As of August 27, the cumulative box office of " Tomorrow War " has exceeded 560 million.
"The signal of the flying smoke is that the mecha era is coming, and the blood is flowing against the current."
Looking back at the theme song "Reverse War" of the movie "Tomorrow's War" at today's time point, I must say: the choice is indeed just right. Not only does the song highly echo the content of the film, but the language seems to predict the "counterattack" trend of the film's box office and the rights and wrongs brought about by "gunsmoke".
There may be friends who have not watched the movie "Tomorrow's War" which is still in theaters, but they must have heard some voices: "China's first mecha science fiction production", " Louis Koo producer", " It took ten years to polish it carefully.” Every attribution is eye-catching. When passing by the cinema, the movie promotion video played on the screen is indeed eye-catching, the special effects are realistic, the acting is on point, it is flammable and passionate.
But for such an "excellent student", there have been many twists and turns since its release. The reason is two words: box office.
will first tell you the background for those who don’t understand the twists and turns.
is a film that requires a huge investment in time and money, and a huge amount of effort. Naturally, it has great ambitions at the box office.
However, after it was released nationwide on August 5, the box office performance was not satisfactory. The box office of the film exceeded 200 million in the first weekend. After 12 days of release, the box office only reached 400 million.
Some netizens shared on social platforms that their movie tickets for "Tomorrow's War" were issued incorrectly, questioning whether there was a possibility that the tickets were stolen. As a result, the incident spread on the Internet. Many people believed that the poor box office of "Tomorrow's War" was due to the problem of "box office stealing".
In this regard, the film crew responded quickly. It has issued statements three times:
html On August 16, it announced the investigation results of the incident ↓8 On the 23rd, we further synchronized the progress of the ticket-related verification work arranged by the official, and called on everyone to return to the work ↓
Judging from the official statement, the movie ticket incident that initially caused public opinion was generally an own goal, and did not have what some netizens thought. Such deep "water". However, this is not the first time that the phenomenon of " stealing box office " has been discussed. Why did it cause such a big reaction this time? The reason is inseparable from the investment and dedication of the film's producer Louis Koo, the film's special positioning as a Chinese-language mecha science fiction, and the popularity generated by the film's announcement itself.
As the film is promoted, it is a mecha science fiction movie. The special effects alone last for 70 minutes, and the total investment exceeds 400 million. The film was initiated in 2015 and completed in 2017. After that, it entered a long post-production period and was not released until this year. Counting the preparation work before and after, it is a veritable ten years of sharpening a sword.
Louis Koo once revealed that a 360-degree special effects shot in the film, from the inside of the car to the roof, lasted 48 seconds. Each second of the special effects shot took 12 days to produce, and a 48-second shot was 576 days! You can imagine the hard work and dedication, and you can also imagine Louis Koo's frustration when the box office did not meet expectations. In the second week after
was released, the official released several videos in which Louis Koo showed rare emotions. In the video below, the sudden emotion in Louis Koo's eyes when he spoke was particularly touching. In his speech, Louis Koo repeatedly stated, "Every drama is not perfect, but we have been brave enough to do it. If you say anything bad to me, of course I will listen, but we have been brave enough to do it." I did it." Netizens expressed their distress.
The disparity between investment and return, the huge impact on feelings in reality, Louis Koo's good popularity accumulated over many years in the industry, and the film itself is very interesting, many netizens began to call on everyone to support "Tomorrow's War" box office.
On the 17th day after its release, "Tomorrow's War" began to embark on a counterattack at the box office. In fact, the trend has already been shown before: first, the box office on the following Sunday surpassed the box office on the following Saturday, which was a rare trend. On the third Sunday, the box office once again reversed the decline on the Saturday box office, achieving an increase in average Sunday attendance for three consecutive weeks.The total box office forecast of the
film has now exceeded the 700 million mark, which is much higher than the lowest box office forecast of 450 million yuan when it was released. Although it is still far away from 1 billion return, it is undeniable that this is a huge breakthrough.
Blessings come with misfortunes. As netizens appealed and the box office rose, problems arose. Some netizens went to other celebrity social platforms to comment and expressed their hope that the stars would promote "Tomorrow War". They even put #Andy Lau 's account comment area# on Weibo hot searches.
