Christopher. Nolan + Batman + Joker Effect + 4,366 theaters, the high-profile "Batman Prequel 2: The Dark Knight" hit the second opening weekend box office of $152.9 million in film history in one fell swoop amid the jaw-dropping of countless people.

With the help of outstanding word-of-mouth, in the new week, "The Dark Knight" continues to storm the city around the world at a speed second only to the insaneness of "Wild Story: Rise of the Apes", and the momentum is amazing.

And when the time came to Friday, August 1, when everyone was paying attention to whether the large-scale release of "The Mummy 3: Tomb of the Dragon Emperor" could build on the excellent box office results of the first two films in the series, and what kind of box office films such as "The Dark Knight" and "Wild Stories" would gain under the impact of "The Mummy 3", Warner Bros., as one of the big winners of this year's summer file, suddenly threw out a bombshell news, which immediately caused a high-intensity earthquake in Hollywood.

It's no wonder that there has been such a huge response, because Harry. Potter and the Half-Blood Prince" was suddenly postponed, except for Warner Bros., I'm afraid no one could have expected this news. The promotional offensive of Potter and the Half-Blood Prince was extremely violent, but the result was an abrupt change in schedule.

But no matter how sudden, facts are facts after all, Warner Bros. took the lead in announcing on its official website that "Harry. Potter and the Half-Blood Prince has been postponed to July 17 next summer.

Adjusting the release schedule of the film has never been a decision made by the person in charge of the film company, and it is entirely a reason to do so because he has to adjust the schedule.

In fact, usually. Unless absolutely necessary. Studios rarely change movie schedules. There are two main reasons, one is that if the previous schedule has been known to many audiences, changing the schedule will bring them a lot of trouble. The disappointment spread through social networking sites on a weekend full of anticipation only to find that the film's release was delayed.

The second is that changing the schedule will make the marketing of the film chaotic, and generally the film will announce the trailer and poster a few months before the release, buy out the TV commercials three or four weeks before the release, and increase the firepower and multi-platform publicity a week before the release. A change in schedule can force the studio's marketing department to redo its plans, which is time-consuming and costly.

Prior to this, films such as "Superman for All" and "Kung Fu Panda" temporarily adjusted their schedules because the box office momentum of "Wild Story" was too crazy, and they could only be forced to adjust their schedules to avoid box office losses.

Of course, Harry. The schedule adjustment of "Potter and the Half-Blood Prince" is not due to fierce competition, "Madagascar 2" released on November 7 and "007: Quantum of Solace" released on November 14 are indeed heavyweight blockbusters, but not enough to make the super-blockbuster "Harry. The Potter series retreated.

However, Harry. Potter and the Half-Blood Prince" was indeed forced to change schedules suddenly, and Warner Bros. President and COO Alan Brown. Horn told reporters: We moved this "Half-Blood Prince" to next year's summer file mainly for two reasons: first. Summer is the ideal platform for family entertainment blockbusters, and the revenue generated by this period accounts for as much as 40% of the annual box office of Hollywood movies. Our last Harry. The Potter series of films Harry. Potter and the Order of the Phoenix was released at that time, and eventually grossed $939.8 million worldwide. The total box office of the Potter film series is second only to the first film in the series, Harry. Potter and the Philosopher's Stone, which just proves the advantages of being transferred to the summer file.

Second, Hollywood as a whole has been hit by the writers' strike, and Warner Bros. is no exception, which has changed the competitive landscape for next year's schedule, but it also provides us with a new opportunity that we believe we can win if we seize it. So we agreed that the best strategy would be to move the Half-Blood Prince to July, just in time to fill the gap in the middle of the summer. ”

Although Alan. Horn said impassionedly, but anyone with a discerning eye can see the helplessness that Warner Bros. has to do, and the main culprit for this result is the screenwriters' strike at the end of last year and the beginning of this year.

In next summer, Warner Bros. has confirmed the release of four films. Phillips' comedy "The Relic", Robert . Rodriguez's "Shorts", the 3D version of "Death is Coming 4", and Sam. Worthington and Christian. "Terminator 2018" starring Bale.

Needless to say, the first three are expected to be difficult for small and medium-cost films to achieve a huge box office in the prime time, and the latter, that is, "Terminator 4", although the investment is as high as 200 million US dollars, and it is a sequel to a classic work movie, it is an absolute giant movie, but for various reasons, it has not been unanimously optimistic in the industry, which also makes Warner Bros. considered to be a super blockbuster with absolute significance in the summer of 09.

For the unfavorable situation of next year's summer file, Warner Bros. will not be indifferent to the unfavorable situation of the summer file. The schedule of Potter and the Half-Blood Prince was changed to July 17, which is a heavyweight weight added to Warner's strategic layout in the summer of '09.

