Author | Wang ruoye
Edit | Mingming
On July 6, 2022, "Hidden into the Dust" was officially released, with a box office of 349,000 on the first day of release, accounting for only 2.3% of the films.
At that time, the cumulative box office predicted by Cat’s Eye for this film was 565,000, and the final box office prediction of the film by the public remained at around 2 million. As a rural literary film, even Ruijun Li, the director of Into the Dust, once mentioned in an interview that he was worried that this film would become cannon fodder for the summer file.
On August 9, 2022, "Hidden into the Dust" was webcast and landed on many video platforms such as Youku, Tencent and iQiyi. According to past experience, it is inevitable that the box office will decline after a movie is launched on the online video platform. However, Into the Dust unexpectedly broke the inherent cognition of the public.
52 days after its release and 21 days after its online broadcast, Into the Dust miraculously fell to 3.662 million box office in a single day, reaching the highest single-day box office at present. It is predicted that the box office will soar from more than 50 million to more than 80 million again, and the single-day box office is expected to soar from more than 3 million to more than 5 million. Even many netizens boldly said that they are optimistic about the box office of the film. The cat’s eye also resumed on August 30th.predictThe total box office of "Hidden into the Dust" in mainland China will break 102 million.
After the cinema films are broadcast online, it is rare that the box office increases instead of falling, so that it feeds back the film market. It is urgent for the market to find out what makes the long tail effect of the film so strong, and it is also urgent to know whether the box office decline of "Into the Dust" can be repeated.
Word of mouth solidly improves box office performance
"Hidden into the Dust" Douban scored 7.8 points, and now it has risen to 8.5 points, ranking first in Douban’s real-time hot book audio-visual list.Not only has it become the first Chinese cinema film with a Douban score of 8 this year, but it is also the Chinese cinema film with the highest Douban score this year.
The official Weibo, who opened the movie "Into the Dust", has only a few more than 1,000 fans. Of the 103 articles published in Weibo, only a few in Weibo have turned over 100 praises and comments. All this makes the announcement of this film seem to have a sense of "big hidden in the city".
The most famous story in the previous film was the behind-the-scenes shooting story told by Christina. Many netizens called that story "The Chocolate Factory in Christina", and this stalk of Christina even replaced "You are my God", which was very popular. However, the popularity of the stars themselves has not been transferred to movies.Before "Into the Dust" went online, the box office was in a downturn.
According to the box office trend chart of "Into the Dust", it can be seen that the box office trend in the picture presents a strange V-shape, but it grows more rapidly after the webcast goes online. On the one hand, the literary film itself is a niche film, and the number of films given in the early stage of the cinema is not enough, which leads to the decline of the box office after the release; On the other hand, webcasting enabled more viewers to see the film, and word of mouth drove the cinema box office.
It is not only "Hidden into the Dust" that still chooses to be put in the cinema after webcasting goes online.
In 2019, the popular animated film "Nezha, The Devil Child Came to the World" was launched on October 11 before it was released on October 26. However, according to the box office trend of "Nezha, The Devil Child Came to the World", the box office of the film continued to decline after it was launched. In 2021, the "520" movie "Decisive Battle Against the Black" was also launched on the online platform on May 29th, while releasing the notice of key extension. This also led to the final box office score of "Decisive Fight Against the Black" of only 405 million.
Can be like "Hidden into the Dust", there are few films that have fallen strongly after webcasting. Searching for the film reviews of "Into the Dust" on social platforms, many people choose to continue Amway with their friends after watching the movie. Many of them decided to go to the cinema to get another ticket after watching the movie on the video platform. Since the audience is willing to go to the cinema for support, the demand for films has increased for cinemas, and it is natural to increase the mutual benefit of film arrangement.
After the number of films in "Into the Dust" increased, the attendance rate was also guaranteed. This is also the effect that high reputation can bring.High word-of-mouth and high box officeThis simple sentence has been truly verified in "Into the Dust".
Short video platform helps box office rebound
The propaganda achievements of "Into the Dust" can go to a higher level.The short video platform also contributed.
According to the statistics of cat’s eye data, the topic broadcast volume of Into the Dust in Tik Tok has reached 2.1 billion, and it has been listed on the hot search list of Tik Tok for many times. On August 30, 2022, the number of likes on the official account of "Into the Dust" in Tik Tok has also exceeded 81.49 billion. Compared with thousands of fans in Weibo’s official account, nearly 200,000 fans in Tik Tok’s official account are really huge.
In addition to official accounts, "tap water" bloggers on the short video platform have also emerged after the webcast of "Into the Dust".Major film bloggers and online celebrity bloggers in different fields have started to publish relevant contents of "Into the Dust".
