The box office of the movie "Sidu" exceeded 200 million yuan, setting a new record for the box office of the Long March theme

"Four Dudes", a major revolutionary historical theme film based on the Battle of the Fourth Crossing of Chishui during the Red Army's Long March, has won the single-day box office championship for many days since its national release on June 26, setting off a red movie-watching craze in theaters across the country. It has also formed a strong atmosphere in the whole society to review the epic of the Long March and promote the spirit of the great Long March. After the release of the movie "Four Crossing", discussions on the Long March on major Internet platforms increased significantly. As of July 7, the cumulative box office of the film exceeded 200 million yuan, breaking the historical box office record for Long March films with strong market performance.

Persist in facing difficulties: Writing a new chapter in Long March films

For a long time, Long March films have not achieved outstanding market performance in the China film market. According to data provided by Zhan Qingsheng, a professor at the School of Military Culture of the National Defense University and a researcher in military film and television, since the new century, 60% of Long March films have not been filmed and cannot enter cinemas, and 90% of Long March films have box office below 10 million yuan. Previously, the highest-grossing Long March film "Bloody Battle of Xiangjiang River" grossed 80 million yuan. In the process of rapid development of new mainstream military blockbusters since the new era, the box office of Long March themed films has never exceeded 100 million.

Against this background, the project establishment and production of the film "Four Duties" can be said to be upstream. The film is set in the Battle of the Fourth Crossing of Chishui during the Red Army's Long March. It involves complex enemy and enemy situations, multi-line narratives and huge war scenes. The project is extremely difficult and the market level is not optimistic. However, relevant parties and producers in Guizhou chose to face the difficulties-relevant parties in Guizhou fully supported the film's live-action shooting in the province, providing the film with a rich and real historical geographical space; the producers faced the overall film industry. Against the background of huge challenges of investment and financing and market returns, they insisted on professional military film and television creation and assumed the social responsibility of cultural enterprises. Facts have proved that this determination to face the difficulties has finally yielded more than expected returns: the film was released in 12 days, and the cumulative box office has exceeded 200 million yuan, surpassing the previous box office record holder of Long March films with a box office score of nearly three times., becoming a phenomenal work with both box office and reputation gains in similar themes in recent years.

Spontaneous communication among the whole people: word-of-mouth fermentation results in a phenomenal movie-watching craze

After the release of the movie "Sidu", it quickly ignited the audience's enthusiasm for watching movies with its excellent quality and solid reputation, and attracted a large number of "tap water" viewers to make spontaneous recommendations. According to product data from Volcano Engine-Market Insights of Douyin Big Data Platform, since the film was released, the discussion of film-related content on the Internet has accounted for 55.2% of the Long March theme content, which is the core driving force for the spread of historical topics at the current stage. On major social platforms, film reviews and post-viewing comments spontaneously written by the audience continue to be splashed on the screen, and second creative works emerge in an endless stream. Some fans have edited the high-spirited pictures in the film into mixed-cut short films that are widely circulated, and many viewers have shared their true feelings when watching the movie in the theater.

"A line in the history book turned out to be a road they risked their lives to waded through." This sentence written by a young viewer after watching the movie received tens of thousands of likes on social platforms. Another netizen who took his father to the movies wrote emotionally: "The old man was silent for a long time after watching the movie, and finally said,'It's not easy.' I know there are many unspeakable feelings in his heart." Similar sincere sharing is everywhere on the Internet. In the film, Comrade Mao Zedong's inner struggle after his defeat in the Battle of Tucheng, Comrade Zhou Enlai's firm figure holding a lantern forward in the cold night, the growth arc of Red Army soldier Zhao Defa, as well as Ah Jin, Zhu Huiyong, Luo Xingshan, Guo Chuang... These flesh-and-blood portrayals have transformed the audience from a "bystander" in history to a "witness", fully immersed in it during the movie viewing process.

The composition of the audience who went to the cinema to watch "Sidu" was also very diverse: some parents took their children into the cinema, hoping that the next generation would understand those extraordinary years from the screen; There are young people watching movies in groups of three or five, feeling the contemporary power of the Long March spirit in the shocking audio-visual experience, thinking and discussing their own film viewing feelings combined with the work and study difficulties encountered in reality, looking for youth inspiration and the way to break the situation; There are also many children who accompany their elderly parents to relive historical memories. After the show, the pictures of heated discussion between the two generations become a warm scene in many cinemas. Shanghai a movie city manager introduced, weekday day "Sidu" field average attendance rate is far ahead, group contract field and individual retail two channels synchronous power, audience group covered the surrounding primary and secondary schools, colleges and universities organized red research collective, street community and enterprise party branch party construction contract field, and independent ticket purchase individual guest, among which parent-child family increase is the most obvious.

