The Director of Music Department

Text 1020. Potential overdraft in advance

How should I put it, the box office trend of movies is sometimes really amazing.

And the market capacity is actually quite amazing.

Once upon "Wolf Warrior 2", who would have imagined that the market capacity would be so large?

Who would have imagined that it could suddenly increase the box office of the first movie to 50+?

One must know that year and month, the one billion box office was very impressive!

Similarly, "Hello, Li Huanying", this is really not a big production. If you want to say how awesome this movie is, it really doesn't count.

It can only be said to be a very good movie, but in the end, it was just such a drama, and the main focus was also a family drama, but it turned out to be a big hit.

Therefore, the box office really depends on the right time, place and people.

Therefore, big data is indeed very good, and it can indeed predict some things, but it can never determine the market.

In other words, no one dares to say that the market can be predicted.

For example, "Kung Fu", the first week is awesome, right? In the first three days, it almost broke 1 billion. In the first week, the box office was nearly 2 billion. Is it enough?

And word of mouth is also very good, almost one-sided praise.

But starting from the second week, the box office of "Kung Fu" dropped a bit.

Under normal circumstances, a well-received and well-received movie like "Kung Fu" tends to have a relatively stable box office trend.

Ahri Media and Future Star Media even expected the box office of "Kung Fu" to be 4 billion!

But in the end, the next week, "Kung Fu" only reported 600 million at the box office for the whole week.

Although there are more than two billion in total, it is almost impossible to reach 4 billion.

Because the drop directly exceeds 60%, such a drop is obviously abnormal.

In fact, the reason is very simple. In the early stage of publicity, big data is indeed powerful, and it is done very well. But also, because of the power of big data, because too many publicity resources are given, it can be said that it is almost bombardment.

So, the box office potential is pre-funded in the first week, or even the first three days.

Usually, when a movie is released, it basically follows this process.

Announcement, a part of the target audience, received the information that the movie will be released, and paid attention to the movie.

Then, these target audiences will be the first people to buy tickets to watch movies.

But because of the announcement, it is impossible to really cover everything, so the first batch of people who bought tickets to watch the movie absolutely cannot be all potential targets.

Afterwards, the first batch of viewers ended the first wave of viewing, and word of mouth came out.

Through word of mouth, another part, who was hesitant, or people who didn't know the movie, was amwayed.

Or spread through media reports, film critics, audiences, etc.

Then these audiences who had not been advertised in place began to walk into the theater and became the second group of audiences who bought tickets.

For some phenomenal movies, there will be a third wave of diffusion. Those who were not potential target audiences, because the movie has become a phenomenon movie, then at this time, they will also join the crowd to watch movies among.

That said, most of the time, the movie is basically these three phases.

Of course, movies that can go through these three stages will directly explode at the box office without exception.

Generally speaking, movies that can complete the first step have the highest proportion.

For this reason, the box office in the early stage of the release is the highest. After that, it is necessary to see whether the audience of this movie is broad enough, or whether the publicity is enough, or whether the reputation of the movie is good enough to attract those who are hesitant. people.

Obviously, a movie that takes the first step is usually pretty good.

Under normal circumstances, the second step is actually more critical than the first step in many cases.

Because in the first step, everyone has never seen the movie, so they all watch the promotion, watch the cast, and see if the genre is their favorite movie.

At this time, they have no reference, and they don't know the specific situation of the movie.

Like those fan-oriented movies in the previous life, it is basically difficult to complete the first step, and usually it is directly cold.

Drive high and go low, we are talking about movies for fans.

Of course, movies are an investment with high risks, so most of the time, everyone hopes to get their money in the bag as soon as possible.

Fans told the movie that in the first three days of its release, it can be said that people block people and kill people, and Buddhas block people and kill Buddhas.

For example, "Tiny Times", such as "Twilight", these kinds of movies can be regarded as fan-oriented movies.

Therefore, they are often able to explode and explode three days before the release.

But the back, the back is gone.

Because fans swear by movies, most rarely have a good reputation.

So, of course, don't expect a follow-up.

And "Kung Fu" is certainly not a movie for fans, but such a movie actually has limitations.

Empathy is something, why can "Hello, Li Huanying" get such a high box office?

Because the filming of family love is indeed very empathetic!

But what about "Kung Fu"?

This movie, to put it bluntly, is actually a popcorn movie.

Don't look at so many people's various interpretations and analysis of this movie.

But in fact, this is a popcorn movie.

Well, this is a comedy movie, and as we all know, comedy movies, basically, have their own commercial elements.

So, if you expect to see this movie, how much emotion you will have, forget it.

Such a movie may make you laugh out loud, but it will never make you cry.

Therefore, "Kung Fu" itself does not have the ability to kill and kill.

It's not that the movie is not good, but the subject matter and audience restrictions.

To put it simply, big data is indeed easy to use, coupled with a large number of publicity resources, the result is that the publicity of "Kung Fu" is very good.

This is certainly not a bad thing.

But for movies, you can't expect to say that the front has exploded, and you want to take a long line later.

After all, although you can have both fish and bear's paws, you can't pinch a person's neck and feed him, right?

Therefore, "Kung Fu" does not take an unusual path, basically the first step and the second step are carried out directly at the same time.

Then, the box office potential of the target audience was directly emptied, and the result is self-evident.

As for the third wave of audiences, "Kung Fu" is not really the kind of movie that is suitable for all ages.

For young people, this is of course an excellent movie, but for those who don't like this genre, they may think it's too noisy and illogical.

In addition, "Kung Fu" has not risen to the level of phenomena.

As a result, the follow-up box office was naturally a little weak.

But for now, "Kung Fu" seems to have been said to be very successful.

At least, whether the big data film strategy will be successful is another matter, but big data's help in publicity has indeed moved many film companies.

Therefore, Ali Media, Future Star Media, and Huaxin are actually beneficiaries.

Because Huaxin relies on ECCOM, in fact, the so-called big data announcement is no stranger.

Ahri and Future Star can do it, and of course ECCOM can do it too.

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