Chapter 2010

In the summer of 2014, "Star Trek" in the North American market made a unique show, easily defeated a comic adapted superhero film to create a good performance, and firmly won the title of summer program; At the same time, the box office and word-of-mouth of "Transformers 4" have both warmed up, making it the first weekend box office hit 100 million since the beginning of the year. Unfortunately, due to the drag of word-of-mouth, the subsequent box office growth has slowed down significantly, and it is a pity that it failed to surpass "Star Trek" in the end.

The Chinese market has taken on a different look. A series of free changing hero films headed by "Captain America 2", "X-Men: turning the future", "Spider Man 2" and "Godzilla" still have a strong appeal. Maybe the final box office figures can not create history, but the popularity of the premiere weekend can be guaranteed, and the bottom line of the market still gives enough support, However, there are still a few "Star Trek" works that rely on word of mouth to complete the counter attack.

"Transformers 4" has always had an unparalleled strong appeal in the Chinese market. Previously, the series trilogy swept the box office of 1.8 billion yuan here. As early as 2011, before the market was fully awakened and mature, the box office of the third movie had already broken the threshold of 1 billion yuan. Now the fourth movie is coming to China, and even has come to China for shooting. It has a congenital advantage, All of these make the film the most popular work of summer program in China.

Although "Star Trek" only collided with "Transformers 4" in the third week of its release, don't forget that the overall law of the Chinese market is different from that of North America.

First of all, the introduction of films in the Chinese market can only be released for 30 days, and it is not easy to renew the key; Word of mouth works can be released in North America for six months, but it's rare in the Chinese market, because most of the box office energy of the works is exhausted in the first three weeks, and even some of the works appear cliff diving in the next week, and then the film arrangement rate of the major courtyard lines is cut off in the third week, You don't even need to wait until the fourth week to see the arrangement.

Secondly, the box office curve of "star crossing" is not common. The box office data of the first week is rising, and the box office of the next week is higher than that of the first week. This also means that the box office of the third week will largely determine the total box office of this work in China, and then the key will expire in another week - no matter how good the word of mouth is, no matter how widely spread it is Even if the momentum is strong, the audience will not be able to watch the work in the cinema, which means that the production companies and distribution companies will probably not be able to continue to fight for interests.

It is in this context that the head-on collision between "Star Trek" and "Transformers 4" is full of countless possibilities and naturally creates a hot topic!

"Transformers 4" has lived up to the expectations of the public. In the way of continuously setting new records, it has strongly declared its incomparable fierce appeal in the Chinese market. Even lanli's personal visit to the devil is still invincible.

Midnight, 20.8 million yuan, the first in history, beyond the "gravity.".

On the first day of Friday, 176 million RMB was the first in history, surpassing "gravity".

On Saturday, 254 million yuan was the first in history, surpassing "gravity".

On Sunday, 231 million yuan was the first in history, surpassing "gravity".

On Monday, 121 million yuan was the first in history, surpassing "gravity".

"Transformers 4" officially premiered on Friday, June 27, and swept 681.8 million yuan in three days over the weekend, more than double the box office data of the first week and five days of the premiere of "Star Trek", making a strong debut as a new historical record of "gravity".

When the sunset on June 30 came to an end, it officially announced the end of June and the coming of July, "Transformers 4" swept over 800 million yuan in just four days. With the fastest breakthrough of 100 million yuan, 200 million yuan, 700 million yuan and 800 million yuan in Chinese film history, it broke out an amazing energy that made the whole market tremble, Intuitively and strongly show all the film production companies in the world the great potential of the Chinese film market.

Seven months ago, the birth of "gravity" was shocking. In Chinese history, the first work with a breakthrough of 2 billion yuan attracted countless eyes; Seven months later, "Transformers 4" broke all records strongly, proving once again that the success of "gravity" in the Chinese market is not a flash in the pan.

What's more, the first three works of the "Transformers" series are also mixed in the Chinese market, and the voices of support and opposition are endless, tit for tat, consistent with the North American market; However, the charm of the market is rising instead of declining, and each film is better than the other. This also proves that the mass base of commercial films in the Chinese market is gradually stabilizing. The box office figures of comic adapted superhero films are also important evidence.