But the eight-month postponement was not a big deal for Harry around the world, who had been waiting for the film for more than a year. It is undoubtedly a heavy blow to Potter fans, you must know that fans who have long known the schedule have begun to look forward to watching the movie with joy, but suddenly found that they need to wait another 8 months, how can such a result not disappoint.

The disappointment of Harry. Potter fans have vented their frustrations through Warner Bros.'s official website and online social networking sites. The final film of the Potter series, which is divided into two parts, "Harry. The production and release of Potter and the Deathly Hallows will not be affected by the postponement of "The Half-Blood Prince" and will be released in the fall of 2010 and the summer of 2011, respectively. Warner Bros. executives, including Horn, smashed glass windows.

And on this. The production and distribution companies of the films released at the same time had completely different attitudes. For example, the production companies of "007: Big Break, Quantum of Solace" Sony and MGM. Originally, they were also worried about the release of Madagascar 2 and Harry. Potter and the Half-Blood Prince" is a box office situation, but now it is not needed, "007: Big Break, Quantum of Solace" has obtained an excellent schedule, and there will be no other commercial blockbusters that can compete with James before the Chinese New Year in December. Mr. Bond competes at the box office.

At the same time, naturally, there are also film companies that are extremely greedy for "Harry. Potter and the Half-Blood Prince was postponed to leave a blank slot, and then Disney decided at the first time that it would be decided by John Brown. Travota, Woody. Voiced by Harrison and others, "Star Dog", which tells the story of a TV star's dog adventure, has advanced to this schedule. to fill the gaps.

After seeing this news, Lin Yuquan was also quite surprised, but for him, for Summit Movies, and for "Twilight", this is definitely an out-and-out good news, because "Twilight" was also released on November 21, although its fan base is similar to that of "Harry. Potter and the Half-Blood Prince doesn't coincide much with movie fans, but Harry. The departure of such a super-grossing film as "Potter and the Half-Blood Prince" will undoubtedly make "Twilight" attract more general audiences.

The impact of this sudden news is also that it is very likely that this year's North American annual box office will surpass last year's final failure, so far, thanks to the box office explosion of movies such as "Iron Man", "Raiders of the Lost Ark 4", "Wild Wild", "The Dark Knight", "Kung Fu Panda", "Robot Wall-E" and other films in the summer file. In the same period, the box office has far exceeded last year.

However, Harry. The postponement of Potter and the Half-Blood Prince suddenly cast a shadow over the good picture, and anyone knows it's destined to be a box office hit. 2001's Harry. Potter and the Philosopher's Stone grossed $317 million in North America, and 2002's Harry. Potter and the Chamber of Secrets grossed $262 million in North America, and 2004's Harry. Potter and the Prisoner of Azkaban grossed $249 million in North America, and 2005's Harry. Potter and the Goblet of Fire grossed $290 million in North America, and 2007's Harry. Potter and the Order of the Phoenix grossed $292 million in North America, and if there were no surprises, Harry. The North American box office of "Potter and the Half-Blood Prince" should be 300 million US dollars, and such a box office hole can not be filled by "Star Dog".

For various reasons, the focus should have been on new films such as "The Mummy 3" shifted, making "Harry. Potter and the Half-Blood Prince has become the hottest topic among the media, filmmakers, and movie fans.

In the midst of the excitement, the box office of "The Mummy 3", which was released simultaneously in Hong Kong and Southeast Asia yesterday, has been released.

Although the word-of-mouth evaluation of "The Mummy 3" is not good, perhaps because of the good word-of-mouth effect of the first two parts and the Chinese movie star lineup of the third part, this badly reviewed family adventure masterpiece finally achieved amazing opening results in Hong Kong, with preliminary statistics of 3.67 million Hong Kong dollars, surpassing the 3.42 million Hong Kong dollars of "Batman: The Dark Knight" in one fell swoop, ranking as the second highest opening result in Hong Kong this year.

At the same time, it has become the fifth highest opening result of foreign language films in Hong Kong, second only to the 9.77 million Hong Kong dollars of "Wild Story: Rise of the Ape", 8.68 million of "Hurricane Rescue", 7.56 million of "Spider-Man 3", and 6.72 million of "Pirates of the Caribbean 3: The End of the World".

Although there is still a big gap between the box office of "The Mummy 3" at 3.42 million Hong Kong dollars compared with the first four films, compared with other foreign language films, such results are already extraordinary.

In addition, in other countries and regions that have been released first, although the box office of "The Mummy 3" is not a big hit, it is quite good, obviously mainly influenced by the first two parts of the series.

