● Many movie fans are familiar with the movie "Titanic". Accompanied by the moving melody of "My Heart Will Go On", the soul-stirring and sincere love between Jack and Ruth has become a classic in the hearts of a generation.

● To commemorate the 25th anniversary of the release of the classic love movie "Titanic" in mainland China, the film will be released again on April 3 this year. This is also the third meeting of "Titanic" with mainland Chinese audiences after its debut on April 3, 1998 and the launch of the 3D version on April 10, 2012.

● From "Spirited Away" to "Titanic", in recent years, there has been an upsurge in movie re-screening. Regarding the re-screening of old movies, audiences have different opinions, and it has also attracted questions about "circling money".

Re-screening, "Titanic" hits the box office

On April 3, the new 3D remake of "Titanic" landed on the special line of the National Arts Federation with the "25th Anniversary Re-screening Edition", and landed in major theaters in mainland China in formats such as CINITY/IMAX/Dolby Vision/China Giant Screen Wire. This time, the film was remade in 3D, 4K, HDR, and high frame rate, trying to restore this timeless love with more perfect images.

The reporter saw from the Beacon Professional Edition that "Titanic" had a box office of 5 million on the first day of its re-screening, which was not as good as "Journey to Bell Bud", "Hachiko" and "Keep You Safe", ranking fourth on the box office list on that day. , the first day of the re-screening accounted for only 4.1%.

"Titanic" was released for the first time in 1997. Director James Cameron shocked the world with his touching love between life and death, exquisite costumes and scenery, and perfect sound and picture, and won the praise of film critics and audiences. Unanimously amazing praise. Once the film was released, it quickly swept the world and broke records repeatedly, becoming the first film with a global box office revenue of 1 billion US dollars. It has been the weekend box office champion in North America for 15 consecutive weeks. To this day, the film still ranks fourth on the global film history box office list with a total box office of 2.256 billion US dollars. In terms of awards, "Titanic" swept the Oscars that year, winning 11 awards including Best Picture, Best Director, Best Cinematography, Best Editing, Best Visual Effects, and Best Original Song , becoming one of the three films with the most Oscars in history. Whether it is in terms of box office performance or artistic achievement, "Titanic" can be regarded as an unprecedented milestone in global film history.

For movie fans in mainland China, "Titanic" is also of great significance. On April 3, 1998, "Titanic" appeared on the big screen in mainland China for the first time. At that time, the alleys were empty and the theaters were full. In April 2012, the film was converted into a 3D version and re-released, with a box office of 946 million yuan and a super high rating of 9.5 points from Douban Movies.

Compared with the popular re-screening of "Titanic" in 2012, the re-screening of "Titanic" is extremely deserted, because it is only shown on the special line of the Arts Union and the special effects hall, which affects the filming schedule. Some viewers said that the 4K version of this remake is so fine that the pores are clearly visible. It is hard to imagine that this is a movie 25 years ago. However, some viewers also questioned the film's obvious meaning of "circling money". Netizen "Shimen Ukiyo-e" said: "It's enough to sell the feelings once, but to sell it repeatedly is to be promiscuous."

What is the value of re-screening old movies?

In recent years, the film market has set off a boom in re-screening. In addition to "Titanic", "Detective Conan: The Undead on Baker Street" was also screened on the special line of the National Arts Federation on April 4, and in theaters nationwide from April 11. However, this time it is not the latest theatrical version in 2023, but the re-screening of "Detective Conan: The Dead on Baker Street" in 2002. While some viewers lamented that "you can go to the theater for nostalgia", they also complained that the current creative level of "Conan" seems to be not as good as before.

In fact, classic films have been re-screened for many years. Released in 2009, "Evil, West Poison: Ultimate Edition", with the slogan "Remember Leslie Cheung", won a good box office of 25 million. Movies such as "Sweet Honey", "A Chinese Ghost Story" and "New Dragon Inn" have been re-screened, but these re-screened films generally have low box office box office. The re-screening box office of "A Chinese Ghost Story" and "New Dragon Inn" is only 2.8 million yuan and 6.2 million respectively Yuan.

In the past two years, many films such as "Spirited Away", "My Neighbor Totoro" and "Ponyo on the Cliff" directed by Hayao Miyazaki have been re-screened. In 2018, "My Neighbor Totoro", which premiered in 1988, was released in mainland China. Under 100 million box office. In 2019, "Spirited Away", which has been the box office champion of Japanese film history for nearly 20 years, was released in mainland China, earning nearly 500 million yuan in box office in one fell swoop. In 2020, "Ponyo on the Cliff" (also known as "Ponyo on the Cliff") was released in mainland China, but it only earned 28 million yuan at the box office. Hayao Miyazaki's masterpiece "Laputa in the Sky" will be re-screened in mainland China on June 1 this year. Whether it can create a miracle at the box office is still unknown.

Why are more and more old movies being re-released? First of all, from a market perspective, some old films are only upgraded through technical means, and compared with a new film, the investment cost is generally not high. Because of the audience base accumulated before the film, as long as it can attract specific audiences into the cinema, it can generate certain economic benefits. Secondly, from the perspective of the audience, the re-screened films are generally classic films with good reputation. Movies are undoubtedly a kind of audio-visual enjoyment.

According to industry insiders, in terms of commercial value, old films are relatively weaker than new films in terms of market competitiveness, but choosing to release them at relatively unpopular schedules will enrich the film market and constitute a beneficial supplement to the market.