2243 Not surprised
After being screened for three weeks, "Blast Drummer" has always maintained unparalleled market vitality. The noisy and enthusiastic Internet craze has stolen all the attention, and it has become the most unusual thing in the holiday season that cannot be ignored. Even "The Hobbit" 3” The crew couldn’t help but mention this work during the promotion process.
“Yes, I understand that there are only two types of actors in Britain now, one is Renly Hall and the other is others. Obviously, the members of our crew all belong to the second type..”
Martin-Freeman said this when he was a guest on "The Ellen DeGeneres Show". This is also considered to be the first "joke" officially targeted at Renly - just like making fun of "Harry- Potter", now British actors are also starting to tease Renly.
Later, this also directly evolved into a joke on social networks. Countless netizens joined in the ranks of complaints. The picture was so beautiful that it made people laugh and cry. It also confirmed that the powerful topic momentum of "Explosive Drummer" made "The Hobbit 3" I have to face it, I don’t know how Warner Bros.’s publicity and distribution department is feeling at this time..
After easily breaking the historical record at the box office in a single theater in its first week, "Breaking Drummer" still showed amazing and enviable box office momentum in a single theater during the second week of screenings, with a single theater box office of 156,000. The data is still able to rank among the top 20 in the history of movies, and ranks among the top five in the list of live-action movies, once again replicating the strength of last year's "Drunken Country Folk".
Even the box office of a single theater in the third week can still rank among the top 25 live-action movies in the history of movies. Such a feat has eclipsed all praises..
But this is still not the whole story; to be more precise, the screening stage is just the beginning..
According to the original plan, Sony Classics plans to extend the screening phase to the week before the Golden Globe Awards. After waiting for the Golden Globe Awards Ceremony to create a new round of focus, it will take advantage of the trend to fully expand the screening, looking forward to riding the wind and waves to reach higher levels. One floor, then hit the Oscars with all guns blazing——
In the final analysis, Sony Classics' predictions for the box office performance of "Breaking Drummer" are still relatively conservative, and they are worried that the expansion effect may not be satisfactory and the market feedback will be lower than expected, which will affect the momentum of the Oscar; the worst result is that the expansion is completed In the next three or four weeks, the box office plummeted and became unsustainable, forcing the film to be canceled early - or to burn money and continue to be released in a small area. This also means that in the sprint period of the awards season, the exposure rate will be reduced. will plummet, which is a result Sony Classics absolutely does not want to see..
But now, the situation is quietly undergoing huge changes.
Not to mention how effective the online petitions are, what level the box office conversion rate can reach, and whether there is deliberate fueling by competitors behind such a heat wave; just talk about the buzz created by the Internet boom, which is very important to the award season of "Exploding Drummer". All wars are beneficial and harmless.
Therefore, Sony Classics decided to adapt to the situation, seize the opportunity decisively, truly build momentum for this work, and take advantage of the trend to push the excellent reputation of "Breaking Drummer" to a new height, and look forward to winning the Best Picture, Best Director, Best Adapting scripts and other important departments can gain something and fully blossom..
In the first week of December, on the one hand, Sony Classics officially announced its screening expansion plan in response to online petitions; on the other hand, "Breaking Drummer" continued the original planned screening scale step by step and continued to be released in 50 theaters. ——Next week is the time to fulfill the promise. At the same time, Sony Classics has also changed its public relations strategy. Its sights are no longer limited to Best Actor and Best Supporting Actor, but are aimed at the bigger picture..
From the perspective of competitors, this also means that Sony's classic public relations resources are beginning to be dispersed. Instead of betting entirely on Renly and JK Simmons, the competition for Best Actor and Best Supporting Actor will be more open - at least , this is what Weinstein Films expects to see, so it’s unknown whether Harvey’s actions can be seen behind the scenes..
However, at least judging from the development trend so far, Sony Classic's on-the-spot response is on the right track. The overall situation is still within the plan for the time being and is fully in line with expectations..
2014In the last week of the year, "Crackling Drummer", which entered its fourth week as a movie, continued to be released in 50 theaters. With excellent box office figures of US$51,000 per theater, it took in a weekend box office of US$2.55 million. During the joyful Christmas holiday, countless audiences were still mobilized to go to art theaters to watch the works..
In just four weeks during the screening period, "Breaking Drummer" demonstrated the strong market potential of independent films by continuously setting records. The cumulative box office easily exceeded the 10 million threshold, and is currently set at 12 million US dollars. Compared with the film's production cost of only 3 million, this achievement is really surprising - and the data was obtained during the screening period, which is incredible..
