Chapter 1941

Since the official launch of the summer program in 2014, the performance of the whole market has been lower than expected. The acclaimed works such as "Captain America 2" and "X-Men: reversing the future" have not been able to ignite the market enthusiasm. The former has a cumulative box office of 250 million, but it failed to break 100 million at the end of the premiere week, and the cumulative box office is not expected to hit 300 million, Such achievements are far from satisfactory.

This week's "interstellar crossing" is the same. It seems that the whole summer season is a little dull; What's more, there are many works that have suffered disastrous losses both in word-of-mouth and box office, which are constantly pulling back.

Johnny Depp's role as the "super hacker" is so overwhelming that even the media can't bear to go down the drain any more. Warner Bros. has invested 100 million US dollars in this work, and the media reputation is in a mess. However, the cumulative box office in North America is only 23 million, and even the global cumulative box office is just over 100 million, Even more desolate than "Rio Adventure 2" -- the latter's box office in North America at least broke through 100 million yuan. Johnny Depp, who once broke through 100 million yuan like eating and drinking water, is now so desolate that the media has begun to become benevolent.

Following the "public enemy", "lethal companion", "lime diary", "shadow" and "lone ranger", Johnny has suffered five consecutive losses in five years, and now he has accumulated six consecutive losses. Although the box office performances of "Alice in Wonderland" and "Pirates of the Caribbean 4: stormy waves" are still impressive, for Disney, The profit margin of the two works is very small, and Johnny's cost performance is losing the trust of Hollywood.

Objectively speaking, this is also the reason why people in the industry pay special attention to the "star crossing" box office——

Johnny Depp's personal appeal is rapidly weakening, even collapsing; The box office performance of Robert Downey Jr. has not improved much since he left iron man.

If even lanli fails to turn the tide and the aura of invincibility officially dissipates, it can be predicted that in the future, the adaptations led by marvel and DC will gradually become the absolute hegemony of Hollywood, including comics, novels, animations and classic remakes, etc., that is, the effect of the two sets of tights will become more and more intense, This also further weakens the personal power of directors and actors, and makes major brands focus on adaptation copyright.

In addition to lanli's "Star Trek", there is another well anticipated work in this year's summer program, "extraordinary Spider Man 2".

Contrary to lenley and Johnny, "Spider Man 2" is another position - the position of adaptation. If this classic comic adaptation can continue its strong box office performance and the market appeal of superhero films, it will further increase the confidence of major film companies.

The "Spider Man" series starring Toby Maguire once sounded the first clarion call for the official awakening of superhero movies in the whole North American market.

Andrew Garfield starred in the "extraordinary Spider Man" series has also been high hopes, but unfortunately, the box office performance of this work is not satisfactory.

Failure?

It's not like that, but it's not satisfactory.

Although Sony Columbia Pictures has not officially announced the production cost of "Superman Spider Man 2", they mentioned many details in their official propaganda: This is the first film to be shot completely in New York, and it is also the most expensive film to be shot in New York, because New York is the largest city in the world. In order to ensure the daily life of New York City Hall, There are a lot of rules to limit the film crew.

For example, if there are more than a certain number of film crew members, the tax ratio needs to be increased; For example, the production cost must reach a certain level to apply for street closure shooting; For example, the high taxes make the film crew bear huge expenses every day here.

In order to shoot "Spider Man 2", Sony Columbia Pictures has really invested a lot of money. According to the first-hand information of the industry, the production cost should have exceeded 200 million US dollars; In addition, the cost of publicity has exceeded 50 million, or even higher.

From cast cast Cass to behind the scenes production line-up, "super Spider Man 2" is all completed with the highest treatment, just like "Star Trek", people are looking forward to the high return of high pay.

But the actual situation is not satisfactory.

The premiere box office is 91 million; The next week saw a 61% drop; In the third week, the decline was 53%, still not narrowing; At the end of the sixth week, the box office has fallen below $2 million, with a total of 196 million.

