In the past period of time, the most popular movie was "Avatar 2". After all, the public has been waiting for this movie for 12 years, and now there is a need for such a movie. It broke records from the day of pre-sale, and when it was officially released, it finally made it difficult for the market to return to the box office of 100 million yuan in a single day after 69 years.
But, is the real situation as popular as previously expected?
The answer is no.
Whether from the mainland or from a global perspective, the box office of this film in its first week was not as good as expected.
From the mainland,
had a box office of 126 million on Friday, 141 million on Saturday, and 93.66 million on Sunday. In the first weekend, including on-demand and off-site screenings, the total box office revenue was 397 million. The box office performance of
is indeed amazing at the moment, but once it is zoomed in to a larger scale, the performance is obviously mediocre, after all, the size is here.
is almost the same as the opening weekend box office of "Jurassic World 3", which is currently this year's imported film box office champion, with a box office of 355 million.
The current predicted box office of "Avatar 2" has also been significantly reduced. has dropped to 1 billion . Earlier it was expected to be nearly 2 billion, and some media people predicted 4 to 5 billion. But now, it is impossible to reach this box office. If it ends up being close to the 1 billion box office, this will only be the final box office of "Jurassic World 3". In this case, it will be far inferior to the box office of the first film.
From a global perspective,
"Avatar 2" earned US$434 million in its first week worldwide, becoming the second film in the epidemic era to exceed US$400 million in global openings after "Spider-Man: No Home" and "Doctor Strange 2: Madness in the Multiverse".
This is also the highest-grossing film in director Cameron 's career. But it is still lower than industry expectations. Among them, North America has US$134 million, ranking among the top five at the start of 2022 and also the market with the highest box office in the world, followed by the mainland with US$57.1 million.
The investment cost of "Avatar 2" is US$350 million, so the box office pressure is still quite high at present.
Regardless of the domestic box office or the global box office, "Avatar 2" did not skyrocket as the public expected, and of course there are many reasons.
From a domestic perspective, there are mainly three reasons.
First, the impact of the epidemic
Although the current operating rate of domestic theaters has exceeded 80%, and more than 10,000 theaters are open, the overall attendance rate is only about 5%. The impact of the epidemic directly led to theaters having a high opening rate, but a low attendance rate.
Looking at the attendance rate for the first three days of "Avatar 2" alone, it was 7.2% on Friday, 8.2% on Saturday, and 5.8% on Sunday. None of them exceeded 10%, accounting for nearly 80% of the film schedule. However, with such a low attendance rate, it is naturally difficult to support a higher box office.
This phenomenon will last for a long time. The influence of the external environment is obviously beyond the control of anyone and cannot be changed by any film.
This caused "Avatar 2" to face a very embarrassing situation.
Secondly, the content quality
"Avatar 2" Douban score has dropped from 8.4 to 8.2 points, and Maoyan score has also dropped slightly. The decline in reputation indicates that the content quality of the film has not met the audience's expected standards. Especially for ordinary viewers, Maotao's score has not reached 9.5, so it is difficult for it to have greater appeal and appeal among ordinary viewers.
If the first part is mainly about the visual effects, then this one, although the visual effects are still shocking, it is difficult to achieve the groundbreaking effect brought by the first part. The audience can continue to give high marks to the visual effects, but nowadays the public's requirements for plot content are also getting higher and higher. With the movie getting higher and higher, the problems of the second movie are constantly being exposed. It is not a commercial blockbuster in the traditional sense that ordinary audiences think. It is extremely long, has a bland plot, and expresses traditional propositions and values without much new ideas. In the case of limited groundbreaking visual effects, it is even more difficult for this movie to obtain higher word-of-mouth ratings, and even decline.
If this film is a transition, then the transition is too long, which exacerbates the bad experience for ordinary viewers.
Third, ticket price affects
Since the pre-sale, "Avatar 2" has been accompanied by a quarrel over high ticket prices. After all, this is one of the few blockbusters in the past six months, and it is also regarded as the saving the market work, so many theaters want to make a lot of money from this, so the ticket price is much higher, but coupled with the influence of the external environment, it ultimately really dissuaded many viewers. Although the average ticket price of
after its official release is not as high as before, the average ticket price of nearly 60 is still high, especially for ordinary audiences, every amount of money needs to be carefully calculated as the consumption tightens.
Back to the official date of "Avatar 2", there was a lot of shouting "a market-saving work". Now, it seems that it is obviously slapped in the face. It is not only difficult to save the market, but also difficult to protect itself. It once again proves that the current market is difficult to support it by relying solely on one or two blockbusters, especially environmental factors, consumption factors, and audience aesthetic taste and other influences, which has caused "Avatar 2" to be no longer so amazing now.
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