The box office of "Under the Red Cliff" is so different from expectations.

If nothing else, there is a general feeling that the market potential is not as great as everyone thinks.

The market consumption potential during this period has been greatly emptied.

Fans have been pocketed repeatedly.

Watching a movie, which is still a high-cost activity for most people, how many more times can I come in the future?

Some people say that this is also the reason why the two largest schedules of the year, the summer season and the Chinese New Year file, are separated by several months.

After all, it's beautiful.

In addition, the Spring Festival stalls have always been so cool, and there are fundamental factors.

Because the Spring Festival is the day to go home for the New Year.

Just once a year.

Everyone is busy greeting the New Year, how can they have the leisure to go to the theater.

Therefore, going to the theater to consume is a matter for a few people, and it does not represent the public.

No matter how safe your road is, can you change the tradition of thousands of years?

This can be seen from the online pre-sale data of the three films in the Spring Festival file.

On January 20th, the Spring Festival was less than a week away.

The total pre-sales of the three films are only 120 million.

The three movies are scheduled to be 4:3:3, of which "Wonderful Night 2" has the highest film.

The number of 120 million is explosive if it is placed on other movies, but if it is placed on the stars, of course, it is a failure.

Pessimism in the market seems to be contagious.

At the beginning, when Lu Ping'an shouted out the Spring Festival stalls, everyone's emotions were not so strong.

But now there is a warning from the barometer of "Under the Red Cliff".

Many people feel that Lu Ping'an is really impulsive this time.

The "Red Cliff" film business sat and waited for Lu Ping to fall on his heels.

Of course, there are still many people who are optimistic.

Some people are optimistic about Lu Ping'an for no other reason, just because that person is Lu Ping'an.

Those who see farther are already waiting for this good dish to be served.

The outside world is disturbing.

The stars are unmoved.

Everything has a plan, and it can be executed in an orderly manner.

As for the result, it's still the same sentence, you just have to work hard!

The time soon came to January 23rd, the evening of the twenty-eighth day of the Lunar New Year.

So far, the total online box office pre-sales of the three films have reached 170 million.

The average is less than 60 million each.

From the previous point of view, it was one word: "miserable".

In the past, which Xingchen movie did not have a pre-sale of more than 100 million?

Don't talk about the stars.

In the New Year's "If You Are Honest, Do Not Disturb" and "Under the Red Cliff", the pre-sales exceeded 100 million.

But in fact, Lu Ping'an is still very satisfied, because this has exceeded his expectations.

On the one hand, not all theaters in the country will open their doors during the Spring Festival.

Even if Lu Ping'an has been shouting for a long time for the Spring Festival, but the New Year is bigger than the sky, and this involves costs, the Spring Festival has not been very profitable in the past few years, so many theaters have not responded to the call.

Fortunately, these are basically theaters under the second-tier cities.

Most of them are one or two days off during the Spring Festival, and most are five or six days.

If it doesn't open, it won't open for pre-sale.

Therefore, the overall number of theaters currently open for pre-sale is more than 3% less than that during the Chinese New Year, close to four floors.

On the other hand, the new "refund and change" standard for pre-purchased tickets has begun to be implemented, and Maoyan Ticket is a pilot, because he is the only one.

The new standard suggests a "tiered" refund standard: the ticket purchase fee shall not exceed 20% of the ticket price, the "refund and change" fee will be waived for more than 24 hours, and the handling fee will not be higher than 10% of the ticket price for 2 to 24 hours.

At the same time, the pre-order time and number of theater online are limited.

In the past, no one cared, there was no limit to the number of pre-orders that theaters could open, and fans could buy them casually, if they bought tickets two weeks later, because there was a box office, the quality of the movie was worse, and the theater or theater also had a reason not to withdraw or adjust the film schedule, that is, to adjust the film schedule, and the process of refunding the money was also more cumbersome for fans.

This is very beneficial to blockbusters and some films with impure purposes.

Xingchen used to be like this, as soon as the pre-order was opened, the two-week schedule was released.

So the pre-order box office data is of course terrifying.

The rest of the blockbusters also follow suit, but in this way, the small films that have no way out are constantly squeezed.

Now that the new policy has come down, the time for the filmmakers to open pre-orders is limited to 3 to 7 days before the release, and the special schedule can be increased to 15 days, such as summer files, Chinese New Year files and Spring Festival files that are very likely to be formed in the future.

In addition, after opening for pre-order, only a maximum of seven days from the date of release will be scheduled.

In addition, during the release period, fans can only buy tickets for 7 days at most.

This gives the little filmmakers a lot of room to survive.

For the current Xingchen, the current box office of 170 million is only the box office of the first week of the theaters that opened during the Spring Festival and opened for pre-order.

There are also nearly 4 percent of theaters that are not open for pre-order, and they will join the battlefield before they open.

So if it is implemented according to the previous standard, this time it is actually not much less than when it was placed in the Lunar New Year stall.

Of course, some objective facts that the outside world thinks must be recognized.

Spring Festival.

Celebrate the New Year.

Watching a movie is not a must.

Some big cities will become empty cities.

Still.

Lu Ping'an doesn't think this is a problem.

Because movie-watching habits can be guided.

Otherwise, why did the Spring Festival stall become the first major schedule?

During the promotion, Lu Ping'an also made no secret of his confidence in the movie and the Spring Festival file.

He even directly announced that tomorrow will be in a total of 69 theaters in a total of 8 first- and second-tier cities across the country, and pre-orders for New Year's Eve venues will be opened in the early morning of the first day of the Lunar New Year.

This surprised the reporters and the audience.

Many people feel that Lu Ping'an's faith seems to be overdone.

After all, it's the early morning of the first day of the Lunar New Year, and there will really be people watching movies?

Of course, most people are looking forward to it.

The reason has been said before, just because he is a safe road.

The top director in China, and he has never disappointed.

The weight of the words spoken is beyond the reach of the rest of the people.

So soon a reporter asked: "Will there be a screening?" ”

Reporters are already a little overwhelmed and want to feast their eyes in advance.

But Lu Ping'an still said confidently: "If you say that the Spring Festival release is the Spring Festival release, of course, you can also treat the New Year's Eve as a screening, there are huge discounts for the New Year's Eve show, remember to grab tickets!" ”

Self-confidence is contagious.

So soon, the next day, the twenty-ninth of the Lunar New Year, after the Maoyan ticket opened for the New Year's Eve field booking.

Everyone thought that sales would be bleak.

As a result, three films directly set sales records.

It only took 1 second, and all the New Year's Eve movies in 69 theaters across the country were sold out on the first day of the Lunar New Year!

Countless people shouted that they couldn't grab tickets at the same time.

There were countless people who were amazed.

What the hell, during the Chinese New Year, there will be so many people grabbing tickets to watch movies?!

For this question, Lu Ping'an's friends are also very curious.

Wu Jing asked this question when she invited the sin wine.

Lu Ping'an smiled slightly: "You don't understand the post-90s, just like you don't understand what type of role you are suitable for." ”

Wu Jing: "." (End of chapter)