"New God List: Nezha Rebirth" and "Lion Boy" will be re-launched in theaters
Is the re-screening of old films a way to be lazy or a way to save the market?
The current film market has once again opened the "door to re-screening".
Last year's premiere "I Want Us to Be Together", this year's "520" re-launched in theaters, and unexpectedly received a box office of 39.06 million yuan. The film's first-day box office record.
In addition to "I Want Us to Be Together", "Magic Mouse Paradise", "Alibaba and the Magic Lamp" and "The Little Mermaid's Fantastic Adventure" premiered in 2020 will be re-screened at the end of May and early June; The Water Boy" will be re-released on May 28; "White Snake: The Origin" premiered in 2019, and "White Snake 2: The Rise of the Green Snake", "New God List: The Rebirth of Nezha" and "The Rise of the Green Snake" premiered in 2021. Lion Boy" will be back in theaters in June.
The re-release of old films is not only this year.
In the past two years, in order to "warm up" the cinema after the resumption of work, a number of classic old films such as "Paradise Cinema" have reappeared on the screen. "Avatar" received a box office of 375 million yuan when it was re-screened in March last year. , leaving behind a "classic forever" story.
However, unlike the previous re-screenings of high-profile films, this year's "old film re-screening" has a sudden change in style. "I Want Us to Be Together" has a Douban score of only 6 points, and it has a gratifying score on "520".
This can't help but alert the outside world: Has the threshold for re-screening films lowered, and is it creating opportunities for bad films?
The re-release of old films, is it a way to be lazy or a way to save the market?
Initiative
The key extension of the Spring Festival file is still showing
Since March this year, due to the repeated impact of the epidemic, several important schedules in the film market have encountered the collective withdrawal of new films. The ticket warehouse was also temporarily suspended and has not been restored so far.
According to Maoyan data, on May 24, the national theater operating rate was 66.17%, a decrease of 130 from the previous day, while the big box office was only 8.15 million.
It can be seen that the data of each dimension is not satisfactory.
Industry insiders said that only when the nationwide theater operating rate reaches 80% will the filmmaker be willing to release a new film to try its "future."
In the past two months, the performance of some new Chinese and foreign films released has been discounted too much than before.
With the market and popularity approaching freezing point, how to make audiences willing to enter the theater has become a difficult problem.
Many films have chosen the method of extending the key, extending the release time, which not only fills the market vacancy, but also brings a certain accumulation to their own box office.
At present, the "New Batman" released on March 18th has been extended to June 17th; the "Bad Guys" released on April 29th has been extended to June 28th.
In addition, "Hotel Elf 4", "Moonfall", "Uncharted" and "Love Like a Bouquet" have also extended their screening periods in China.
In terms of domestic films, "Miracle · Stupid Child" and "I Really Hate Long-distance Relationships" have also announced extended screening periods.
Even on the ticketing platform, you can still see the Spring Festival films "This Killer Is Not Calm" and "Sniper" are still sticking to it - the release date of the two films will be extended to July 3.
Re-screening films, many old films are online for the second time
At the same time, the "old film re-screening" also appeared in time.
Re-screening films saves production costs and can help theaters maintain a certain amount of passenger flow at a lower cost.
During the epidemic in the past two years, there have been re-screenings of films-in 2020, "Wolf Warrior 2", "Wandering Earth", "Wolf Totem", "Chinese Partner" and "Why Home" will be supported by public welfare screenings movie market.
In 2021, in the first 20 days of the full resumption of work in theaters, 29 of the 44 films shown in domestic theaters will be re-screened films, accounting for more than 65% of the total film source, and the box office will also account for 44.5% of the box office after the resumption of work. .
Following the successful re-screening of "520" of "I Want Us to Be Together" this year, the baton of "rescreening of old films" continues.
The youth film "Five Throwing Boys" will be re-released on May 28. The film was released in eleventh gear last year and scored 7.2 points on Douban. It can be said to be of excellent quality among the current domestic youth films. It is lighthearted and humorous and has healing energy. .
