Chapter 476 Show me "Famous" this week!
"Boss, Heng Teng just sent me the data from yesterday's preview."
In the office, Hua Yan came in with a document and handed it to her boss.
Meng Bai took the document and flipped through it. Looking at the numbers on it, his eyebrows raised - on August 16, "Famous" had 11,000 previews, and the preview box office was 22 million, an increase of 36%, and the total box office in three days was 56 million.
The movie started on the 14th, and it was just a weekend until yesterday. The box office data of 46 million would be a very poor result if it was officially released, but as a preview, it is already very good.
After all, "Eight Hundred", which started previews at the same time, has only a box office of 70 million.
Including today, there are still four days of previews, and the number of screenings will continue to increase. Judging from the growth rate of the first weekend, the preview box office is likely to exceed 100 million before the official release.
Don't think that 100 million box office is nothing. The current record of domestic film previews is "Journey to the West: The Kingdom of Women" during the 2018 Spring Festival, which only had a box office of 150 million.
But then again, movies of this size are generally eligible for preview rights in large theaters in various first-tier and super first-tier cities, and their annual box office output is generally more than 10 million.
Such huge revenue also means that there must be a huge flow of moviegoers. It is normal for movies to have high scores in these theaters.
However, such high-yield theaters are still a minority in the entire market. Most theaters' revenues are still in the order of 100,000 to 1 million, so there will be movies that have good preview results but die after the official release.
Of course, this does not mean that the preview results are worthless. In addition to building a reputation in advance, the theater chain can adjust the scheduling rate of the official release through the attendance rate and results of the preview. The film company can also make a rough estimate of the overall performance of the film through various data changes and change the subsequent publicity and distribution plan.
Looking at the documents in his hand, Meng Bai's slight worry was also put down.
Although he wanted to use this movie to test the market and serve as a touchstone when he first wanted to release "Famous", it does not mean that he has no expectations for the performance of this movie.
It's just that this is a low-cost production without any star lineup and traffic blessing. Secondly, the content of this movie can be summarized as "a group of people meeting in a room". There are no cool special effects and huge scenes, and there are not many comedy jokes. It depends on the audience to slowly feel the atmosphere in the movie.
To be honest, this kind of film is actually not suitable for the expectations of today's audiences for big-screen works. Most of the audience went to the cinema, either to see the wonders that cannot be seen in reality, or to find an excuse for couples to stay together quietly for two hours.
But "Famous" is a black comedy based on suspense and reasoning, which requires some brains.
This is why Meng Bai chose this one instead of "Manslaughter", the latter obviously has more box office hope, while the former is used to "gamble".
Taking advantage of the fact that the cinemas have just opened, the audience's enthusiasm for watching movies has revived, and there are not many big-budget films competing, it is a good idea to take this movie out and give it a try. Who knows, it may be able to "turn a bicycle into a motorcycle."
Putting down the documents, before Meng Bai could say anything, his cell phone rang. He took a look and saw that it was Chen Zhixi calling.
"I was just about to look for you, Sister Xi." Meng Bai said with a smile, "Do you think we are in sync?"
"Haha, don't. Mr. Meng, keep your sync with me for your close female friends." Chen Zhixi said jokingly, then returned to a serious tone and asked, "Do you have something to talk to me about?"
"I just saw the data from yesterday's preview, and the results are very good." Meng Bai said, "It hasn't been scored yet, but I see that many platforms are already discussing it. Judging from the messages and comments, the overall response is not bad."
"Indeed, the theaters have also done statistics, and the preview audiences' evaluation of the movie is basically the same, with mainly positive reviews."
Meng Bai stroked his chin, "If this trend can be maintained after the official release, then our previous estimate of 500 million box office may be a bit too conservative."
"As for estimates, it's better to be conservative so that everyone can feel at ease. Otherwise, if the estimate is too high and we don't get it in the end, it would be a bit embarrassing." Chen Zhixi said.
"Haha, that's true." Meng Bai laughed. "By the way, Sister Xi, do you want to talk to me about something?"
"I just learned something, but I can't say whether it will have any impact on us." Chen Zhixi's tone was a little hesitant.
"Oh, tell me first."
"Huayi has just sent a new distribution plan to the theater chain for "Eight Hundred". I'll send it to you to take a look."
Meng Bai looked at the computer, and sure enough, Chen Zhixi sent a PDF on WeChat.
