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Original title: The Disappearing May 1st Gear: The first-day pre-sale box office is only 50,000, and Enlight Pictures is betting on youth films once more
Source: Times Finance
In 2022, there will be no May 1st gear.
Before and following the epidemic, the scenery and bleakness of the cinema formed a wonderful and strong contrast on April 24.
The professional version of Maoyan showed that the cumulative box office of the film was 12.7242 million yuan on that day, of which “Fantastic Beasts: Dumbledore” led with 2.5196 million yuan, with an attendance rate of 1.5%.
The same day 3 years ago (2019) coincided with the release of “Avengers 4: Endgame”. The cumulative box office on that day was regarding 545 million yuan, of which “Reunion 4” won regarding 538 million yuan at the box office, with an attendance rate of 34.7 million. %, which can be described as a double crush of attendance and box office.
When communicating with practitioners in the film industry, Times Finance found that “miserable” is a word that is often mentioned. After the 180-day suspension of theaters in 2020, the 2022 Qingming file set a record for the lowest box office in 10 years.
According to Tuopu research data, affected by the epidemic, since March 21 this year, the operating rate of movie theaters across the country has been hovering around 50%. Many “ticket warehouse” cities have closed movie theaters, and movie theaters in many places are facing a crisis of closure.
The delayed release of the film has also had an impact on the distributor. Among the films withdrawn this time on May 1st, the producers involved Wanda Pictures, Alibaba Pictures, iQiyi Pictures, Youku, etc., which made the long video platform that is “lack of money” even worse.
The pre-sale box office on the first day is only 50,000 yuan
The Qingming movie file at the beginning of the month, “Life Events” and “You Are My Spring” and other 8 domestic movies were all withdrawn. From April 3 to April 5, the national box office revenue of 122 million yuan, compared with 820 million yuan in the same period last year , down 85% year-on-year, setting the lowest box office value in the past 10 years in the same period outside 2020 (the theater will not be open for the Qingming holiday in 2020).
After the Qingming Festival when the film was withdrawn and the box office was sluggish, Wuyi Gear, which had not seen any improvement, became the sword of Damocles hanging over the filmmaker’s head.
On April 18, the sword fell, and “Pig Man Movie Ocean Diary” became the first film to withdraw from the May 1st gear. Afterwards, “Hello, Brother”, “Prosecutors”, “Keep You Safe”, “Hello, Beijing”, and “Meet You” were successively withdrawn.
“The May 1st stall is very miserable. Like the Qingming stall, all the good movies have been withdrawn.” A theater chain manager told Times Finance: “At present, the situation this year is worse than last year.”
As of April 25, there are only 4 new films left in the May 1st film, including “I Really Hate Long-distance Relationships”, “Bad League”, “The Little Mermaid’s Fantastic Adventure” and “Fight, Mom”. Among them, animation and live action 2 movies each. “Stupid Bird Adventure” and “As Long as You Live Better Than Me” are two re-screenings, and there is no news that the films that have been withdrawn from the Qingming archives have been set for May 1st.
In addition, following the documentary “Captain Everest” was announced to be released on May 1st, a film projection boss praised the film and the cinema in the circle of friends. This also reflects the current dilemma of the cinema. Any new film, even if it is just Pointing to the point, it is a long drought and a good rain.
The professional version of Maoyan showed that as of 16:00 on April 25, the pre-sale box office of the first day of May 1 had just exceeded 50,000 yuan, of which “I Really Hate Long-distance Relationship” contributed more than half of the box office.
Compared with the same period last year and the Spring Festival this year, the single-digit pre-sale performance of the May 1st gear appears to be too far behind. According to the data of Maoyan Professional Edition, the box office of the Spring Festival file in 2022 is 6.036 billion yuan, ranking second in the box office of the Spring Festival file in Chinese film history.
Wanda, iQiyi retreat, Guangguang, Poly “betting”
The May 1st holiday is one of the golden times of the year, but when half of the country’s theaters are suspended and pre-sale is not ideal, many films have chosen to withdraw their files.
Among the withdrawn films, the film “Hello, Brother” is undoubtedly one of the potential dark horses. The film’s main creators are composed of the common lineup of Happy Twists – Ma Li, Chang Yuan, and Wei Xiang. The producers include Wanda Film and Television, Mokexing Pictures , Cat’s Eye Entertainment, etc.
