The Director of Music Department

How should I put it, the box office trends of movies are sometimes really amazing.

The market capacity is actually quite magical.

Once "Wolf Warriors 2", who could have imagined that the market capacity could be so large?

Who can think of it, it can raise the box office of the head movie to 50+ in one go?

You know that year and month, the one billion box office was very awesome!

Similarly, "Hello, Li Huanying", this is really not a big production, to say how awesome this movie really is, it really doesn't count.

It can only be said to be a very good movie, but as a result, it is such a feature film, the main feature is also a family-oriented feature film, but it turned out to be a big hit.

Therefore, the box office stuff really depends on the right time and place.

Therefore, big data is indeed very good. It can indeed predict some things, but it can never determine the market.

In other words, no one can say that the market can be predicted.

For example, "Kung Fu", the first week is good enough, right? In the first three days, it nearly broke 1 billion. In the first week, nearly 2 billion at the box office, is it good enough?

And the word of mouth is also very good, almost overwhelmingly praised.

But starting from the second week, the box office drop of "Kung Fu" was a bit big.

Under normal circumstances, the box office trend of popular and popular movies like "Kung Fu" tends to be relatively stable.

Ari Media and Future Star Media even gave "Kung Fu" a box office forecast of 4 billion!

But as a result, the next week, "Kung Fu" only reported 600 million box office for the entire week.

Although there are more than 2 billion in total, 4 billion is almost impossible to reach.

Because the decline directly exceeded 60%, such a decline is obviously abnormal.

In fact, the reason is very simple. In the early stage of publicity, big data is indeed powerful, and it is done very well, but the same, because the big data is powerful, because too much publicity resources are given, it can be said that it is almost frantic.

Therefore, the box office potential was prepaid in the first week or even the first three days.

Usually movies are released, basically following this process.

The announcement, a part of the target audience, received the message that the movie was going to be released, and paid attention to the movie.

Then, these target audiences will be the first people to buy tickets to watch the movie.

But because of the announcement, it is impossible to really do everything, so these first batch of people who bought tickets to watch the movie are definitely not all potential targets.

After that, the first group of people who watched the movie ended the first round of watching the movie, and then word of mouth came out.

Through word of mouth, another part of the people who hesitated, or said, did not know about this movie, were Amway.

In other words, it spreads through media reports, film critics, audiences, etc.

Then these audiences who hadn't been promoted in place began to walk into the theater and became the second audience to buy tickets.

Some phenomenon-level movies will have a third wave of proliferation. Those who are not the potential target audience, because the film has become a phenomenon-level movie, then at this time, they will also join the crowd to join the audience. among.

In other words, most of the time, movies are basically these three stages.

Of course, movies that can go through these three stages will have a direct box office burst without exception.

Generally speaking, the movies that can take the first step have the highest proportion.

For this reason, the pre-release box office is the highest. After that, you need to see whether the audience of the film is wide enough, or whether the publicity is adequate, or whether the film’s reputation is good enough to attract those who hesitate. people.

Obviously, movies that can take the first step are usually considered good.

Normally, the second step is often more critical than the first step.

Because in the first step, no one has ever watched a movie, so it's all about the promotion, watching the cast, and seeing whether the genre is your favorite movie.

At this time, they have no reference, and they don't know the specific situation of the movie.

Like the fan-oriented movies in the past life, it is basically difficult to complete the first step, and usually it is directly cold.

Going high and low, talking about the fans' movies.

Of course, film is a very high-risk investment, so most of the time everyone hopes to settle down early.

Fans told the movie, three days before it was released, it can be said that people stop killing people, and Buddhas stop killing Buddhas.

For example, "Little Times", such as "Twilight", these kinds of movies can be regarded as fan-oriented movies.

Therefore, often they can burst into various bursts three days before the release.

But the back, the back is gone.

Because fans turn to movies, most of them rarely have a good reputation.

Therefore, naturally, there is no need to expect follow-up.

And "Kung Fu" is certainly not a fan-oriented movie, but such a movie actually has its limitations.

Empathy with this thing, why can "Hello, Li Huanying" get such a high box office?

Because the family relationship is indeed very empathetic!

But what about "Kung Fu"?

This movie, to put it bluntly, actually belongs to the category of popcorn movies.

Don't look at the various interpretations and interpretations of this movie by so many people.

But in fact, this is a popcorn movie.

Well, this is a comedy movie, and as we all know, comedy movies, basically, come with commercial elements.

So, if you expect to see this movie, how much feelings you can have, let's forget it.

Such a movie may make you laugh, but it will never make you cry.

Therefore, "Kung Fu" itself does not have the ability to kill and kill.

It's not that the movie is bad, but the subject matter and audience restrictions.

To put it simply, big data is really easy to use, plus the amount of publicity resources in Shanghai, and the result is that the publicity of "Kung Fu" is done very well.

This is certainly not a bad thing.

But for the movie, you can't expect to say that the front and the outbreak have occurred, and you want to go a long way in the back.

After all, although you can have both fish and bear paws, you can’t pinch a person’s neck to feed him, right?

Therefore, "Kung Fu" does not take the usual path, basically the first and second steps are carried out directly at the same time.

Then, the box office potential of the target audience was directly emptied, and the result was self-evident.

And the third wave of audiences, "Kung Fu", after all, is not the kind of movie suitable for all ages.

For young people, this is of course an excellent movie, but for people who don’t like this type, they may find it too noisy and illogical.

In addition, "Kung Fu" has not risen to the level of phenomenon.

As a result, the follow-up box office was naturally weak.

But for now, "Kung Fu" seems to be very successful.

At least, the big data movie strategy is impossible to say otherwise, but the help of big data for publicity and distribution has indeed made many film companies excited.

Therefore, Ari Media, Future Star Media, and Huaxin are actually beneficiaries.

Because Huaxin is backed by Huaxun, in fact, the so-called big data announcement is no stranger.

Ari and Miraestar can do it, and ECCOM can of course do it.