The Spring Festival is approaching again. Compared with the somewhat shabby Lunar New Year festival, the Spring Festival in recent years has become more and more lively.
Since Ma Xiaogang started a new chapter in Mainland China’s Lunar New Year stalls, this most popular stall has finally begun to give way to the Spring Festival stalls after more than ten years.
After all, there is no holiday during the Lunar New Year period except for a three-day holiday on New Year's Day. At most, Christmas Eve is equivalent to a holiday.
Without holidays, the name Lunar New Year is no longer worthy of its name with the emergence of the Spring Festival.
Chinese people celebrate the Spring Festival and celebrate the New Year early.
It's too close to the Spring Festival. There is a seven-day Spring Festival holiday. Many people take time off and have a longer rest.
Moreover, the whole country is on holiday and families are together, so basically all viewers have time to watch movies.
In addition, the Spring Festival is also the time of year when people are most willing to spend money. Movie tickets that usually cost more than 30 yuan are not so expensive during the New Year.
There is another reason. Most of the big-selling movies now are comedies. Even if they are not comedies, they are relatively positive and suitable for all ages. This kind of movie is also more suitable for release during the Spring Festival.
They all gather together during the Spring Festival holiday, so the Lunar New Year holiday is naturally much darker.
This year's Spring Festival stalls include the animated film "The Devil Boy of Nezha", Han Han's new work "Flying Life", Cheng Long's "Detective Pu Songling", Donnie Yen's "Ip Man 4", Spring Festival regulars "Xiong"
"Infestation: The Primitive Era" and the Hong Kong film "Integrity" are also considered to have a strong lineup.
Han Han's previous movies have a good reputation, "Riding the Wind and Waves" has exceeded 1 billion. Although this new movie is an unpopular racing type, it stars Shen Teng and is also a big hit.
Needless to say, "Ip Man 4", although the third part was involved in a fraud incident, this series is still relatively strong, and the box office is also the ceiling of domestic action movies.
Moreover, this is also the final chapter. The previous trailer showed Ip Man in his later years fighting alone in the U.S. Marine Corps.
The filming of the third part of "Ip Man" was very average. It was about a real estate developer. This time it went to the United States, and the base was still in a military camp. The audience's emotions were aroused before they even watched it, and they were eager to see Ip Man.
Massacre in the American military camp.
"Detective Pu Songling" stars Cheng Long. Cheng Long's films are basically there. Moreover, although the costumes are changed this time, it is still a comedy.
When the distributor promoted it externally, it said it was the first costumed detective fantasy comedy. At a previous internal screening, some film critics put "Detective Pu Songling" and "Detective Chinatown" together.
A detective, a detective, they are all comedies, they were forced together.
Coupled with the praise of the navy, some viewers thought it was a costume version of a detective comedy.
Cheng Long and Pu Songling are also well-known figures to the public, and the movie popularity is not small.
Needless to say, "Bear Bears", no matter how many blockbusters are released, children alone can earn at least 500-600 million at the box office.
"Integrity" looks like cannon fodder at first glance. Except for a very small number of Hong Kong film lovers, no one cares about it at all.
"Nezha: The Devil Boy Comes into the World" is also an animated movie, and it is Nezha, a familiar mythical character. It is also naturally suitable for the Spring Festival, and can be watched by families with their children.
The "Journey to the West: The Return of the Great Sage" in the past few years has proved that there is not no market for Chinese comics.
Except for the cannon fodder "Integrity", several movies basically have great potential.
There are four billion-level movies, plus "Bear Bears" with a guaranteed price of 500-600 million. Although there is no super hit movie, this Spring Festival movie is still very popular.
The lack of super hit movies also means competition has intensified. Everyone wants to take advantage of the lack of blockbusters like "Operation Red Sea" and "Mermaid" to win the Spring Festival box office championship.
Han Han is still cooperating with Bernard in "Flying Life". Yu Dong, who just won the Spring Festival box office championship last year and has many commercial blockbusters with main theme themes, is full of confidence and wants to win again.
"Ip Man 4" is controlled by Penguin. Although it is a niche action film, it is the final chapter of the series and involves going to the American military camp to kill Americans. Chen Wu also wants to make a difference, and his expectations are high.
The propaganda campaign is also not small, and it still focuses on patriotism.
Ever since "Wolf Warrior 2" sold 5 billion in sales, patriotism seems to have become a code for wealth. As long as it is touched a little, the filmmakers will work hard to get higher.
