Whether a movie can sell well at the box office or not, there are many factors that affect it. In addition to its own quality, audience preferences and even the timing of its release are very important. Publicity and distribution are also indispensable, and cannot be generalized.
Some movies cost only a few million, and finally got a box office of more than 100 million, and some invested hundreds of millions, and ended up in a mess. There is no fixed model that can be applied to box office results.
Therefore, in the movie market, box office plunges from time to time, and it is not worth making a fuss about.
But the problem with "Young Jianghu" is that the previous publicity was so grand that the money spent was almost as much as the production cost of the film. After the premiere, the reviews were good, the box office exceeded 100 million on the first day, and it earned 230 million in two days. It should have been a hit film, so how could it be directly cut in half overnight?
In fact, the truth is very easy to find, and that is the audience's reputation!
Today is the age of the Internet, and the speed at which hundreds of millions of netizens accept information is extremely fast, and the main audience in the movie market overlaps with netizens very high, so it is easy to be affected by online public opinion.
Of course, the film producers and distributors are well aware of the role of online public opinion. At least 50% of the publicity budget is aimed at online media, in order to firmly grasp the direction of public opinion on the Internet.
However, now the vast number of netizens are no longer so easy to fool. After more than ten years of indiscriminate bombardment of all kinds of information, they have their own trusted source channels to obtain information on the Internet, and have also mastered a lot of ability to distinguish "Internet Water Army". They believe in their own judgment rather than blindly follow other people's opinions.
It is simply impossible to control the thoughts of hundreds of millions of netizens. Two days after 《Young Jianghu》 was released, related movie reviews and viewing experiences appeared in blogs, forums and QQ groups in large numbers, deeply affecting those potential audiences.
And the word-of-mouth of 《Young Jianghu》 festered very quickly on the Internet. The situation on the blog was not bad, but in many forums like Jianghai Community Film and Television Version, as well as many QQ groups, this martial arts movie was criticized to pieces.
A large number of people who have watched the movie shouted that they were fooled, thinking that they spent money to watch a bad movie. Many people were angry that they were deceived by the promotional video. It was like going to meet with a girlfriend of many years, only to see the other party's bare face …
The complaints about the plot of the movie were even more overwhelming, and everyone said that their IQ had been insulted.
The movie industry was getting more and more developed. Every year, a large number of new movies were released, and the domestic audience had seen more and more blockbusters, so there was a higher demand and viewing standard for movies.
More than a decade ago, any Hollywood blockbuster could sweep the domestic market. Today, it no longer exists. The box office of the homogenized blockbusters is getting more and more dismal. Only the real premium products can win people's love and pursuit.
As a new generation in the industry, although Wanhao Pictures had a strong background and great ambition, their judgment of the domestic film market was obviously still a few years ago. They thought that they would be successful by relying on high cost, many stars, special effects, and enhanced publicity. In the end, they were slapped hard in the face by reality.
The market was cruel!
On the 8th of July, Young Pugilistic World's box office continued to plummet, dropping to 35 million. It could be considered a new record. Of course, it was definitely not a glorious record that was worth bragging about.
If the trend continued to fall, it would be impossible for Wanhao Pictures to recoup their capital, because the production cost of "Young Pugilistic World" and the promotion cost nearly 300 million. Even if they broke even, they would need at least 600 million in the box office.
Getting 320 million in four days, it shouldn't be a problem to exceed 600 million. However, the drop was too tragic, to the extent that it made people feel hopeless.
There were also people in the industry that if "Young Pugilistic World" wanted to recoup their capital, there was too much pressure on the cinema chains. However, they could recoup their capital or even make a profit through the sale of the copyrights.
However, a few days ago, these people in the industry thought that "Young Pugilistic World's" box office wouldn't have much pressure to exceed 1 billion. It could even reach 2 billion!
What was worse was that because the box office of "Young Pugilistic World's" dropped too quickly, the cinema chains only reacted on the 9th and greatly reduced the number of screenings. This made things worse for Wanhao Pictures.
Of course, Wanhao Pictures wasn't willing to give up. On one hand, they continued to promote, on the other hand, they used their connections to ask for help from the cinema chains, hoping to maintain a relatively high number of screenings.
However, the market was cruel and merciless. As a new force in the industry, Wanhao Pictures had many more enemies than friends. If there was a chance to hit them when they were down, they definitely wouldn't mind giving it a push.
The decrease in the number of screenings for "Young Pugilistic World" was about the same as the drop in the box office on the 6th and 7th. It was completely powerless and couldn't even struggle on its deathbed.
Not only that, the dismal box office and the bad reputation made the peripherals of "Young Pugilistic World" almost unable to be sold. Wanhao Pictures' investment in this area was all for naught!
On the 12th of July, "Young Pugilistic World" had a cumulative box office of 367 million in seven days. The number of screenings dropped to less than 10%. It was destined to lose everything. This also taught Wanhao Pictures, this "rich second generation", a good lesson.
Actually, it wasn't only Wanhao Pictures that was affected. The industry was also greatly shaken. Through the example of "Young Pugilistic World's" box office, many people realized the cruelty of the market. At the same time, they started to have doubts about films and TV works with wuxia themes.
Some film companies originally planned to follow the trend of shooting wuxia dramas, but they all stopped their plans.
The truth proved that their decision was correct. "The New Seven Heroes and Five Gallants", which was officially released on the 12th, only had a box office of 27 million on the first day. This made the producer, Dadi Pictures, want to cry but have no tears.
The worst was "Wanderer of the Pugilistic World", which was released on the 15th. Dragged down by the market, the box office on the first day was actually less than 10 million. It was a complete loss.
All of a sudden, the reputation of wuxia movies plummeted. Even the value of the previously sought after martial arts IP fell. The novel rights that were previously priced at millions were now unsold even after a discount.
The situation of chasing up and down did not only occur in the stock market.
On the 17th, the first Hollywood blockbuster during the summer vacation, the animated masterpiece "Dreamflyer" produced by Disney, was released. The number of screenings on the first day was more than 50%, which also gave the three domestic wuxia movies the final blow.
A glorious start, but a dismal ending. This inevitably made people doubt "The Smiling, Proud Wanderer", which would be released during the National Day period. Could the latter still support the sky of wuxia movies?
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