He opened the file, quickly scanned the official jargon in the front, and went straight to the text below.
"...When it is officially released on August 21, theaters with annual box office of more than 10 million will implement the normal revenue sharing method to screen the movie. Theaters with annual box office between 2 million and 10 million will adopt the "theater collective buyout distribution" plan. Theaters with box office below 2 million will need to determine the minimum guarantee amount based on 3.5% of the actual box office of the previous year, and prepay the minimum guarantee fee to the designated account of the distributor before they can screen "Eight Hundred."
Seeing this, Meng Bai frowned slightly.
Huayi also said that it would update the key every day. Each theater chain would have to wait until the day's release date to receive the movie key to unlock the movie screening rights.
"What is Huayi thinking?" He was a little puzzled. Without mentioning the key in advance, it was the first time he heard that theaters had to pay before they could screen the movie.
Chen Zhixi said: "Their explanation to the outside world is to punish small theaters for piracy and box office theft."
Since the entry of emerging capital in 2013, the film industry has ushered in a wave of rapid growth. The box office records of domestic films have been broken every year, and cinemas have also opened from first- and second-tier cities to small county towns.
Such rapid growth will naturally bring about management chaos. In order to "grab land" as soon as possible, the major theater chains are not very strict in managing franchised theaters. Those theater chains' self-operated and large theaters are okay, but various small theaters are the hardest hit areas of "piracy" and "box office theft".
The film industry has previously estimated that at least 20% of the box office revenue each year is not recorded.
From this point of view, it seems that there is nothing wrong with Huayi asking small theaters to pay a deposit.
"Huayi said it was to ensure the healthy development of the industry, but I think it was mainly because of the continuous losses in the past two years." Chen Zhixi said.
As the "leader" of private film and television companies, Huayi has gradually gone downhill after its glory. Especially after the company proposed "de-filming" in the past few years and prepared to transform into cultural tourism real estate, the situation of the company has deteriorated.
Then, as the fuse of the "800 million incident", the initiator of the film and television winter, and the focus of the tax reform policy, Huayi's days have become more and more difficult in the past two years.
In 2018, Huayi's annual report lost 1.09 billion. In 2019, it lost nearly 4 billion again.
The situation was supposed to improve this year, but it hit the flu and revenue slowed down. If it loses again this year, it will be subject to a delisting risk warning according to the regulations of the China Securities Regulatory Commission.
In order to protect the interests of the company, as the first project released this year and the most promising project, Huayi attaches great importance to "Eight Hundred". As early as when it was promoted, the slogan of "2 billion box office" was shouted.
That is why Huayi issued such a strange "cooperation plan" in order to guarantee the film's performance and reverse the company's decline.
"This is not right. Even if "Eight Hundred" really exceeds 2 billion yuan at the box office, Huayi can only get 400 to 500 million yuan at most. How can it make up for the 4 billion yuan loss?" Meng Bai was confused by their operation.
"Maybe it's to gather funds as quickly as possible. The asset value of their company doesn't seem to be much." Chen Zhixi said, "Let's not consider what they think for now. The key is what impact this plan will have on us?"
Meng Bai pondered for a moment: "Sister Xi, you mean that we can take advantage of their gaps this time and win over those small theaters?"
"That's what I mean. The cash flow of small theaters is not high, and coupled with the six months of influenza closure, the cash flow must be not much. Huayi's deposit requirement will inevitably exclude many small theaters."
"But the turnover of these small theaters is very low. Even if they are won over, the impact on the box office results will not be significant."
"The operating income of small theaters is indeed low, but the number is large. I looked at last year's statistics. There are more than 4,000 theaters with annual box office below 2 million nationwide, and the box office contribution accounts for about 20%. If it can be utilized, it will be a very large group."
Meng Bai was surprised. He only started to turn to the film industry in the past two years. He didn't understand this market as deeply as Chen Zhixi. He didn't expect small theaters to have such a high proportion.
"If we can get 20%, then it is indeed worth considering." Meng Bai said: "Sister Xi, you are more professional than me in this aspect of movies. You decide the specifics. I trust you."
"Okay, that's what I want you to say." Chen Zhixi said with joy in his tone: "I will contact the cinema chain. Maybe they can give us a surprise."
-
Shuchuan, Guang'an.
