The first day of the Lunar New Year should be a time for relaxation during the annual holiday, but Wei Yang still paid a little attention to business.
"Journey to the West: Conquering the Demons" is released today!
Before this, the main release dates for domestic films were the summer vacation and the Lunar New Year holiday.
The time ranges of the two periods are not consistent. For example, most people say that the summer period is from early June to late August.
But some statistics only count the two months of summer vacation, namely July and August, while some also include September.
The Lunar New Year period is more complicated, and each has its own algorithm, but if we make a broad statistical analysis, theoretically speaking, the end of November to the beginning of March can be said to be the Lunar New Year period.
However, this statement may soon be revised, and the Lunar New Year period will be moved from the end of November to the end of January because of the independence of the Spring Festival period.
As the hottest period in the future film market, the Spring Festival period is not yet a battleground.
In previous years, the Spring Festival period was just one of the nodes in the Lunar New Year period, but with the continuous rise of the film market, the increase in theaters, and the improvement in the economic level of the people, more and more people are willing to go to the cinema.
During the Spring Festival holiday, the younger generation has time and money. They are tired of the old habit of visiting relatives and friends, and prefer to bring friends or the whole family to have fun, such as watching a movie.
The box office data during the Spring Festival period has been rising all the way. In 2010, thanks to "Avatar", the seven-day Spring Festival period grossed a total of 339 million yuan.
In the following two years, although the box office of the Spring Festival period was not as impressive, it also increased steadily after excluding "special factors".
More and more people are aware of the development prospects of the Spring Festival period.
However, the summer vacation and Lunar New Year holiday seasons are still the most important periods for everyone, until the release of "Journey to the West: Conquering the Demons" this year.
According to Wei Yang, there were certain unexpected factors that allowed "Journey to the West: Conquering the Demons" to be released during the Spring Festival, mainly due to the progress, as it failed to catch up with the Lunar New Year holiday.
Releasing a film on the first day of the Lunar New Year is a gimmick, but it also comes with risks. No one can guarantee that the Spring Festival movie will be popular.
It's undoubtedly a gamble.
However, due to the preparations and marketing efforts by all parties, as well as previous market performance, the possibility of losing money is very low, and at most it will be affected.
Wei Yang knew that he didn’t care about the movie "Journey to the West: Conquering the Demons", but he cared about the birth and influence of the Spring Festival period.
If nothing goes wrong, he will have a movie released during the Lunar New Year or Spring Festival next year.
So he had to think about it, analyze the market, and learn from other people's marketing plans.
The success of "Journey to the West: Conquering the Demons" in terms of marketing and promotion is largely based on Stephen Chow's personal brand and appeal.
At the same time, the bundling of Stephen Chow and the Journey to the West IP, and the huge popularity of Joker and Zixia, are also the key to attracting countless fans and passers-by.
The bundling of personal appeal and CP and IP.
Wei Yang can completely copy these to himself, and they can even become his important selling points and marketing routes.
It's a pity that he debuted too late, and no one owes him a ticket, so he can't stir up sentiment in the short term. Otherwise, if there was another [Professor Gu/Li Chengyin/Lu Xinghe/Zhang Wansen in Those Years We Chased Together], it would be worth at least hundreds of millions at the box office.
As a professional screenwriter and an excellent businessman, Wei Yang knows better than anyone how profitable sentiment is.
Take the three beauties from "Legend of Sword and Fairy" for example. They are now working together to film a movie. Although the cast is luxurious and the momentum is huge, it does not really touch the audience.
After several years, it would be best if several people who have not cooperated for many years come together after a long absence, and that would be "Goodbye My Youth", where they kill people at will.
Wei Yang did not go to see the movie, but his cousins did. After they came back, they told him their opinions, with some praise and some criticism.
"It was quite scary at the beginning. One child even cried."
"Some of the plots are a bit awkward and old-fashioned."
"That empty gentleman is very funny. It's so funny."
"Sun Wukong is a shorty."
"I'll love you for ten thousand years, the love line is touching."
My cousin liked this movie and recommended it to her classmates. My cousin thought it was okay, but didn’t think it was a bad movie.
