As of December 21, the total box office of national movies in 2016 exceeded 44 billion. Judging from the box office of several films currently being screened, the final total box office this year has exceeded 44.1 billion last year, but this is too far from the 60 billion estimate of full confidence at the beginning of the year.
In the past two days, the matter of bad reviews and bad reviews on movies has been fermenting on the Internet. People's Daily, Douban, and Maoyan have all become the protagonists of public opinion. "Movie Rating" has become the topic of attention. We don't know whether bad reviews have hurt the film industry, or what is behind the entire incident. Looking back at this year's film market, from "The Mermaid" at the beginning of the year to top the box office with a box office of nearly 3.4 billion yuan this year; "Operation Mekong" in the National Day holiday became the box office dark horse this year with a box office of nearly 1.2 billion yuan; and then to the controversial box office of "The Great Wall" and "The Ferryman" have also achieved results of more than 800 million and 300 million yuan respectively. Perhaps what we can see from the overall numbers is that the movie’s ratings do not seem to have too much impact on the box office.
" Hundred Birds Watching the Phoenix ": The screening rate of "kneeling"
Release date: May 6, 2016
Checkable cost: 15 million RMB
Douban Rating: 8.0
Box office: 80.69 million RMB
"Hundred Birds Watching the Phoenix" may be considered the most "outstanding" movie this year. Due to the niche content, the problem of screening and the collision of " Captain America 3", the box office exceeded 3 million in 7 days. However, Fang Li , one of the producers of "Hundred Birds Paying to the Phoenix", the president of Laurei Pictures, changed this bleak situation with "kneeling". Fang Li called on the live broadcast platform to "Can you give Chinese movies a chance?" Later, in order to beg the theater manager to add screening for the movie on the weekend, he knelt down during the live broadcast. This incident quickly fermented in the film industry and received widespread attention and discussion. However, with doubts, the film schedule and box office of the movie "Hundred Birds Paying to the Phoenix" soared and ushered in a surge. Regardless of the original intention, judging from the results after the kneeling incident, the box office from 3 million to 80.69 million clearly proves that Fang Li's "kneeling" is very effective.
Back to the movie itself, in an era when movies are regarded as fast cultural consumer goods, such a story telling the story of two generations of suona artists on the Yellow Land, whether in terms of content themes, movie language, actor selection or the overall marketing of the film, it is not surprising that this movie is labeled as a "literary and artistic niche". However, the mainstream audience's movie needs are mainly concentrated in commercial films and huge blockbusters. Where is the living space for art films of the same type of theme of "Hundred Birds Paying to the Phoenix", perhaps it is worth thinking about. After all, Fang Li's kneeling cannot be copied.
" Warcraft ": A "fan movie" summoned with ten years of feelings
Release date: June 8, 2016
Checkable cost: US$160 million
Douban rating: 7.8
Box office: 1.472 billion RMB (China)
"Warcraft", this IP movie is known as the "net generation" youth years and memories. With the support of countless players, it became the imported film with the highest box office in the mainland film history in two days with 300 million on the first day and 600 million on the 2nd day. By the 5th day, the box office had exceeded 1 billion mark. In the end, it ended with a box office of nearly 1.5 billion yuan. Behind this box office figure is the ten-year impact of World of Warcraft in China, and the success rate of the game-adapted movies is itself very high. Moreover, it is this big movie with good production, so it seems reasonable to get such a box office.
As a super IP, "Warcraft", in addition to cooperation with the brand, began to deploy peripheral derivatives as early as the year before the movie was released. Large categories of products such as movie-related clothing, computers, and cars have been given priority. It is understood that the authorization amount of a product derivative product around Warcraft is more than US$100,000.For example, on Time Network, a derivatives partner of Warcraft China, it launched more than 100 authorized derivatives in different categories at once. The highest unit price is the "King Ryan Sword" worth 2,500 yuan, which is used to impact the niche market of ashes players in a boutique mode. Then through hunger marketing, these loyal and strong game fans will naturally pay.
Perhaps for Warcraft players, the quality of the movie does not seem to be so important. The main driving force that drives them into the cinema is the naked "feelings".
"Mermaid": The movie tickets that owe Stephen Chow continue to be returned
Release date: February 8, 2016
Checkable cost: 400 million yuan
Douban rating: 6.9
Box office: 3.389 billion yuan
Compared with the 1.2 billion box office of "Journey to the West: The Demons", "Mermaid" finally exceeded 3.3 billion yuan, which has broken too many records. The box office on the first day was as high as 280 million, and the highest in a single day appeared on Valentine's Day on February 14, which exceeded 310 million in one day, and 1.8 billion in seven days in the first week, breaking the three box office records of the first day, single day and first week of Chinese films. When it was released 12 days ago, the box office exceeded the highest box office of Monster Hunter last year with a box office of 2.439 billion, and ranked as the champion of mainland film history. When it was released 19 days ago, it became the first film in the mainland to reach the 3 billion mark. Behind these numbers, a large part comes from the appeal of " Stephen Chow " itself, while another small part is the Spring Festival period, the commanding heights of the annual box office.
sentiment has always been a keyword that Stephen Chow’s movies cannot avoid. "Stephen Chow" itself is already a super big IP. He carries memories of generations. The overall marketing of "Mermaid" is also mainly based on Stephen Chow's feelings, and it is in line with the popularity of the "Star Girl" auditions. In the end, the box office figure of nearly 3.4 billion allows us to see Stephen Chow's strength and appeal. Perhaps we should look forward to the next "Stephen Chow".