If such box office data comes from "the wrong in star luck", then the whole North American market will be boiling, and it's no exaggeration to send all praise and exclamation; But if it's "super Spider Man 2", the news media will understand Sony Columbia Pictures if they want to smash the table.

Of course, there are always overseas markets for superhero movies that can recover profits. In addition to the peripheral revenue, the film production companies can always recover the profits. In the end, the global box office of "super Spider Man 2" is 709 million. Just from the perspective of ticket room dividends, Sony Columbia Pictures has made a successful profit of just 10 million dollars, If peripheral income is added, the number can be even higher.

However, this is not the figure Sony Columbia Pictures expected. The profit ratio is too low. They are not willing to give up the copyright development of superheroes, but they have to find a scapegoat. Finally, after nearly two years, they canceled the shooting plan of "extraordinary Spider Man 3", And fired director Marc Webb and actor Andrew Garfield, announced the restart of the new "Spider Man" series.

From "super hacker" to "Star Trek" to "super Spider Man 2", the summer program in 2014 is full of many variables. Just like the rapid rise of Netflix, the traditional film production industry in Hollywood is also undergoing drastic changes. The film companies headed by Disney and Warner Brothers are constantly adjusting their future plans, The box office and revenue of each film will become the cornerstone of the follow-up plan.

This also makes the box office trend of "star crossing" attract more attention.

After the thrilling breakout of the premiere weekend, all eyes are again on the North American weekend box office charts, because everyone knows that the next week's box office decline is the real test.

In the best case, "Avatar", the opening weekend was only 77 million, which is not worth mentioning at all in the long history. However, the box office of the next week dropped only 1.8% and won 75 million again. Finally, the box office of North America exceeded 700 million. The box office of "Titanic" was only 28 million, and the box office of the next week also ushered in a counter attack, In the end, it also wrote a box office miracle.

A comparative case, "Harry Potter and the Holy Grail of death (Part 2)", with its premiere weekend of 169 million, broke the all-time record of "Batman: The Dark Knight" when it was released in 2011. However, the box office of the next week dropped as much as 72%, and the final box office in North America was only 380 million, It didn't even break through the 400 million threshold - the dark knight's North American box office was 530 million.

This shows that the opening weekend box office is important, which is a first impression; But the subsequent impact of word-of-mouth and feedback, that is, the decline of the next week, is the measure of the final box office ceiling of the film. Next, "Star Trek" will usher in a real word-of-mouth test.

After the premiere weekend, "Star Trek" and "mistakes in astrology" have become hot topics in social networking. Especially the former.

At the beginning, it was just the aura of "Langley hall" that created the attraction. In addition, the birth of "mistakes in the stars" created an unexpected situation, which also made the young audience curious and went into the cinema one after another; But gradually, with the advance of time, those who have finished watching the film begin to publish their ideas and opinions on the social network, so the discussion gradually inclines to the film.

Social network is a unique platform. The faces hidden behind the "nicknames" have all evolved into a virtual network symbol, which also enables everyone to release their secret side and express their most real views without any restraint.

The same is true for movies.

Like it, hate it, hate it, pursue it. All emotions have been magnified 10 or 20 times and then presented. They are scattered all over the Internet. Even the words of praise seem to be irrational. Comments like "master's work" should appear hundreds of times every year, but no one really takes them seriously - if master's work is so easy and so many, Then it's not called "master's work".

What's more, "interstellar crossing" is not a simple popcorn work, so it's more controversial.

As Lan Li said in the Q & a session of the premiere, this is a work that moves the audience with emotion - the biggest difference between this work and "Inception". The audience can feel different emotional impacts from it, which may be good or bad, but it is certain that their feelings are different, and only when they really enjoy it, To understand what that impact means.

For film critics and senior fans, this kind of emotional impact is too superficial, too sensational and too cheap. On the contrary, they lose what Nolan is good at, and then they lose the philosophical space for the film to become a science fiction classic. This is also the main reason why they are hesitant about the film.

But they also admit that this may be a good thing for the general public.

After the 7.5 million box office hit at the premiere weekend, audiences really began to think about the emotional impact of the film

This is also the first time that the North American market has become frenzied.