The Greatest Showman

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In the second week of June, the North American summer season is still very lively. Two heavyweight sequels are ushered in this week, "Dragon and Tiger Boys 2" and "How to Train Your Dragon 2". The excellent results of the double harvest at the box office, the sequel can be said to be well-received.

The last "Dragon Tiger Youth Team" was released in 2012. At the beginning, with an investment of 42 million US dollars, it obtained a good box office of 138 million in North America and 200 million in the world. Sony Columbia Pictures once again Seeing the prospect of the series of films, the shooting of the sequel was officially confirmed immediately.

The last "How to Train Your Dragon" was in 2014. This word-of-mouth work reversed the steady trend of DreamWorks in recent years. After "Kung Fu Panda", it once again won a lot of applause, when the Oscar narrowly lost "Toy Story 3". ”, which also made countless industry insiders express their embarrassment; the box office performance was slightly lower than expected, and the production cost was as high as 165 million, while the revenue figures of 200 million in North America and 490 million in the world were not amazing, but the pie. Ramon and DreamWorks decided to make a sequel anyway.

The two sequels returned to the market at intervals of two and four years respectively. It can be directly seen that there is an obvious gap between the production cycle of animated films and live-action films. Among them, "How to Train Your Dragon 2" has experienced the turmoil of DreamWorks - leaving Paramount and switching to Twentieth Century Fox's move to switch sides has also added more uncertainty to its publicity and distribution efforts.

After the official schedule was officially finalized, all major mainstream media have cast their attention. This is undoubtedly one of the most competitive and closest weekends in the summer vacation this year.

On the one hand, there is a "shit/urine/fart" comedy that has gradually stabilized in the market in recent years. Before 2012, it chose the off-season in March for its premiere, but it still achieved an excellent opening weekend data of 36 million, and the sequel came to Popcorn. In the summer season of Yunji, the box office prospects are optimistic and higher, and it has the driving force to break out the movie viewing frenzy.

On one side are the animated films that have always had a place in the summer season. In this year when Pixar is absent, DreamWorks’ competitiveness has undoubtedly skyrocketed. However, under the cover of excellent word of mouth, the box office of the previous film was only 43 million in the opening weekend. Being able to fully detonate also adds more suspense to the sequel's box office.

Victory is unpredictable!

"How to Train Your Dragon 2" took the lead with its grand premiere at Universal Orlando on Tuesday, and Twentieth Century Fox struck a deal with Universal to host a premiere party at Universal Studios, drawing on Disney's experience , the animation premiere has evolved into a carnival feast, a national carnival.

On Wednesday, "Dragon Tiger Junior Team 2" followed up at the regency-village theater in Los Angeles. Sony Columbia Pictures ingeniously set up a series of interactions at various attractions in the city, forming an interaction similar to the Olympic torch relay. The crowd in midsummer is fully mobilized.

Although both works avoided the Chinese/Chinese Theater in Los Angeles, the popular premiere venue, the careful planning and arrangement of the premiere shows the dedication of the publicity and distribution department.

From the perspective of theme style and market positioning, there is no overlap between "Dragon Tiger Youth Team 2" and "How to Train Your Dragon 2", and there is no need to worry about the pin-point-to-Mai Mang-style duel, which is also the reason why the two film companies did not adjust the schedule; However, it is inevitable to face the problem of audience diversion when it is released at the same time——

"If I only want to watch one movie on Saturday night, which one should I choose?" "Only two hours on Sunday afternoon, which one should I choose?"

With choices like these, the audience must still make a decision.

What's more, in addition to the head-to-head contest between the two premiere works, they will also face the oppression of "Interstellar" in the next week, and now they need to add another "Fault in Star Fortune", and the momentum is weakening. However, the "Sleeping Curse" that cannot be ignored means that the competition is more intense than expected.

After all, market capacity is limited.

Soon, Sony Columbia Pictures and Twentieth Century Fox started shaking their heads—not because of a lack of confidence in their work or because the first press reviews were unsatisfactory, but because the "Renly Effect" was too much Strong, the word-of-mouth stamina of "Interstellar Crossing" gradually burst into energy, stealing all eyes.

According to official data from Google and Twitter, the topics of "Dragon Tiger Team 2" and "How to Train Your Dragon 2" both entered the top ten of the global trending list.

"Dragon Tiger Team 2" is slightly ahead, mainly due to the unique advantages of live-action movies - the gags of Channing Tatum and Jonah Hill on social networks, coupled with the gang of bad boys Booing, the interactive effect has created countless topics, and the participation rate of netizens has also been significantly improved.

"How to Train Your Dragon 2" relied on trailers and tidbits to attract family audiences step by step, but the successful premiere of Universal Orlando still created a lot of talk, especially the entire phalanx of actors all dressed up Dressing up as a dragon in the cartoon has even detonated the focus.

