On the first day of the New Year's holiday, the movie theater was abuzz with "snow". On December 30, the film grossed nearly 470 million yuan in box office, setting a record high for the same period. At the same time, the total box office for the entire New Year's Day period exceeded 900 million.

The brightest one in the entire schedule is undoubtedly "Twinkle Twinkle Star". This "Parallel Universe" movie version adapted from the TV series of the same name won the top spot in the schedule with 227 million yuan, and it also had almost no sales with nearly 500 million pre-sales. Surprisingly, it firmly holds the top position at the box office of the schedule. At the same time, it is also expected to break the 525 million yuan record of "Send You a Little Red Flower", the highest box office record in the history of this period.

"Twinkle Twinkle Star" breaks multiple records

If the shocking "take-off" during the pre-sale stage also made some viewers feel suspected of fraud and water injection, when the film actually started filming, the almost full attendance rate fully demonstrated the film's absolute appeal to today's young audiences. attraction.

In the New Year's Eve period, when new films are gathering and old films are still available, "Twinkle, Twinkle, Shining Star" not only dominates the theaters with an absolute advantage of more than 30% on the first day of its release, but also has an average attendance rate of 22.8% for the same period. The highest among new releases.

However, as the film was released in a series of "snow resorts" from the official website to theaters at 13:14 pm, the term "awkward snow resort" also became a hot search topic, and even topped the topic list for a time. One person.

The famous line in the movie "Zhang Wansen, it's snowing" has been interpreted into various new memes such as "Zhang Wansen, it's snowing", "Zhang Wansen, the sky is falling", "Zhang Wansen, it's partially snowing". Correspondingly, different theaters across the country have different "interpretation" effects of the innovative marketing method of "snow resort".

Pictures from the Internet

It can be seen from the pictures that have been circulated on the Internet that some theaters use too much force to make snow, and artificial snow is also different from the romantic and light nature that the audience initially imagined. From a distance, the snowflakes falling on the body are not the same when up close. It is a pleasant foamy liquid, and some of the foam has a sticky texture, which makes it uncomfortable for the senses if it accumulates too much. In addition, the snowmaking machine sprays snowflakes from a single angle, which will cause the snow to fall unevenly throughout the theater, and certain audience seats will become "hardest hit areas."

There is another kind of "rollover" that comes from "big thunder but little rain". Some netizens reported online that they bought a "snow resort" at a high price, but in the end, only a small area was manually sprayed with snow by the staff. jar, completely failed to achieve the desired results.

Of course, some of the most viral "avalanche pictures" in hot searches on the Internet have a high repetition rate, and many netizens join in to make complaints about it. Not all ski resorts are "disasters", there are still some A few netizens posted about their wonderful snow experience in the theater. Some theater managers also reported that when it snowed, the audience screamed and applauded, and everyone took out their mobile phones to take pictures. The effect was very good.

Paragon Ski Resort

"Snow Field" is a new question faced by movie theaters during this very busy New Year's Eve period. There is no standard answer to it. The audience gained a completely different snow experience, which comes from the different problem-solving abilities of the movie theaters. Some top students have solved it into example questions and demonstrations, while some poor students have made it into a fancy "wrong question collection".

A staff member from the theater chain film management told The Paper that for the "snow resort" arrangement, Maoyan only prepared 1,314 theaters across the country at 13:14 on December 30 as a gimmick. The initial plan Only disposable snow cans are distributed to theaters. Later, many places were stopped due to the safety hazards of flammable and explosive snow cans. However, because this wave of marketing was so popular among the audience, it later attracted a large number of theaters to join in, and many theaters also purchased and installed snowmaking machines at their own expense.

But in fact, the implementation of the action of "snowing" is very flexible. When will it fall, how long will it fall, and how big will it fall? There is no fixed number. The film crew gave the line "Zhang Wansen, it's snowing" in the movie's easter egg. Snow fell when it emerged. Judging from the videos posted by netizens on the Internet, some theaters choose to start the subtitles at the climax of the ending, while others turn on the lights when the subtitles are rolling, and the effects are different.

There are also methods of snow spraying by machines, artificial spray cans, and even some theaters have staff carrying snowmaking machines running around the theater to make snow. This theater staff understands the differences in the effects of various theaters. "Some theaters are more considerate of cost savings, and some are crazy. When the audience gets high, they rain longer and harder than originally planned, and the snow accumulates." ”

Shanghai Cinema "Snow Resort"

The snow field in Hall 2 of Shanghai Cinemas, which is highly praised on the Internet, uses two snow machines to create the effect of snow falling evenly from the top of the theater. At the same time, the theater has equipped 4 additional snow machines to match the romantic atmosphere of snow. A bubble machine. The marquee and puppets outside the venue gave the audience who came to check in more photo-taking scenes, adding a sense of ceremony.

The staff revealed that the theater tested the snow volume of the snowmaking machine the night before in order to achieve the most perfect effect. As for the cleaning work that audiences and netizens are concerned about, relevant staff said that the snowflakes melt into water and the amount of spraying is actually not large and will not have much impact on the theater environment.

It also snowed outside the venue for spectators to check in and take photos.

However, the person in charge of Shanghai Cinemas also said that the "snow park" only operates once, and scarcity is also part of the audience's wonderful experience. If it snows at all venues, it will weaken the "ceremonial sense."

Another person in charge of a smaller theater in the suburbs of Shanghai realized early on that "getting to the snowfield" was not an easy task. Although their theater also purchased a snowmaking machine in order to sell tickets, considering the snowmaking machine Chemicals used in snowmaking are not good for theater seats if sprayed too much. This film accounts for a large proportion of the film schedule. In order to sell tickets, most of the screenings in this theater have been advertised as "snowing". Snowmaking will undoubtedly increase the cleaning work in the middle of the screenings and increase the burden on theaters with tight manpower. Therefore, the method chosen by this theater was "partial snow". Before the film started, a special reminder was posted on the screen, and the film was sprayed at the end for the audience to check in and take photos.

It is understood that most theaters choose a snowy time during the Easter egg part after the end of the main film. Therefore, the audience still needs to stay in the theater for more than 100 minutes.

The new story, which is "related but not very related" to the series, has to take care of old fans and new viewers, which is somewhat difficult to reconcile. Die-hard fans can watch their beloved heroes and heroines make up for their regrets in another way. Some viewers, after enduring the long and incompetent preparation, posted another hot search about the movie on Weibo, " #UGan# ".

Putting aside the gimmicks and returning to a love story about two-way travel, it remains to be seen whether this movie has a longer lifespan.