636 The journey to break 100 million
Publicity is a huge system. How much impact can one "Tonight Show" have? What about an "Ellen Show"? Why does the same program sometimes have excellent publicity effects, but sometimes it has no effect? What is the relationship between the publicity effect and the quality of the work? Do publicity personnel have a direct impact on the publicity effect? What chain reactions will the audience’s psychology and public opinion trend have?？
This is a subject. It is a subject that requires continuous learning, continuous research, and continuous deepening in universities; but in real life, people can only see one result: the box office of "Crazy Love" once again wrote a miracle, following the success of "Tonight" show" and the Billboard ranking of "Believe In".
Focus Features’ incredible expansion strategy demonstrates their strong confidence. Even with the expansion for the third consecutive week, the weekend box office performance of “Crazy Love” is still strong, and the decline has been successfully controlled at an incredible 19%. This is also the only film among the top 30 on the list to have a decline of less than 20%. In the end, it grossed US$15.4 million in three days over the weekend, and the box office of a single theater was still as high as US$6,000. The performance It's so good that it leaves you completely speechless.
Two weeks ago, Focus Features suddenly and rashly expanded its screenings and was criticized by countless people, but now it has become a masterstroke, amplifying the topic effect, word-of-mouth effect and focus effect of "Crazy Love" to the extreme..
The so-called big gamble means that it will either fail completely or skyrocket. If there is a slight deviation, you may lose everything if you are "crazy in love". But now it seems that Focus Features' big gamble has been successful. "Love is crazy". "Crazy" belongs to the latter, and he is ushering in his greatest victory at this moment..
After three weeks of screening, the cumulative box office of "Crazy Love" has exceeded 40 million U.S. dollars and reached 45 million. For an independent work with an investment cost of only 250,000, for a For a film that has sold 5.5 million in distribution rights, this achievement is enough for Focus Features to start cheering and celebrating..
At this time, the industry was keenly aware of the change in airflow: What does a box office revenue of 45 million mean? Meaning profits and dividends? Of course, this is part of it, but more importantly, it means that the film has received more attention. At the same time, it also means that Focus Features has received more funds, and the academy’s public relations can flex its muscles, which means: 2011 In this year’s awards season, the combat effectiveness of “Crazy Love” officially ranks among the top.
Is this "crazy love" helping "faithful", or "faithful" helping "crazy love"? It's really difficult to explain clearly, but what is certain is that Renly is the biggest winner..
In the third week of October, "Crazy Love" surrendered the top spot in the North American weekend box office rankings and relegated to runner-up. However, it is still one of the most watched and spectacular works in this year's Halloween period..
The deserted and lonely autumn season is no exception this year. The highest-grossing film so far is the 3D re-release of "The Lion King", which has earned a cumulative box office of 92 million US dollars since its release. This is how the autumn season has passed this year. The best performance after two-thirds did not even break the 100 million mark. Such performance clearly made people feel the dead silence and silence of the entire film market..
In such a sluggish and dull situation, "Crazy Love" suddenly emerged. It earned a total of 45 million in the three weeks after its release. It strongly won the weekend box office championship. The performance was staggering; the drop in the second week created a record this year. The best data of the autumn season. Even compared to "Moneyball", it is not inferior..
"Moneyball," which is also an Oscar-winning art film, is gaining momentum this year..
The director is Be-Miller, who directed "Capote", and the screenwriter is Aaron Sorkin, who won the Oscar for "The Social Network" and "Schindler's List" Oscar-winning Steven Zailian, the starring cast includes Brad Pitt, Jonah Hill, Philip-Seymour-Hoffman, Ronaldo Robin-Wright）.
The all-star lineup refers to works such as "Moneyball", which is not inferior to the sensational "Ocean's Eleven" back then. Since landing at the Toronto Film Festival, it has attracted much attention, received constant praise, and is generally considered A strong contender for this year's Oscar for Best Picture.
The distributor, Sony Columbia, is very ambitious. They focus on both art and business. They directly skip the screening link and officially release it in 3,000 theaters according to the distribution scale of commercial movies. They go all out for promotion and distribution. This shows that they are committed to This movie has given me confidence. But unfortunately, the market feedback has been unsatisfactory. It has been in theaters for five weeks, and the cumulative box office has reached 63 million US dollars..
Compared with the investment of 50 million, compared with the star-studded lineup, and compared with the publicity expenses of more than 30 million, this result can only be said to be a mediocre performance..
