Publicity and marketing weakens the film's word-of-mouth to determine the box office.

as the big screen New year war begins, the film market also begins to liven up.

as the big-screen New year war begins, the film market also begins to liven up. This Friday, three blockbuster films, the Legend of the Cat, the Blood of the Machine, and the Light of the City of Psychological Crime, were unveiled collectively. Judging from the current box office results, Blood of the Machine performed strongly on its first day, but under the influence of word-of-mouth, the Legend of the Devil Cat came from behind the next day and became the first of the three films to earn more than 100 million at the box office. Although the Light of the City of Psychological Crime has the support of popular actors, it is relatively weak under the influence of word-of-mouth. According to the analysis of the industry, although the ticket replacement war is hot nowadays, the impact of publicity marketing on the box office is gradually weakening, and the key to getting a good box office depends on the film's reputation.

< strong > Box Office: < / strong >

yesterday, the box office of" Legend of the Devil Cat "successfully exceeded 100 million yuan, becoming the fastest film to break 100 million yuan among the three films released in the same period. The Legend of the Devil Cat is Chen Kaige's latest film and is known as one of the most anticipated blockbusters of the year. When the first day of the film was weak, the film came from behind and once beat "the Blood of the Machine" and "the Light of the City of Psychological Crime".

by contrast, Jackie Chan has always been a guarantee at the box office, and audiences have always paid for his films. According to Taobaopiao data, "Blood of the Machine" had the best pre-sale results before its release, with a production volume of 30.8% on its first day, the highest of the three films. High-typesetting films also lead to high box office. On its first day of release, "Blood of the Machine" won more than 75 million yuan, making it the box office champion of the day. However, due to the general reputation of the film, the production volume dropped to about 25% yesterday, but the box office output was only about 18%, which was overtaken by "the Legend of the Devil Cat".

relying on the influence of Big IP and the appeal of popular actors such as Deng Chao, Ruan Jingtian and Liu Shishi, the Light of the City of Psychological Crime became the most anticipated film of the three films with 320000 people before its release. However, the performance of the film is slightly weak in front of the other two strong films. The first day of production accounted for 27.7%, surpassing the Legend of the Devil Cat, but the final box office output was only 54 million yuan, and the proportion fell to about 20% the next day. As of 22:00 yesterday, the total box office of the film was at the bottom of the three films.

< strong > phenomenon: the ticket replacement war is in full swing < / strong >

the last round of ticket replacement war this year is in full swing. "Blood of machines" and "City Light of Psychological Crime" can be seen everywhere on many ticket purchase platforms, such as Cat's Eye and ticket Amoy. And the original pre-sale of "Legend of the Devil Cat" is also very expensive in marketing. JD.com spent 100 million yuan on the "Legend of the Devil Cat" movie coupon to join forces with the film side to carry out a series of cooperation, including authorization and joint marketing.

according to industry insiders, although the major films have made rapid efforts in ticket replenishment, the final box office has to be determined by the quality of the film and the word of mouth of the audience.

Li Ning, CEO of Xinli Movie, the distributor of the Legend of the Devil Cat, said in an interview that low-price pre-sales will only have an effect on the first day and the next day. It is the high-quality content that really determines the fate of the film at the box office.

< strong > who wins the word-of-mouth war? < / strong >

"Legend of the Devil Cat" does not make a 3D version of the natural favor of "Wuji", many of Chen Kaige's large-scale films have not received a very good response in the market, but this time, many viewers who have seen the Legend of the Devil Cat think that Chen Kaige has finally made a qualified commercial blockbuster. However, the film currently has a score of only 6.9 out of Douban's more than 30,000 netizens, but it is still higher than Chen Kaige's previous film Taoist Down Mountain.

many audiences think that the film has first-class picture production, and under the fantastic and treacherous epic style of the Tang Dynasty, it shows the personal humanistic care and literary details of director Chen Kaige. Many audiences commented that after watching the film, they seemed to have completed a fantasy journey of the Tang Dynasty: "this heavy image texture cannot be achieved by any powerful special effects, and its texture is like a craftsman's pure handmade handicrafts." "Art seems to be full of gold, but it is not glittering and grandiose." "Beautiful, like the Tang Dynasty, which has been coveted for a long time from the bottom of my heart, has been restored in such an illusory and real way."

it is reported that Chen Kaige is very particular about the picture this time, not only for the film to build a city for live shooting, but also for the film's highlight, "the Banquet of Bliss," which took the crew 23 days, using thousands of light bulbs alone. Chen Kaige's tent was set up in front of the building, and he took part in controlling the shooting in every detail.

in addition, many viewers also like the fact that the Legend of the Devil Cat has not been made into a 3D movie. They say that the 3D effect of many domestic films is not good, making people feel that watching 3D movies is a burden: "the 2D version looks easier and more comfortable." "aiming at the fact that the Legend of the Devil Cat has not been made into a 3D version of the money, it has already had a natural affection for it."

it is reported that at first, the producers also hoped to make the film into 3D, after all, the economic benefit would be better. But after communicating with photographer Cao Yu, Chen Kaige finally gave up the idea of making a 3D version of the film, hoping to turn the film into a slowly unfolding Chinese painting scroll.

the word-of-mouth of" the City of Psychological Crime "is compared with the almost one-sided praise of" the Legend of the Devil Cat ", while" the Light of the City of Psychological Crime "appears on the word of mouth. The favorite audience thought that the film performed well in the production level, and even caught up with and surpassed the police gangster film at its peak: "the director has been shooting crime TV series, and the film is surprisingly mature in image style and strong in character shaping."

some audiences also think that the theme of the film is clearly expressed, and there is also a breakthrough in the discussion on topics such as how to balance morality and law, cyber violence and so on. As a film version adapted from the famous novel IP "Psychological Crime", the film has also been recognized by many fans: "shot the essence of the original novel."

there are also a lot of disliked audiences who have made bad reviews for the film. They believe that the script of the film lacks polishing and fails to tell a good story, weakening the reasoning process: "exaggerated visual and sound scenes are used to magnify the sense of horror, but they do not know how to tell stories well, and the process of probing is amazing." but there's no real reasoning and analysis. " At the same time, the atmosphere can only be created by dim lighting, which also causes the audience to complain: "simply rudely directly adjust the color of the picture to dark blue, rely on the dim light to make up the numbers, the picture has no texture at all."

" Machine Blood "poster" Machine Blood "audience complains that stories and actions are nothing new, while" Machine Blood "is the weakest in word-of-mouth feedback. Although Jackie Chan is still a model worker this time, he even hit the roof of the Sydney Opera House. But it is still hard to escape the fate of being complained. Many audiences believe that, as a commercial martial arts film, the film lacks new ideas in terms of story and action: "deja vu martial arts, deja vu baffling, is just a commercial comedy action film routine on the Jackie Chan assembly line." Jackie Chan's play in the British showdown was neat and made a breakthrough, but the good reputation he finally accumulated will come to naught again this time. "

in addition, Luo Zhixiang, who worked with Jackie Chan for the first time, played a mysterious hacker, somewhat similar to the funny character in Journey to the West, while Ouyang Nana, whose acting skills had always been controversial, played an ordinary girl in danger. Both of them performed mediocre this time, and some audiences thought: "the performance mode of Luo Zhixiang and Ouyang Nana is too idol drama, which is incompatible with the overall context of the film."

Edit: mary