After May 1st and 520 are jokingly called “no film files”, only three new films are in the upcoming Dragon Boat Festival. According to incomplete statistics by the reporter of Securities Daily, since April, 22 films have been announced to be withdrawn before Qingming, May 1st and 520, and the new release date of many films has not been determined.
For the film market, after many times of file withdrawal, it has entered a “film shortage” state, and when the market has not improved, where will the file withdrawal films go?
“Affected by the epidemic this year, the difficulties at the screening end of the market have reduced the number of new films,” Liu Zhenfei, an analyst at cat’s Eye Research Institute, told the Securities Daily that the ‘schedule’ is still an important dividend window for China Film Co.Ltd(600977) market to focus on box office output in the future. However, under the situation of intensified schedule competition this year, more films need to take the initiative to get out of the schedule dependence.
reruns film to carry the “520” schedule box office
According to the release calendar of the professional version of cat’s eye film, eight films have been scheduled to be released in “520 files”, namely “I want us to be together” (re screening), “secret love. Orange begets Huainan”, “can you not leave me”, “strange fate of dog”, “Downton Manor 2”, “strange animals”, “Li Xiang meets you” and “pit of heaven”.
However, before the arrival of “520 files”, many films originally to be released have connected and chose to withdraw their files. On May 13 and May 15, “can you not leave me” and “secret love · orange born in Huainan” issued withdrawal statements one after another; On May 16, the official wechat of the film “love dog” also announced that it would delay the release, so that there were only three new films released on the day of “520 files”, namely “Downton Manor 2”, “strange beast” and “pit of heaven”.
In terms of box office, it was the remake of “I want us to be together” that carried 520 films at the box office that day. According to the data of the professional version of cat’s eye film, the total box office of 520 episodes was 567651 million yuan, of which “I want us to be together” accounted for 42.2% of the box office, and the film arrangement accounted for 25.8%. The box office of 239657 million yuan was harvested on the same day, followed by the film “bad guys alliance” released on April 29, which scored 100984 million yuan, 17.7% of the box office and 13.5% of the film arrangement.
Among the newly released films, “Downton Manor 2” earned 2.3804 million yuan at the box office, accounting for 4.1% and 10.9% respectively, while “alien” earned 1.9911 million yuan at the box office, accounting for 3.5% and 5.9% respectively, while the box office of “tianzhikeng” was less than 100000 yuan on the same day.
It is expected that “520” can achieve such box office results. In this regard, some insiders told the reporter of Securities Daily that the re screened films can achieve more than 20 million box office, so the love films that have not been postponed may also achieve good box office results.
where will the film go
It can be seen that under the epidemic, the film makers are also more cautious about the choice of the market. Especially since this year, films have been frequently withdrawn before important schedules. According to incomplete statistics by the reporter of Securities Daily, 22 films have been announced to be withdrawn before Qingming, May 1st and 520 since April.
“You are my spring” is not on now, but when? ” Earlier, some investors asked Wanda Film Holding Co.Ltd(002739) when to re file the above-mentioned withdrawn films? Wanda replied that the company will select the most suitable film schedule for selective release according to the comprehensive judgment of various factors such as film subject type, production progress and market schedule. It is reported that the film was originally scheduled to be released on April 2, but it was postponed due to the epidemic. At present, the new release date is still pending.
“At present, no matter Wuxi Online Offline Communication Information Technology Co.Ltd(300959) , it is not worth taking the initiative. It is a very normal market strategy to withdraw files.” For the current market situation, Liao Xuhua, a senior analyst of Analysys cultural consumption industry, told the Securities Daily, “in the current situation, there is still a glimmer of opportunity for file withdrawal. Forcible release is about equal to direct ‘suicide’.”
“Although the withdrawal is a negative cycle for the market, there is no solution in the current environment.” Liao Xuhua said.
It is worth mentioning that the film market has also entered a “film shortage” state after several file withdrawals.
According to the data of cat’s eye film professional edition, as of May 23, there were only three new films scheduled for the Dragon Boat Festival, namely “hunting and slaughtering”, “after meeting you” and “loot alliance”. Among them, “after meeting you” was rescheduled after it was announced to postpone the release on April 15, and a rerun of the animated cartoon “Alibaba and the magic lamp”. In 2021, 15 films will be released at the Dragon Boat Festival.
It is understood that of the 22 films withdrawn from the archives, except for the release date announced by “after meeting you”, many other films are currently in a wait-and-see state and have not officially announced a new release date. While the market has not improved, where are these films going?
At present, the box office of films in non schedule periods is dismal, so film producers often place high hopes on “schedule”. Director Xiang Kai, a young Chinese playwright, told the reporter of Securities Daily.
Industry insiders believe that if the market situation improves, the “schedule” in the second half of the year will be an important time node for these films to be re filed.
However, in Liu Zhenfei’s view, Qingming gear and May 1st gear have been affected by the epidemic and failed to operate normally. The associated response is that the remaining schedule space in 2022 will be further compressed, and the schedule competition situation this year will be more intense. Therefore, it is suggested that some films that do not completely rely on the schedule can try to get out of the situation of “schedule clustering”, meet the audience’s accumulated viewing demand, actively adjust the market supply and make full use of the loose market space of non schedule.
In addition, for the current market where the epidemic has not completely recovered, Liu Zhenfei said that there is still a need for a stable and rich supply of films at the screening end; When the supply of popular films is relatively reduced, the cinema can also use the existing resources to enrich the project service categories and actively increase the revenue; The creative side needs to better understand the needs of the audience, how to mobilize the audience’s viewing motivation, and how to improve the necessity of viewing for the “can see or not see” project, so as to deal with the current situation of the continuous role of the head effect.