Previously, “This Killer Is Not Too Calm” starring Ma Li, Wei Xiang and others has become a dark horse in the 2022 Spring Festival. If the results are withdrawn, it may cause losses to the producers including Wanda.
“The Procuratorate” starred Huang Jingyu, Bai Baihe, etc., and the producers included the Supreme People’s Procuratorate Film and Television,Wentou Holdingspattern images, etc.; “Meet You” is produced by iQIYI Pictures and Xiamen Hengye Pictures; “Keep You Safe” is produced by Maoyan Culture, Ali Pictures, etc.; “Pig Man Movie Ocean Diary” The producers include Youku, Guangdong Yongsheng Animation, etc.
The withdrawal of “Meet You” and “Pig Man Movie Ocean Diary” is undoubtedly a missed opportunity for iQiyi and Youku, which are currently opening up and reducing expenditure.
The film distribution of a well-known film company in the industry told Times Finance: “The epidemic has a great impact on the film industry.” She said that many companies have cut or suspended wages. “Whether the film industry can bounce back ultimately depends on whether there is good content, and now it seems that there is a lack of quality content.”
Among the films that stick to the May 1st grade, “I Really Hate Long-distance Relationships” is currently the best in pre-sale. The film is produced by Enlight Pictures. While it emphasizes advancing and retreating with theaters, it also has commercial considerations.
Although its Douban score was only 2.8, its box office was close to 200 million yuan, which was released on February 14 this year. In the case of the withdrawal of other films in Wuyi, “I Really Hate Long-distance Relationship”, as the only live-action film, may be divided into cakes by virtue of “rareness”.
In addition, the film was originally scheduled to be released on May 20 this year. Not only did it hit the same type of movie “Secret Love: Orange Born in Huainan”, but the male protagonists of the two films were also Xin Yunlai. Rather than delaying it by 20 days and competing with similar films with uncertainty over whether theaters will resume, bet on a May 1st gear or better. Starring Tan Zhuo, Tian Yu, etc., and produced by Poly Films, “Fight, Mom”, which is retrograde and airborne in May 1st gear, seems to have this consideration as well.
Light vs. chasing light, “fairy” fights in summer
Compared with the bleak May 1st file, the summer file is expected to become a life-saving straw for the theater.
recently,Light MediaIt was mentioned in the financial report that its national comic film “Deep Sea” has been submitted for review. The film and “Journey to the West: The Return of the Great Sage” were both directed by Tian Xiaopeng, who won a box office of 956 million yuan in 2015. Douban score For 8.3, word-of-mouth box office double harvest. The “Deep Sea” supported by the same team has also attracted much attention. According to the progress, it may be expected to land in the summer file.
Khorgos Color Bar House Pictures, a subsidiary of Enlight Media, has released many well-received and popular animation films in recent years. “Nezha: The Demon Boy Comes to the World” won a box office of 5.035 billion yuan, and “Jiang Ziya”, which landed on the National Day file in 2020, also A total of 1.603 billion yuan at the box office.
Light-chasing animation, which competes with it in the field of mythology, launched “New God List Yang Jian” and announced that it will be scheduled for July this year. In recent years, the company has successively launched three films, “White Snake: The Origin”, “New God List: The Rebirth of Nezha” and “White Snake 2: The Robbery of the Green Snake”, which received 449 million yuan, 456 million yuan and 580 million yuan at the box office respectively.
Movies such as “Major Events in Life”, “The Detective War”, “You Are My Spring”, and “Prosecutors” that were previously withdrawn from the Qingming Festival and May 1st may also flow to the summer and eleventh files. Among the imported films, “Doctor Strange 2: How Far Into Crazy”, “Thor 4: Love and Thunder”, and “Jurassic World 3” were all released in the summer, and are also expected to be introduced to the mainland.
The manager of the above-mentioned chain theaters also put their hopes on the summer vacation. He told Times Finance: “From the current situation, the theaters have nothing to do. We can only hope that the summer vacation from July-August this year will resume and gain more than last year. Higher box office in the same period.”
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Responsible editor: Zhang Yi
