As of 18:00 on August 11, the summer box office has exceeded 16 billion yuan. "The Disappearing She", "In the Octagonal Cage" and "Fengshen Part I" ranked the top three. "All or Nothing", which was released for 4 days, ranked fourth, catching up quickly, with a current box office of 1.18 billion yuan, and Beacon AI predicts that the final total box office may reach 4 billion yuan.
Although there are only 20 days left until the end of the summer file in 2023, "All or Nothing" may lead the total box office of the summer file to achieve the final leap.
According to data from the Beacon Professional Edition, after the movie was released, even during working days, it maintained a daily box office growth rate of 100 million yuan. The platform predicts that "All or Nothing" may earn 192 million yuan on August 11. According to the pre-sale data, on August 12 and August 13, the film pre-sale accounted for 52.6% and 53.7% of that day respectively, and the daily box office performance of hundreds of millions of yuan continued to be maintained.
The market expects the total box office to exceed 17 billion yuan before the end of the summer vacation, returning to the level of three years ago. Lighthouse Professional Edition data shows that the total box office of the 2018 summer file was 17.377 billion yuan; the total box office of the 2019 summer file was 17.778 billion yuan.
Gao Dongxu, founder and chief analyst of the China Entertainment Think Tank, told reporters that after the market recovered, everyone’s enthusiasm for watching movies was ignited, and the overall cultural and tourism consumption has stimulated movie-watching consumption. Movies are gathered in the summer, and the overall quality has improved.
However, a practitioner of film and television short dramas told reporters that in addition to the market recovery, the change in the marketing position of film and television dramas is also an important reason. "The recognition of the movies released this summer on the short video platform is linked to their box office. For example, the official Douyin likes of "All or Nothing" and "The Vanishing She" both exceeded 100 million. Douban scored 7 points and 6.4 points respectively, and the reputation of film and television rating websites no longer affects the box office results.
According to Yunhe data, the number of hot searches on all platforms of "All or Nothing" has reached 494. Among them, the number of hot searches on the main list of the Weibo platform is 49, and the number of hot searches on the main list of Douyin and Kuaishou reached 61.
It is worth mentioning that, according to data from Beacon Professional Edition, since 2014, 2023 is the second time that the top three box office films have been dominated by domestic films in the past ten years of summer vacation. The last time was 2021. For a long time, overseas blockbusters have occupied one or more seats in the top three at the summer box office. For example, the top three box office in the summer of 2017 were "Wolf Warrior 2", "Transformers 5: The Last Knight" and "Despicable Me 3"; The Richest Man" and "Jurassic World 2"; the top three box office in the summer of 2019 are "Nezha: The Devil Boy Comes into the World", "Heroes of Fire" and "Spider-Man: Far From Home".
In fact, there are not a lot of overseas blockbusters this summer, and the quality is not inferior to the market three years ago. Among them, there are many sequels of popular classic IPs such as "Mission: Impossible 7: Deadly Reckoning (Part 1), "Spider-Man: Across the Universe", "Transformers: Rise of the Hero". Among the blockbusters introduced in the summer, the highest-grossing "Transformers: Rise of Heroes" is only 650 million yuan.
Gao Dongxu believes that there are three reasons for the sluggish box office of imported films. First, the domestic film industry has become increasingly mature in terms of publicity and distribution in recent years. Imported films are often not as sensitive as domestic teams in terms of content announcement and distribution, and the scheduling of films is not as good as domestic films; the second is the improvement of the production level of domestic films. "The Wandering Earth" and other blockbusters that represent the level of the domestic film industry have made overseas masterpieces no longer the only choice; third, although the blockbusters currently imported are all big IPs, many of them are old IPs that are more than 10 years old, and the audience is fresh. The feeling is also lost.