Wei Yang took a look at the comments on Douban and the emerging Zhihu, and then quickly closed them.
Not surprisingly, most of the reviews were negative.
Users of these two platforms have too high requirements for movies. Sometimes they will be "objective" for the sake of being "objective". Even if they give high scores, they will deliberately find faults and point out the shortcomings. Even if you get all the top ten directors in the world, they will still be criticized.
What’s more important is that those who are willing to speak and comment all have some opinions. They don’t necessarily praise it if they are satisfied or indifferent, they just give it five stars and that’s it.
If it were Wei Yang's own movie, he would watch it more and "self-torture" himself to find the real shortcomings.
But it wasn't his movie, and he was too lazy to watch a bunch of online critics "showing off their skills", so he opened several other platforms.
Weibo has been hit hard by internet trolls in the past two years, and is equally not objective, especially some popular comments, which are definitely targeted by movie marketing.
Platforms that are not closely related to movies, such as Bilibili, Tianya, and Tieba, are relatively better off, especially for random posts. The internet trolls don't bother to care about them, and the occasional one or two nitpickers are harmless.
Read the original text at Liu#9@书/吧!
Judging from the overall comprehensive reviews from all parties, "Journey to the West: Conquering the Demons" has an above-average reputation.
"Subversion" is the key word. Some people approve of it, while others resist it. Stephen Chow is sometimes a genius director with superb skills, and sometimes a fallen idol, stepping down from the altar.
Especially split!
Wei Yang was particularly familiar with the latter statement, in particular. It seemed that since "Kung Fu" and even the earlier "Shaolin Soccer", every time a movie was released, Stephen Chow would step down from the altar.
The same is true for Wei Yang. After his masterpieces "My Love from the Star" and "Eastern Palace", Wei Yang has been praised every now and then with many works of Blue Whale.
Sometimes he was convinced, is the altar in your house a staircase? Every day...
Therefore, Wei Yang has become accustomed to it and treats these so-called god-making and god-destruction with a cold eye.
Today they praise you to the sky, and the next time they trample you to the ground. Not long after, they will be fanatically praised again because of something else, or be cursed by everyone because of something else.
Therefore, when you become a public figure, especially a prominent public figure, you must have strong mental qualities and thick skin.
Wei Yang calmly summarized all the comments, then made a judgment, and waited to see the distributor's marketing layout and word-of-mouth guidance, learning from them and discarding the dross.
Blue Whale has similar experience, but it still needs some adjustment in the film market.
The previous "Fame and Fame" was fine, as it went smoothly and was well prepared, but "Lost in Thailand" was not well prepared and had no experience with a movie of such a large scale, so there were still many loopholes.
"Journey to the West: Conquering the Demons" is a good comparison and learning object. Blue Whale will face many challenges in the future and must accelerate its growth.
Therefore, even Wei Yang, who has always been against working overtime during the Chinese New Year, made a rare exception. After sending out the red envelopes, he @ed many responsible persons and related teams in the work group and kept a close eye on "Journey to the West: Conquering the Demons". He wanted to see the relevant summary report after the New Year holiday.
"He is becoming less and less human."
Boss Wei saw that everyone in the group had [received] the message, and reflected on his own irresponsible behavior. He then sent requests to the executives of Emerald Shrimp and Coral Entertainment.
Although the two companies' main businesses are film and television investment and artist management, a jack of all trades is a master of all trades, and there is no harm in learning more about related businesses.
That night, Wei Yang received the news that "Journey to the West: Conquering the Demons" had a first-day box office of over 83 million (including previews and pre-sales), breaking the first-day box office record for a domestic film held by "Painted Skin 2".
Over 300 million in four days!
On the fifth day of the Lunar New Year, the last day of the annual holiday and Valentine's Day, the box office reversed the decline and reached 126 million yuan in a single day! This number broke the single-day box office record of "Transformers 3" and was the highest in the mainland film market.
Compared to some people who simply exclaimed that another phenomenal blockbuster movie had appeared, people with a more far-sighted vision saw the rise of the Spring Festival period.
Starting from next year, the Lunar New Year and Spring Festival schedules are expected to be separated, and countless film crews will focus on this new schedule full of opportunities...
(End of this chapter)