As a commercial movie, for "Book of Swords and Enmity", there are not many schedules to choose from.

As I said before, the Celestial Empire market is naturally immature compared to the market like North America.

The immature places are all-encompassing.

Not only the level of the film industry, but also the distribution operation, peripheral development and so on, are far behind.

Don't talk about it far away, let's talk about "The Return of the Great Sage" under Molong Media.

Originally, Li Mo was still thinking about whether he could sell the peripherals, but it turned out that his company had just sent out the designed figure drawings, and his own side was still debugging the material ratio, and there were already shoddy counterfeits on the market, and then there were a bunch of complaints under the company's Weibo account......

Faced with this situation, Li Mo could only choose to stop and completely die of selling peripheral products.

The surrounding market is like this, and in terms of the issuance schedule, the Celestial Empire market is also not professional enough.

In terms of schedule selection, the performance of the Celestial Empire Film Distribution Company is also eye-opening.

Not to mention the difficult operation of releasing related types of movies at the corresponding point in time, even if the schedule is gradually determined due to market development, the methods of major distribution companies are also speechless.

In the past 2015, since May, there have been a number of blockbuster movies with a box office of more than one billion yuan, so at the beginning of 2016, new movie theaters across the country have sprung up like mushrooms after a rain.

This can be regarded as officially opening the era of the savage growth of Celestial Empire films.

But what is quite a bit of black humor is that everyone only sees the rapid development of the film market in the Celestial Empire, and they all want to take the opportunity to catch this express train, but few people analyze it, why did it not explode for so many years before, but it exploded last year?

The number of theaters has increased, and the burden on the major theater chains has become heavier, but the box office of the movie has not only not increased as everyone expected, but compared with the same period last year, it has been declining unstoppably......

Especially in April, the box office for that month was 30 percent less than last year.

That's fine.

After all, last year was "Fast and Furious 7" that swept the audience.

Naturally, that kind of movie can't be encountered every year.

But this year's situation is that apart from the explosion of the Spring Festival film market, in the entire 3-4 months, no movie can be called a big hit.

Of course, the box office performance of more than 700 million yuan of "Ip Man 3" is not bad, but due to the death of the distribution company, the entire market has become even more stagnant.

Regardless of whether it is Valentine's Day, April Fool's Day, Qingming Festival or the May Day that is about to start, although all the companies still have publicity, whether it is strength or scope, it is much weaker than in the past.

In this case, the selection of the schedule of "Book of Swords and Enmity" has become a problem.

Whether a movie can be a big hit is not only a matter of movie quality, but also affected by a series of factors such as the surrounding environment.

Just like after the famous plane crashed into a building, disaster movies in the United States were dismal at the box office, but movies like "Spider-Man" and "Fantastic Four" that reflected superheroes saving the world were well received, of course, not because of how well-made and humanistic those superhero movies were, but because these movies catered to the audience's expectations at that time that superheroes could protect one party and keep one safe.

In Li Mo's view, if "Book of Swords and Enmity" wants to succeed, it must create a good environment.

But at least in May and June 2016, Li Mo did not see such an environment.

After experiencing a downturn in April, May Day is a schedule in which the vitality of domestic films has recovered.

There are five films that have chosen to be released on this schedule.

"Phantom of the Demon Palace", "Dream Partner", "Tang Xuanzang", "Whose Youth Is Not Confused" and "Hot Pot Hero".

Surprisingly, the most optimistic in the industry is actually "Phantom of the Palace", which focuses on horror elements.

I don't know where those people saw that "Phantom of the Palace" has potential.

Horror movies have never achieved good results in the Celestial Empire.

The only slightly better-looking "Beijing No. 81", the final box office did not exceed 420 million.

…… When did the champion standard of May 1st become so low?

Not to mention anything else, the champion of last year's May Day was "Avengers 2".

Although the global box office of that movie is not as good as "Avengers 1" because of director Joss Vuitton's various private goods, but in the Celestial Empire market, it is also a movie that has received a box office of more than 1.5 billion, and "Phantom of the Palace" is not on the same order of magnitude as it at all.

In addition to proving that Lin Xinru has never had box office appeal, "The Phantom of the Palace" didn't even make a decent splash.

"Dream Partner" - even with the Golden Statue actor Guo Fucheng and Hao Lei as acting actors, they still can't save a bad movie from Tang Tang and Yao Chen;

"Whose youth is not confused"?

Before you want to make a youth film, please find a few popular traffic small fresh meat, otherwise, there will be no plot or good looks, and it is really not suitable to enter the market.

As for "Tang Xuanzang", ......

To tell the truth, Wang Xiaoming has never lacked a ruthless momentum when he needs to endure hardships and suffering, but on the other hand, since he won the Golden Rooster Actor with "Chinese Partner", he has indeed been constantly consuming the audience favorability accumulated before, plus "Tang Xuanzang" itself is not a movie that can attract the audience and have selling points, so it has not caused much repercussions. However, Wang Xiaoming won the Best Actor at the Changchun International Film Festival with this movie, which can be regarded as a rare highlight in the past few years.

Contrary to everyone's expectations, in the May Day file in 2016, the final leader was actually "Hot Pot Hero" directed by Yang Qing.

With the excellent skills of the leading actors, coupled with a reliable script support, the word-of-mouth effect of "Hot Pot Hero" is obvious, if it were not for "The Phantom of the Demon Palace" under the banner of the original team of "Beijing No. 81", it is estimated that "Hot Pot Hero" would create a story of a low-budget movie with less than 20% of the scheduled film on the first day of release.

As of May 6, "Hot Pot Hero", which has been released for nearly a week, has a cumulative box office of 480 million yuan, which has not only recovered its costs for a long time, but also achieved profitability...... Even in the face of the menacing "Captain America 2", at least on the first day of its launch, "Hot Pot Hero" did not show much defeat.

Of course, no matter how bad the reputation is, "Hot Pot Hero" is only a domestic movie with no big scenes after all, and it is not comparable to the hot and exciting "Captain America 2".

On the second day of the release of "Captain America 2", that is, the weekend after the release of "Hot Pot Hero", the average daily box office of "Hot Pot Hero" plummeted to about 15 million, and it was no longer able to recover.

However, although "Hot Pot Hero" suffered a setback, Li Mo also saw hope in it.

In the end, after coordinating the opinions of all parties, "Book of Swords and Enmity" set the final schedule on the last weekend of July.