Entertaining Children

After the release of the animated film "Robot Wall-E", both the box office and word-of-mouth have shown a very strong momentum.

Despite the absence of big-budget street advertising, the early publicity for the animated film was well done. The trailers on satellite TV stations, video sites, and short video software, Weibo recommendations from a large group of celebrities, various talk shows from Tong Luo, and various posters and event promotions from various theaters, let many people know about Xiao Yao. The evildoer who won the "Golden Dragon Award" for Best New Actor at the beginning of this year turned into a director and screenwriter, and made an animated film.

Xiao Yao was the guest of four TV variety shows and one online variety show broadcast on the same weekend. Not only did they dominate the screen continuously, but each show was very interesting and topical. Some invited network anchors to act as voice actors for movie characters, and then some "play by yourself" made an "official ghost and animal style" trailer. These things made Xiao Yao and the name of this animated film appear on the Internet frequently. The hot search has aroused the attention and expectations of many fans and movie fans.

In the previous internal film viewing meeting, most of the theater representatives gave a good overall evaluation of this animated film, but they did not give this animated film a high ranking.

Although Xiao Yao, He Ying and Huang Shi among the voice actors can be regarded as China's first-line stars, this is an animated film after all. With only speaking and not showing their faces, how much appeal these three stars can have at the box office, the theaters are really not sure.

Xiao Yao's director and screenwriter and the first theater movie are very topical and interesting, but this is also a double-edged sword in the eyes of theater representatives.

In the eyes of many people, cartoons are for children, and many audiences go to theaters to watch animated movies for the purpose of taking their children to watch. There is basically no dialogue in the first 30 minutes of the movie, and younger audiences may not be able to fully understand it. If the children can't understand and are not interested, then the box office prospects of this animated film will naturally be questioned.

Although Xiao Yao's genius is well-known, and he is almost an image of an all-round genius, after all, this is only the first theatrical film directed and written by Xiao Yao, a young man, and it is still a very special animation film. This is a field where Xiao Yao has not yet achieved results and proven himself. Based on this consideration, theater representatives are also cautious about the box office prospects of this animated film.

Another point is that the distribution company that Xiao Yao chooses to cooperate with is only a medium-sized distribution company with limited resources, limited strength, and limited influence on theaters, and Xiao Yao has stated to the representatives of the theaters before and after the movie is released They don’t even go to theaters for promotional activities like road shows.

The theater chain has doubts in their hearts, the distribution company is average, and Xiao Yao does not do roadshows, so the theater chain's schedule for this animated film will naturally not be too high.

After the viewing session was over, the theaters gave Xiao Yao only about 10% of the estimated screening rate for this animated film. Even later, Xiao Yao’s publicity on the TV network and other aspects aroused heated discussions among fans and netizens, and created a good momentum. The theaters appropriately increased the ratio of some film schedules. This animated film has two dubbed versions in Chinese and English. The combined initial screening rate did not exceed 15%, which is much lower than the "127 Hours" in which Xiao Yao participated last year.

Xiao Yao didn't care too much about the relatively low initial screening rate of this animation. He didn't, and he didn't force the distribution company to make public relations and efforts in this regard. Businessmen seek profit, and theaters are businessmen who pursue profit. He is very confident in this animated film, even if the initial screening rate is a little lower,

As long as the audience likes it and is willing to go to the theater to watch it, and the attendance rate is high enough, he doesn't say that the theaters will take the initiative to increase the movie's screening rate.

Facts have proved Xiao Yao's self-confidence.

At the same time that Xiao Yao held the premiere in the theater, more than a thousand theaters across the country simultaneously screened the animation film. Among the more than a thousand theaters, the attendance rate of this animated movie is almost all over half. For the zero-time movie screenings, this attendance rate is absolutely amazing.

However, this attendance rate did not immediately have an impact on the theaters.

There were no trial screenings or ordered screenings of this movie. Except for the premiere held by Xiao Yao in the theater, the zero-point screenings of more than a thousand theaters were the earliest places where we could see this movie. In terms of Xiao Yao's popularity, it is normal to have tens of thousands of die-hard fans who are willing to buy tickets to enter the theater under his name. Coupled with Xiao Yao's popularity during this period, he is interested in this movie, It is estimated that there are quite a few people who want to have a sneak peek, and it is not too surprising that the film's first day of screening has more than half of the attendance rate at zero o'clock. For theaters, the next afternoon and evening shows in the normal time period are the key points they have to consider.

