Since 1977, "Star Wars" was born, the concept of summer files officially landed in North America, after more than 30 years of development, the North American film market has gradually matured, forming the concept of spring, summer, autumn, vacation and winter. Among them, the box office frenzy of the summer file is undoubtedly the top priority of the year.

The reason is very simple, summer is the most beautiful month of the year, after surviving the long and dreary winter, people can't wait to get out of the house, embrace the bright sunshine outside, take off the heavy and cumbersome thick clothes on their bodies, change into swimsuits and run towards the beach, surfing, swimming, playing in the water, sunbathing, temporarily let go of the burden and pressure of life, release themselves, and truly enjoy a rare vacation. There are also those students who have finished their studies and embraced the summer vacation, adding every minute and every second, and carnivaling to their heart's content.

Every summer, it's always so enjoyable.

Thanks to the innate advantages of weather and holidays, the summer file has undoubtedly become the weight of the year for major businesses, and the discount season in July every year is crowded and endless, and the same is true of the North American film market, now, the box office of the summer file can account for 50% of the annual box office in North America, or even 60%, which also makes the summer file a battleground for soldiers, and any film company will treat it with the highest standard.

The summer season officially kicked off in the second week of May and lasted until the first week of September. In the United States, the second Friday of May is Arbor Day, and the first Monday of September is Labor Day, so, strictly speaking, the beginning of the summer season is Arbor Day as the starting point and ending with Labor Day.

During this period, you can see top commercial blockbusters with an investment of more than 100 million yuan almost every week, and sometimes even three or four highly anticipated works can be seen in a weekend, and the competition is so fierce that it is not an exaggeration to describe it even if you use a bayonet to see red, this is a war to the death, a war to the bottom!

It can be seen that how to choose the schedule, avoid the main competitors, choose the competitors directly, and investigate the indirect competitors is a very advanced knowledge, and the game between the major film companies is full of sparks, and they will not give an inch. This year's summer file is the best portrayal.

In the past few years, comic book adaptations such as "Spider-Man", "Batman Prequel", "X-Men", and "Iron Man" have achieved great success, even if there are also fiascos such as "Catwoman", "Watchmen", "Constantine", "Fantastic Four 2", etc., but it still can't stop the trend of major studios putting their calculations on comics.

Not to mention that at the beginning of last year, Disney acquired Marvel, and the next step will be to build the entire Marvel universe system, what kind of far-reaching impact will this have on the entire film market, just this year's summer file, there are enough four comic book adaptations of film works will debut, which has attracted the attention of the entire North American market.

These four works are, "Thor" and "Captain America" produced by Paramount, "Green Lantern" produced by Warner Bros., and "X-Men: First War" produced by Twentieth Century Fox. In addition, "Transformers 3", which is jointly produced by Paramount and DreamWorks, is also the same genre to some extent, although it is not a comic book superhero.

There will inevitably be a battle between these five works, because these can be regarded as works of the same type, the same theme, and even the same style, the share of the film market is limited, everyone is sharing the same piece of cake, some people are sharing more, then naturally some people will be less, and the schedule arrangement is becoming more and more important:

Who will appear first? Will the first one to be screened necessarily have the upper hand? What if both word-of-mouth and box office fail? Will it have an impact on subsequent works? Compared with May, the real peak of the summer season is in June and July, so who can occupy this peak hot schedule? August is a relatively low attention schedule, and if it is released at this time, will the market be weak? Although May is the unveiling month, as a pioneer, there is no way to know to what extent the market will recover after the spring file, is it possible that it will be a trap schedule?

And the most important point, this year's summer file is not only these five highlights, "Pirates of the Caribbean 4", "Super 8", "Harry Potter and the Deathly Hallows (II)", "Rise of the Planet of the Apes", "Cars 2", "The Hangover 2", "Kung Fu Panda 2" and other works are all eyeing up, several of which are considered to be strong contenders for the year-end box office championship, and even "Mission Impossible 4", which was originally planned to be released in the summer, was postponed to the Christmas schedule after weighing.

This is the summer file, no work is safe, anyone can become a dark horse, anyone can become cannon fodder, any little bit of carelessness may lead to the loss of 200 million investment, even top existences such as Warner Bros. and Paramount Pictures are no exception.

It is against this backdrop that the showdown between "Thor" and "Fast & Thrill/Emotion 5" is about to appear, how can people refuse?

