Mid-Autumn Festival 791 million hit a record high! Has the streaming movie ＂rejuvenated＂

Special feature of 1905 film network Is flow the original sin?

The Mid-Autumn Festival in 2019 just passed is far more exciting than people think. The box office performances starring Sean Xiao and Meng Mei Qi exceeded expectations, making streaming movies once again the focus of public opinion. Those who have experienced the "Rashomon" failed to achieve great market ambitions.

The "007 Edition", in which the reasoning scenes plummeted and the proportion of fighting scenes soared, created the best box office in the mainland with a score of 160 million in the first week of its release. Nezha, which was released for 50 days, can still play, and won 61.36 million box office in three days, laying the foundation for the cumulative box office to exceed 4.9 billion.

The achievement of 791 million yuan in three days has created a new high in the box office of the Mid-Autumn Festival in film history. In addition to streaming movies, compared with Spring Festival, summer vacation and National Day, what is the future of the unpopular golden file represented by Mid-Autumn Festival is also a valuable thinking question.

How is the 791 million best Mid-Autumn Festival file made?

The market performance of the Mid-Autumn Festival in 2019 is as complete as the full moon hanging in the night sky during the holiday.

According to the statistics of 1905 Movie Network, the box office of Mid-Autumn Festival in 2019 totaled 791 million yuan, an increase of 260 million yuan or 48.96% compared with last year’s Mid-Autumn Festival. Among them, the cumulative box office excluding service fees was 724 million, which was 605 million in the same period in 2015, an increase of 19.6%.

On the day of the Mid-Autumn Festival, the national box office closed at 364 million, surpassing the single-day record of the Mid-Autumn Festival in 2017 (355 million) to a record high. The box office data hit a new high, and the number of people watching movies soared. According to statistics, during the Mid-Autumn Festival, the number of people watching movies nationwide reached 23.42 million, an increase of 53.5% compared with the same period last year.

In terms of new films, "Zhu Xian I" won the championship with a score of 270 million in a controversy; Detective Conan: Boxing of the Qing Dynasty has accumulated 160 million box office, ranking second in the Mid-Autumn Festival box office; "Little Wish" ranked third, with a cumulative box office of 120 million.

The net text "Zhu Xian" Douban score is 8.1.

As a classic Xianxia work in the age of network literature enlightenment, the series of Zhu Xian created by Xiao Ding has become one of the collective memories of many post-80s and 90s. During the Mid-Autumn Festival, Zhu Xian I, a big-screen work adapted from the IP of the same name, won the Japanese box office championship with 142 million, 84 million and 42 million respectively.

According to the Japanese classic suspense animation IP, "Detective Conan: Boxing of the Qing Dynasty" achieved 160 million results, surpassing last year’s 127 million box office "Detective Henan: Zero Executor" and became the best in this series. After fully exploring the box office in the stock market, the problem that the word-of-mouth of the film is difficult to incite the audience in the incremental market other than the core fans to enter the market has still not been effectively solved.

The ill-fated Little Wish failed to realize the ambition of the box office market. Although events such as the battle for the leading role have created enough pre-screening heat for the film. However, these concerns have not been translated into box office performance based on content quality.

In terms of old films, the ones that were released in advance made a box office of 93.055 million, ranking fourth at the box office. During the schedule, the comprehensive cumulative box office of the film exceeded the 200 million mark. Followed by "Nezha" made 61.365 million box office, and the cumulative box office exceeded 4.9 billion.

It is worth mentioning that five animated films contributed 317 million box office, accounting for 40% of the total box office. Under the premise of multi-file shifting, it is not easy to get the best score in film history in the Mid-Autumn Festival in 2019. As of September 15, the total box office in 2019 was 46.248 billion, a difference of 1.2 billion compared with 47.449 billion in the same period last year, and the downward pressure cannot be ignored.

Is the streaming movie a false proposition?

"If the door of domestic science fiction movies is opened, then the door is closed."

During the summer vacation, this "God Comment" of netizens can be short-listed in the top ten classic movies in 2019. However, the box office fiasco of Shanghai Fortress is more easily interpreted by the public as the end of the era of streaming movies.

However, Zhu Xian I, starring Sean Xiao and Meng Mei Qi, has a low rating and a high box office, which makes people feel confused about the "rejuvenation" of streaming movies. Is the streaming movie really back, or has it never left?

