This summer’s movie market should be said to be more active than in previous years.

Before July 13th, SARS had been hanging in the minds of the people across the country like a sword, and the movie theater was just like a famous line said: there were no people in the movie theater on Sunday.

This situation has improved greatly after July 13th. SARS has basically ended, and everyone is ready to relax and eliminate the worries caused by SARS.

As a result, the number of people coming to support the stores at the next level increased overnight.

But if we analyze it more carefully, the people who enter the theater are basically students and young people.

Most of the migrant workers continue to be busy at work, and because of SARS, the domestic economy has been affected to a certain extent. Everyone generally does not have enough money in their pockets, and their lives are difficult, so they can only earn more money to replenish their income.

Under such circumstances, it will definitely have an impact on the movie box office market, which has just returned to normal.

Fortunately, the real main consumers in the current movie market are still mainly movie fans and young people. Take last summer's "Savage Girl" as an example. The box office of 200 million is very eye-catching, but the proportion of young people among them has to reach

More than 80%.

Such data is not only for the summer holiday, but also for the Lunar New Year holiday and National Day holiday.

No matter what movie you watch, the proportion of young people in the box office consumption structure may increase or decrease, but it will never be less than 60%.

This is the statistical result of Star Cinema Unicom’s franchise theaters over the past year and a half.

The same was true for last year's "Hero". About 68% of the domestic box office of 310 million was contributed by fans under the age of 25.

Therefore, young people are the main consumer force of movies today.

In fact, most people cannot see this kind of data without careful statistics.

Even Jiang Yan himself initially thought that young people and students might not have that much spending power. After all, going to the movies these days is not an ordinary expense. A movie ticket averages 15 yuan, which is enough for many students.

Days of living are all spent.

But the data doesn't lie.

Of course, this data does not mean that this is the case across the country, but the more developed the city, the higher the box office contribution, the greater the proportion.

For this reason, when "When a Man Falls in Love" was released this time, Jiang Yan had no scruples in using promotional words such as "summer release" and "Chinese Valentine's Day", which were mainly targeted at students and young people.

In fact, before 2002, there was a common consensus in the mainland film industry that the summer season was very cold and it was the off-season of the year.

The concept of summer movie originally came from Hollywood, which is from May to August every year. Every summer is the peak season for the release of new Hollywood movies. Various new movies compete with each other, which makes the media and movie fans excited.

The domestic summer program was first proposed in 2001 by Huang Jianxin, the future director of "The Founding of the People's Republic of China".

The movie "Who Says I Don't Care" directed by him, starring Feng Gong and Lu Liping, was billed as "China's first summer entertainment film".

But it is a pity that in the end, the box office was only 14 million. Although it ranked sixth in the mainland box office rankings of Chinese-language films that year, it can hardly be called a success.

It is also because of this that more filmmakers are more inclined to grab high-quality domestic projects every year for the Lunar New Year and National Day festivals.

But in fact, this argument is inaccurate. Before 2002, the summer schedule of mainland movies may not be outstanding now, but it is far from being poor.

Although "Who Says I Don't Care" in 2001 only had 14 million, the combined box office of other movies in the same period also exceeded 100 million.

This number is definitely not bad considering that the mainland's annual box office in 2001 was only 800 million.

So it's just that the movie itself doesn't hold up.

You see, isn't it completely different in 2002?

In 2002, Jiang Yan's "Savage Girl" immediately took in 200 million box office, beating "Star Wars Episode II: Attack of the Clones", "Spider-Man", "The Gun" and "Legend of the Sky" at the time.

.

Of course, you can also say that "Savage Girl" is very special. The various bonuses of this movie are too great. But no matter what, the combined box office of all movies in the summer last year exceeded 300 million, accounting for 30% of the whole year.

% or above, so the summer season will definitely not be bad.

But even so, due to various aspects of psychology towards Hollywood, the domestic film industry still does not pay enough attention to the summer season.

In the original time and space, this was the case until 2003, when two imported films, "The Matrix 2" and "Finding Dory," and Brother Long's "The Dragon Reborn," jointly earned more than 100 million in box office.

The stable box office of more than 100 million for two consecutive years has allowed many people to see the potential of the summer season.

It is also because of this that New Picture Boss Zhang and Lao Mouzi thought about it many times and named the new film "House of Flying Daggers" as a summer blockbuster. It was listed in the 2004 summer season and won 156 million at the box office.

It is precisely because of this movie that domestic film companies and theaters saw the potential of the summer season and increased their investment in exploring it. It eventually became one of the top peak season periods in the domestic film market every year.

Therefore, while the industry generally does not pay much attention to the summer season, Jiang Yan realizes that this is a blue ocean.

It is also because of this that "Savage Girl" was scheduled for summer release last year.

And the final effect is also very explosive with the addition of all aspects.

More than two hundred million!

Who would have thought at that time that a romance film like that could achieve such high box office in an unpopular market like the summer season?

But Jiang Yan just did it!

Many people feel that this is not because of the summer film's great potential, but because of Jiang Yan's strong box office appeal.

So to a certain extent, if Jiang Yan were more shameless, the summer movie could be promoted as being activated by Stars and Sea! Furthermore, he could use the summer movie as his own place for Stars and Sea.

Of course Jiang Yan would never do this, it would be hateful, and besides, he doesn't have the ability.

