China Box Office

In the past October, the domestic film market ended with a total of 3.57 billion yuan in total box office, down 30% compared with the same period last year. At the end of the year, will the annual box office target of 60 billion yuan be realized? No one has a bottom in mind.

As of November 7, the national total box office was about 53 billion yuan, and there is still a gap of 7 billion yuan from the breakthrough of 60 billion. Some media have already given "pessimistic" expectations, and this year's total box office will eventually fall to around 57-58 billion.

November is the “imported big month” that is expected by the industry to “save the market”.According to the fixed information, there will be 12 imported films landing in the theater this month, 4 of which were released on the first weekend of the month, but from the performance of the standard room, the imported films have not played a role in boosting. "The Nutcracker and the Four Kingdoms", "Wandering Cat Bob", "Ticker House" and "Hurricane and Hidden" are all unsatisfactory at the box office. I want to rely on them to save the market

Now the outside world has crushed the final bet on works like "Poison" or "Golden". In addition to these blockbusters in Hollywood, what is not everyone's attention is that the number is closely followed by the Indian film that has become the importer of the past two years and has repeatedly created the miracle of the box office.

In addition to the public release, the box office has exceeded 140 million "Mr. Yu" (Hichki), including "Indian Partner"(Padman), "Daddy 102" (102 Not OutOut) "India Thug" (Thugs Of Hindostan), many Indian films have also been prepared for everyone. At the end of the year and early next year, another wave of Indian films will be brushed up.

In fact, it may not be accurate enough to call them India, because many Indian films have been introduced to China in the form of separate accounts. They were introduced in the form of batches, but in fact they also adopted a split-account model. This trend was brought up by box office black horses such as "Wrestling Daddy" and "Mystery Superstar".

Judging from this year's data, the Indian film that can be released in the last two months will have an Indian film released every month in about 2018. It is conceivable that starting from 2016, countless Chinese capital and film companies have begun their journey to the Western Regions of Buddhism, and their efforts (speculation) will have the best performance opportunities in the late 2018-2019.

Unfortunately, all the outlets will have bottlenecks. From now on, the performance of many Indian films at the box office is not as good as before. It is difficult to reproduce the box office masterpieces like "Wrestling" or "Mysterious Superstar". The average box office has dropped back to around 100 million. Some films even It is only a few tens of millions.

It is conceivable that if Indian films continue to flood into the Chinese market, the critical point of its bubble will soon come.

Not every Indian film can burst

Before the "warmless" hot sales, after the transformation of Yang Mi's "Baby" high-profile attack, as far as there is no publicity, as of October 31, India's film "Mr. Yu" won 125 million box office Today, it has exceeded 140 million.

Such a result does not seem to be eye-catching at first, but it is already commendable. Before the release of "Mr. Yu", almost no one was optimistic about the box office prospects of the film. The film was released in the Indian market as early as March. The mainland schedule was 7 months late, and the film with the same period also had the imported blockbuster "Super Titan", so the first day of the "Mr. Teacher" was only 11%. The first day of the box office was only 5.05 million. The media initially predicted that the final box office of the film would not exceed 40 million.

At that time, the mainland film market was still the world of Chow Yun-fat's "Unparalleled". Basically, "The Warriors" occupied the absolute advantage of the film and box office. The attention was far better than "Mr.", but it was such a strong suppression, with good Word of mouth, "Mr. Yu" achieved double the box office growth on the first weekend, and finally won 29 million box office in the first three days of the weekend.Since then, it has further started the box office counterattack tour. On the second weekend of the show, because of the arrival of Yang Mi's "Baby", the film of "Mr. Yu" dropped to about 4%, but the attendance rate of the film was strong, and it was always among the best. The box office also maintained a relatively stable growth. - Ultimately over 100 million.

The film's Douban score is as high as 7.5 points, which is higher than many domestic films in the same period. When you see this, you must think that the Indian film is really a dark horse. Almost every one is a sly character that can be countered by high word of mouth.

If you are so optimistic, I am afraid that it will be lost. Because it is not known, just one month before the release of "Mr. Yu", and then at the end of the summer, there will be an Indian blockbuster released in September, but the bad performance makes people I soon forgot about its existence.

Sultan's Faliure

It is the Indian film "Sudan" which sells in India at the box office but is smashed in China. The final box office is only 34.07 million yuan, which is far from the industry's target of "breaking 200 million yuan." Became the worst part of the Indian box office in the Mainland this year. The film's word of mouth corresponds to the box office. The rating of "Sudan" in Douban is also the lowest among the Indian films introduced this year, only 7 points - of course, 7 points is actually very good, if compared with most domestic films.

"Sudan" actually performed very well when it was released in India. It rushed to the box office of about 4.2 billion rupees. It has so far sat in the top ten of the box office in India. Its overseas box office has also achieved remarkable results. The praise of rotten tomatoes has reached 89%. .

It is worth noting that the time when "Sudan" was released in India is actually more similar than the type of "wrestling! Dad was earlier, but it was released in the Mainland after two years. Now it seems that it is somewhat "outdated". In addition, compared to Amir Khan, "Sultan" actor Salman Khan's box office appeal in China is also worse. Moreover, the story of "Sudan" is relatively weak, presenting a story about Mary Su of wrestling, and the wrestling part is far less than "Wrestling!" Dad, this makes the film a bit embarrassing. In the end, just the release of the film and the "Mission Impossible 6" basically hit together, so the schedule is also powerless.