For a Hollywood blockbuster, the North American box office is undoubtedly the top priority, and in the attention of those who care, the curtain came to an end quickly on August 1, and the North American box office of "The Mummy 3" was also fixed at $17.21 million on the North American premiere day.

This result is undoubtedly much lower than the previous outside world's expectations of its box office, and what's worse is that looking at the stinky faces of major film critics after the premiere, and then looking at the large number of fans who were fooled and had no way to refund their tickets, you will know that "The Mummy 3" is already difficult to turn over.

"What shall I say? It's just bad, it's terrible", "The Mummy 3, which was forgotten in a blink of an eye, crashed during takeoff", "It's too bad. I had to watch Wild Stuff or The Dark Knight again

The Wall Street Journal considers only a prologue that describes ancient China more than 2,000 years ago to be satisfactory. The part of the movie that goes after 1946 is old. It's like "recycling aluminum cans", such as a greater archaeological discovery than Tutankhamen, a legendary diamond, a terrifying snowman, an arduous journey to Shangri-La, an evil emperor who turns into a monster whenever the script is not played.

MovieSoon editor Adam even commented in one sentence: first-class budget, second-rate director, third-rate stunts, and fourth-rate script.

After many reviews, "The Mummy 3" was on the Rotten Tomatoes website, with a score of only 9% based on 86 reviews. Rated as rotten; On Metacritic, out of 28 movie reviews, it scored only 30 out of 100, and Yahoo! C-'s evaluation, so far, the worst quality blockbuster in this year's summer file has been released.

At this point, countless fans who have been looking forward to "The Mummy 3" for a long time have turned into full disappointment, while viewers who originally intended to have not bought tickets are distressed about whether they should watch "Wild Story: Rise of the Ape", or "The Dark Knight", or "Wanted" and "Mamma Mia".

Such a situation. It is becoming more and more problematic to make the annual box office surpass last year, and for fans who like to watch movies. The movie they had planned was suddenly less Harry. Potter and the Half-Blood Prince" and "The Mummy 3", which is undoubtedly a particularly distressing thing.

At this moment, Summit Entertainment also dropped a bombshell very suddenly, instantly making the unsettled shock more violent.

The news is extremely simple, Lin Yuquan's sixth personal film "Heartbeat" will be released worldwide on October 17.

"Wow", countless fans began to cheer, how could it not be expected as Lin Yuquan's first love movie? You must know that so far, Lin Yuquan has not disappointed once, every movie he shoots is so wonderful and inextricable, and "Heartbeat" must be the same.

Even many people can't wait to start imagining in their minds how different the charm and excitement of "Heartbeat" filmed by Lin Yuquan will be compared to other love movies. Potter and the Half-Blood Prince" postponed the schedule, "The Mummy 3" received a flood of bad reviews, well, in addition to their respective fans, too many people just have expectations for "Heartbeat", and there are still two and a half months to go, I really hope that time will pass quickly.

For those media, theater owners and filmmakers who are worried that this year's annual box office will not surpass last year's, they can breathe a sigh of relief, "Heartbeat" may not be a super-grossing film, but with Lin Yuquan's extraordinary personal appeal now, its box office must not be low, and the North American box office of 100 million US dollars, will it be difficult? Of course not, if the box office performance of the fill-in "Star Dog" can be better, then with the current box office progress, it is still entirely possible.

In addition, there are quite a few people who are more curious about why the schedule of "Heartbeat" was chosen on October 17, because to be honest, this schedule is not too ideal.

According to the habit of the United States, a box office year is divided into five "seasons": March and April are spring, May to August is summer, September and October are autumn, November and December are holiday seasons, January and February are winter, among them, the relative peak season is summer and holiday season, and there are blockbuster films released every week in the peak season, the competition is very fierce, and people's movie-watching mood is also very high, it is more suitable to watch popular types of movies, "Heartbeat" 's genre determines that it is very unfortunate to be released at this time, and this is a movie that needs people to calm down and savor it slowly.

As for why it was not chosen after January, the reason is very simple, it has been too long since now. It is different in October, which just connects the release boom of "Wild Wild: The Rise of the Apes", the listing and signing of "Wild Wild: Battle for the Hundred Races", the start-up shooting of "Immediate Rescue", and the release of "Heartbeat" to achieve maximum results. Actually, I would prefer to release it on the National Day, but Brother Hao's "No Man's Land" happened to be released at that time, so we can't kill each other! At this time, Lin Yuquan, who had returned to Chengdu and was preparing to participate in tomorrow's Olympic torch relay, stood in front of the window, looked at the night outside the window, and said to Xu Jinglei on the other side of the phone. (To be continued......)