July was a smash hit, and Dong Yuhui, who has many fans, also talked about "Hidden into the Dust" in the selection live room in the East. Judging from the volume of fans in the East’s selection live broadcast room, there are not a few potential box office supporters. On August 22nd, in Tik Tok’s hot search "What’s the stamina of hiding in the dust?", the film published by online celebrity blogger Kongkong Diary with 4 million fans was praised by nearly 500,000 people. In the video, Kongkong Diary explained his feelings of watching movies, and many netizens began to post the classic lines in this video comment area. Another part of netizens who haven’t seen "Into the Dust" spoke in the comments, saying that they had been arrived by Amway and would go to the cinema to see the film.
On the one hand, among the audience groups of short video platforms such as Tik Tok, there are more rural users in third-and fourth-tier cities and counties.As a rural film, Hidden into the Dust, especially the huge display of farming culture in the film, easily resonates with netizens in Tik Tok.
And according to the cat’s eye data, the local box office growth of "Into the Dust" is concentrated in the Central Plains region where the farming industry is relatively developed, such as Shaanxi and Henan. Based on this, it is found that it is a correct and beneficial strategy to choose short video platforms such as Tik Tok to announce the content in the later stage of "Into the Dust". In the early stage, "Into the Dust" made accurate publicity for the audience of literary films in developed areas such as Beishangguangshen and Shenzhen. The main creators ran several rounds of roadshows, but the results were minimal.
The news of being shortlisted for Berlin Film Festival failed to make literary film lovers take "Into the Dust" out of the circle, but a rural blogger on a short video platform made "Into the Dust" successfully enter more people’s horizons.
On the other hand, the second creation and editing of "Into the Dust" on the short video platform is mainly based on the output of film reviews, which is very inflammatory.The expression of netizens’ true feelings can drive more people to express their views on this film and arouse everyone’s interest in this film.
Breaking the inherent circle of literary films, "Hidden into the Dust" is still accumulating after the online broadcast. How to make good use of the audience of the short video platform so that webcasting is no longer a "box office springboard" may be a new thought brought to the film market by "Into the Dust".
Can "Into the Dust" be reproduced?
In recent years, the only film short-listed in the three major European competitions, Hidden into the Dust, was also withdrawn in February 2022.
Due to various reasons, the film market remained sluggish in the first half of this year, and "Into the Dust", which was released in July, did not expect that the film with minority theme was expected to become a phenomenal domestic literary film. It is not a simple matter to reproduce the success of "Into the Dust".
First of all, from the perspective of subject matter, although "Into the Dust" is a literary film, its content is close to the northwest countryside, which coincides with the audience of the short video platform.With the help of short video platform, the box office can take off directly.Secondly, after the webcast was launched, the number of second-generation videos on the short video platform increased.However, different from the ordinary plot explanation, the second creation video of "Into the Dust" is mostly an emotional film review, which extends from the story of the film to the emotional expression of the group and can impress the audience to watch the movie.
There is also the support of the cinema for "Into the Dust".As early as the beginning of the film’s release, the general manager of Jinan Belle Palace Cinema once sent a message to Weibo, saying, "Into the Dust" has been streamed, but I am still arranging films for it, because I firmly believe that the sound effects on the big screen are more attractive to fans than computer screens and mobile phones. " On August 30, 2022, "Into the Dust" won the highest attendance rate on that day, which did not live up to the expectations of many cinemas.
But most importantly, we have to return toThe quality of "Into the Dust" itself passed the test.Therefore, it can be full of stamina.
At the same time, the film "Tomorrow’s Battle" was ridiculed on the short video platform for "selling badly", and the box office just passed 600 million after 27 days of release. Ruijun Li, the director, also said in an exclusive interview with Zumu News that he understood the choice of film arrangement in cinemas and cinemas in the early stage. "The audience has the freedom to choose what to watch, and the cinemas have the freedom to choose what to arrange. Even if we want to talk about feelings, the premise is to let the market operate first. Now the cinema has been’ hungry’ for a long time, let the cinema fill its stomach first, and then take care of art movies. "
It is gratifying that the market has now clearly perceived the value of the art film "Into the Dust". On September 30, 2022, "Hidden into the Dust" was postponed to September 30 after it was announced on August 2 that the key was postponed to September 12. In addition to the key extension, the proportion of cinema films is also rising, reaching 10%. Compared with the release volume of about 0.2% in the early stage, the box office data of "Hidden into the Dust" in September should be more impressive.
It can continue to ferment word of mouth after webcasting, and the box office in a single day has exceeded 4 million, and the total box office has reached 37 million.This is a miracle of a film, and it also indicates new opportunities in the film market.