"Operation Mekong": The main theme of the tap water singing
Release date: September 30, 2016
Checkable cost: 200 million yuan
Douban score: 8.1
Box office: 1.184 billion yuan
"Operation Mekong" should be considered a box office dark horse this year. It is adapted from the real story of the "10.5 drug trafficking case of Mekong", telling the wonderful story of the China Special Operations Team washing away humiliation and making peace for the country and thirteen compatriots in the incident. The main theme of the content and themes were selected to be released during the special period of National Day. In addition, the tough guy image of starring Zhang Hanyu and Peng Yuyan finally ended with a box office of nearly 1.2 billion yuan. This figure is a big breakthrough compared to previous police and gangster films.
Count in detail in recent years, the reputation of movies with main theme themes has been getting better and better, and the content selection and production level has been greatly improved. From the previous " Episode " to last year's "Taking Tiger Mountain in Strategy", and then to this year's "Operation Mekong", these three movies have been surprising in reputation and box office. In addition to the main theme, these three movies are also starring Zhang Hanyu.
"Big Fish and Begonia": Want to be the second "Return of the Great Sage"
Release date: July 8, 2016
Checkable cost: 30 million yuan
Douban rating: 6.5
Box office: 565 million yuan
Last year's "Return of the Great Sage" had a box office of 956 million yuan, which made people rekindled confidence in domestic animation. Among the domestic animations that were followed this year, "The Big Fish and Begonia", which is defined as the second "The Great Sage", has received high attention before it was launched. A movie that has been brewing for 12 years and crowdfunded 1.58 million in 2013 has created the largest crowdfunded animated film project in history. Subsequently, with the investment of Light Media of 30 million, this passionate animated film was completed. The theme song of the movie is also invited to sing Eason Chan for a special performance. Perhaps because of the large number of gimmicks created in the early stage, netizens have too high expectations for this movie, so that after the film was launched, the comments showed polarized views on the negative reviews and plagiarism.
Someone used the "most failed emotional marketing case" and "This is a typical movie that was played to death by "feelings".It is undeniable that compared with the tap water and good reputation of "The Great Sage", people's pickiness about "The Big Fish and Begonia" is reasonable. As the producer of "Big Fish and Begonia", the president of Light Wang Changtian said in an interview: "Animated movies will gradually occupy about 15% of the box office of Chinese movies. In 2019, we will have shocking heavy films. After 2019, we will have the ability to produce three cartoons of "Big Fish and Begonia" and "The Return of the Great Sage" in a year."
"I am not Pan Jinlian": The movie is tearing together
Release date: November 18, 2016
Checkable cost: 50 million RMB
Douban Rating: 6.8
Box office: 480 million yuan
won the Best Film Award of the International Film Critics Association of Toronto Film Festival (Febissi Award) and won the Best Film "Golden Shell Award" at the 64th San Sebastian International Film Festival. "I Am Not Pan Jinlian" directed by Feng Xiaogang and starring Fan Bingbing is considered a relatively high-sounding topical movie this year. Judging from the current box office of 480 million, it is not too high. Compared with box office, "I Am Not Pan Jinlian" may be more interesting in publicity. In addition to the warm-up stage, the creative theme posters, retro posters of character scenes, director's inner drama posters, countdown posters and trailers of different versions. The most noteworthy thing is that before the movie was released, Feng Xiaogang wrote that letter to Wanda Wang Jianlin on Weibo in the tone of Pan Jinlian, scolding Wanda Cinema for its low screening rate due to personal grudges and ridicule of its monopoly behavior. Subsequently, Wang Sicong, also responded. This "tear" between the two can be said to be another heavy catalyst for the box office. The effect of a fight on the movie is straightforward and considerable.
After experiencing different degrees of problems such as screening and polarization of reputation, the current box office of "I Am Not Pan Jinlian" has not exceeded 500 million. In fact, "I Am Not Pan Jinlian" signed a guaranteed issuance agreement of 500 million yuan with Yaolai Film and Television earlier. It is unknown how to deal with the box office gap of nearly 20 million.
