Was it unexpected, or was it reasonable?

For commercial films, it seems to be a normal result for the media to encounter collective criticism, but the feedback from the early internal test screening of "Thor" is not like this, Paramount and related personnel have repeatedly emphasized that this is a work worth looking forward to, and the quality is comparable to that of "Iron Man", so, what is happening now?

Objectively speaking, losing to "Fast and Thrill/Emotion 5" in terms of media comprehensive reviews is not a good thing, frustrating, embarrassing, and even infuriating to lose to such a B-grade movie series, but this is still not the end of the world, and the competition of commercial films is still the box office after all.

As for the media comprehensive evaluation? Anyway, "Fast and Thrill/Emotional 5" can't win the Oscar, so what's the use of a higher score in the media comprehensive evaluation? After all, the decisive outcome of the two works is still based on the box office, so it is far from the time to panic.

But Paramount Pictures is still panicking, Chris Hemsworth is still panicking, Fisher Morgan is still panicking, and Natalie Portman is not in a much better mood. Because, after officially landing in the North American market on Friday, other word-of-mouth has also collapsed in a thousand miles, and the form shows no signs of warming.

The freshness index on Rotten Tomatoes is only 75 percent, the mass media rating is only 6.4 percent, and the popcorn index starts at 74 percent and is declining. If that's not scary enough, if that's not enough to panic, then a "B+" theatrical score is the equivalent of a death sentence for the film.

Even "Fast & Thrill/Emotion 4" has an "A-" score, not to mention the further "A" of "Fast & Thrill/Emotion 5", and now, "Thor" only has achieved "B+", which means that if the premiere box office is less than 100 million, then the final box office of the movie may not be able to cross the 200 million threshold. Although it is only "possible" at the moment, it can already be determined that it is a high probability event.

No one will forget that before the movie was released, "Thor" was optimistic that it would be able to follow in the footsteps of "Iron Man" and harvest 300 million at the box office in North America;

Defeat, comprehensive defeat, from the media comprehensive review to the Rotten Tomatoes index, from the theater score to the popcorn index, "Thor" is fully behind the "Speed and Excitement/Emotion 5".

In just two weeks, the whole world seems to have undergone upside down, and "Speed and Excitement/Emotion 5", which has never been favored by word of mouth, has become the darling of the media and the audience; Word of mouth is like this, the momentum is like this, and even the popularity seems to be the same.

This is the summer file, no longer the summer file that people are familiar with, but it is still the Hollywood that people are familiar with.

But, is this the end of the world? No.

In 2009, "Transformers 2" was released, with a comprehensive media evaluation of 35 points, a freshness index of 19 percent on Rotten Tomatoes, a mass media score of 3.9 percent, a popcorn index of 57 percent, and a theater score of "B+".

In the end, "Transformers 2" swept $400 million in North America and reached 836 million at the global box office, only behind the "Avatar" on the year-end box office list, occupying the second place of the year. Breaking all the laws, breaking all the inertia, breaking all the rules, "Transformers 2" has blazed a trail of its own.

Now, "Thor" is ahead of "Transformers 2" in all review data across the board, which also means that everything is not over yet. On the contrary, it has only just begun, and the end of the world is far away.

However, no one likes such an opening, especially when the opening game is in full swing, and Paramount is not expecting not only a victory, but a crisp and hearty victory;

It was a disadvantage, and it is gradually turning into a disaster.

It's like the Titanic, which was vigorous when it set sail, and it was still accelerating, accelerating, trying to refresh the speed record for long-term navigation many times, but because the acceleration was too fast, all of a sudden, an iceberg appeared in sight, an iceberg that was enough to destroy everything, across their path, and the future was suddenly clouded.

The Titanic was not able to avoid it, so what about the "Thor" this time?

On Friday, May 6, burdened with the negative pressure of word-of-mouth, the eager attention of the opening battle, and the ardent expectations of the entire summer file, "Thor" officially premiered and was fully released in 3,955 theaters, not only opening the journey of the summer file, but also not only the journey of comic superhero movies, but also the showdown of the opening battle. Success or failure, victory or defeat, will be known this weekend.

Two hundred and thirty million dollars.