After the premiere and the zero-point show in more than a thousand theaters, some media and audience comments appeared on the Internet that morning. Now there are too many marketing accounts, China does not have a particularly authoritative film critic, and there are not many zero-point shows, and there are not many ordinary viewers who immediately post comments on the Internet after watching. So despite the positive reviews of the film on the Internet and in the media, the attendance rate of the film was not particularly good that afternoon and evening.

However, the day of the film's release is Thursday, which is still a weekday. Whether it is afternoon or evening, the attendance rate of these two time periods is not particularly high.

By Thursday night, ratings for the animated movie had appeared on rating sites such as Tudou.com. To the surprise of many people, this animated film has been rated by more than 10,000 people in just one day, and the rating given by netizens is as high as 8.8 points.

In this world, this score has already ranked in the top ten of domestic animations on "Tudou.com", and the top fifty of all animations. If some niche audiences with less than 10,000 scores and cartoons that have not been shown in theaters are removed, this score can even be ranked among the top five domestic animation films. The top four animated movies are all classic old movies from decades ago.

Such a score and most of the positive comments under the film entry quickly stimulated the attendance and filming of the film on Friday.

On Friday afternoon, the attendance rate of most of the shows of "Wall-E" exceeded 50%. At night, many theaters began to increase the film schedule. Friday night marks the start of the weekend, and with many theaters ramping up their schedules, the movie still averaged more than half its attendance.

The theater will estimate the popularity of the film from both subjective and objective aspects, and then consider the film schedule. On the subjective side, it refers to the film’s IP, plot, genre, audience, main cast, star fans, etc. On the objective side, it refers to third-party scoring websites and film review websites. The most intuitive consideration is the attendance rate of the film.

More than half of the attendance on Friday night, a rating of 8.8, more than 30,000 people who scored in two days, and more than 90% of the nearly 100 comments were positive, all of which allowed the theater to greatly increase its performance on Saturday and Sunday. Sequence of an animated film. The time has not yet entered July, some schools have not had summer vacation, and the summer schedule has not officially started, the average proportion of this animation film has suddenly increased from less than 15% to 100%. More than forty, almost half of them.

The increase in the number of films has naturally brought about a rapid increase in the box office. In the end, during the first four days of its release, the cumulative box office of this animated film reached more than 300 million, and an average of nearly 100 million was recorded at the box office every day.

However, the single-day box office difference in these four days is still relatively large. Due to the influence of film schedule and word-of-mouth fermentation, the single-day box office of the two days before the film's release was less than 20 million and more than 30 million respectively, and two days later, when the film schedule was greatly increased, the single-day box office reached 1. It grossed nearly 300 million in two days at the weekend.

The two-day weekend box office soared, which was also reflected on the rating website. Just take "Tudou", which is currently the most recognized in China, as an example. The number of people who rated the film exceeded 100,000. The score of 8.8 points not only did not drop, but rose to 8.9 points. There are more than 30,000 audience short reviews under the movie item, and more than 2,000 movie reviews. Not only do more than 90% of these short reviews and movie reviews praise the movie, but the ways and points of praise are also different.

There are some praises from the overall feeling of the film. For example, the short comment with the most likes is a short comment by a netizen named "Night Sky": "The best domestic animation at present may be the best animation in the world!"

There are also comments based on the theme of the film. Whether it is the emotional story of the two robot protagonists in the movie, or the current situation of the earth hundreds of years later shown in the movie, it is enough to make people feel emotional.

Of course, there are also comments from the content and details of the movie. For example, the pleasing images and personalities of the two robot protagonists, such as the company of WALL-E when Eva/Eve is sleeping, and the wasteful scene of the two protagonists flying in space, have made many audiences love and envy them.

Even whether the performance of Auto, the main control of the spaceship, in the movie conforms to the "Three Principles of Robotics", many viewers enthusiastically discussed in the movie reviews under the movie.