The summer of 2019 was hailed by the industry as the "last supper" of domestic costume dramas, and the anxiety and expectation carried by the schedule were comparable. In the end, Sean Xiao and Li Xian became the biggest winners. The former has become a new quasi-first-line star from the small transparency in the circle, and its ability to bring goods has yet to be tested. Meng Mei Qi’s fans’ spending power can be seen from his debut in the krypton voting program Creation 101.

However, only on this basis, it is still open to business to define "Zhu Xian I" as the rejuvenation of streaming movies, which broke 200 million box office in three days. There is no denying that the quality of this film is hard to pass. Taobao Film’s score dropped from 8.4 to 7.7, Cat’s Eye from 8.6 to 7.8, and Douban from 6.1 to 5.3.

Before the release, most viewers didn’t like the film. With low expectations, the advantages of the film are more easily amplified. Some pertinent comments have also become praise for the film. Driven by curiosity, many viewers walked into the cinema. The book powder plot of the original IP is also one of the important reasons why the film has achieved relatively good box office results. Some book powders just joined the movie-watching army with the mentality of whether the original work was "disfigured".

Xiao Zhan became popular in The Untamed.

In addition, after The Untamed, the potential flow of Sean Xiao was at a high level, and the release of Zhu Xian I just gave an outlet. If this phenomenon of low rating and high box office reappears in its starring film project, it may be more meaningful for people to discuss the current situation of streaming movies.

No matter what the phenomenon is, existence is reasonable. There is no natural opposite between the starring flow and the quality of the work. A movie has both the fundamentals of fixed traffic and the ceiling of box office, so why not?

Where is the non-popular golden stall worth thinking about?

Before the Mid-Autumn Festival in 2019, with the promotion of "Luo Xiaohei’s War", "Hypnosis Judgment" and many other films appeared file-shifting behavior. During this period, only one imported film with a low right to speak was airborne in this slot.

For those films whose files are withdrawn due to non-objective factors, the withdrawal from the Mid-Autumn Festival file more or less reflects the film’s pessimism about the box office capacity of this slot. In addition to the three popular golden schedules, small schedules such as Mid-Autumn Festival, Qingming Festival and Dragon Boat Festival are "tasteless to eat, and they are abandoned" for most filmmakers.

According to statistics, the best box office performance of non-popular prime time in a year is 1.518 billion in May 1st, 2019. This is in stark contrast to the box office results of the Spring Festival, summer vacation and National Day. Of course, the disadvantage of the number of days in the schedule is one of the reasons that cannot be ignored, but it is not the decisive factor.

"Domestic filmmakers don’t know enough about the schedule, and they are overly superstitious about the big schedule, which leads to overheating of the hot file and cooling of the cold file. We must improve our understanding of the schedule, the role of the schedule is over-mythical, movies sell content, and good content can be sold in any file. " A senior filmmaker with more than ten years of experience told Xiao Dianjun.

"For example, for a blockbuster, the competition is great in the big schedule, and it gets 20% of the films, and it is the only one in the cold schedule, and it gets 40% of the films. More than 90% of the domestic films choose the former. This is a cognitive mistake." In his view, breaking the excessive "superstition" about the schedule has become the primary key factor to solve the problem. Under the premise that the film quality determines the box office capacity of the schedule, it has become a new trend to keep the film file.

In addition, the formation of the schedule is not only the length of the holiday, but also the maintenance of the file. The New Year’s Eve file, which is now separated from the Spring Festival file, is cultivated by Feng’s comedy.

"Reunion 4" dominates the May 1 ST file

"The market competitiveness of the non-popular golden schedule is limited, which is caused by the long-term weakness of domestic films. Because there have been no blockbusters in the schedule, the blockbusters of my own family are not placed in this file, but everyone sees that" Reunion 4 "still makes the May 1 ST file invincible. However, if there are several companies willing to pile all the blockbusters in the May 1 ST file, they will definitely reach new heights. " A middle-level manager of an Internet film and television company said so. At the same time, he also said that because of limited production capacity, it would be good for a company to have an S-level project a year, and it will definitely be put in the big schedule.

From the survey feedback, the initiative to save non-popular prime files lies in the upstream of the film and television industry chain, not in the hands of downstream audiences. How to cultivate more 1 billion+golden files besides Spring Festival files, summer files and National Day files has become a more valuable thinking question for the domestic film market.