When Friday's box office statistics came out, everyone was stunned and even began to wonder if the statistics were wrong. The high expectation, like falling from a high altitude and falling freely, smashed into the bottomless abyss, not only shattered and disintegrated, but turned into powder, and even the dregs could not be found.

More than six months of long publicity, more than a year of brewing and polishing, and more than 45 million publicity budgets, it is no exaggeration to say that "Thor" made a shining debut under the watchful eye, not to mention the media comprehensive reviews, aside from the audience's word-of-mouth, at least in terms of attention and attention, this work is definitely one of the top works this summer, even compared to "Pirates of the Caribbean 4", "Harry Potter and the Deathly Hallows (Part II)" and other works are not inferior.

It stands to reason that the box office of the opening weekend should contain a strong explosive force. As for the follow-up box office trend, that is the influence range of word-of-mouth and quality. But now, not to mention Saturday and Sunday, even Friday's box office is so weak that it's jaw-dropping, and the glasses are shattered.

What happened?

This should be a question mark in everyone's mind. Is it because the appeal of comic book adaptations of superhero movies is far less than people think, and "Iron Man" is just a special phenomenon? Or is it because the negative word-of-mouth after the premiere has been seriously dragged down and affected the audience's expectations? Or is it because of ...... Chris Hemsworth's "borrowed door"?

The exact reason for this is unknown, but the poor performance at Friday's box office is clear at a glance.

May, as the first month of the summer season, has always been a dense area of box office bombardment, and the competition is fierce enough to be comparable to July, just this month, there are eight movies in film history that have exceeded 100 million at the box office in their opening weekends, accounting for half of the list in film history, and there are 10 films with a single-day box office exceeding 40 million, let alone 30 million......

Even the premiere box office of "Fast and Thrill/Emotion 5" swept the record in April, but in May, it can only bow its head to show modesty.

But now, what about "Thor"? What about "Thor", which can't even be compared to "Speed and Excitement / Emotion 5"?

The single-day box office of the premiere was 23 million, compared with the data of 37 million in the same period of "Fast and Thrill/Emotion 5", a difference of a whole "Troy".

Such terrible box office data really forced "Thor" to the gallows, although they still have a glimmer of life, there are countless cases where the Saturday box office is higher than the Friday box office, and the "Avatar"-style miracle of the next week decline can still be fought for, not to mention the myth that the box office does not fall but increases in the later period like "How to Train Your Dragon" is not uncommon, just a Friday box office, in the unpredictable North American film box office market, they still have countless jobs to work on. But, however, they are already standing on the edge of the precipice, there is no doubt about it.

They seem to have really fallen into the dilemma of the Titanic, running too fast, the steering wheel is too small, the iceberg is too close, and the iceberg is extremely huge, leaving them with little room to save themselves. The ominous premonition is approaching little by little, and the sense of crisis makes the hairs all over the body stand up!

The box office forecast for the opening weekend of "Thor" was reduced from the earliest $100 million to about 95 million, but now it seems that the forecast will shrink further, and it is wisest to aim for 65 million, so the momentum of losing and retreating has broken out the first big upset since 2011, a shocking upset!

If Chris's "borrowed door" had no impact at all, no one would believe that this time the negative press had a far greater impact on the box office than expected, but now, Paramount has no heart to hold accountable, because they have already taken care of themselves and must concentrate all their energy to deal with the current difficulties.

Now for "Thor", the victory or defeat of the opening battle is no longer important. Because, beyond the 95 million premiere box office of "Fast and Thrill/Love 5", there is no possibility, and the poor performance of Friday's box office has basically cut off all potential possibilities.

But what's even more terrifying is that if they don't focus on their own box office, if they don't work hard to promote it, if they don't do everything they can to make the box office on Saturday and Sunday pick up, if ...... Their weekend box office can't even meet the standard of $65 million, so the pressure they put on the next week box office of "Fast and Thrill 5" is not enough, which means that after the box office of "Fast and Thrill 5" next week falls against the sky, they may even lose the weekend box office battle, not to mention the victory of the opening battle, and they can't even win the box office championship for a week, which is a real collapse loss.

It's terrible, it's really horrible. Just imagining it makes people shudder. From disdain, to equal, to lagging behind, this rout momentum of retreat and retreat is shocking!

This year's summer file is really abnormal, and now, no one in the industry dares to claim to be able to accurately predict where the results of the opening battle will go.