Such a poor Mid -Autumn Festival

Source 丨 Rhino Entertainment

Text ｜ South Rugao

If the summer season is the mini version of the "one super strong", then the Mid -Autumn Festival is the "one super strong" of the pocket version.

Even as a medium -sized transition file, the Mid -Autumn Festival should not get such a downturn, and almost all of the new films cannot be played, and the low -time films that have been released for a long time can take advantage of it. This kind of achievement can no longer be described as a difference, and it is even lower than the market performance of the Mid -Autumn Festival over the years. The market needs excellent films to save the market, but unfortunately this Mid -Autumn Festival does not.

The pocket version "one super strong"

I was very clear before the Mid -Autumn Festival this year, but I still did not expect that it would be so bad. It seemed that there were a large number of films. All of them had their own selling points. In fact, they were scattered. After entering the list, a new film has been completely dispersed, which also means that most Mid -Autumn Festival films have failed to stand up to the pressure, at least unable to keep their own films.

(The performance of the Mid -Autumn Festival film in 2022)

In terms of market, the airborne comedy "Brother, Hello," has no suspense to win the Mid -Autumn Festival championship. Although it is a super -superiority as "one superior", it is more relative, mainly because the market has selling in the market. The project of the phase is really scarce, and it cannot be said that "Brother, Hello" has the energy of the first class. In the end, the film won nearly 150 million box office during the holidays, becoming the existence of the only one.

Although "Brother, Hello" won the position of the championship with an absolute advantage, there is still a certain controversy, and the word of mouth is relatively general. At present, Douban is 5.7 points, which is relatively good in terms of commercial films. Fortunately, there are not many real commercial films in the Mid -Autumn Festival this year, so there are very few competing products, which is also an important reason why the film can achieve outstanding results.

The latter position is the 25 -day "New God List: Yang Yan", which is occupied by the 46 -day release of "Lone Moon". This undoubtedly hit the face of the new Mid -Autumn Festival film, but even the old films that have been released for so long can't do it, it can only prove that its strength is seriously insufficient. With the performance of the Mid -Autumn Festival, "New God List: Yang Yan" continued to advance high, and it also got a good opportunity to breathe.

"Lone Moon" was once squeezed to only 5.6%of the slices, but it was resurrected during the holidays, and now it has returned to 10%+vowels. The film can use the Mid -Autumn Festival to successfully complete the feat of 3 billion. In fact, many old films such as "Little Yellow 2" and "Battle of Tomorrow" have gained their own position in the Mid -Autumn Festival.

Under the grabbing of many old films, most of the new films have deteriorated. Not only are the trend decline, but in contrast to the inverse decline of the old films, the picines are constantly being squeezed. The new film "Mom! "Although the painting was late, he got up and caught up, and finally got the runner -up position in the new Mid -Autumn Festival film, but it was only 30 million. The film can also be regarded as a good reputation at the same time. Even if its subject matter is relatively niche, it tells the story of the elderly, and it still has a certain audience and market.

When it comes to opening high and low, this star's "There is her in the world", the film occupies a leading position during the opening stage, whether it is row or pre -sale, it has been maintained. After entering the holiday, the market trend continued to decline. In the end, the long vacation only won less than 30 million in the long vacation, and the location continued to decline. In the end, only the fifth position of the Mid -Autumn Festival was locked.

The Hong Kong comedy love film "still think you'd better" is a very good trend in the new film, at least to complete a wave of declines on the second day of the holiday. The film currently maintains a high score of 7.8 in Douban. Temporarily lists the best Mid -Autumn Festival. The helpless overall lineup and magnitude are not enough, which is not enough to compete with other films. The overall trend of the film is stable, and it is expected to have its space after the holiday.

In other aspects, the remaining films did not open a big gap. For example, the "End of the Sea is the Grassland" directed by Er Dongsheng has achieved 19 million+ results during the holidays. Due to the loss of types and topics, it is difficult to follow commercial films with commercial films compete. Including the summer animation "Little Yellow 2" also got more than 18 million box office during the holidays, all of which supported this year's broader market.

To sum up in one sentence, this year's Mid -Autumn Festival is a bunch of uniform small pieces without any highlights. Except for "Brother, Hello", after the natural advantage is far ahead, the other films have not opened the gap at all, and they are all in the volume between 1800-30 million. "How strong".

What should I do?

The market that had been looking forward to the Mid -Autumn Festival before. From the performance of the Mid -Autumn Festival in recent years, it is clear that the market has suffered from the epidemic. Last year, the Mid -Autumn Festival only had 500 million box office in three days, setting a new low in recent years. And this year, even 400 million, did not expect to continue to decline. The film list is constantly weakening, and the audience's desire to buy tickets has been declining.

The confidence in the film market is almost overdrawn, and all the losses are all out, and it will never come. This kind of light to the bottom of the bottom can last, it is undoubtedly the key to affecting the film industry. At least for the time being, the industry has indeed experienced an unprecedented crisis. This Mid -Autumn Festival is almost a clear portrayal.

In fact, it can be clearly seen that the reason why the collective decline in the large -scale period this year is not actually caused by the epidemic situation. After all, the resurgence rate of the theater is as high as 80%, and it is in a state of continuous stability. You should not take the epidemic as a shield. However, all the problems faced at the moment are inseparable from the epidemic, and it is almost caused by it indirectly. Many times, the indirect impact is more terrible than the direct impact, because confidence is dry little by little. It is very likely that in the future, most of the time, most of the schedule will face the same problem as the Mid -Autumn Festival this year: missing projects, and more accurate projects should be called lack of good projects. This situation cannot be resolved in the short term. As a result, when there is a relatively good project, even if it is a practical theme of "Life", it will be like a savior.

Back to the Mid -Autumn Festival this year, the kind of "one super -strong" presented in the market is meaningless. The sea of ​​the sea cannot save the sluggish market. It will not attract the slightest attention of the audience. In the end, the 380 millionth results of the Mid -Autumn Festival will be created together. Even half of 2019 will not be reached. The overall market is basically the same in 2014. The market has reached 8 years.

To measure the recovery of the market, all data should be compared with 2019, not comparable to last year. Many times, this year's data exceeds last year, such as summer stalls. However, compared with the last year before the epidemic, it fell 50%. You should know that before 2019, the film market is always in a rapidly rising channel.

Even if there are some a little light in the market, there are "Life" and "Hidden Dust Smoke" alone. At least each schedule has 3-5 large blockbusters. This is the normal state, and this is exactly what it happened before 2019. The epidemic has not ended, but creation and projects cannot stagnate because of this, and the explosive dark horse project cannot be broken.

Of course, the Mid -Autumn Festival was originally the one that was abandoned in tactics. The performance was not reasonable. After all, it was sandwiched in the middle by the summer and National Day stalls. The next National Day files should not be lost. Several main themes must play better performance, and look forward to the next National Day to stop bleeding.

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