In the face of the "Transformers 4" sweeping situation, the market share of "Star Trek" encountered a fatal blow: the film layout rate fell to less than 30% in an instant, which also proved once again the immature side of the Chinese market - all the film layout did not follow the law of economics, but some arbitrary, However, the film arrangement rate of "Star Trek" did not drop by less than 10% directly. This is an important performance of the strong word-of-mouth firmly holding down the box office market. Unfortunately, we are lucky.

Nevertheless, "Star Trek" still relies on the troika to continue the growth momentum of box office: word of mouth, Nolan and Langley.

In the four working days before Friday, before "Transformers 4" detonated the market, "Star Trek" ushered in a wave of film viewing frenzy. In just four days, it once again gained 250 million yuan of box office data, with an average of more than 60 million yuan per day. For a work that has entered the third week of its release, this situation is very important, It's incredible that the energy of the troika is gradually gaining momentum.

Then the head-on collision between "Transformers 4" and "Star Trek" came!

On Friday, 83 million yuan.

On Saturday, 102 million yuan.

On Sunday, 95 million yuan.

Boom!

Who can think of it? Under the overall crush of "Transformers 4", Star Trek still has an incredible box office pulling power. The power of the troika is far beyond imagination. In particular, the collision of "lanli and Nolan" has burst out a strong chemical reaction on the social network, which really makes people believe that after the collision of excellent word-of-mouth and correct marketing, The market potential is unimaginable!

The two films also made history together. This moment appeared on Saturday: for the first time in the history of Chinese film market, the box office of the two films exceeded 100 million yuan a day. Before that, even in the Spring Festival, they did not appear, but unexpectedly made history in June!

Even though "Transformers 4" has swept countless box office records in the Chinese market, the box office of "star crossing" has not completely collapsed as expected, which also proves one point from the side: compared with publicity and marketing, excellent word-of-mouth is always the strongest weapon to drive the box office.

Although in the North American market, countless visual effects commercial blockbusters have caused aesthetic fatigue in the market, the box office data of "Captain America 2" and "X-Men: reversing the future" have not been able to detonate the market, including the premiere weekend of "Star Trek"; However, in the early stage of market development in China, the law of word-of-mouth still works - the only thing to consider is that the preference of word-of-mouth in this market is still elusive.

Finally, the box office of "Star Trek" reached 280 million yuan in the third weekend, and the cumulative box office of "Star Trek" reached 1.63 billion yuan in the third week!

Such excellent performance has also made the Chinese market maintain positive confidence. In the last week of the release of the works, the film arrangement rate of the cinema line has successfully warmed up to 35%, and even diverted a small amount of film arrangement rate of "Transformers 4". This is also the first time for the first time, which can be called a miracle.

When "Star Trek" was released in China, the total box office of the film reached 1.8 billion yuan.

In the face of such a number, all news media have expressed their regret:

Judging from the box office trend of the fourth week of "Star Trek", although the decline curve is very obvious, the overall performance is still particularly gratifying. It can be seen that the market still has more potential to be tapped and erupted. If the key can be renewed for one month, it may not be impossible to finally hit the box office of RMB 2 billion. Warner Bros. did submit the application, but it was a pity that it failed, and the film could only go offline. The total box office figure stopped at 1.8 billion yuan, which undoubtedly became a pity for the Chinese film market in 2014.

It is said that the main reason is that the key extension was not approved because of the local film protection month in July. However, it is unclear whether it is for the protection of local films or whether the box office stamina of "Star Trek" can not break through the siege.

Anyway, the total box office of "Star Trek" in China is 1.8 billion yuan. According to the exchange rate at that time, the total is about 270 million US dollars!

By the way, "Transformers 4" was ultimately dragged down by the downturn of word-of-mouth, and failed to hit the box office of 2 billion yuan. The total box office was fixed at 1.985 billion yuan, which was 320 million yuan converted into US dollars. It failed to break the highest record maintained by "gravity", but it easily reached the top of China's annual box office in 2014.

As a matter of fact, the box office number of "Star Trek" is also amazing. It has surpassed "Avatar" and "lost in Thailand" and become the third place in the total box office of Chinese market in history. It just lags behind "gravity" and "Transformers 4". Such achievements have been appalling, but it has not broken the record, but numbers are numbers, The figure of 1.8 billion yuan is still enough for other competitors to look up to.

What does that mean?

This means: lanli has really established its position as the first box office superstar in the world!