But... the number of topics discussed in "Dragon Tiger Youth Team 2" and "How to Train Your Dragon 2" is superimposed, and the popularity is still not as good as that of "Interstellar", and the scary thing is that the number gap has more than doubled, " The lead of "Interstellar" is too fierce, and even people can't breed resistance.

At the same time, the discussion of "The Fault in the Stars" has also soared into the top ten of the global trend list, temporarily behind the two works that premiered this week.

Everything made the box office battle in the second week of June into a white-hot stage, and even insiders from the six major film companies exclaimed: Arena!

This is the real personal contest where the bayonet sees red! No one can easily predict the box office results, and even the winners and losers between them are difficult to predict accurately.

The premiere ended, and word of mouth took the lead in unveiling the curtain.

"Dragon Tiger Youth Team 2", 71 points in the media comprehensive review, 84% on Rotten Tomatoes, 7.3% on the mass media, 77% on the popcorn index, and a theater score of "a" -".

"How to Train Your Dragon 2" scored 76 points in the media comprehensive review, 92% on Rotten Tomatoes, 7.9% on the mass media, 89% on the Popcorn Index, and an "a" in theaters .

Brief summary?

The word of mouth is full!

From the perspective of commercial films, both "Dragon Tiger Team 2" and "How to Train Your Dragon 2" ushered in a frenzy of praise! In one fell swoop, the overall quality of the 2014 summer program has been pushed to a whole new level!

Especially "How to Train Your Dragon 2", the overall reputation has surpassed "Captain America 2" and "X-Men: Reverse the Future", and is completely on a par with the current summer season's word-of-mouth champion "Interstellar". Among them, the media comprehensive review and mass media are slightly inferior, but the Rotten Tomatoes Fresh Index, Popcorn Index and theater scores are slightly better, which also means that the box office market has shown a stronger driving force, and many media directly believe that it is Will be a contender for Best Animated Oscar this year -- especially with Pixar's confirmed absence this year.

Full blast!

It is a prosperous world! Absolutely called the prosperous world!

All film critics and people in the industry have stood up and applauded collectively. Can they expect a more exciting summer vacation than this——

I have seen a lot of confrontations in popcorn visual effects blockbusters, but the four word-of-mouth works have a head-to-head confrontation in the summer vacation. The style of the file is more like the regular routine of the awards season. The only difference is that this time, instead of watching the academy judges vote for the little golden man, the general public votes with their wallets. In the hot summer, who can win the market? Favor?

But what is even more interesting is that all the four current word-of-mouth works are not popcorn works in the traditional sense, which also makes the market trend even more unpredictable.

Stimulate!

This is simply too exciting! People in the industry can't hold back their urge to scream! Judging from the comprehensive media reviews, "Interstellar" scored 79 points, "How to Train Your Dragon 2" scored 76 points, "Dragon Tiger Youth Team 2" scored 71 points, and "Star Fortune" scored 69 points. It's the fault of the "Huashan", which can definitely be called the peak duel of "Huashan Lunjian" in the summer vacation.

Who could have predicted that?

All the media couldn't help but start rubbing their hands. At this moment, the real frenzy of the 2014 summer season has just begun, and the excitement and excitement of the industry insiders are even crazier than the audience.

Streets and alleys, Burbank studios, film companies, the five major trade unions, after dinner, street encounters, business talks... No matter what the occasion, there is always a joke in the chat, "This week's box office competition is really hot", even if I There is no point of view, and there is no exception to cast attention.

From the midnight show on Friday to the single-day box office on Friday, from the crowd surge on Saturday to the pre-sale box office figures on Sunday, all of them have become first-hand reporting materials, the simplest and most direct The topic is, "Which movie do you choose?" The concerted efforts of the four works easily detonated the enthusiasm of the market——

The prime-time viewing on Saturday has not yet ended, and the exhibitor relationship has been announced in advance. The highest single-week box office figure in 2014, which was just created last week, was refreshed again this week, and it was easy to break through before the Sunday box office battle started. For the record, such a strong performance made all the major film companies smile:

This is a win-win!

When all audiences actively flock to the cinema, this also means that all films have a chance, except for the four focus works, other films are no exception - just like Huashan Lunjian, the masses of melon eaters other than top masters They can also join in the fun, regardless of whether they have the strength or not.

What's more, the box office market potential of "Captain America 2", "X-Men: Days of Future Past", "Neighbors War" and so on is far from being tapped, isn't it?

Such a hot market reaction is reminiscent of the summer file two years ago: "The Hunger Games", "Avengers", "Edge of Tomorrow" and "Batman: The Rise of the Dark Knight" joined forces, which detonated mightily. In the frenzy of the summer, the classic moments emerged one after another, leaving the audience in amazement.

Now, it's reproduced again.

And then... the box office numbers came out.

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