"Rabbit Man Legends" stills
In the U.S. film market, each year the weekend and holidays for the sector, divided into winter, spring, summer, autumn and Christmas (including New Year) five time slots. Especially in summer, autumn and Christmas stalls of the most important of which is a long, hot summer files concentrated screening of commercial production period of the year's box office is almost played a decisive role.
Schedule: an important film production, marketing strategy
2011 summer box office movie files have started World War II, Hollywood produced a large influx of schedule, "Kung Fu Panda 2" premiere on the mainland has broken box office, box office premiere week, the fastest over billion and many box office records, including the Mainland the first day box office over 60 million yuan, refresh "Tangshan Earthquake," the record of 37.9 million yuan, the first weekend box office on the 2nd 125 million, also break the "Avatar" 3 billion of the fastest-breaking record-breaking one hundred million yuan. The "Transformers 3" "Harry Potter 7 (below): Deathly Hallows," "X-Men: First war," "Cars 2" is also expected to get high in the domestic box office. Released in the summer made the film, tribute film "Party Albert" star-studded, is expected to achieve box office success, "martial arts" "shoulder Butterfly" "God of Wealth Inn" "Snow Secret Fan" and the performance of Chinese film is not can be satisfactory, but the concern is that this summer the "Rabbit Man Legends," "Quebec pull", "Dorjee Tibetan mastiff" and made animated film for five, from which people can feel the efforts of Chinese animation.
"Movie schedule" concept from the Hollywood film industry system, marketing strategy, actually forced the decline of the Hollywood film industry a self-help, this strategy improve the film distribution models and market mechanisms. In the 1970s, television in the United States and into the mainstream of universal access to media, the audience is moving away from theater, cinema building and forced the United States, a comprehensive reform of film distribution, and before the U.S. film industry is not mature system of market research and schedule strategy. Coppola directed in 1972 by the Paramount film "The Godfather Ⅰ" is Hollywood's first true sense of the rules in accordance with the operation of the modern blockbuster movie, the film's box-office success, prompting the United States invested heavily in distribution on the film out the first round of cinema system, and began simultaneously at the national theater premiere; and let the issue of who should recognize the special arrangements in the time period in order to target different audiences for the launch of a specific type of film in order to guarantee box office success, then , "film schedule" concept started. American film formation of a mature and complete market mechanism, and from production to distribution of the modern industrial strategy, in which the film of the schedule of research and selection is a important factor in the success of the film.
Study the different time periods the main audience groups, making the product suitable for mainstream audiences to watch, schedule and arrangements for publicity and distribution around the schedule, is a set of business practices and promotions, this constant development and improvement of the system, shows the American Film industry's overall strength. This system allows continuous production of Hollywood movie audiences want to see, while successful in influencing the audience's appreciation of the psychological and train a large number of fans. Practice shows that this seemingly conservative producer strategy can make the greatest extent Hollywood product does not deviate from the audience, but also for a large investment to make huge profits even in the successful recovery of the system as much as possible the formation of protection. But this approach is conservative, often in a film is successful, producing a large number of face convergence of film and unworthy sequel to make; or produce too much emphasis on the development of the visual senses and ignore the failure of human film.
Now, in the context of globalization, the development of the national local film hard, are forced to accompany the "Hollywood monsoon" wind and dance. However, the U.S. film schedule is roughly how to divide it? In the U.S. film market, each year the weekend and holidays for the sector, divided into winter, spring, summer, autumn and Christmas (including New Year) five time slots. Especially in summer, autumn and Christmas stalls of the most important of which is a long, hot summer files concentrated screening of commercial production period of the year's box office is almost played a decisive role. As for the winter and spring schedule, due to the busy student academic, sporting events is an important period and a large number of entertainment awards show filled almost all weekend, so the pressure of a huge box-office commercial production would not choose this time to release. But this time it is a small low-cost production, independent production and exploration of strong arts film screenings period, due to the low cost of these films, box-office pressure is not, and can avoid large areas of oppression.