The right way is to expand the market and give support to domestic filmmakers. Only in this way can Star Cinema make more money.

This chapter is not over yet, please click on the next page to continue reading! And since then, it has not affected everyone's expectations for the movie "Stars and Sea" every summer vacation.

Just like now, everyone looks forward to Feng Dapao's movie every year during the Lunar New Year.

So when "When Men Fall in Love" had a series of promotional slogans such as "Fight Again in Summer", "Domestic Love Business Movie in Summer", "This Summer: Domestic Commercial Films Vs. Hollywood", almost all film industry professionals and media across the country were all

Helping shout out, there are a lot of stars and seas taking the lead, and they want to put a red flag on the level of this summer's summer season again.

By this time, many people didn’t even realize that everyone had subconsciously accepted the concept that “summer is the peak season.”

In addition to the formation of the concept of the summer film, "When Men Fall in Love" is scheduled to premiere on July 20th, and August 4th is Chinese Valentine's Day. This is within the release cycle and can be speculated!

You should know that it will take many years before the concept of "Chinese Valentine's Day" is officially commercialized in China.

Before that, "Chinese Valentine's Day" was even called "a traditional festival that has been forgotten for hundreds of years" by the media.

Therefore, as a domestic love movie, Jiang Yan would feel sorry for his ancestors if he did not promote the concept of "Valentine's Day" in China at this time.

So after the various slogans of the previous summer season, various sweet marketing slogans followed.

“Send roses on Valentine’s Day abroad, watch movies on Chinese Valentine’s Day!”

"The flowers are similar every year, and the people are the same every year. When we meet on the magpie bridge, we watch movies together."

"Linghu Chong and Ren Yingying cooperated for the second time to help Chinese Valentine's Day on Chinese Valentine's Day."

"Come to the cinema on Chinese Valentine's Day and meet your Cowherd and Weaver Girl..."

Jiang Yan doesn't care whether it's embarrassing or not. Anyway, for today's audience, there are still few business routines to see. As long as it is fresh, it can attract people.

For a movie with excellent box office, marketing and publicity may account for more than 30%.

Last year's "My Sassy Girl" borrowed a lot of inspiration from the World Cup and the "true story adaptation" of China and South Korea, which made it so bright at the box office.

But this time it’s different. This time the movie doesn’t have a favorable wind to take advantage of. Even because of the science fiction film “Moon”, it has been pushed back to a certain extent, so it is basically impossible for the box office to exceed 200 million this time.

However, Jiang Yan did not set the box office so high at the beginning. He just wanted to surpass his opponents in the same period.

Therefore, during the promotion period, Jiang Yan still spent a lot of effort on publicity.

For example, when it comes to trailer distribution, he worked with several TV stations to obtain trailer push at a friendly price. From the Yangshi sub-channel to municipal local stations, the trailer was broadcast on more than 30 TV stations in total.

On the Internet, "When Men Fall in Love" has an exclusive cooperation with Sina. The former has received full promotion from one of the three major portals, and the latter has obtained exclusive news about the film and its creators and related online activities.

As for QQ, Jiang Yan, as the major shareholder, also has special privileges. Not only can news about the movie be directly pushed to him, but the new QQ show also has the same versions of the movie characters.

Jiang Yan, who now has almost 100 million QQ friends, will enthusiastically "remind" his friends every now and then that the weather is fine, why not go out and watch a movie. This summer, I will star in...

This model already did this last year.

And thanks to the high reputation of "Savage Girl" and Jiang Yan's own popularity, this mode not only did not make people disgusted, but also made many people excited.

Even if you are not excited, this kind of casting-net publicity will contribute a very considerable box office if even one thousandth of the hundreds of millions of friends are interested.

Nowadays, many people in the film and television industry have not realized the promotional power of the Internet. Jiang Yan can be said to be the first wave of people to use the Internet platform to promote and distribute movies in large quantities.

Therefore, with the help of publicity resources from all parties, "When Men Fall in Love" became the most famous movie in the summer of 2003, especially on the Internet, it was almost overwhelmingly popular.

This summer season, there are not many movies released in the mainland.

Two Hollywood blockbusters, "Finding Nemo" are animated films, and there are still restrictions in China. Many movie fans feel that spending money to watch an animated film is a bit of a loss.

The "Matrix 2" series has returned to great fame, but its non-local operations are still not as powerful as the "Linghu Chong and Ren Yingying" team-up.

"Flying Dragon Reborn" is also famous thanks to Cheng Long, but Brother Long currently doesn't pay much attention to the mainland. He still places the main battlefield in Hollywood, East Asia and Hong Kong. He didn't even come to the mainland to promote it.

Naturally, the competitiveness is not great.

So in mid-July, it would be an exaggeration to say that I was out of the movie without hearing about it, but people who often pay attention to entertainment and movies basically know one sentence, that is, "This Chinese Valentine's Day, watch "When a Man Falls in Love" with him or her.

hour"."

Romantic Chinese Valentine's Day, watching a love movie with your favorite partner is enough to attract many young people.

It doesn't matter whether girls love romance, whether boys are romantic or not, but if you go out to watch a movie, the mood is right, and the time is right, the rest is the difference between high EQ and low EQ.

In this way, this summer season has officially kicked off with the attention of the entire industry...
To be continued...