" Wild Revenant ": For " Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little Little He has been running for many years. At the 88th Academy Awards, Leonardo, who was nominated but never won the Oscars, finally won the Best Actor for "The Revenant". "I have been with me for 22 years, and Li Zi finally won the Oscar!" This news has also been widely circulated in the circle of friends of many people in China. The news that he won the Oscar for the actor on February 29 should be the best marketing method for "The Revenant" which will be released in China on March 18.
"The Revenant" is an adventure-themed film. It was also set as R-level restricted when it was released abroad because it was too bloody. The whole movie can be used to use the two keywords "too bloody" and "too violent", which has also become the biggest publicity point during the promotion period. As the film was released in the country, Li Zi also came to China to promote the film. The box office score of 370 million yuan in the mainland is also a pretty good result for "The Revenant". The 370 million yuan is mainly attributed to the topic effect of "Xiao Li has finally won the Oscar for the Best Actor in the Oscar for many years", which has increased the attention of the film. The reason why everyone enters the theater may be just "a movie for Little Lizi to win the Oscar for the Best Actor". Perhaps everyone is not watching this movie, but just to join in the fun of Little Lizi.
"Zootopia": Cute power conquers everything
Release date: March 4, 2016
Checkable cost: US$200 million
Douban rating: 9.2
Box office: 1.53 billion RMB (China)
, which occupies the second largest box office in the year with 1.53 billion, becoming the first animated film with a box office of 1 billion. As Disney's 55th animated feature film, it not only scored 9.4 on Douban, but also achieved a 99% freshness of rotten tomatoes.Disney's box office appeal is naturally part of it, and the tree in the film has also become a very important topic in social marketing. This cute tree actually looks like the national husband Wang Sicong. The comparison pictures of the two are circulating on social platforms.
In addition to the topic of the movie itself, the marketing of "Zootopia" is also more prominent than other movies. Whether it is implantation or joint promotion with brands, it is based on the movie and specially designed according to the plot needs. For example, the "just zoo it" in it is actually adapted from NIKE's slogan "just do it" and so on. It happened to be an Oscar before it was released. "Zootopia" also followed the hot topics, spoofed the competition films, and used the characters in the movie to make posters of various Oscar movies; there are also H5's interactive mini-games and movie peripheral products. In fact, we can see that the reason for the success of "Zootopia" is based on the common product of good IP and marketing.
"Great Wall": Director Zhang starts the "Chinese Hollywood" mode
Release date: December 16, 2016
Checkable cost: US$150 million
Douban rating: 4.9
Box office: Currently 890 million RMB (as of December 29)
"Great Wall" has been controversial since its release. But it is undeniable that the box office is justified. Zhang Yimou's first English film, invested 150 million US dollars, the most expensive Chinese film so far, the largest co-production produced by Hollywood in China, and Matt Damon's first Asian-themed film, the starring team of "The Great Wall" is also relatively strong. In addition to Matt Damon's joining, William Dafoe, Jing Tian, Andy Lau, Zhang Hanyu, Lu Han, Peng Yuyan, etc. are all actors with various types of strength and idols. These seemingly gimmick-worthy labels do not seem to save the reputation of "The Great Wall". Compared to ignoring movies, having topics is also a potential and free marketing for the movie itself. Perhaps "How bad is he?" "Who is Jing Tian?" may also be the reason why people are willing to go to the cinema to find out.
"Ferryman": The year-end betting drama with super casts
Release date: December 23, 2016
Checkable cost: about 300 million yuan
Douban score: 3.7
Box office: 340 million yuan (as of December 29)
Produced by Wong Jiawei and directed by Zhang Jiajia has encountered word-of-mouth controversy since its release on December 23. Although the reputation is not high, after all, it has been played with the five golden signs of "Producer of Wong Kar-wai", and has gathered a number of big stars such as Wong Kar-wai, Zhang Jia-jia, Tony Leung, , Takeshi Kaneshiro , Eason Chan, Lu Han, Dapeng , Angelababy, Dapeng, Xiong Dailin , Li Yuchun, Dujuan , Ma Su , Jia Ling , Liu Yan, An Youqi, Zhang Rongrong, Cui Zhijia, Li Canchen and other big stars, making the film win the box office championship for the first three days after its release.
In fact, before the film was released, Tony Leung and Eason Chan, the starring actors, made a high-profile appearance on the Tmall Double Eleven carnival night, occupying the Taiwan-for-Terminal for "The Ferryman". But after its release, the reputation and box office formed a huge contrast, which made Wong Kar-wai, who has always rarely appeared on Weibo, post a Weibo post to respond to the controversy encountered by his new work, and expressed his attitude with the sentence "Ferrying people, I like it." Subsequently, celebrities including Stephen Chow also forwarded and responded to "I like it too."
. Regarding malicious film reviews and deliberately low scores in recent days, it has caused public opinion to push "The Ferryman" and "The Great Wall" to the forefront. However, no matter whether it is true or false, reputation is relatively personal and subjective for all viewers. As the trump card of domestic films at the end of the year, it is still not too late to hit the hope of 60 billion.
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