At present, China's domestic film production and market release schedule of the formation of the concept of only "summer switch" and "Lunar New Year stalls", reflecting the immaturity of the domestic film market. Because the influence of movies by Hong Kong Lunar New Year, China began to emerge from the 1995 film "New Year file" concept, in 1997, led by Feng comedy, but now has formed the scale effect, is the most mature domestic commercial marketing of the film schedule. Summer by the United States because of large file synchronization premiere global impact of China's summer movie files roughly synchronized with the United States, generally from May to early September, about four months or so; Lunar New Year is the old file to begin in December Year end school winter break for students in late February, about three months.
Lunar New Year stalls with booming domestic film box office to become the main force of the situation is different, or the whole summer profile Hollywood films dominate the world, 10 years, only a few top of the Department of Chinese film director who's able to compete with them.
Beginning of a long Lunar New Year stalls and immature summer file
In early 1995, Jackie Chan's "Rumble in the Bronx," released in the Mainland, bringing the first "Lunar New Year stalls" concept. 1997 release of Feng Xiaogang's "Party B" is the domestic film production and distribution for the first time for the "Lunar New Year stalls," the conscious application of the concept of marketing the film, thus, Feng comedy become synonymous with New Year movie. To the 2011 Lunar New Year stalls, local cinema, a surprising outbreak, according to incomplete statistics, 12 weeks 84-day Lunar New Year 2011 movie files, the National Urban mainstream cinema box office revenues of $ 3.2 billion, which made the film 24 Department of imported films 7, accounting for 77% and 23%. 3.1 billion box office total of 68.1 million yuan. 2.6 billion of which 29.1 million yuan of domestic films, accounting for 83%; import video 5 $ 139 million, accounting for 17%. Box office top 10 movies, in addition to two Hong Kong director's films, only the first 10 in the United States imported films, and the remaining seven are mainland film director, most of them are first-time into the "billion at the box office club" directed by Jiang Wen's "Let the bullets fly," directed by Feng Xiaogang refreshed "Tangshan earthquake" at the box office record. Thus, the Lunar New Year stalls with Chinese characteristics has been developed more mature.
In stark contrast to the summer profile. Summer profile is also known as summer in the United States file, gold film schedule, lasted nearly four months in the time period, to become the highest grossing of the year schedule. Young people are the main audience of this schedule, so this time showing a large commercial type, whether it is science fiction, horror disaster tablets or youth would join elements, not to mention inspirational youth film and animation, and it is this a schedule of the general characteristics of the film. Meanwhile, the summer profile Hollywood type of large commercial highlight of the world's Raiders, is the occupation of the domestic film market share important time period. In 2001, China joined the WTO, import quotas split tablets of 10 of 1994 increased to 20. August 2001, the U.S. giant war system "Pearl Harbor" in Chinese mainland received 105 million yuan at the box office, pulling the box office that year was to hold the event, and "summer switch" have taken advantage of the introduction of the concept of the mainland film market. In recent years, with higher overall box office year after year, the summer profile has been gradually formed, a great posture to keep pace with the Lunar New Year stalls. 2009, from June 1 to August 30 this time, the domestic box office reached 16.5 billion yuan, in 2009 Lunar New Year stalls to be high, higher than 70% over the same period in 2008. According to "China Film News" published data, summer 2010 film market stalls, from June to August in the three-month period, large-scale release of as many as 60 foreign films, mainstream cinema cities across the country counts the box office Yue 2.33 billion yuan, a record of the most, compared with same period in 2009 to 17.3 million, an increase of 600 million yuan, an increase of 34.68%, comparable to 2010 Lunar New Year stalls 30 billion at the box office. But with the Lunar New Year stalls booming domestic film box office to become the main force of the situation is different, or the whole summer profile Hollywood films dominate the world, 10 years, only a few top Chinese Ministry of film director who can compete with them. Since 2001, the Chinese mainland movie files top 20 summer movies, only the four top Chinese director is directed, respectively, in 2010 directed by Feng Xiaogang's "Great Tangshan Earthquake", 2004, Zhang Yimou's "House of Flying Daggers" 2008 Hong Kong director John Woo's "Red Cliff (I) ', and the 2010 Hong Kong director Derek Yee's" The King of Double Tap. "
In July last year, "Tangshan earthquake" will push the summer box office files climax, the recorded 673 million box office film history is still among the runner-up. We can say that this is not only the success of Feng Xiaogang, is the mainland summer profile victory. But "the Great Tangshan Earthquake" in the summer a dominate, but also worthy of our deep reflection.