’s support for the suspicion of “ morally kidnapping ”, coupled with some emotional accusations in the previous “box office stealing” incident, also aroused resentment among some people. As a result, the voices regarding "Tomorrow's War" began to polarize, with voices ridiculing the film's poor performance. Some people believed that this was all planned by the film studio, and relied on "miserable marketing" to drive the box office decline. . At this point, the story outside the film seems to be as exciting as the film.
has caused so many turmoils, what has "Tomorrow's War" done?
In fact, the performance of the film crew is remarkable. There was no starting a fight, no bullying, and we responded quickly to the movie ticket issue, actively intervened, started investigating, and provided timely feedback. We have repeatedly called on everyone to focus on the film itself, call for rational discussion, and call for the development of Chinese science fiction films to require multiple attempts.
might as well follow the call of the film crew and focus on the film itself first. After all, the audience is not leeks, and it is impossible to get so many people to spend real money to pay for a movie just based on poor sales and popularity.
"Tomorrow's War" scored 9.1 on Maoyan, 8.9 on Taopiaopiao, and 6.4 on Douban. From any point of view, it is definitely not a "bad movie". Especially in terms of special effects, the trailer and early publicity have whetted everyone's appetite and greatly raised the audience's expectations. With such high expectations, after watching the film, very few people expressed dissatisfaction with the special effects. The screen was filled with praises, which is enough to illustrate the film's dedication to special effects.
Every frame is worthy of the words "well-made".
In order to pursue the realism of special effects, the special effects team spent a lot of time collecting and sorting out data of real-life buildings, streets and other landmarks, and used it in the production of special effects in the science fiction world.
At the same time, most of the scenes in the film are completed in real scenes, and each scene takes a long time to design and shoot. Sharpening a sword in ten years is not just a matter of words. Every step of implementation requires tedious and meticulous work and a large investment of energy and money.
Whether you are a science fiction fan or a mecha fan, you will not deny that the film presents us with a visual feast, which is definitely a breakthrough for Chinese science fiction films. The quality of the
video itself is one thing. On the other hand, the number of films released in the market during the same period, whether new films or blockbusters, is not as abundant as in previous years. This has also created a loose competitive environment for "Tomorrow's War" and allowed the film's long tail effect to be revealed.
Of course, there are many highlights in the promotion of the film itself, and it is not just relying on the so-called "miserable performance" to gain attention.
Whether it was decisively moved to August 5th from the originally scheduled 12th day, it not only won the Chinese Valentine's Day market box office but also added a week to the precious summer release; Continue to compete for space for the unit; or rely on focusing on China’s first machine The positioning of a hard-core sci-fi cool film has been differentiated to strengthen the audience's impression; it has also contacted Wu Jing, Guo Fan and other heavyweight relatives and friends to lend their voices to the film, and Louis Koo's intensive offline activities have effectively boosted the popularity, etc. All-round strategies are a booster for the film to hit the box office counterattack. At the same time, based on the data insights of movie audiences and the film's subject matter advantages at the pan-audience level, "Tomorrow's War" has become extremely popular on short video platforms, and has also attracted many people who do not watch movies to enter theaters.
"Tomorrow's War" certainly has some shortcomings in terms of content, but its investment and dedication and the final effect are enough to be gratifying and worthy of recognition.This is a big step taken by the creative team of the film. Perhaps many years later, when we look back, this film is just a small step in the history of Chinese science fiction films, but as long as it is moving forward, this step is precious.
The road is long and difficult, but progress is coming; if we keep on walking, we will have a promising future. As the film studio said in the announcement, Chinese science fiction has a long way to go. Any new exploration and new expression are worthy of being seen and encouraged, and the road in any direction is worth trying and exploring.
Perhaps we can give more encouragement to Chinese science fiction films, and perhaps we can start from ourselves to create a healthier ecological space for the Chinese film market. Suggestions and encouragement for the film itself are worth promoting, but when facing controversial events, be less emotional and think more rationally; when facing controversy, be less inciting and seek more verification. It would be a pity to ignore the charm of the movie itself because of events outside the movie.
Where does "Tomorrow's War" come from? Louis Koo’s love for mechas and his courage to bravely explore Chinese science fiction.
Why do we pay attention to movies? It also comes from the love for movies.
After ten years of sharpening a sword, I have never tried the frost blade. Today I am showing you to you, who has any injustice?
It is not easy to make a sword in ten years. Don't let irrelevant things extinguish your love.
(Original title: How did "Tomorrow's War" counterattack?)
Source: Yishang
Process editor: u099
Copyright statement: The text copyright belongs to Beijing News Group and may not be reproduced or adapted without permission.
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