There is no gap without comparison. The debut of "Crazy Love" stole a lot of the limelight from "Moneyball". The three newcomers leading the cast, screenwriter and director are all unknown rookies. Even the investment cost There are only 250,000, but it has grabbed 45 million US dollars at the box office in just three weeks. Such an upward momentum has made people's expectations begin to rise. Could it be that "Crazy Love" really Can become the 2011 "Juno" or "Little Miss Sunshine"”？
In the third week of October, "Paranormal Activity 3" held a grand premiere, aiming at the upcoming Halloween next week. Following the confrontation between "Buried Alive" and "Paranormal Activity 2" last year, this year's "Love Crazy" "" collided with "Paranormal Activity 3". Renly and the series really have an indissoluble bond. However, the box office battle between this year and last year has shown a completely different attitude..
“"Paranormal Activity 3" has been enthusiastically welcomed by the audience. It has a box office of 52 million US dollars in its opening weekend, easily breaking the highest box office debut this fall. There is no doubt that Paramount successfully won this week's North American weekend box office rankings; at the same time, with an investment cost of only five million, it entered the profit stage in just one week. Such data is undoubtedly Paramount's biggest reliance. No wonder the sequel Still shooting continuously.
The next runner-up on the list is "Crazy in Love"”.
At that time, "Buried Alive" was still on the long and arduous road to expansion, step by step, and did not have much competition in the weekend box office list; now, "Crazy Love" has shown enough to shake the market With strong potential, it easily defeated other competitors and ranked second on the list..
In just one year, such earth-shaking changes have become the best witness to Renly's rise..
After "Crazy Love", the decline of "Iron Armor Steel Fist" has slowed down, with a decline of 34%. It earned US$10 million in three days over the weekend, and it also dropped one position this week. , occupying the third runner-up position.
“"Iron Fist" and "Crazy Love" were both released for three weeks. Except for the first week when "Crazy Love" was still in screening, it lost to "Iron Fist". Then for two consecutive weeks, "Crazy Love" "They all had the last laugh. In three weeks, the cumulative box office of "Iron Armor" reached 66 million, while "Crazy Love" earned 45 million. The gap between the two is far greater than imagined. to be weaker.
Compared with art films, "Crazy Love" is comparable to "Moneyball"; compared with commercial movies, "Iron Armor" cannot have an advantage in front of "Crazy Love". So, the media marveled "Paranormal Activity 3"'s excellent box office performance, while praising the dark horse journey of "Crazy Love", an incredible journey.
At the forefront of the awards season, works such as "The Help", "Moneyball", "A Farewell", "Midnight in Paris", "The President" and "Drive" have appeared one after another. Now, "Love" "Crazy" officially announced to join this ranks！
After that, the North American film market ushered in Halloween first, and then Thanksgiving, which officially announced the arrival of the holiday season. Then on Christmas and New Year's Day, the market recovered again.——
“Puss in Boots", "The Twilight Saga: Breaking Dawn (Part 1)", "Sherlock Holmes: A Game of Shadows", "Mission: Impossible 4", "Hugo", "New Year's Eve", "The Dragon Tattoo" "Girl" and other commercial works have made their debut, not to mention the art films that strive to occupy a place during the awards season. The competitiveness of each work cannot be underestimated. After surviving the slump in the autumn season, the film market has finally ushered in exciting growth again. The dawn of expectation.
Amidst all this bombardment, the competitiveness of "Crazy Love" is not strong enough to complete the counterattack, but it still relies on its excellent reputation and solid quality to remain firmly on the list every week. occupy a place.
In the fourth week of October, "Puss in Boots" won the championship, while "Crazy Love" dropped 33% at the box office, with a weekend box office of 10.3 million, ranking fourth on the list..
In the first week of November, "Puss in Boots" retained its title with an incredible 3% drop, while "Crazy Love" dropped another 30% at the box office, earning 7.21 million over the weekend. Ranked fifth on the list.
In the second week of November, the performance of two new films, "The God of War" and "Jack and Jill", was far less than expected, and they were inseparable from "Puss in Boots", which once again posted an alarming decline. "I'm crazy about love." Once again, the decline was controlled at 22%. The weekend box office increased by 5.62 million, ranking seventh on the weekend..
Excellent performance, amazing again and again.
“Before the release of "Crazy Love", no one predicted its box office performance. This is not to belittle its prospects, but there is no need to predict it. This is an art film, and box office predictions are meaningless. In the final analysis, you still have to watch something. The effect of screening and expansion, and then the impact of word-of-mouth among critics and audiences, and finally the trends during the awards season. In other words, the focus is no longer on the box office..
However, four weeks after "Crazy Love" was released, "American Weekly" was sure that the film's North American box office could exceed 100 million. In this regard, the official magazine of the exhibition also expressed the same view, with consecutive sales of less than 4%. The box office dropped by 10%, and the growth rate of the box office in the middle of the week was steady and fierce. The cumulative box office trend curve is really gratifying. All signs indicate that this will be another literary masterpiece that exceeds 100 million..
“"Crazy Love", can it really exceed 100 million in North America?？
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