"Detective Pu Songling" was invested and distributed by iQiyi. Seeing the two giants Ahri and Penguin flourishing in the film industry, another Internet giant Baidu is also very jealous.
However, Baidu is getting worse and worse, and without the support of a ticket purchasing platform, Baidu Nuomi was killed by Li Qian and others a few years ago.
This is considered the first time he has made a big move into the film industry, and coupled with Cheng Long's comedy, it is also very ambitious.
"Nezha: The Devil Boy Comes to the World" was published by Li Qian, and he also invested part of it.
The director is a very commercial person, at least you can see it clearly in this movie.
The story itself is a bit heavy. A child who has been misunderstood since he was a child has gone through so many things, his parents have no time to be around, and the people in the city regard him as a monster.
In order to make the movie entertaining and keep the audience in a happy mood while watching the movie, the director added a bunch of jokes such as farting, strong men being sissy, and taking out weapons from their crotches, etc.
It has the feel of a nonsensical movie, and actually draws on a lot of Hong Kong movies.
For example, Ao Bing's fighting style is free and light, and like Huang Feihong, he has a master's style.
Nezha is just like Guijiaoqi, wild and hot-blooded, pursuing and fighting fiercely.
Although there are many shortcomings, Li Qian is still very optimistic about this movie. After all, an animated movie suitable for children, teenagers and adults, it will definitely not be bad during the Spring Festival.
But it is an animated film after all. Even if "Journey to the West: The Return of the Monkey King" sells over one billion dollars, the reputation of domestic animated films is indeed average.
The seven-day Spring Festival holiday is the key point. You must seize every day and give full play to the advantages of the holiday from the first day. There is no time to wait for word-of-mouth to ferment.
Spotlight is undoubtedly the best way.
With ten days left until the movie is released, large-scale screenings began across the country on Friday, Saturday, and Sunday.
It is very rare to have a movie screening before the Spring Festival. At this time, all industries are extremely busy, so only ghosts have time to watch movies.
Although the industry understands that Li Qian's purpose is nothing more than to get word of mouth fermented, but if it is screened before the festival, where will the audience come from?
The opponents in the Spring Festival stalls are worried and happy at the same time. The worrying thing is that since Li Qian is so confident about large-scale screening, he must have enough confidence in the screening.
Fortunately, even so, not many viewers will go to the cinema during this period.
However, after all, it is an animated film and a niche film, so there is nothing to worry about.
"Li Qian is really lost!"
Even Huang Zhongjun, who did not participate in the Spring Festival competition, couldn't help but feel happy for Li Qian's stupid move.
The audience is busy with work at the end of the year. At this time, the audience is the smallest. Without an audience, even a good reputation cannot be spread.
Even if word-of-mouth is booming, the Internet will start to enter a dull period at the end of the year.
And if Li Qian makes a mistake in judgment and the movie gets a mediocre reputation, that would be fun.
Just when the opponents were getting ready to watch the show, the first round of screenings of "Nezha: The Devil Boy Comes to the World" started at 6:15 on Friday evening.
The sales of screening tickets are indeed average. As you can see in real time on this ticket purchasing platform, even during prime time in the evening, the attendance rate is not very good.
"It's cold!" Someone nodded secretly.
By the time after eight o'clock, the first round of screening audiences had finished watching the screenings, and sporadic reviews began to appear online.
Most of them are positive, but the samples are too small and have little reference value.
Round after round of screenings passed, and until ten o'clock, many screenings had been shown across the country, and large-scale reviews appeared.
"Holy shit, I actually cried while watching this. This is the genuine new hope of Chinese comics. Finally, it is no longer a collection of false and empty Chinese styles, but begins to use myths and fables to create real "little people""
"The adaptation of Nezha is so beautiful. It is my favorite movie so far this year. The transformed Nezha is so handsome. The arrogant and cute Nezha also makes people feel distressed. Ao Bing is also so handsome.
Come on, I’m so disappointed with this couple!!!”
"My destiny is up to me and not up to God. Damn your life. Labor and management will not work overtime this year. If you like it, I will fire you!"
"The cute and cute Nezha has completely subverted my imagination, but it is actually inexplicably cute. There is also Taiyi, the real person, who speaks Trump. It is so funny that the children in the cinema couldn't stop laughing!
"
"Li Jing has a cold appearance and a tough mouth, just like my father. My mother played shuttlecock with Nezha, but after just playing for a while, there were monsters raging outside, so I had to kill the demons, and I could only leave Nezha alone.
at home.
