On Saturday, September 9, the broader market was 182 million
Tomorrow's National Film (incomplete arrangement) statistics:
# eighth suspect #29.2%, 87.99 million, a total of 89.42 million on the first day;
#Oppenheimer #8.6%, 31.71 million, 318 million on the 11th;
#All-or-nothing #13.5%, 22.77 million, 33-day cumulative 3.726 billion;
#Fengshen Part 1 #4.9%, 9.28 million, 52 days cumulative 2.563 billion;
#Worth the trip#16.0%, 9.24 million on the first day;
#Sangui love history #11.1%, 2.86 million on the first day; #Xuedad #4.8%, 8.23 million, 579 million on the 23rd;#Chang'an 30,000 li#0.8%, 1.8 million, 1.810 billion in 64 days;
#巨齿鲨2: Abyss #0.9%, 1.1 million, 37-day cumulative 843 million;
#I went through the storm #1.8%, 1.06 million, 172 million on the 24th;
#Yong'an Town Story Collection #2.7%, 610,000, 2-day cumulative 1.86 million;
On September 9, 2022, the national film total schedule ended at 20:00 p.m. about (387851) screenings, a decrease of (64542) from yesterday.
The films with the highest rankings are:
The eighth suspect (113483), worthy of the trip (62313), desperate (52473), Sangui love history (43249), Oppenheimer (33666), Fengshen Part 1 (19190), Xuedad (18871), Yong'an Town Story Collection (10710), I Pass Through the Storm (7092), Megalodon 2: The Abyss (3558)
The cities with the most screenings are:
Shanghai (3501), Chengdu (3381), Chongqing (3000), Beijing (2910), Shenzhen (2707), Guangzhou (2693), Hangzhou (2156), Suzhou (2031), Wuhan (1961), Zhengzhou (1959), Xi'an (1669), Nanjing (1616)
Three films together, the "99" file reappeared
The summer season is over, and the market is back to flat.
However, Rhino Jun found that he was obviously in the cold season, and the ordinary Saturday on September 9 was crowded, and three key films were squeezed in in one breath.
The crime film "The Eighth Suspect" starring Dapeng, Lin Jiadong and Zhang Songwen, the feature film "It's Worth the Trip" starring Hu Ge and Wu Lei, and the fantasy romance film "Three Noble Love History" that gathers actors such as Hu Xianxu, Yao Chen, Zhou Ye and so on. Looking at the starring role alone, no matter which of the three films is very handy, and in terms of projects, the volume of the three films is also larger than the "Yong'an Town Story Collection" released the day before.
Obviously occupying a dominant position, why are these three films fancy the "not salty and not light" schedule of September 9?
One day limited "99 档"
The last film released on September 9 that aroused the wave was back to the "Accompany You for a Long, Long Time" in 2021.
This small-cost love film from Taiwan, China, has no lineup, no heat, and even a sparse reputation, but it relies on precise ritual marketing to stand out from the market.
The film's publicity team discovered the two "long" characters in the title as the core words of publicity, borrowed the homophone number "99" as the release time, and then matched the marketing selling point of "2199 represents loving you for a long time", which was full of ritual.
Therefore, although "Accompany You for a Long, Long Time" was selected to open at 19 o'clock on September 9, on the Thursday working day when the market was the most sluggish, and there was only 5 hours of release time, it successfully leveraged 38.21 million box office results, airborne the box office crown on the same day.
Boosted by this film, the single-day market on September 9, 2021 rose by more than 140% month-on-month from the previous day, becoming the best daily box office performance in more than a month of that year. In the end, the film also became one of the few counterattack little dark horses in 2021 with a box office score of 92.573 million.
The birth of "Accompany You for a Long, Long Time" not only created the counterattack miracle of this three-nil love film, but also raised the "99 file" into the artificial schedule, which was paid attention to by more filmmakers.
In fact, regardless of the success story of "Stay With You for a Long, Long Time", September 9 can indeed be included in the list of incremental dates worth exploring. September was originally a transitional break between the summer and National Day holidays, and there may be an additional three-day Mid-Autumn Festival holiday at this time in previous years. It is precisely because of this that the market capacity in September is extremely limited on weekdays in September, which is in the middle of the two major and one small three schedules.
September 9 is located in the middle and front of the month, and it is the day with the strongest sense of ceremony in the middle of the entire September period, looking for market increments and pushing "99 gears" to the front of the stage.
The cold schedule picks up, starting from the artificial schedule
Last year's many force majeure made the freshman "99 files" unable to continue to write 21 years of wonderful. However, this year, it has created a unique market environment for "99 gears".
First, this year is the year of recovery of the film market, a large number of backlog projects from previous years have been launched this year, and the above-expected performance of the summer file has injected confidence into the entire industry.
