＂Fanghua＂ broke the box office by one billion! Because Xiaogang Feng has done these three things.

Special feature of 1905 film network As of press time, the cumulative box office has exceeded 1 billion mark. Xiaogang Feng finally ushered in the first "Billion Plus" movie!

　

Since its release on December 15th, Fanghua has made great strides. Although it has been released for 14 days, it still maintains a proportion of 28% of the films, and it has occupied the box office champion throne for 13 days.

Even last weekend, under the joint impact of three blockbusters, such as,, and so on, "Fanghua" still maintained its momentum, winning the top spot at the box office at the weekend, drawing a golden absorption curve with full stamina.

The box office curve of "Fanghua" has not diminished (Source: Cat’s Eye Movie)

　

At the same time, the word-of-mouth of movies is also popular all the way. The moving youth of the Red Age evoked the emotional resonance of several generations of audiences. The protagonist’s bumpy fate, "people who are not treated well are the easiest to identify kindness and cherish kindness" and other golden sentences have also become the focus of hot discussion among netizens.

Looking at the film market in 2017, there are still many excellent works such as "Fanghua" with both word-of-mouth and box office harvest, and there are also many laws behind their success that deserve careful consideration.

　

Quality is the rule and word of mouth is king.　

　

Before the release, the new actors were in power, and the "Fanghua", which focused on emotional cards, was not fully valued by the market, and the proportion of films arranged on the first day was also three percentage points lower than that in the same period.

On the first day, Fanghua ranked lower than daoist magic, but the attendance rate was higher than the latter.

　

However, with word-of-mouth fermentation and high attendance rate, Fanghua has steadily occupied the top spot in the box office from the next day, and the box office for three days on weekends has also increased day by day.Even Xiaogang Feng himself said, "The box office curve of Fanghua is particularly exciting, but it is higher on Sunday than on Saturday, which is encouraging!"

As everyone in the industry knows, the film arrangement on the first day of the weekend schedule is greatly influenced by ticket compensation and pre-marketing and cannot fully reflect the real strength of the film. The attendance rate and word-of-mouth on the first day are the basis for the cinema to adjust the film arrangement, and also the guarantee for the box office stamina.

　

Similar to "Fanghua", the weekend counterattack+full-stamina box office curve also appeared in films such as,,, and so on. The douban scores of these films are all above 7, and the cat’s eye scores are all above 9.

At first, they were not completely optimistic, and they all relied on word of mouth and "tap water" to achieve a strong "counterattack", and also gained a box office return that matched the quality of the film.

"Twenty-two" won 170 million box office with its word-of-mouth counterattack.

　　

It is not difficult to see that after the brutal growth and blindly following the trend in the mainland market, the audience’s choice of watching movies has become more rational and more concerned about the quality and reputation of the film itself. The era of "word of mouth is king" that people in the industry are looking forward to may no longer be out of reach.

　　

Attracting "non-mainstream" people is the key to "explosion"

For a long time, young people in large and medium-sized cities and middle-income groups have been the mainstream consumer groups in the film market, and they are also the target groups targeted by film development. However, it is not difficult to find that how to attract the "non-mainstream" people in the traditional sense into the cinema is precisely the key to the box office explosion.

Age proportion of "Fanghua" audience (Source: Cat’s Eye Movie)

　

In the audience portrait of Fanghua, people over 30 account for nearly 35%, and those over 40 account for over 10%. A report in Jiefang Daily even mentioned that middle-aged and elderly audiences over 45 contributed 35% of the box office of Fanghua. This kind of box office distribution is rare in the mainland film market.

　

Focusing on nostalgia and looking back on the youth in the 1970s, Fanghua successfully attracted parents and uncles who didn’t usually watch movies into the cinema with its theme and word of mouth, and "taking parents to watch Fanghua" became a unique phenomenon of Fanghua.

Slightly different from Fanghua, Wolf Warriors 2’s 5.6 billion box office miracle is mainly attributed to the collective efforts of third-and fourth-tier cities and male audiences. However, the fourth-and fifth-tier cities are also not the main consumer groups in the conventional sense.It is with boiling patriotic feelings and high-level action scenes that "Wolf Warriors 2" awakened the enthusiasm of "the whole people" to make the audience who don’t often watch movies willingly pay for it, and finally achieved phenomenal box office success.

　

Not only stars, but also superstitious types and schedules.

　

As we all know, New Year’s Eve has always been the world of comedies and visual blockbusters, and it has become a common practice to compete with stars and cast a lineup, as have the "competitors" of Fanghua.

　

"daoist magic" and "The Legend of the Demon Cat" have successively played the combination of "famous director+star", and "The Light of Psychological Crime City" also showed the all-star configuration of Deng Chao, Ehan Juan and Liu Shishi. In contrast, "Youth" is only led by Huang Xuan, with six new actresses leading the way. From the genre point of view, fantasy and crime types are also more pleasing than the literary film "Youth".

The word-of-mouth and box office of All-Star daoist magic are not satisfactory.

　

The reason why Fanghua, whose genre and lineup are not dominant, can stand out in the attack of strong films depends on quality and word of mouth. In the past two years, the once-popular pure star fans have repeatedly warned filmmakers that the era of simply fighting for stars has quietly passed, and more and more rational audiences are calling for more and more thoughtful film works.

　

Judging from the box office rankings in 2017, it is undeniable that the ability to absorb gold in the two golden periods of "Spring Festival" and "Eleventh" cannot be underestimated, but "Wrestle! One billion plus films such as Dad and Journey to the Dream Ring, and phenomena-level low-budget films such as Twenty-two have not been released in a popular schedule.The December 15th selected by Fanghua is not the "explosion" schedule in the strict sense. All these show once again that the schedule is not the same as the box office, and truly beautiful movies will always bloom whenever they are released.

　

Xiaogang Feng often defines his mental process of creating Fanghua as "going upstream", and the unconventional box office success of Fanghua is also impacting the usual business logic of the film market. From this perspective, it also means "going upstream".

　

In the film market in 2017, small-budget films have risen collectively, and the box office returns of high-word-of-mouth films have gradually become the trend and mainstream. Only by returning to the text and concentrating on polishing excellent works of high quality and well-known by the audience can film creation truly achieve a double harvest of word-of-mouth and box office.