Chapter 1594

There were 45 screening venues, and the cumulative box office exceeded 10 million.

"Drunken ballad" has created a miracle, a miracle of independent film. It is still in the screening period in just four weeks, but it completely rewrites the depression and silence of independent art film in the box office market.

As we all know, the box office of art movies is bound to be unable to compete with that of commercial movies, which is inevitable. It is the law of the art field to be "high and few"; However, just as people underestimate the potential of the autumn market, Hollywood has not been able to make an accurate judgment on the capacity of the art market.

It can be understood that with the development and maturity of the commercial film industry chain, in the past 30 years, film has gradually become a normal in the North American market, or even a part of life. Watching movies has become a habit, which also means that the audience's aesthetic taste is improving.

For commercial popcorn, those simple and conventional routines can no longer meet the needs of the audience. They need more fresh or exciting things to open their eyes; Similarly, the same is true for works of art. The number of audiences willing to watch and able to appreciate these works is increasing, and the level of appreciation is also rising.

The most intuitive portrayal is the awarding season economy around the Oscars. Since December, the number of audiences willing to enter the cinema for the awarding season works is increasing, and the major hotels and bars have even launched the "Oscar package" to enable the audience to participate in the awarding season; Of course, the box office data of xiaojinren's winning works can generally rise by about 30%, or even double directly, which is also a more direct data.

Thanks to the existence and spread of the Internet, more and more remote works of art are getting a lot of love. Even if the cinema box office is irreparable, the revenue of video rental market and online streaming media on demand is rising.

In fact, such changes have always been objective, but Hollywood insiders have always turned a blind eye to them. Or to put it more accurately, the momentum of growth is far from the level they expected.

Since the "vulgar novel" in 1994, the market performance of independent art films has always occupied a place. However, the time when they really came into the public eye was in 2006. The "sunny little beauty" with a production cost of only 8 million chose to be screened in the summer season. The Fox Searchlight, which was responsible for the release of that year, did not expect the follow-up development curve of this work, Shocked the whole of North America.

After the film was released, it was highly praised and counter attacked all the way. From the last week of July to march of the next year, the fierce market response ability made the veteran Fox Searchlight stunned. In the end, the work won 59 million box office in North America, and won the best supporting actor and the Best Original Screenplay at the Oscars of that year, In addition, there are two nominations for best picture and best supporting actress, which can be said to be the biggest dark horse in the whole award season.

Then in 2007, it was Fox Searchlight. They released an independent little fresh work with a production cost of 7.5 million US dollars, which was released in early December. They didn't place too much hope on it, because the theme and theme of the whole work were too "light" to gain a firm foothold in the award season. However, they didn't expect that this work would explode again.

First, it swept the box office of 143 million in North America, then won four nominations for best picture, best director, best actress and best original script at the Oscars of that year, and finally won the best original script.

This work is Juno.

You know, in 2006 and 2007, there were still only five best picture nominations for the Oscars, and all the people were fighting for the top five seats. Even Weinstein pictures had to do their best to win a place, but they didn't expect that Fox Searchlight would easily enter for two consecutive years.

What's more, "sunny little beauty" and "Juno" are also popular in the box office market at the same time, and their excellent performance makes other works of the same year envious.

"Slumdog Millionaire" in 2008, "District 9" and "in the cloud" in 2009, "black swan" and "city robber" in 2010, "help" in 2011

After that, almost every year, such works can emerge, with excellent word-of-mouth, excellent box office and excellent award season prospects. Independent films are expanding their influence year by year, proving that works of art can also win their own position in the box office market.

But Hollywood has never paid attention - at least not enough.

reason?

The success rate of art works in the box office market is too low, and the publicity is too difficult, and the proportion of pay and return is not satisfactory; The growth rate of the mass base of works of art is too slow to compare with the expansion rate of commercial films, especially when the commercial films led by Marvel are breaking out on the market, the improvement rate of works of art is even more eclipsed.

In 2018, the Academy of Motion Picture Arts and Sciences offered to set up the best popular movie award, which make complaints about the outstanding commercial films. The move was condemn by the whole industry, and people were tucking away at the same time. "This is closing the award for the young people."