Second, because this year's Mid-Autumn Festival stall is connected to the National Day stall, it means that the cold stall in September will have a relatively longer period. Although it is not conducive to the play of slightly larger projects, it is very beneficial to small and medium-sized films. And the "99 gears" with a sense of ritual increment are artificial schedules that should not be missed.
Counting the three new films that are about to be released, some films have also gone to great lengths to rub this sense of ritual.
The fantasy romance film "Three Noble Love History" is the first of the three new films to be announced to be set for September 9. Whether from the perspective of film type or publicity action, it takes the route of accurately reproducing "Accompany You for a Long, Long Time".
As early as the red carpet of the film festival a few days later, the main creators of "Three Noble Love History" specially wore the "99" creative accessories representing the schedule to appear, and took photos with the "True Love 99" gesture, echoing the schedule on September 9.
After entering the intensive publicity stage, "The History of Three Noble Love" also raised the slogan of "one kiss is determined, love for a long time", strengthening the love temperament of the film and the high degree of consistency with the schedule.
The front and back feet of the two films "It's Not Worth the Trip" and "The Eighth Suspect" are also quite ingenious. Although the genres are completely different, the two films can be described as overlapping.
Both are not only outstanding films shortlisted for the Golden Goblet Award competition at this year's Shanghai Film Festival, starring Hu Ge and Dapeng have also become the "double yellow egg" actors of this year's Shanghai Film Festival, and even the supporting cast in the film has also appeared Qi Xi's figure.
Among them, "It's Not Worth the Trip" chose the schedule of September 9 more from the perspective of schedule capacity and film tonality. The film mainly tells the story of an ordinary screenwriter played by Hu Ge who turns careers to write eulogies for a living, and completes self-reconciliation in encounters with all kinds of ordinary people.
The strong authorship determines that the film has very limited market prospects even if it has well-known actors, but on the other hand, the warmth and companionship keywords in the core of the film also cut to the schedule attribute of "99 files", and finally turned into the eight words "long companionship, long time forgetting" in the poster.
In comparison, "The Eighth Suspect" starring Dapeng may really choose this day to be released just to compete on the same day as "It's Not Worth the Trip".
"The Eighth Suspect" is adapted from the largest armed banknote robbery since the founding of the People's Republic of China. Although as a crime movie, the film leaves more ink to the 21-year experience of the perpetrator played by Dapeng absconding, which is closer to an ordinary drama in genre. But there is a selection of topics, which is still far more commercial than the other two films on the same day.
Just looking at the tone of the film, "The Eighth Suspect" has almost no overlap with "99 files", and the film did not forcibly create topics related to the schedule ceremony in the pre-screening publicity stage. Compared with the schedule itself, the new film of the double actor of this year's Shanghai Film Festival was released on the same day, which is obviously more gimmicky.
Of course, in general, the greater commonality in these three films comes from the film itself. Well-known actors starred, passed the pre-verbal reputation in the early stage, and the volume was relatively limited... For such projects, the appeal of popular schedules such as summer and National Day will be seriously reduced, and it is limited and risky to put in ordinary cold stalls, and the artificial schedule of "99 gears" is not too big or small.
("The History of Three Noble Loves" and "It's Not Worth the Trip" also planned a special ceremony on the release side)
Unfortunately, compared with the bright pre-screening popularity and market performance of "Pearl Jade" "Accompany You for a Long Time", these three films have thought of a good way but failed to pry the heat, as of September 6, I want to see the best performing "The Eighth Suspect" cat and Taojiu want to watch 37W+, "It's Not Worth the Trip" and "Three Precious Love History" are only 19W+ and 6W+ respectively.
As of 19 o'clock on September 6, the best of the three new films, "The Eighth Suspect", had a total pre-sale box office of less than 7 million, and the combined pre-sale box office of the three films on the first day was less than 10 million yuan.
Considering that only a smaller literary film "Yong'an Town Stories" will be released this Friday, wasting a precious Friday to Saturday is not necessarily a good thing from the actual results.
But from the perspective of the industry, the fact that these films can actively choose "99" for release is a positive move in itself.
Since the epidemic in 2020, due to force majeure events that may impact the film market at any time, more and more films have chosen to seek advantages and avoid disadvantages, and concentrate on popular schedules. This has led to an increasingly uneven distribution of schedules in the film market, and serious polarization of the weekday and schedule markets.
For the market, the hot and cold schedule is the long-term vision of the industry. At the 6th China Film New Power Forum not long ago, director Ning Hao also spoke that the excessive concentration of the film schedule was "a bit of a waste of bullets".
Without the active attempts of these films, conservative films will only continue to blindly squeeze into the big schedule and hesitate in more weekdays.
Whatever the outcome, we should really be thankful for the small prosperity of this year's "99 gear".