another live-action adventure masterpiece from Disneyland after "Pirates of the Caribbean", "Jungle Voyage" has the well-known movie star "Big Rock" Johnson joined, telling the story of the reversal. Treasure adventure story.

　　"My First Love is Eighteen" was also selected to be released during the "Double 11" period. The film tells the youth adventure story of two young boys and girls with disparity in status in the late 1980s.

In addition, the sci-fi film "Guide", the romance film "The Love Story of Stone Lion", the drama "Batie Girl", "The Doctor's Heart" and so on are competing in the same period.

　　This "Double 11", will you go to the theater to watch a movie?

(over)