Objectively speaking, movies such as "Avatar", "Titanic" and "Dark Knight", which have made great achievements in business, are still well received by the public, and they have won their own place above the Oscar. This also means that the Academy always pays attention to commercial movies, Now we are adding a "best popular film award" to the list, which clearly hopes to create a popular topic and attract the attention of young people. The irony of "young people's Choice Award" is also appropriate.

Of course, we need to know the background of the college's decision-making

With the interest in online streaming media, the number of viewers of TV stations is declining rapidly. Even the ratings of rugby, the No.1 sport in North America, are inevitably declining. Among the top 50 in the annual ratings of North America, rugby events can occupy more than 35 or even 40 seats, not to mention the award ceremony? Grammy, Emmy, Oscars, Golden Globes, all the mainstream awards ceremony ratings declined.

In order to improve the audience rating and influence of Oscar, the Academy chose to set up the "best popular film award".

But the most ironic thing is that shortly after the decision was announced by the college, the audience rating and number of young people's Choice Awards avalanched, creating the lowest in history. Even if the creators of a series of super commercial blockbusters such as "Star Wars", "Avengers 3", "Jurassic Park 2" all attended, they still failed to save the audience rating collapse.

The first time someone came forward to tease, "even the original youth Choice Awards have collapsed, so what should the Oscar do after copying and pasting?"

Soon after, the Academy officially announced that the plan to set up the "best popular film award" was temporarily shelved due to various considerations.

In other words, even in 2018, the academy is still struggling with the influence and return rate of the Oscars, let alone in 2013?

It's not that the college doesn't pay attention to the box office of independent art films, but because the return ratio of independent art films is too low. On average, there is only one "Juno" or "help" in a year, which is just a drop in the bucket and can't attract them to spend more energy. At the end of the day, even the Oscar, which is famous for its art, has to put profit first.

Not long ago, "gravity" broke the fixed bias of the North American market for autumn stalls.

Now, the "drunken ballad" has broken the North American market's habitual recognition of awards season works.

So far, the box office data of "drunken folk song" is only 10 million US dollars. It seems that there is no need to make such a fuss, but this work is different from "junuo" and "sunny little beauty".

The box office of "Sunshine beauty" in the first week was 53000 US dollars, which was not a surprise. In the fourth week, it was expanded in 700 theaters, and the cumulative box office in the first three weeks was 5.6 million US dollars.

In the first week, the box office of "Juno" was 59000 US dollars, which also did not create a miracle. In the third week, the number of enlarged theaters reached 300, while in the fourth week, it directly entered the stage of large-scale screening of 1000 theaters. The cumulative box office of the first three weeks was 6.4 million US dollars.

In other words, the box office curves of "sunny little beauty" and "Juno" are similar. Relying on the accumulation of word-of-mouth in the early stage and intensive publicity in the later stage, the box office is detonated. The follow-up curve is getting stronger and stronger, especially "Juno". The box office decline for 14 consecutive weeks is controlled within 30%, and there is a strong counter attack posture on Christmas and new year's day, Give full play to the momentum of the awards season.

In short, this is the curve expected by all art films in the award season, and the major distribution companies are also arranged according to such expectations. This is a platitude, there is no novelty, "sunshine little beauty" and "Juno" rise more from the work itself, that is to say, the law has been understood, other works are all copying such a curve, but it is difficult to create brilliance, so it is impossible to set off waves.

Now, the "drunken ballad" has gone out of a unique box office curve: in the first four weeks, the number of screening theaters has always been controlled below 50, but it has gone out of an unimaginable curve. The cumulative box office in the four weeks has exceeded 10 million, and the box office data of a single Museum has broken the historical records. Such achievements have never been seen in the whole North American market.

Just like "gravity" in autumn, this is a feat to break the law and break the pattern. Is it a coincidence or a necessity? If it is inevitable, can it change the current situation of art films in the box office market? How much is its research value and reference value?

This is the real creation of history!