Since the official opening of the summer season in 2014, the performance of the entire market has been lower than expected, and works such as "Captain America 2" and "X-Men: Future Past" have not been able to ignite market enthusiasm - the former currently has a cumulative box office of 250 million, but the box office of the opening weekend failed to break 100 million, and the cumulative box office is not expected to hit 300 million, which is far from satisfactory for excellent word-of-mouth.

The same is true for this week's "Interstellar", which seems to be a little dull throughout the summer, not to mention that many works that have suffered disastrous failures at both word-of-mouth and box office are continuing to pull back.

Johnny Depp's "transcendental hacker" hit the street so much that even the media couldn't bear to continue to fall into the ground, this Warner Bros. invested $100 million in this work, and the media reputation was a mess, and the cumulative box office in North America was only 23 million, even the global cumulative box office has just broken 100 million, and it is even more bleak than "Rio Adventure 2"- The latter at least broke 100 million at the North American box office, and Johnny Depp, who once broke 100 million as eating and drinking, is now so sad that the media has begun to become kind.

After "Public Enemy", "Deadly Companion", "Rum Diary", "Dark Shadow", and "The Lone Ranger", Johnny has suffered five consecutive defeats in five years - and now it has accumulated to six consecutive defeats, although "Alice in Wonderland" and "Pirates of the Caribbean 4: Stormy Tides" have performed well at the box office, but for Disney, the profit margin of both works is very, very small, and Johnny's value for money is losing the trust of Hollywood.

Objectively speaking, this is also the reason why industry insiders pay special attention to the box office of "Interstellar" -

Johnny Depp's personal appeal is rapidly weakening or even collapsing, and Robert Downey Jr.'s box office performance has not improved much since he left "Iron Man".

If even Lan Li has not been able to turn the tide and the "undefeated halo" has officially dissipated, then it is foreseeable that in the future, Marvel and DC-led adaptations will gradually become the absolute hegemon of Hollywood, comics, animation, classic remakes, and so on, that is, the effect of the two sets of tights will become more and more tight, which will further weaken the personal power of directors and actors, so that major labels will focus on adaptation copyright.

In addition to Lan Li's "Interstellar", there is another work that is also highly anticipated in this summer's file, "The Amazing Spider-Man 2".

Contrary to Lan Li and Johnny, "The Amazing Spider-Man 2" is another position - the position of the adaptation, if this classic comic book adaptation can continue the strong box office performance and continue the market appeal of superhero movies, then it will further increase the confidence of major film companies.

The "Spider-Man" series starring Tobey Maguire once sounded the first clarion call for the official awakening of superhero movies in the entire North American market.

The "The Amazing Spider-Man" series, starring Andrew Garfield, was also expected to be high, but sadly, the box office performance of this production was not satisfactory.

Fail?

It's not so described, but it's really unsatisfactory.

Although Sony Columbia Pictures did not officially announce the production cost of "The Amazing Spider-Man 2", they mentioned many details in the official publicity: this is the first film to be shot entirely in New York, and it is also the most expensive film to be shot in New York, because New York is the largest city in the world, and New York City Hall has made many rules and regulations to limit the film crew in order to ensure the daily life of the movie.

For example, if the filming crew exceeds a certain number, the tax ratio needs to be increased, for example, the production cost must reach a certain level before it can apply for street closure, and for example, the high tax rate makes the film crew burden a huge expenditure every day here.

Sony Columbia Pictures really invested in filming "The Amazing Spider-Man 2". According to the first-hand information of industry insiders, the production cost should have exceeded 200 million US dollars, and the publicity cost has exceeded 50 million, or even higher.

From the cast to the behind-the-scenes production lineup, "The Amazing Spider-Man 2" is all completed with the highest salary, just like "Interstellar", people expect high rewards for high pay.

But the reality is far from what it could be.

The box office at the first opening was 91 million, but the next week it fell by 61 percent, plummeting, the third week fell by 53 percent, and the box office fell below $2 million in the sixth week of its release, bringing the total box office to 196 million.

Such box office figures, if they come from "the fault of the stars", then the entire North American market will be boiling, and it is not an exaggeration to send all the praise and exclamation, but if it is "The Amazing Spider-Man 2", then if Sony Columbia Pictures wants to smash the table, the news media will also express great understanding.