Linkage response from all walks of life: red culture spreads and radiates the whole society

The release of "Four Crossing" not only triggered a movie-watching craze in theaters, but also aroused widespread repercussions in all walks of life. Relying on its superb production and profound ideological connotations, the People's Daily reported and commented on the film three times, pointing out that the film is "the first 'new mainstream' military blockbuster with the theme of the Long March in the new era" and praised it for "combining the history of the Long March revolution with typology." The combination of techniques, shocking war scenes and the latest technology of the film industry has written a new chapter in the Long March film." Xinhua Agency has successively published three report-focused films, including "The Creator Says the Movie" Four Crossing ": Using Young Language, Telling a" Rebirth of the Jedi "91 Years ago." CCTV's "News Network" provided a special report on the film's box office results, and China Central Radio and Television Station continued to pay attention to "Four Duties" on its entire platform, fully affirming the film's outstanding contribution in ideological guidance and cultural dissemination.

At the university level, the National Development Research Institute of Peking University specially held the "Enterprise Management Inspiration of Four Crossing Chishui and the Film" Four Crossing "Sharing Meeting". Gong Yuzhen, a management professor at Peking University's National Development Institute, and the film creative team jointly interpreted the Four Crossing Chishui Battle. The strategic wisdom and leadership in adversity contained in it attracted a large number of teachers and students to participate. Universities such as Renmin University of China have also organized collective viewing of films by teachers and students, using the films as vivid teaching materials for party history study and education and ideological and political education. At the primary and secondary school level, schools across the country actively organize students to enter theaters. After watching the movie, many teachers said that the intuitive presentation of the movie can help students understand the core of the Long March spirit better than the text in the textbook. Some children actively chase after their parents and teachers after watching it. Ask for historical details. During the movie viewing activities organized by the Armed Police Force and other units, the armed police officers and soldiers were deeply moved by the spirit of the Red Army soldiers fighting tenaciously in desperate situations in the film, and they all expressed their desire to continue to write glory on the Long March in the new era.

From white-haired elderly people to teenagers wearing red scarves, from college scholars to grassroots officers and soldiers,"Four Duties" has achieved emotional resonance across generations. Spontaneous publicity activities triggered by the film have emerged one after another across the country, forming a strong voice for the whole society to look back on the extraordinary years and inherit the spirit of the Long March.

Film and tourism integration breaks the circle: a ticket stub activates the new red cultural tourism business format

The popularity of "Four Duties" not only recreated that magnificent history on the big screen, but also extended the popularity into reality, successfully driving the overall warming of red tourism in Guizhou. The film was shot in real life in Guizhou, covering 32 locations and 107 scenes. Zunyi, Loushanguan, Tucheng Ancient Town, Chishui Riverside, Gouba Village, Maotai Town... these places where the Red Army once visited and fought bloody battles have now become Red landmarks for tourists from all over the country to check in. Statistics show that Loushanguan Scenic Area alone has received more than 160,000 tourists this year.

In order to further activate the new model of integrated development of "film + culture and tourism", Guizhou has launched a series of policies to benefit the people: tourists from other provinces can enjoy a ticket stub in the province after verification on the "One Code Tour Guizhou" platform. Free ticket discounts for state-owned A-level tourist attractions, and can also receive a 500-yuan ticket stub consumption voucher. You can enjoy a 20% discount on consumption in catering, supermarket, refueling, accommodation and other scenarios participating in activities across the province. After the implementation of the preferential policies, the response was enthusiastic. As of 21:00 on July 7, a total of more than 74,000 people had received free ticket rights in the scenic spots. Popular scenic spots such as Huangguoshu Waterfall, Fanjing Mountain, and Libo Xiaoqikong have become the most popular destinations for tourists. 41,000 people applied for consumption coupons, directly driving offline consumption of approximately 22.65 million yuan.

A netizen who shared on Xiaohongshu that he would use ticket stubs to redeem tickets for Huangguoshu Scenic Area wrote: "Watching movies can really be free of tickets!" This post quickly became popular and attracted a large number of netizens to plan their itinerary according to the plan. The number of tourists to red attractions such as the Zunyi Conference Site and the Ancient Town of Tucheng in Xishui has increased significantly. The Guizhou Long March Culture Digital Art Museum (Red Ribbon) has also simultaneously launched a joint discount of 100 yuan in tickets based on the ticket stub of the "Sidu". A movie ticket stub connects the entire chain of consumption of movie viewing, study, travel, catering and accommodation, truly realizing a new travel experience of "following movies on the Long March" and exploring a new path for the integrated development of "movie + cultural tourism". A replicable and scalable new path.

From the screen to the mountains and rivers, from light and shadow to reality, the success of "Four Duties" is not only a victory for a set of box office figures, but also a breaking spread of red culture. It proves that when the main theme film tells history with a sincere creative attitude, solid artistic quality and innovative expression methods, the audience will use their own way to enter the theater, share their feelings, embark on a journey, and give the warmest response. At the same time, the audience will also draw strength and inspiration from such works, and then more clearly define their life goals in reality.

As General Secretary Xi Jinping said at a conference commemorating the 80th anniversary of the victory of the Red Army's Long March: "Every generation has its own Long March, and each generation must walk its own Long March." The spirit of the Long March is being passed down from generation to generation between the light and shadow of the big screen, and will never fade with the growth of generations.