Although there are some complaints that the first half of the movie has no dialogue for a long time, the plot is too weak, and old-fashioned comments, but in the praise and praise of a large number of movies, this kind of bad reviews that are not particularly bad basically do not affect it. Netizens who have watched this movie have their impressions of this movie, especially the fact that there has been no dialogue for a long time. On the contrary, the bilingual version is released at the same time, which has become another reason to attract audiences to the theater.

Speaking of the fact that the bilingual versions are released at the same time, before the movie was released, the official did not make any special publicity on this point. After some viewers who were not fans of Xiao Yao discovered this when they walked into the movie theater, some people criticized Xiao Yao on the Internet for deliberately pretending to be coercive.

"It's obviously a domestic animation, and it's not an imported foreign animation film. Why do you have to make an English dubbed version? It seems that you have been to the United States. How about English?" online.

At the premiere, a reporter asked about the bilingual version. When some media reported the situation of the premiere, netizens knew the reason why Xiao Yao did this, especially after knowing that the dubbing actors in the two versions were actually the same group of people, and even the dubbing roles were exactly the same. Audiences who have rarely watched the movie walked into the theater again, and deliberately watched the version dubbed in another language. And some viewers who didn't intend to watch this animated film, even walked into the cinema for this reason.

The two-day box office boom in the first week and the weekend made the movie entry on the rating website lively, and the excellent performance of this animated film on the rating website, in turn, continued to affect the box office of the movie.

The first two days of the second week of the film's release are Monday and Tuesday after the weekend, and the film has been released for another four days. Normally, the single-day box office of a film will drop, but during these two days, this The single-day box office of animated films actually appeared to be basically the same as the two-day single-day box office of the first weekend of its release. Although the proportion of this animated film's film schedule has increased to a certain extent, the increase is not too large. When this happens, it can basically be regarded as a contrarian rise.

Six days after the film was released, the cumulative box office of this animated film has reached nearly 600 million, and the number of people who rated it on "Tudou" has increased to 100,000, and the score is still between 8.8 and 8.9, which can already be regarded as It is a god-level work with both box office and word-of-mouth.

In Huaxia, the box office sharing rules in this world and the previous life are similar, and the final box office share that the producers get is about one-third of the total box office. Judging from this result, in these six days alone, this animated film can basically pay back its cost in terms of box office share.

The release time of this animated film is at least three weeks, and there will definitely be box office in the future, so this film does not need to make up for it in other ways like ordinary animated films. Not only will it not lose money from the box office revenue, but Instead, you can make a lot of money. This also makes this animated film a rare animated film in China in recent decades that can make money from the box office share alone.

For an animated film, no matter how famous the voice actors are, their appeal is limited. The pre-publicity work of this animated film, the distribution company and its distribution capabilities, these things can be seen on the table. Such an animated film that breaks the rules and is destined to make money at the box office basically relies on the quality of the film itself and the audience's reputation to complete this miracle. And the person leading this miracle is undoubtedly the core creator of this animated film, Xiao Yao who is also the producer, producer, director, screenwriter and other roles in one body.

Although this animated film has only been released for six days, and it is far from the time of its release, thanks to the popularity of the box office and word-of-mouth, Xiao Yao has become the subject of discussion and attention from the media and netizens. Many reporters The idea of ​​interviewing Xiao Yao, the miracle creator, came up again.

Although Xiao Yao usually doesn't like to be interviewed by reporters, this interview is because Xiao Yao's works are popular, and the movie is still in theaters. At this time, some interviews with him will be published, and some stories about this animation movie will be further excavated and reported. , It will also have a good promotion effect on the box office of the movie that is being released, so many reporters called Xiao Yao's agent Fang Yiran, and asked for an interview or an exclusive interview with Xiao Yao.

However, to the surprise of many reporters, not only many entertainment gossip reporters were rejected, but even many reporters from professional film magazines and media failed to get the opportunity to interview Xiao Yao.

Xiao Yao's agent, Fang Yiran, said that Xiao Yao was going to be a guest performer at his girlfriend's concert, and he was busy rehearsing recently, so he didn't have time for an interview!

"What? I just made a blockbuster animated movie with both box office and word-of-mouth. Even the movie is still in theaters, so Xiao Yao went to play music again, or to be a guest at the concert?" After hearing the news, Many media reporters were speechless towards Xiao Yao.

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