"Martial arts" stills
Lunar New Year stalls film producers have spent money and even the story of resources, our producers are powerless within the year, summer in the Lunar New Year stalls and even a strong attack file at the same time, after all, a film production process is tantamount to throwing money game-like war of attrition. Large density of the film's launch of high-cost model than the current domestic film companies can afford.
"Made in China" Why the absence of the summer profile
File this summer's "China" though some bright spots, but this year the import of Hollywood films are more powerful, or very weak reason, the first file is the Lunar New Year is still the focus of Chinese filmmakers, the film has the Lunar New Year stalls the producer side of the capital cost as well as story resources, our producers, both state-owned film company, production company or private, are unable within a year's time, summer in the Lunar New Year stalls and stalls Tongshi powerful attack, after all, the film production process is tantamount to throwing money at the game like a war of attrition, a large density of the film's launch of high-cost model than the current domestic film companies can afford. And even survey figures show that the production made films according to the current size of the Chinese film industry, the overall size of the total production money than Hollywood and even a super-large investment is even lower. For example, increasingly the main battlefield on the file of the summer 2009 launch of Paramount's "Star Trek", invested $ 150 million, this year's "Transformers 3" will invest 200 million dollars. 2010 Disney movies in the summer than $ 1 billion investment, including "Prince of Persia" budget of $ 150 million the most expensive games in history when the film adaptation of "Toy Story 3" budget $ 160 million. "Inception" is a 2010 Warner highlight of the summer profile, director Nolan and Warner out of the story structure of high trust, invested $ 200 million for the film heavily. This investment is China's filmmakers manufacturers unbearable. Of course, the U.S. film company is not entirely dependent on their financial strength, Hollywood has already established a set of sophisticated financing channels. The lack of timely and efficient financing channels, is still China's biggest producers all kinds of constraints - no matter what schedule.
In addition, although the domestic film production and distribution sector as well as the brightest in entertainment media files and summer stir-fried New Year file two "slots" concept has spared no effort, but an embarrassing fact is that both domestic schedule specific time frame has not made a clear division, let alone precise scope of the audience, on the basis of the production process to create a systematic, differentiated production and launch video. Status quo is, large and small producers are not the actual situation based on the film production, distribution, but mighty force in single-style hope squeeze their own imagination, "Prime Time." In fact, whatever the schedule are required to meet certain standards of quality films. In the summer, the film does not depend on factors that will surely add a dash of youth to sell large, diverse types of Hollywood movies from time to time there will be greater continuity in the classic breakthrough, the emergence of a greater passion, which is all important long can a system schedule the nature of film business at the box office bonanza reasons. Hollywood is constantly improving its production strategy and marketing mechanisms, which operate from a schedule point of view to improve the quality of Chinese film presents a new issue that we not only have to learn this system, but also to study the mechanisms that can evolve develop a schedule for the local film and nationalization of the type of film, or on a global scale to establish cultural hegemony of Hollywood movies will be no way.
Today, China's film industry has become one of the most important cultural industry, the 2010 Chinese film the face of "Avatar," "Pirates of the dream space" as the representatives of the Hollywood giant system of strong pressure, the use of huge amounts of money invested and domestic movies schedule of marketing, Breakthrough, which the film's marketing team to China to film practitioners and Chinese audience experience the film more in-depth schedule of marketing strategy. Feng Xiaogang's movie can be said that the Chinese Lunar New Year stalls constructed by the film, became a Chinese Feng comedy movie files comedy brand, "Tangshan earthquake" in the box-office success last summer can be said for the domestic film to win a new space for development, China to see the film the Hollywood giant in the summer with the game system, the importance and possibilities. Like the Lunar New Year stalls, as in the summer profile we need more, more innovative China. Author: Zhang Xiaotao
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