From the above two examples, we can see that although the introduction of Indian films into China is basically good, most of them are more than 7.0, but not every one can guarantee commercial success. It is unrealistic to hope that it will continue to operate hundreds of millions of box-offices on the basis of high word of mouth.

Next, although the three new films in India are already in place, and the word of mouth is very good, but there must be a big question mark to make a contribution at the box office.

The heat is weakened,

The audience cannot always be at a climax

The next thing to be released is "Daddy 102". The film's word of mouth also continues the strength of the Indian film. It has entered the hot search for two consecutive weeks on Douban and scored a high score of 7.8, but like "Sudan", this The film was released in India as early as May this year, and now there are pirated versions on the Internet. Although it has not yet been officially fixed, the media predicts that the film is expected to join the "rescue city" army in December this year.

"Daddy 102" tells the funny, warm and touching story between the 102-year-old cool dad and his 75-year-old son. Some people on the watercress said that "seeing people cry for a while and laughing", some people say that "father and son feelings are moving, and emotional feelings are also very touching."

Touching, tearing, crying and laughing... Seeing here, readers should have discovered a rule that the Indian films that introduced China almost in the past two years have all been the same unified route of “smiles in tears”. "Wrestling" "Mystery Superstar" has been until now, "Daddy is 102 years old" - even if the audience likes this type again, it will have a sense of resilience and familiarity after a long time.

This sense of fatigue is destined to continue, in addition to "Daddy 102", another "Indian Partner" has also been in place. This film is similar to all the previous films. Not only does it have "tears in tears", but it also pays attention to the issue of women's rights in India. The Douban score is also 7.7 points higher than the current one. The current file will be released at the end of this month.

Another film with a slightly different style is Amir Khan's "The Indian Thug", which is no longer a moving piece, showing the story of some Indian swindlers in the 1930s. It is a film that focuses on comedy. But those who know a little about Indian films should know that Indian comedy films have a strong Bollywood character, and the lively audience of singing and dancing has already seen a lot in films such as "Little Loli" and "Wrestling."

Even if this time is not "tears in tears," it is difficult to expect viewers to continue to laugh in Indian comedies. And the trailer of the film shows the typical style of Pirates of the Caribbean. I don't know if the Chinese audience is still fresh enough for such a pirate comedy.

The film will be officially released in India this weekend. It was originally revealed that it may be released in China in December. It seems that time is still not fully confirmed. It will appear in December to help the box office in the whole year, and then in January next year. Two different versions.

In summary, in addition to this year's "Mystery Superstar" with 737 million box office results, once again proved the Indian film market absorbing ability, after the "mysterious superstar", the five Indian box office screenings in the middle of the year have encountered The cliff-like decline, "Toile Hero" "Bahoba Valley 2" "Sudan" three films have not exceeded 100 million, "Mr." is almost the only "Zhongxing".

Written at the end

The reason is that we can find that the Indian film reputation is not an indisputable fact. The Indian film industry has already had a relatively mature business operation mode, as well as distinctive local characteristics and elements, but it is precisely because of such characteristics that it is introduced. Chinese Indian films have more and more similar feelings, either "talking and laughing", or "the gap between rich and poor", or "singing and dancing", or "focusing on women", the same plot and setting It looks similar in different movies.

In addition, Indian films often take the form of mixed Indian and English, so for most Chinese audiences who are used to subtitles and English, the possibility of fully fascinating the charm of Indian cinema in language is relatively compressed. It will produce full aesthetic fatigue for Indian films. At the beginning, "Wrestle!" In addition to its own strength, Daddy's fieryness is largely due to the freshness of a cultural and visual expression. Now, this freshness is gradually disappearing.

It is undeniable that Indian movies are very productive and cinema services are very popular.According to the "Indian Film Industry Report" released by Deloitte in September 2016, India produces 1,500 to 2,000 films a year, ranking first in the world; but we must recognize a reality - so many high-yielding Indian films are absolutely Most of them are not suitable for the Chinese film market and the audience. The works that really have a commercial future or word-of-mouth empathy are probably only a few thousandths.

From this we can reflect on the excessive enthusiasm of Chinese film companies for Indian films in the past two years. In the past, Indian films generally entered the Chinese market in the form of batches, and even the myth of "500,000 dollars packaged to buy 10 movies."However, with the sale of Indian films in China, especially "Wrestling!" After Daddy set a new high at the box office, the cost of buying out copyright-introduced films, the so-called “batch”, has also begun to rise.

A line of practitioners publicly stated: "Now, the price of introducing overseas films in the form of batches is already very expensive. It is better to be between $1 million and $1.5 million, up to $3 million. If Amir Khan’s movie, the price may be higher”

Most Indian films are still introduced in the form of batches, but in fact they have also adopted a sub-accounting model. For example, "Mystery Superstar" takes the form of post-segmentation, that is, the importer pays a certain amount of introduction at the beginning, but when the box office reaches a certain amount, it divides the account to the Indian film at an additional agreed ratio - this has no Substantial difference.

The cost is increasing, the proportion of sub-accounting is increasing, and the market is not as profitable as before. The audience has already experienced fatigue. The original performance of 10 billion and 700 million has already reached the status quo that can be celebrated by 1 billion. All kinds of phenomena show that it is unrealistic to rely on Indian films to save the market in the last quarter. Although the Indian film does not really become a bubble because of its own word-of-mouth relationship, it is a small probability event to continue the past and to produce more dark horses.

To put it bluntly, the Chinese box office must grow, and it depends on others.

END

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