Although every year's summer season makes people want to scream, exciting, and dazzling, but this year is especially prosperous! Four superhero movies adapted from comics, as well as the reboot of the "Pirates of the Caribbean" series, the end of the "Harry Potter" series and the "King Kong of the Heart" series, every week has surprises, and every week has highlights.

That's a good thing for the audience, but it's a disaster for the studios, because the competition will be fiercer.

In particular, the schedule of comic adaptations has endured more tests. On the one hand, they need to avoid head-to-head competition in the same genre, avoiding the dilemma of a superhero movie being released for two weeks in a row, which is likely to lead to a lose-lose situation, and on the other hand, they need to be wary of other commercial blockbusters, such as "Pirates of the Caribbean" 4, which is an opponent that everyone does not want to face.

With an investment of $250 million, "Pirates of the Caribbean 4" is definitely the top seed for this year's year-end championship.

The schedule game between major film companies kicked off the summer season early.

Among them, "Green Lantern" is undoubtedly the most confident, the original comic book is one of the most popular characters under DC, even comparable to Superman and Batman, with a large number of fans; Warner Bros. invested $200 million, which is one of the most invested works this summer, inviting twice to make "007" With Martin-Campbell at the helm and two popular actors Ryan Reynolds and Blake Lively in the lead role, it's fair to say that there is no reason for this production to fail.

Five years ago, "X-Men: Last Stand" was menacing, but it suffered a comprehensive rout at the box office and word of mouth, which directly put producer and director Brett Ratner on the back line, and no one was willing to let him take charge of the guide in a short period of time, and more as a producer in control of the overall situation - the previous "evil boss" was like this.

This time, Twentieth Century Fox overturned the entire story thread, rebooted it completely, invited a group of well-known fresh faces to join, and then looked forward to Matte-Vaughn, who amazed countless people with "King Haibian" last year, to turn decay into magic.

As the core of this year's summer file, Paramount can be said to be in the limelight, "Thor", "Captain America", "Transformers 3", "Super 8", "Kung Fu Panda 2" five works, each of which is a seed player that cannot be underestimated, and Warner Bros. with "Harry Potter", "The Hangover 2", "Green Lantern" and other Warner Brothers, the two worlds, how these two companies arrange the schedule, has also become the top priority.

Warner Bros. scheduled "Green Lantern" in the third week of June, "Harry Potter" finale in the third week of July, and Paramount scheduled "Transformers" in the first week of July, "Captain America" in the fourth week of July, and "Thor" in the second week of May.

It can be seen that "Transformers 3" is undoubtedly the top priority of Paramount's summer file this year, and this work will be one of the most powerful contenders for the year-end box office championship, as for the two comic book adaptations, one will face "Harry Potter" head-to-head, and the other will open the summer file, and two weeks later, it will face the giant "Pirates of the Caribbean 4", how the box office performs, can only be decided by the market.

After the schedule of the summer file is released, the first thing to bear the brunt of it is naturally the release of "Harry Potter and the Deathly Hallows (Part II)" and "Captain America", there is no doubt that this is the blockbuster showdown of this year's summer file.

It is generally seen that "Harry Potter" has obvious advantages, which is the ultimate box office bomb that is enough to compete with "Pirates of the Caribbean 4", but what kind of box office answer "Captain America" can deliver is also worth looking forward to.

On top of that, other high-profile box office blockbusters have more or less avoided head-to-head showdowns, and will be released at least a week apart from other direct competitors, avoiding a narrow encounter with no buffer.

But now, the second hot showdown of this year's summer file is shining, on the one hand, it is the pioneer of comic book adaptation of superhero movies, and on the other hand, it is the dark horse that is strutting towards commercial blockbusters after getting rid of the B-grade series, the collision of the two works, some people think that it is evenly matched, some people think that it is a disparity in strength, and some people think that different types cannot be compared, but it is undeniable that the victory or defeat of the two works has entered the public eye, and it began to warm up for this year's summer file early.

What's more, hidden behind these two works, is still the head-on confrontation between two popular actors - the duel between Lan Li and Natalie, which is the real attraction, two acting art actors, through commercial films? Of course, the duel between the two former roommates is the victory or defeat of friendship or the duel of enemies, and the suspense and gossip in it are enough to drive the enthusiasm of the audience.

With the advent of the article "Vanity Fair", with the rumors of the duel becoming more and more intense, with the gradual heating up of media hype, and with the continuous fermentation and change of focus, people finally realized that summer is coming!

However, in the eyes of professionals, this is a different picture.