1103 Entertain yourself
On November 2, "Transcendence" officially premiered in a total of three theaters in New York and Los Angeles. Amidst the excitement of the awards season, it started its journey in a low-key manner..
The so-called low-key means that, firstly, there is no promotion at the noisy Toronto Film Festival and Telluride Film Festival; secondly, there are no trailers and movie posters for the camp to promote; thirdly, there is no marketing advertising, no radio promotion, no TV promotion or even There is no theater promotion; there is no official announcement from Si Lai, no Twitter, no Facebook, no official website, and even the print media has not received news..
The only promotion is from the official IMDB page.
In early September, when everyone’s attention was focused on Venice and Toronto, the official IMDB page of “Transcendence” updated a message: the movie will be officially screened on November 2 (New York, Los Angeles）.
That's all.
This is true low-key, it can almost be said that it entered the theaters quietly..
Despite this, "Transcendence" still achieved an impressive box office of US$33,000 per theater in its first week of screening, which is eye-catching. Compared with the low-key and calm early stage, such an achievement can even be said to be a success. Huge surprise, far beyond expectation.
The reason is not complicated.
At the Berlin Film Festival in February, "Detachment" won the Silver Bear for Best Actor, sparking a lot of discussion. Although, among the three major European film festivals, Berlin's influence is the weakest, with a Silver Bear The excitement caused by the trophy was fleeting; but unexpectedly, at the subsequent Oscars ceremony, Renly rode the wave and won the Best Actor statuette, instantly igniting all discussions..
Together with this, the two works "Crazy Love" and "Fighting Cancer" have achieved huge breakthroughs at the box office; at the same time, before the Oscars, "Detachment", which just won the Silver Bear Award, has naturally become the focus of discussion.
Everyone is curious, can "detachment" be comparable to "crazy love"? What does the performance in "transcendence" look like? Last year, "Crazy" won the Special Jury Award at Sundance, and followed the trend to win the statuette this year. So, this year, "Detachment" won the Silver Bear Award in Berlin, what will happen next year?？
Amidst the heated discussion, "Detachment" also got an opportunity for free publicity..
However, compared to the movie itself, curiosity and gossip still prevailed. People were not looking forward to this work, but the so-called gimmicks of this work, which directly linked this work to the Oscar. Later, the crew did not make any further progress. When launching publicity, it seems that there is no ambition for this year's awards season. These gimmicks did not get enough support, and they were gradually lost in the movie tide, and were forgotten by most people..
But there is still a small group of viewers who remember it firmly. Not only did they not forget, but they became more active. Their curiosity about Renly, about "Transcendence", and about Tony Kaye continued unabated..
Throughout the year, "Detachment" attended a total of five film festivals, Berlin being one of them, in addition to Tribeca Film Festival, Woodstock Film Festival, Tokyo Film Festival and Stockholm Film Festival.
At every film festival, the reputation of "Transcendence" is mixed, and the controversy surrounding this work is increasing and has never disappeared, even among senior professional film critics. Everyone expressed their opinions and argued endlessly. There was a heated discussion on the artistic value of this work..
Things are getting more and more interesting. From a certain perspective, controversy means failure to convince the public; but from another perspective, controversy also means more possibilities. For art, controversy is always exciting..
As a result, curiosity and expectations are rising. After entering the second half of the year, the waiting audience has gradually accumulated. Even though "Edge of Tomorrow" detonated the entire summer season, Renly has achieved great success in the commercial field. ; But for these audiences, "transcendence" is still their biggest expectation for Renly in the year.
On the social network, someone jokingly said: He is now gearing up and impatient. He is always ready, rolling up his sleeves and excited. He is bound to scold "detachment" bloody and criticize it. Otherwise, he will definitely Won't give up.
From this perspective, expectations have been slowly rising..
For mainstream audiences, and even for the mainstream media, they seem to have long forgotten the work "Transcendence". The topic of the Berlin Film Festival is not as good as Venice and Cannes; but for a specific group of audiences, But they have been waiting hard. Even after the awards season kicked off, with a lot of excitement and excitement, "transcendence" has never been forgotten..
Fittingly, Dianxing's art theater circuit targets this kind of audience. Naturally, Dianxing has achieved impressive results of 33,000 US dollars, and has emerged as a star..
