Playing the marketing card the other way around will it make the billion-dollar box office of "Get Out of the Storm" lose?

from the following schedule analysis, "Mr. tumor" will also face a bunch of Qixi Festival romance films, and then it will be tested by "Terminator 5", and other films such as "scorching Sun", "Nie Yin Niang" and "A Tale of three cities" will be released one after another.

the third day of release of "Mr. tumor". Box office winners such as Monster Hunt and the return of the Great Saints are drawing to a close this week, while new competitive films such as Terminator 5 have not yet been released, and "Lord of tumor" is basically a bully in this period, especially with more than 12 million hits. Some propagandists even called it "the next billion box office movie".

however, from a commercial point of view, it is also unfortunate: on the night of the premiere of" Lord of tumor ", there was an explosion in Tanggu, Tianjin, and the whole country was shrouded in sadness, and many entertainment news and entertainment activities were automatically cancelled. This makes the "Mr. tumor" seem a bit untimely in the publicity.

the previous film marketing, which was dominated by grief, and the tone of the story that was finally defeated by the disease, made "Mr. tumor" even more embarrassing: who would like to watch such a movie that sounds a little sad in such a national atmosphere?

< strong > "Monster Hunt," which claims to have grossed 1 billion yuan at the box office, has not become a hit. < / strong >

Monster Hunt, which was released this summer, was originally a joint venture between Anle Pictures and Wanda Cinema, but Wanda had to miss this opportunity because Wanda invested in Pancake Man during the same period of Monster Hunt. And "Mr. tumor" reunites Anle Pictures with Wanda cinema.

Monster Hunt, produced by Anle Pictures, has grossed more than 2.1 billion yuan at the box office, and Wanda cinema is a "well-known tuhao". With the endorsement of these two investors, before its release, because of the high box office sales of 12 million yuan, people related to the film had confidently predicted that "Mr. tumor" could be big and small. It may become the third domestic film with a box office of more than 1 billion yuan this year. Boss Jiang even called "Monster Hunt" the receiver of the box office record.

but as things stand, it is almost impossible for the total box office to exceed 1 billion. When chatting with the cinema manager, the reporter learned that "Mr. tumor" was not as good as previously expected. "if you look at the 1 billion film, the attendance rate of at least 65% will reach at least around 8: 00 pm after two days of filming, but the attendance rate of 'Mr. tumor' is at most 40%. If the box office still doesn't go up today, there will certainly be fewer screenings starting tomorrow. "

from the following schedule analysis, "Mr. tumor" will also face a bunch of Qixi Festival romance films, and then it will be tested by "Terminator 5", and other films such as "scorching Sun", "Nie Yin Niang" and "A Tale of three cities" will be released one after another. It is not clear how much box office Mr. tumor can get from this "unpopular stall". At present, many cinema managers predict that they are "between 250 million and 400 million".

< strong > the reversed marketing card and the "national disaster" encountered at the wrong time < / strong >

the first two days of the film does not represent a poor total box office in the future. The counterattack of "the Great Sage" this summer is a living example, and "Mr. tumor" can also take the road of counterattack. But only if a large amount of tap water is needed. At present, "Mr. tumor" has a score of 7.9 and 7.6 on Douban and Mtime, respectively. Although the score is good, the most common comment is, "watching Mr. tumor, laughing makes you cry like a fool." Emotionally, there are many sympathizers who take care of themselves and few who share weal and woe, so it is certainly not enough to rely on "tap water".

go back to the marketing tactics of "Mr. tumor" this time.

in early August, the play of the same name of "Mr. tumor" was put on the stage, delicately describing the death of "Bear ton" that made the audience burst into tears; at the premiere of the film "Mr. tumor", the heroine Bai Lily burst into tears several times. Boss Jiang and others also showed a heavy performance when talking about the film. Coupled with the death of Xiong Dun as an irrevocable heavy background, this makes the film shrouded in an atmosphere of sadness at the beginning.

before, Xiaowu did a little survey in the moments. The girls who watched the tumor basically walked out of the cinema crying. One viewer said that it was too sad. "in fact, the movie ended with the last appearance of Bai Lily and Daniel Wu in the ward." In fact, in Xiao Yu's point of view, the warm picture can also express sadness, and the part of Bai Lily lying in her mother's arms and the funeral obviously made the audience burst into tears.

after the national disaster in Tianjin, all the announcements of "Mr. tumor" almost came to a standstill.

for the majority of audiences, when they first entered the cinema, they obviously went for the positive energy of the film, but they became more sad after watching it. Especially after the explosion in Tanggu in Tianjin, the whole country is immersed in grief, and the film with a tragic ending is even less in line with the audience's expectation of seeking psychological cure.

although anyone who has seen it knows that "Mr. tumor" is far from as sad as he thought, the purchase of tickets itself is prepositioned, so that it can only be swayed by marketing and initial impressions.

the scheduling manager of Shandong Luxin Cinema believes that if "Mr. tumor" wants to surpass at the box office, it needs to change the direction of publicity, carry out secondary marketing, and stop using grief as the biggest selling point, otherwise, there will not be much breakthrough at the box office.

< strong > sense of security is the goal of moviegoers < / strong >

Hou Xiaoqiang, a famous literature and art businessman and founder of Zhonghui Film and Television, has made a lot of wonderful remarks about film and television. One of them is: a good commercial movie is one that makes you cry, laugh, and move in the cinema, and then forget when you walk out of the cinema.

in fact, the essence of what he said is sense of security. "go back in time to get sense of security, so nostalgic themes are popular; through comparison misery to get sense of security, bitter drama has a great market; and through a brief withdrawal from reality to get sense of security, such as watching horror movies, thrillers."

well, "Mr. tumor" because the base of the story is based on real people, coupled with being too close to the people in the movie market (girls in their 20s), the time gap is so close that there is a great lack of "alienation", which means that sense of security cannot be provided.

by contrast, the same two bitter films, "Love of the Hawthorn Tree", "Sister Peach" and "return", do not have this problem, so they all do quite well at the box office: for example, the Love of the Hawthorn Tree, the film also ends up dying of leukemia, but the film is set in the 1970s. "Sister Tao" is mainly about the typical life of Hong Kong people, and few people in the mainland will employ old servants for many years. "return" is about the guardians of the Cultural Revolution.

the events told in these films, no matter in time or space, are far away from today's moviegoers, crying, moved, sympathizing, and will eventually return to the warm reality.

but after watching Mr. tumor, both the external environment and the internal story are lack of such conditions.

Edit: yvonne