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2010At the 2011 Telluride Film Festival, Derek Doremus persuaded Renly Hall to join "Crazy" for a salary of only US$20,000; at the 2011 Sundance Film Festival, "Crazy" won the The Grand Jury Prize and the Special Jury Award, Focus Features stood out from the crowd of competitors and won the distribution rights of the film; in the second week of October 2011, "Crazy Love" was screened in a low-key manner.
From any point of view, "Crazy" is an ordinary independent film. The best home for such a work is "Blue Valentine" or "Winter's Bone", using Sundance as a platform , gain attention, and then win a place in the awards season, Oscar is obviously the ultimate goal.
But reality has written a different development curve！
Even if the competition becomes more and more fierce, even if the confrontation becomes more and more heated, even if the releases are fierce every week, "Crazy Love" remains unmoving, showing the abnormal and irregular strong business of an art film. potential, not only is the weekend box office drop extremely gratifying every week, but the cumulative box office growth rate every week is also rapid. In just six weeks of release, the North American cumulative box office of "Crazy Love" has exceeded 80 million.！
In horizontal comparison, the six-week cumulative box office of "Iron Fist" is 81 million. If nothing else happens, "Crazy Love" will overtake "Iron Fist" next week.
Putting aside the huge gap in production costs, when the two works debuted, one was widely released in 3,400 theaters, while the other was screened in four theaters. The distribution strategies were completely different. But now, the latter is about to overtake the former, which is really amazing. It's not that the performance of "Iron Armor" is too embarrassing, but the box office trend of "Crazy Love" is too amazing.
Although "Iron Fist" and "Crazy Love" both accumulated around 80 million in six weeks, the two works are in completely different situations. The former's single-week box office decline has always been more than 40%, and its weekend box office has also been It fell below 2 million, and the hope of 100 million in North America was completely shattered; the box office decline of the latter was still controlled at about 30%, and the weekend box office was still above 5 million, so 100 million in North America can be said to be a certainty..
“What Us Weekly predicted two weeks ago is becoming a reality.
Although 200 million is now the measure of success in North America, and the 100 million threshold has become more approachable, such a lowered stance is only for commercial films. If the North American box office of art films wants to reach such a height, it is still Extremely difficult problem.
In the past three years, among the art films nominated for Oscars, there are only a handful of films with over 100 million box office in North America, such as "True Grit", "Weakness", "Inglourious Basterds", "District 9", and "Slumdog Millionaire". ", "The Curious Case of Benjamin Button", that's all; and among these works, only "Weakness" has a box office of over 200 million in North America..
It is worth mentioning that among the above-mentioned works, there is only one truly independent film, "District 9".
Not only that, "Crazy Love" is also a love drama movie. The overall performance of love drama movies has been extremely sluggish since the millennium. Not to mention that it is an art film in the awards season series. The box office performance of similar movies in North America is 100%. Downturn, "Blue Valentine" is 9 million, "500 Days with Summer" is 32 million, "Growing Education" is 12 million.
In other words, it is definitely not an easy task to exceed 100 million in North America; it is even more difficult to repeat the miracle of "Juno" in 2007..
Now, "Crazy Love" has high hopes, and it has once again replicated the miracle curve. It has exceeded 100 million in North America, been nominated by the Academy, and has great glory during the awards season. The weight of hope is extremely heavy on this literary love movie..
In the third week of November, "The Twilight Saga: New Moon (Part 1)" undoubtedly won the championship with a weekend score of over 100 million. The accumulated box office of "Crazy Love" officially overtook "The Iron Fist"..
In the third week of December, the North American box office of "Crazy Love" officially passed the 100 million threshold, temporarily settling at US$10.23 million..
In the second week of January, "Crazy Love" launched its second round of expansion, and the weekend box office showed a green growth effect; in the third week of April, "Crazy Love" was officially offline, ending a 21-year run. Zhou's long screening was the perfect ending to the mammoth journey of this independent work that cost only 250,000 US dollars to exceed 100 million.！
In the end, twenty-one weeks after "Crazy Love" was released, the North American box office finally settled at 125 million！
This is not only the second romantic drama film to have a box office of over 100 million in North America since the beginning of the millennium, second only to "Pearl Harbor", it has replaced "The Notebook" and "Brokeback Mountain" to become the most outstanding box office performer in the 21st century. Romance drama movies - pure love category, does not include other genres.