Of course, superhero movies always have overseas markets that can recover profits - plus peripheral earnings outside the box office, film production companies can always return to their costs, and in the end, the global box office of "The Amazing Spider-Man 2" fell to 700 million and 900 million, purely in terms of box office dividends, Sony Columbia Pictures actually managed to make a profit...... It's just $10 million, and if you add the surrounding benefits, the figure can be even higher.

However, this is not the figure that Sony Columbia Pictures is looking for, the revenue ratio is too low and too low, they are unwilling to give up the copyright development of superheroes, but they have to find a scapegoat, and finally, after going around and around for nearly two years, they canceled the filming plan of "The Amazing Spider-Man 3", and fired director Mark Webb (Marc-Webb) and actor Andrew Garfield, announcing the relaunch of the new "Spider-Man" series.

From "Transcendental Hacker" to "Interstellar" to "The Amazing Spider-Man 2", the summer of 2014 is full of many variables, just like the rapid rise of streaming Netflix, and now the entire Hollywood traditional filmmaking industry is also changing drastically, with Disney and Warner Bros. leading film companies constantly adjusting their future plans, and the box office and revenue of each film will become the cornerstone of the follow-up plan.

This also makes the box office trend of "Interstellar" attract more attention.

Following the thrilling opening weekend, all eyes are once again on the North American weekend box office charts, because everyone knows that the next week's box office drop is the real test.

The best case, "Avatar", was only 77 million on the opening weekend, which is not worth mentioning in the long history, but the box office fell by only 1.8% the next week, and won 75 million again, and finally the North American box office exceeded 700 million - the premiere box office of "Titanic" was only 28 million, and the box office also ushered in a counterattack in the next week, and finally wrote a box office miracle.

For comparison, "Harry Potter and the Holy Grail of Death (Part II)", which had 169 million on its opening weekend, broke the record for the highest opening weekend in the history of "Batman: The Dark Knight" when it was released in 2011, but the box office fell by as much as 72% the next week, and the final North American box office was only 380 million, and it did not even break the 400 million threshold - while the North American box office of "The Dark Knight" was 530 million.

It can be seen that the box office of the opening weekend is important, which is a first impression, but the subsequent impact of word-of-mouth and feedback, that is, the decline of the next week, is the measure of the final box office ceiling of the film. Next, "Interstellar" will usher in a real word-of-mouth test.

After the premiere weekend, "Interstellar" and "Fault in the Stars" deservedly became hot topics of discussion on social networks. Especially the former.

At first, it was just the aura of "Blue Rite-Hall" that created the attraction, and the unexpected situation created by the "Fault in the Stars", which also made the majority of young audiences curious and walked into the cinema, but gradually, as time progressed, those who watched the movie began to post their thoughts and opinions on social networks, so the discussion slowly tilted towards the movie.

Social networks are a unique platform where the faces behind the "nicknames" have all evolved into virtual online symbols, which also allows everyone to unleash their private hidden side, and express their most authentic opinions unscrupulously and openly.

The same is true for movies.

I like it, I hate it, I hate it, I want it. All the emotions have been magnified tenfold or twenty times and then revealed, and they have been disturbed all over the Internet, and even the words of praise seem irrational, and the comments like "masterworks" should appear hundreds of times a year, but certainly no one takes them seriously - if the masterpieces are really so easy and so numerous, then they are not called "masterpieces".

What's more, "Interstellar" is not a simple popcorn work in the first place, and the controversy is naturally even more lively.

As Lan Li said in the Q&A session at the premiere, this is a work that touches the audience with emotion - this is also the biggest difference from "Inception", the audience can feel different emotional impacts from it, it may be good or bad, but it is certain that the feelings must be different, and only after they really appreciate it can they understand what that impact means.

For critics and veteran fans alike, this emotional impact is too superficial, sensational and too cheap, but it loses what Nolan does best, and then loses the philosophical upside of the film to make a science fiction classic, which is the main reason why they are hesitant about the movie.

But they also admit that it could be a good thing for the general public.

After the opening weekend with just 75 million gross, audiences really began to think about the emotional impact of the film:

This also detonated the frenzy of the North American market for the first time.