In addition, "Magic Mouse Paradise", "Alibaba and the Magic Lamp" and "The Fantastic Adventures of the Little Mermaid", which premiered in 2020, are already on pre-sale.
Wanda Films has also jointly launched the "Wanda Film On Demand Cinema" project with China Film Co., Ltd. The theme of the June screening is "Guoman Rising Future Light", and the four old films to be re-screened are "White Snake: The Origin" and "White Snake 2: Green Snake". "Jie Qi", "New God List: The Rebirth of Nezha" and "The Lion Boy", of which "White Snake: Origin" will premiere in 2019, and the other three films will premiere in 2021.
think
What it takes to keep the movie market buzzing
Due to the low rating of "I Want Us to Be Together" on Douban, there are public opinions that under the tide of "rescreening", many bad films will make a comeback, creating the 2.0 era of bad films.
But in fact, worry seems unnecessary, you might as well treat this matter from a positive angle.
The box office success of the "I Want Us Together" rerun doesn't overshadow everything.
Moreover, it is currently an "extraordinary period" for the film market, the market is sluggish, and the audience's psychology needs special comfort.
If you can dig out some new concerns or "leftover beads" that were once ignored by the market in the inventory of old films, and if you can find films that are more closely related to the current mentality of the society, it is an attempt worthy of encouragement.
Furthermore, "I Want Us To Be Together" did not become a "classic" because of its good re-screening results.
Data shows that "I Want Us to Be Together" cooled down rapidly after "520" - on May 21, the box office of the film was surpassed by "Bad Guys", which had been released for 23 days at the time.
Its "short-lived" is only because it hit a certain emotion of the young group, and its success is not enough to lower the audience's aesthetics and IQ.
At present, the film source in June is still not rich enough, and the most anticipated new film is "Jurassic World 3".
Whether it is an old film or a new film with old wine in a new bottle, making the film market lively requires not only the strength of the film, but also the sensitivity to the market.
Compared with the success or failure of a certain film, the key to the film market at present is to mobilize creativity, and let the audience still have a love for the film under the circumstance that it is difficult to gather popularity.
case observation
Why "I Want Us to Be Together" can outperform "520"
In this year's "520" schedule, the old film "I Want Us to Be Together" debuted as a "rescreened film".
The film was the flagship film of last year's "520" schedule. Leaving aside the reputation of the film, the "re-screening" of this film was a lot of thought, not as simple as re-screening it directly.
First of all, this film is very easy to choose, and it has a strong appeal to young people.
This has been confirmed in the difficult May 1st gear - although the youth film "I Really Hate Long-distance Relationships" has only a score of 5.5 on Douban, it can still lead the way and win the box office champion of this year's May 1st gear; "Together" also had a good release last year, with a box office of over 320 million.
Faced with the huge pressure of life, young people prefer "direct giving" and simplicity when watching movies.
Going to the theater at this time is to unload some heavy burdens, and even give up thinking, but such a film can make them completely relax.
Secondly, "I Want Us to Be Together" reshapes the viewing value of this film through fresh topics. The main marketing topic of the film is "The people who watched the movie with you last year, are you still here this year?" "The movie can be re-screened. Can we do it all over again?" This kind of provocative sentence that fits the mood of young people can obviously ignite the mood and make the audience become "people with stories".
The film also used homophonic stalks to be released at 13:14 on May 20, and released "520, I want you 1314 to be together".
After that, special events such as "I love you (15:20), I still love you (19:20), and I love you (20:20)" have been launched.
These obviously make the re-screening of this film have a "ceremonial sense".
Moreover, Karen Mok's film theme song "So Many People in This World" has become the most popular and influential film song in the past few years after being widely sung for more than a year, which can arouse the audience's consensus. It also attracted some audiences to the theater.
In the end, Douban's 6-point "I Want Us to Be Together" was re-screened for 3 days and received an unexpected box office of 39.06 million yuan. It not only won the weekly box office champion, but also broke the re-screening of domestic films created by "The Great Sage of Westward Journey". First day box office record.
Text / reporter Xiao Yang