From last year's "Drunken Country Folk" to this year's "Breaking Drummer", in fact, we should also add "The Grand Budapest Hotel" and "Boyhood" in the first half of this year, including the previous "Juno" and "Little Miss Sunshine" "Wait, the excellent performance of these independent films in the box office market proves the fact：
It has nothing to do with Renly. As long as the works are good enough and the announcements are good enough, the North American film market is still willing to support these works. In the final analysis, everything must still be spoken by the works. Instead of thinking about market rules and trying to take advantage, it is better to focus on the works wholeheartedly. make.
But it is also related to Renly. The most important thing is Renly's unique vision in selecting works. From the "Pacific War" to the present, there has been no record of failure. The strict selection and careful interpretation of each work - the most important thing is the unique art. Taste has become the current unbeatable halo, and the frenzy of discussion about "Explosive Drummer" has directly proved the general public's trust in Renly. This solid trust cannot be bought by money..
Objectively speaking, people are no longer surprised that "Exploding Drummer" has achieved such great results..
With a cumulative box office of 12 million in four weeks, and the number of discussions on related topics on social networks has exceeded 70 million, the much-anticipated "Breaking Drummer" finally welcomed the dawn of 2015 and entered the stage of full release..
As we all know, Sony Classics is a bold company. Their publicity and distribution strategies often go against common sense, catching professionals off guard. Their high-risk, high-return model makes their awards season performance ups and downs, but It can always bring unexpected surprises inadvertently. Compared with the clichés of Weinstein Pictures and Focus Features, Sony’s classic awards season academy public relations deserves more expectations..
Last year's "The Ballad of Drunken Country" is undoubtedly the best example: the screening period lasted for five weeks, occupying the focus of the entire market with an absolutely strong attitude; then it entered the expansion stage, with 350 theaters showing in the sixth week , and it directly reached 3100 in the seventh week. The pace is so big that it is shocking and makes people worry whether Sony Classics has lost its mind and gone crazy..
But it turns out Sony Classics' big gamble paid off.
This year's "Exploding Drummer" once again replicated the trajectory of "Drunk Country Folk", and even went one step further..
In the first week of January, "Crackling Drummer" will be released directly in 2,700 theaters across the United States.！
boom！
Exclaims and exclamations rushed out. Even for Sony Classics, such a move was really too risky, as if it was a proposal that was thought of after drinking heavily - it even skipped a small-scale release. process, it has entered the stage of public release in the United States in one fell swoop, and it is still on a scale of commercial film level. This is really... heartbreaking..
In terms of pure numbers, the number of theaters released by "Breaking Drummer" is still lower than that of "Drunken Country Folk", but this math problem is not calculated in this way.：
First, there is no stage for a small-scale public release of "Crackling Drummer", so it is impossible to test the general response of audiences across the United States. It has no idea about the prospects of a full-scale public release..
Secondly, "Drunken Country Folk" itself is star-studded, and the film style and story are more easily accepted by the public; but the dark style of "Exploding Drummer" actually has little to do with Christmas, New Year, etc., and its appeal and influence on the Internet All power is deceptive, and when it enters the commercial film-style public release stage, its shortcomings will be completely exposed..
You can get a glimpse of this from the accumulated box office data during the screening period. "Breaking Drummer" screened for four weeks and earned 12 million; "Drunken Country Folk" screened for five weeks and earned 20 million. This is a gap visible to the naked eye, even if There is a one-week difference in the number of screening weeks, but the gap in audience size can still be clearly noticed; and a small gap in the screening stage will be fully amplified in the public screening stage, ten times or even a hundred times, and it is very likely that the army will be defeated like a mountain. fall.
The entire Hollywood industry believes that Sony Classics has been a little carried away - first of all, the huge success of "The Ballad of Drunken Country" last year gave them enough confidence; secondly, the wave of petitions on social networks made the publicity department make wrong judgments , this made the Sony Classics team formulate such a bold and arrogant release plan, and the awards season prospects of "Breaking Drummer" suddenly became uncertain..
But, having said that, this is Renly Hall - the Renly who has never been defeated so far, the Renly who can create uproar with every move he makes.！
Who could say no to Renly? Who can conclude that the battle between market rules and Renly must be judged according to common sense? Who can say that Sony's classic gamble won't pay off again? Who could have predicted that this would be Renly's Waterloo?？
Facing "Hollywood's last superstar", industry insiders have predicted the birth of Waterloo many times, but they have never come true. Renly always breaks the rules and creates miracles time and time again. Who can be sure that this is not another miracle? ? After all, "Crackling Drummer" was already crazy enough during the screening period, and it doesn't seem so unbelievable that it will continue to be crazy during the release period..
People have long been accustomed to it.
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