It is also the sixth-highest-grossing romantic drama film in the history of film. The top five films are "Titanic", "The Last Days", "Pearl Harbor", "Sweetheart" and "The Officer" and Gentleman. Interestingly, four of these five films were nominated for major Oscars, with the only exception being "Pearl Harbor," which received four technical nominations..
In other words, after the 21st century, there is not a single romantic drama movie that has received both critical acclaim and box office success as well as awards. The most outstanding performers during the awards season were "Cold Mountain" and "Brokeback Mountain".
what does that mean? It means that romantic drama movies are declining in the mainstream market. It also means that major film companies are shifting their focus from romantic drama genres to romantic comedies. It also means that romantic drama movies are becoming more artistic and independent. , development in increasingly unpopular directions.
In the past few years, there have been only a handful of romantic drama films that have achieved success during the awards season. Not to mention last year's "Blue Valentine's Day", which received a lot of praise, but in the end it only gained An Oscar nomination for Best Actress. Marginalized by the market and neglected by the Academy, genre films that once shined are now dying. Of course, this is also inevitable in the course of the times, just like Western movies, singing and dancing that have almost disappeared. same as movie.
So, what about "Crazy Love"?？
It is the first romantic drama film in North America in ten years to have a box office of over 100 million, and it is also ranked sixth in the box office rankings of this type of film history. At the same time, no one should forget the praise the film received from film critics..
So, can it continue the Sundance Film Festival's streak of consecutive Oscar nominations for Best Picture for the past three years? Can it reverse the shortcomings of romantic drama movies? Can it replicate the feat of "Grown Up" and be nominated for another Best Picture Oscar? Can it fight its way through the fierce competition during awards season? Can it set records again with its stellar North American box office performance?？
No one expected "Crazy Love" to achieve such outstanding box office results. Even if the label of love story is ignored, this is an achievement worthy of celebration; no one expected "Crazy Love" to trigger such widespread discussions. and craze, even if it cannot occupy a place in the awards season, this is a gratifying achievement.
But that's not all.
Following the North American market, "Crazy Love" immediately landed in 45 countries and regions around the world. Although it cannot match the scale of "Harry Potter" which was released in 60 or 70 countries and regions, the focus is The film industry’s distribution strategy is entirely based on commercial films. Of course, art films that win Golden Globes and Oscars can also be distributed according to this strategy - Focus Features’ goals are like Sima Zhao’s heart..
“"Crazy Love" was able to achieve box office success in North America. Factors such as Sundance, Toronto, "The Tonight Show", "Fast and Furious 5", "Faithful", Renly and Jennifer all played an important role. This is a chain effect, each of which is indispensable; but in overseas markets, the influence of these factors has been more or less weakened, and only the influence of the awards season is still eye-catching..
In the end, the overseas performance of "Crazy in Love" cannot be said to be amazing, but it is also satisfying..
As the hometown of Renly and Felicity, and also one of the main filming locations for "Crazy Love", not to mention it is also a highly sought-after region for love art movies. The UK has once again shown strong market potential, and this is just One region contributed 19 million US dollars in box office data！
This result not only easily crowned the box office champion in overseas markets, but also led the way. The box office data of other countries and regions cannot be compared at all..
Outside the UK, the box office in Germany and Australia exceeded 10 million. These are the only three overseas regions with 10 million tickets. However, the box office performance in Spain, France and Mexico was not inferior. , all exceeded 8 million, and the results were gratifying.
Among the entire "Crazy Love" cast, only Renly can barely be said to have "box office appeal." After all, the craze for "Fast and Furious 5" has not subsided. According to statistics afterwards, in the overseas market because of Blue As many as 27% of the audience went to the cinema politely. This figure is even higher than that in North America, which is only 13%. More importantly, this part of the audience's movie watching Satisfaction reached more than 95%.
Quietly, even unexpectedly, Renly has begun to gain a group of loyal fans..
In the end, "Crazy Love" is a movie with no big names, no stars, no publicity, and no special effects. It is also an art movie. In the overseas market, the cumulative box office in eight regions exceeded 5 million. This is also The total overseas box office of the movie reached 100 million US dollars in one go..
In fact, the accurate figure is more than 102.3 million, but the subsequent fractions are too small, so it is equivalent to 100 million US dollars..
This is also the first romantic drama movie to have an overseas box office of over 100 million since "Pearl Harbor". The closest "Brokeback Mountain" at the time stopped at 95 million. Once again, "Crazy Love" has written its own story. history.
A movie with an investment cost of only 250,000 yuan ended up with a global box office of 227 million US dollars. This is a miracle..
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