Summer film market stall Guaizhuang: flooding can not afford a small box-office mouth

Hot summer file fierce battle, the small cost of "dark horse" lead box office -

Film market requires precise positioning of the audience

Production costs only 500 million thriller "Far Cry", will be more than 8500 million at the box office in the bag, input-output ratio up to 1 Shua 17; ten million yuan of investment grade costume comedy "God of Wealth Inn", easily broken box office billion, input-output ratio is up to 10 ... ... 1 Shua

The annual movie file is hot fierce battle in the summer, made films at the box office in the Transformers and Harry Potter struggling to survive the attack, but in a small piece of the route cost type popped two dark horse. Small (cost) broad (box office), market segments, accurate positioning made films have become box office winner "weapon."

Guaizhuang: Port can not afford a small box-office flooded

Praised, draw a large audience does not applaud the drama, the achievements made films market in July "theme."

Peter Chan directed by the "martial arts" could be considered this summer file "greatest" made films. This sitting Takeshi Kaneshiro, Donnie Yen, Tang Wei, star of such a strong lineup of films, although the overall good reputation, but the July 4 release date, box office is always in the 150 to 200 million yuan between the two. According to the producers to provide the "billions of dollars' investment projections," martial arts "do not break the 300 million yuan at the box office is unlikely to recover the costs.

In mid-July release of "Steel Chin" has removed the Tokyo Film Festival, Shanghai Film Festival, awards quite good gains. Received a line is, once known as the "best." Unfortunately, these rings are not a miracle to bring the box office - $ 5 million investment, "Steel Chin" grossed less than $ 6 million.

And "martial arts", "Steel Chin" compared to "Far Cry", "God of Wealth Inn" in the production of rough on a lot, but hand harvest impressive box office results. "Far Cry" in the watercress net score only 3.3 points, many have seen the film's audience address him fooled: "into the theater that the intestines have a regret Green! Not even buy half-price ticket value!" "There is no suspense story, through the the whole movie's horror effects, it is only by constantly shaking the picture, cropped to surprise people from time to time the sound and starring Yang Mi screaming from start to finish to create, much like a farce. "However, the rampant criticism block could not have been rising at the box office numbers. The movie is only 500 million of the film, they are the more than 8500 million at the box office in the bag, in one fell swoop thriller Mainland box office records. Calculation of input-output ratio, as high as 1 Shua 17. Coincidentally, directed by Wong Jing's "God of Wealth Inn" labeled "bad film" hat, but does not prevent its breaking box-office billion.

Matter: Precise positioning audience yet?

For the "martial arts", "Steel Chin" at the box office situation, it was for them to feel wronged. But calm down, they really exposed a lot of marketing on the issue, especially when the characteristics of several types of films is not clear. "Martial arts" is the only "sell dog meat," a typical representative. It's called "martial arts", and got the "One-Armed Swordsman," Wang Yu played villain, publicity Shihai played tribute to the Shaw Brothers martial arts films of old slogans. However, the full human temperament law-abiding, Chan does not want to make a traditional martial arts, it is this ambition, or caprice, it is difficult to attract the audience of traditional martial arts.

"Obviously there is a feeling of dramas, vulgar propaganda client side, to highlight the simple and crude 'funny', it is very cottage." "Steel Chin" starring Qin Hailu open a "confession", which is quite pertinent analysis of this Ministry of the network known as "the first word of mouth piece" at the box office frustrated reasons. She believes that "Steel Chin" from the outset and ran to the market is not a movie, "The market is an objective, and it is fair, because from the outset we 'abandon' it, we play to the actors to production have not done anything to market considerations, but also dare to give us the market demands in return? "

Analysis of the industry, "Far Cry", "God of Wealth Inn" has been able to achieve box office success, is the strict market-oriented operation results - target distinct, uniquely positioned. As a young bright-type horror film, "Far Cry" aimed at young people, precisely, is the school and university students. To this end, from production to distribution, the film is dedicated to the target audience to pass useful information. For example, choose to play actress Yang Mi, a very important consideration is that the majority of the students she has a "fan" base. Now they just put the summer, students have the time and ability to come to the cinema to consume. There are "fans", said he saw six times three days, "Far Cry." The micro-Bo Han Qiao CCTV Oprah's word is also a good illustration of the film in the sought after degree students: "I asked if her son saw the film, his son said I OUT, and he and his classmates saw it long had. "" God of Wealth Inn "is also true that it take the" Family "comedy of the road, targeting family and I family audience, a clear selling point.

In fact, in previous years, the summer profile, made films in the most out of the box office, "dark horse" of mostly horror and comedy. Prior to the "Shi Quan nine U.S.", "Forbidden City Cop dog" although word of mouth in general, but earned pours; thriller "different degrees apartment," "Deserted Inn" also won the box office at low cost. "The quality of these films may not be high, but for most movies purely for entertainment of the audience, the film makers for their level of taste is very tangible." Jiang Yong, an expert on the film bluntly.

However, we must face is the light of these films made films at the box office to become the "winner" is not really made films to promote the long-term development. Ultimately, the real health of the motion pictures market should be diverse, compatibility and quality to win.

Our reporter Li Ting