At present, the top ten domestic movie box office have experienced key extension

　　The extension of the key has become the norm, and the movie sprint has changed into a long-distance running.

　　In the movie market in 2022, in addition to "extremely finalized", "key extension" is obviously a norm.

And this method of prolonging the release cycle has indeed boosted the box office of the movie-for example, the movies "Lonely Walking on the Moon" and "New God List: Yang Jian" whose keys expired on October 29 have gone through the summer and Mid-Autumn festivals. And the National Day file, eventually achieved good box office results.

　　key extension

　　Unprecedented in the past

　　The key is actually a concept of copyright protection. The cinema chain obtains encrypted digital copy files before the film is released. As long as the key is obtained at the time of the release, normal screening can be realized, avoiding the possibility of the film source being leaked in advance and being pirated.

The key also contains schedule information, with its own time attribute, which can control the release time of the movie in the theater.

Currently, the key period for most films is one month.

　　Movies with extended keys can be released later than movies of the same schedule. For the crowded theater space in the past, it can be said to be a rare "special treatment" - after all, the longer the release time, the higher the possibility of attracting money. .

In the past, new films were released intensively, and key extension was possible but not available: The decision whether a film needs key extension is mainly based on the opinions of the film copyright owner. It can be subdivided into three categories: first, excellent box office performance; second, literary and artistic works with particularly good reputation; third, works with good box office and reputation.

　　The previous "Crazy Stone", "Monster Hunt", "Journey to the West: The Return of the Great Sage", "Pancake Man", "Charlotte Trouble", "Hong Kong 囧" and "Nezha's Devil Child" are all because of the release after the release. Relying on the box office and having the potential to hit a higher "best score", the key extension was carried out.

Relevant statistics show that at present, the top ten films of China's domestic film box office have experienced key extension.

　　"Shuimen Bridge of Changjin Lake"

　　The key is extended four times

　　In 2022, however, the once rare phenomenon of key extension has become commonplace.

　　Starting from the Spring Festival, films such as "Shuimen Bridge of Changjin Lake", "This Killer Is Not Too Calm", "Miracle · Stupid Child", "Bear Haunt · Return to Earth", "Sniper" and other films have been extended many times after their release, and the Spring Festival has been extended. The residual heat of the stall spreads to the Qingming stall.

Among them, "Shuimen Bridge of Changjin Lake" was postponed four times after its release on February 1. After the key expired on June 30, it was re-released on July 1, and the screen time was as long as 6 months. , and finally achieved a box office of 4.067 billion.

　　This year's summer season is still popular with "key extension": "Life Events", which was released on June 24, was warm and healing and performed well. After two key extensions, the release time was extended to September 26, and the final box office was 1.712 billion; another summer movie, the sci-fi comedy "Walking to the Moon" starring Shen Teng and Ma Li, was released on July 29. October 29.

Within three months, "Lonely Walking on the Moon" has attracted a lot of popularity for the Mid-Autumn Festival holiday and the golden period of the National Day. According to the Lighthouse Professional Edition, the final box office of "Lonely Walking on the Moon" was 3.103 billion, breaking 17 film history records. It ranks second in the 2022 box office list, second only to "Shuimen Bridge of Changjin Lake".

　　On the same day as the movie "Lonely Walking on the Moon", the key expired was Guoman's "New God List: Yang Jian".

The film, which was released in China on August 19, encountered "the shortest publicity cycle in Chinese film history" and was only scheduled 4 days in advance.

However, with its stunning visual effects and imaginative Chinese elements, "New Gods List: Yang Jian" was able to enjoy the long tail effect through a slow-burning method, and finally closed with a box office of 550 million, ranking among the box office of domestic animation films in the history of history. TOP10, ranking 2022 domestic animation film box office TOP2.

　　Three current theatrical films

　　have been postponed

　　Another comedy movie "Hello, Brother" starring Ma Li was released on September 9, and it was also announced that the release was extended to November 29.

The film's "long run" results are also good, ranking in the top three in the October box office list, with a current box office of 796 million.

　　The most popular movie currently being released in the movie market is the movie "Homecoming" based on real events.

The film was released on September 30, and the key extension was "no suspense". The screening was extended to November 30, and the current box office was 1.467 billion.

Thirty-one days after the release of "A Long Way Home", the single-day box office is still growing, and the box office reached 10 million on October 30. The outside world hopes that the film will eventually break through the 2 billion mark.

And "Ordinary Heroes", which was released on the same day as "Homecoming", the key will be postponed to November 28, and the current box office has exceeded 200 million.

　　Insufficient supply of new films,

　　High reputation old films support the market

　　Industry insiders say that key extension is a necessary addition to the current movie market.

About 160 new films were released in the first half of this year, compared with 235 in the same period last year.

　　In terms of a single month, the capacity of twenty or thirty films per month in previous years, but at present, the number and quality of new films in cinemas are on a downward trend year-on-year, and most of the new films announced in November and December received little attention—November Although there are more than 20 films such as "My Regrets Are About You", "Our Years", "Can You Don't Leave Me", "The Adventures of the Frog Prince 2", "Hello, Beijing", etc., they are not well-known. Difficulty attracting an audience.

　　In this way, the market has to rely on the "old films" with good reputation such as National Day files and Mid-Autumn Festival files, and the key extension is natural.

The key extension allows some films to get the chance to run long distances, which is obviously beneficial for single films, but the promotion effect on the market is still limited. The theaters are waiting for some blockbuster new films or dark horses. The last two months of the year brought more box office revenue.

　　Text / reporter Xiao Yang

　　Coordinator/Liu Jianghua