However, such achievements are still not enough to shake the attention of the mainstream media. The number of film reviews and related reports have always been tepid, growing slowly and extremely slowly. This has also cut off the influence of mainstream opinions on the film, and all Communication is still more limited to senior audiences, and discussions are becoming more and more lively and heated..
The movie market at the end of the year is constantly in focus and bustling with excitement. During the Thanksgiving period, Halloween period, and Christmas period, one holiday after another appears, such as "Wreck-It Ralph", "00: Skyfall", "The Twilight Saga" ": Breaking Dawn (Part 2)" and "The Hobbit" have successively bombed, breaking one record after another. The reputation and box office have soared, which is simply overwhelming..
Not to mention, since the awards season has begun, popular works have come one after another, and there are constant topics of discussion every week..
Among them, who would notice a "transcendence" film?？
Quietly, the focus on "transcendence" is still unfolding in New York and Los Angeles..
In the second week of November, there were still three theaters in two cities, but the single-theater box office went further, rising to 39,000 US dollars. Although it still did not rank on the historical list, during the screening period It is the first time that the box office of a single theater has increased. It can be seen from the side that the influence of this work is slowly expanding..
“The New York Times" and "The Hollywood Reporter" both noticed such an unusual phenomenon and reported it. At this time, Hollywood realized for the first time that another work worthy of attention during the awards season has appeared - or, in other words, not worthy of attention. Attention? After all, the style of Tony Kaye's works is so terrifying that it can almost be said to actively push away the audience and awards..
In the third week of November, there were still the same three theaters. The single-theater box office dropped slightly, and the box office was 35,000 US dollars. The performance was still wonderful. Invisibly, "Detachment" also created a record of its own - click After three weeks of screening, the box office of a single theater has always remained above 30,000 US dollars, and the box office data in the first week is still the lowest for any film..
A bit convoluted, but very interesting. Undoubtedly, the film curve of this work is worthy of careful study..
In the fourth week of November, the expansion finally began. It was still in New York and Los Angeles, but the number of movie theaters increased to fourteen, nine in New York and five in Los Angeles..
What’s amazing is that the box office of a single screening theater is still at the level of 30,000 US dollars. The performance of 32,000 US dollars is really eye-catching. In terms of topicality and support rate, "Transcendence" is being screened all over the world. His performance during this period is still enough to defeat most of the works in this year's awards season..
Of course, the box office data of each single theater in each week is nothing worth bragging about. Even the box office results of the fourth week of screenings in single theaters are still not among the top 30 in film history. In other words, this can be regarded as It is "the self-entertainment of a specific group of fanatical audiences."”.
But no one can deny that the stable performance for four consecutive weeks during the screening period has once again proved that the controversy of the movie is slowly spreading, and more and more professional audiences are continuously entering the theater. , join in the debate and rebuttal of the work.
For a work of art, this is the best award. Tony Kaye obviously couldn't be more satisfied with the waves he created, and he was in a particularly happy mood.
Similarly, the attention of the media gradually gathered, and relevant reviews began to be released one after another. In the first week of the screening, there were only three reviews; and in the fourth week of screening, the number of reviews had reached 20.
Compared with those high-profile awards season works, with more than 40 reviews, the "detached" media feedback can simply be described as pitiful, even with the addition of the Berlin Film Festival, even with Renly as a gimmick , but this work’s position in the awards season has lagged far behind its competitors..
In terms of attention alone, "Detachment" has already fallen behind early. In the awards season, without enough exposure, it is absolutely difficult to break out; and, from Tony Kay Judging from Ye's attitude, he has no plans to start public relations for the academy during the awards season..
What's more, the feedback from the media is not optimistic either..
The overall score of the twenty media outlets was only 55, which was still five points away from the passing line. This became a piece of news.——
This is the film with the worst media reviews in Renly Hall's career. It is also the first film in Renly Hall's career as an actor that has failed to pass the media reviews..
In less than four years, Renly has successfully joined the front line and broken through the siege. The extremely high average quality of his works is definitely one of the important factors. Since the "Pacific War", Renly's works have It has maintained an excellent state, achieving comprehensive victory from word-of-mouth to box office and audience feedback, and has not yet experienced a single defeat..
But today, the "detached" media reviews are really not good-looking, and can even be said to be ugly..
Could it be that the first Waterloo of Renly's career has come just like this? Thinking about it seriously, although it is unexpected, it seems to be the right time. It is better to be late than never. Maybe now is the best time.？
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