Special feature of 1905 film network Not long ago, the film announced the second key extension, which triggered a hot discussion among netizens about the key extension of the film. Key extension is a way for film copyright owners to extend the validity of electronic keys, thus extending the film release time.
Looking at the domestic films with key extension, from the early days, only a few films choose to postpone the key every year, and now more than a dozen domestic films are postponed for screening every year. What are the doorways behind the doubling of the number of key extension films?
The earliest key extension in China can be traced back to "Crazy Stone" in 2006. A small-budget film can reach that box office at that time, which makes the whole market very excited. At that time in 2015, although the box office had reached a relatively high level, there were such strong imported blockbusters in the same year. monster hunt chose the key extension method and finally became the box office champion in that year.
In recent years, more and more movies have chosen to postpone their keys. In 2019, nearly 20 movies chose to postpone their keys. Nowadays, the key extension has become a hot search word in major schedules. For these movies, the key extension can increase the exposure and bring certain box office income.
The success of "monster hunt" is not a special case. At present, the top ten domestic movies in China have been extended with keys. Does this mean that key extension plays a decisive role in the box office?
Wu Yanyu, a film critic, said: "The decisive role is definitely not played, but for some films, there will still be a longer release cycle. For example, in The Battle at Lake Changjin, the word-of-mouth of the film continues to ferment after the National Day file, and even the box office grows very fast on weekdays, indicating that a large number of viewers know about the film’s release, but they haven’t had time to see it yet. At that time, the key extension time was quite long. The data showed that the final key extension time brought more than 300 million box office to Wolf Warriors 2, which still accounted for a certain proportion of the total box office of more than 5 billion. "
Interestingly, all the top ten domestic movies in China have been extended with keys, but this does not mean that the key extension is the decisive factor for them to become the top ten box office in film history, because these movies have their own basic discs at the box office, which makes the key extension play a role of extra points. When most filmmakers decide whether to extend the key, they will make a calculation of the box office trend. If the box office of the film is already in a relatively downward or even basically no state, there is no need to extend the key for this film.
Nevertheless, many filmmakers have made efforts and attempts. For example, this year’s very high-quality domestic animated film "Dick Pig" has been extended, and some other literary films have also made the same choice.
Wu Yanyu said: "According to the current data, the key extension obviously did not play a role in promoting the box office. On the other hand, if the cinema release time is extended, it means that the window period of streaming media on the film will be longer and the distribution cost of getting new media will be relatively reduced. According to different films, some art films may be released for a short time, and the audience’s word of mouth has not sunk into the audience that should be there. At this time, if you judge that there is still a chance to take a shot and try. "
The program interviewed the cinema manager and asked them about the key extension. Ou Bowen, general manager of Perfect World Co., Ltd. mentioned: "In theory, basically all movies can extend the key, but I personally think this is only suitable for high-quality movies. For example, The Battle at Lake Changjin’s key extension in the past two months is really a stimulus to the film market, which has been greatly improved. The current movie cycle should be week by week, and new movies are released every Monday to Friday. The release of new films will squeeze into the film arrangement space of old films. Unless the schedule environment has certain particularity, it is possible that after the film is postponed, there is still no good film to compete, and the postponed film itself is very high-quality. It is possible to achieve an ideal film arrangement effect, but the probability of this happening is not great. "
It can be seen from all aspects that the extension of the key has no direct impact on the film’s arrangement and box office. Usually, the news of the extension of the key released by the film side is often a statement picture, which is often ignored by many viewers, which also leads to the limited effect of the extension on many films. How to make better use of key extension and maximize its value?
Wu Yanyu mentioned: "In the second and third months, the film should reach the audience who are particularly sinking, and stimulate those who don’t walk into the cinema every day, but are willing to support domestic films if they see something they like. This is a long-term proposition, which may be particularly applicable to films that choose a key extension."
As a means, key extension is only icing on the cake after all. To win the audience and box office, the most important thing is the quality of the film itself. Whether it can stimulate the audience, stimulate their empathy and make the audience feel that it is the right thing to go into the cinema to support the film, which is the root of the film becoming an explosion. It takes hard work to strike while the iron is hot. May the creators polish their works and win by quality.
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