This is simply the epitome of my childhood. My parents were busy working and had little time to spend with me. But now I want to understand that if they don’t work, they won’t have money to support the family. Being busy working has caused me to be rebellious since I was a child. I blame them.
They don’t have time to accompany me, it’s not that they don’t want to accompany me, it’s just that they are powerless.”
"My children like it very much and have watched it twice. Nezha is quite cute, but a bit ugly. When my son watched it for the second time, he kept asking me why this Nezha is so ugly and different from the one in the cartoon."
Most of them were positive reviews, which resulted in a significant increase in the movie's Sunday attendance. Although it was not as good as a month ago, it was already very good as the Spring Festival was approaching.
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Although there were many viewers who said they were embarrassed, they were still a minority, and most of the viewers were quite satisfied.
Moreover, audiences of all ages were very satisfied and gave positive reviews.
However, it did not attract the attention of the entire Internet audience, and the disadvantages were too obvious.
Before the holiday, animated movies have a natural disadvantage.
Word-of-mouth is there and it is fermenting, but the speed is very slow.
This made the opponents who were waiting to watch breathe a sigh of relief. Ever since "A Good Show" became a big hit and once again proved Li Qian's vision, there is still something inexplicable about the fact that a movie that Li Qian is optimistic about can be placed in such an important period of the Spring Festival.
of worry.
Now, my worries are relieved.
However, Li Qian is quite satisfied. At least the effect has been achieved, and pre-sales have also increased significantly.
Just as everyone was waiting for the Spring Festival to arrive, the day after the screening of "Nezha" ended, a video edited from the trailer came to life on the short video platform Douyin.
The main content of the video is about Nezha and Ao Bing, from having fun together when they first met, to arrogantly inviting Ao Bing to his birthday party, to the final antagonism.
This is nothing, but after the video was re-edited and the soundtrack was added, it looked a bit groggy.
It was this ridiculous short film that became popular on Douyin, and countless little girls yelled and yelled at the couple.
Then Weibo started to become popular.
It just became so inexplicable.
Industry insiders and opponents were all deceived, and so was Li Qian.
This is not a publicity method arranged by the company. Li Qian cannot do things like male-male CP. Even if it is for money, he will not arrange such publicity.
However, even if nothing was done, it still became popular.
"So many people like gai things in gai?"
Li Qian's mind started to get confused. Forget about the TV series, it was a real person or an adult man. Let the little girl fantasize.
Animated movies, imaginary characters, and Nezha is just a child!
Otherwise, everyone around him was quite normal, so Li Qian really suspected that something was wrong with him.
But no matter what he thought, it was indeed because of this that he became popular.
That video on the short video platform has been retweeted countless times, with different supporting characters, but without exception they are all gai and gai.
There are mostly girls on Weibo, not to mention.
There are even Taobao stores that have started taking reservations, and there are still a lot of people.
There is never a shortage of smart people in the world.
Li Qian decisively told the legal affairs department that when they start selling in two days, the lawyer's letter will be waiting for it and will be sent directly to Taobao.
Fortunately, the screening has ended, and there is no movie to watch. The popularity is limited, and it is only popular among a certain group of girls.
The Spring Festival is approaching day by day, and the pre-sales of several movies are also rising.
At midnight on the first day of the Lunar New Year, the first-day pre-sale of several movies was officially released.
The first-day pre-sales of "Nezha: The Devil Boy Comes to the World" reached 120 million, making it the only film released during the Spring Festival this year to have more than 100 million in first-day pre-sales.
This pre-sale, coupled with the previous word-of-mouth, began to give opponents an ominous premonition.
At nine o'clock in the morning on the first day of the Lunar New Year, countless audiences across the country began to drag their families into the cinema, and the box office of various movies also began to rise.
With the increase in box office, in this Internet age, audience feedback for each movie is also appearing online at any time, each with its own good and bad.
On the first day, "Nezha", which had pre-sales of 120 million yuan on the first day, earned a high box office of 270 million yuan.
The second-ranked "Flying Life" also received a box office of 240 million, chasing closely behind.
Both movies also have very good reputations, but the reputation of "Nezha" began to explode after a day of fermentation.
Not only fujoshi, not only children, but also adult viewers and male viewers who don’t care about Chinese comics are also attracted to the cinema.
On the second day of the Lunar New Year, the box office of "Flying Life" dropped by 30 million, while the single-day box office of "Nezha" exceeded 300 million.