In the office of the backstage of the city cinema, Liu Liang held a lit cigarette in one hand, and the cigarette butt accumulated a long ash. He frowned and stared at the phone in front of him.
After waiting for a few seconds, the screen flashed and the call was connected.
He hurriedly put out the cigarette in his hand in the ashtray, and at the same time quickly cleared his throat, and asked anxiously: "Hey, Brother Li, this is Lao Liu... I still want to talk to you about the deposit."
"Didn't I tell you that the deposit is set by the cinema chain headquarters, and I can't do anything about it." A helpless voice came from the phone.
"Yes, I know. But other cinema chains have taken on the responsibility. Even if our cinema chain doesn't take on the responsibility, there should be some subsidies or discounts, right?"
"Do you think I didn't ask you and the headquarters? They just said, solve it yourself."
"Fuck!" Liu Liang couldn't help but curse.
He has two cinemas and has been operating since 2015. When the market was good in the first two years, he joined the local Pacific Cinema Chain.
This year, due to the flu, the cinema was closed for half a year. Although he fired many employees and the landlord also reduced some of the rent, he still lost a lot of the money he earned in the past few years.
He is actually very much looking forward to Huayi's "Eight Hundred". As a cinema owner, he believes that this movie can attract a wave of audiences.
In fact, it's not just him. When chatting with his colleagues, they are also looking forward to this movie. Many people even call it a "market rescue" work.
He didn't get a spot for the preview two days ago. Although he was disappointed, he didn't take it too seriously. Anyway, if he really had the preview, there wouldn't be many viewers, so he didn't need this little money.
During this period, he was waiting for the official release to alleviate the losses in the past six months.
Unexpectedly, before the official release, he heard a piece of news that the film company of "Eight Hundred", that is, Huayi, would collect a "deposit" from the small cinema.
At first, he thought it was a rumor, but two days later, he received a notice from the cinema chain that he had to pay money first if he wanted to show the movie.
Although Liu Liang's two cinemas are both in the city, they are not in the core location and the turnover is relatively average. Last year's box office revenue was 1.8 million and 1.6 million, both below 2 million.
According to the regulations of the film company, he had to pay a total of 120,000 "deposit".
Although he has two cinemas and the asset value is quite high, in fact, most of the income is spent on hardware equipment, decoration and rent.
A one-time payment of 120,000 was barely enough to support him last year. But now, it can directly cut off his cash flow.
I originally thought about asking the cinema chain if they could give some support. After all, he heard that many other cinema chains gave discounts or even directly took over the responsibility.
I just didn't expect that my own cinema chain was so stingy that they didn't even give me any support.
"Damn it, I should have chosen another one." Liu Liang cursed in his heart.
But then again, this matter is ultimately the problem of the film company.
"What do you mean, Lao Liu, the deposit must be paid as soon as possible." The other end of the phone said.
"Fuck his grandson!"
Liu Liang cursed, "Such a big company, spending tens of millions and hundreds of millions every day, now they come to take our money. I even printed some promotional posters and roll-up banners for "Eight Hundred" at my own expense a few days ago, but they were all fed to the dog. In the future, I won't show any of Huayi's movies!"
"Don't say such angry words, how can you attract audiences if you don't show new movies?"
"It's not just their new movie, there's also "Famous", they won't have to pay a deposit too, right?"
"Oh, that's not the case. By the way, when you mentioned this, I remembered that the film producer sent some promotional gifts and the like, I'll give them to you later."
Liu Liang was stunned for a moment, then said excitedly, "Look! Look! What a gap! Really..."
In fact, these promotional gifts are not worth much, and they were nothing in the past. But the problem is that when compared with the other, the gap immediately came out.
"So are you going to show the new movie "Famous" next?"
"Just show the last one, anyway there are still some old movies to support the show. The Qixi Festival is the next week, and there will be new movies that can take over the Qixi Festival time slot, so "Eight Hundred" is not a big deal."
After hanging up the phone, Liu Liang closed his eyes and thought for a while, then called the manager of the theater over.
"Take down all the promotional materials about "Eight Hundred" outside, we won't show this movie."
"Ah?" The manager was stunned for a moment, "Then what new movie will we show next week?"
"Don't we have another one?" Liu Liang said: "Take down all the screenings of "Eight Hundred", and show "Famous" this week!"
(End of this chapter)
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