RINAPE :: Volume #12

#1118: Ambushes «Hero»

LNMTL needs user funding to survive Read More

When «You Are the Apple of My Eye» sweeps across the domestic movie box office by the unprecedented momentum, Muying Ticket System is also using the easily accomplished speed to expand oneself in the Cinema domain influence. 当《那些年》以前所未有的势头席卷国内电影票房的时候,牧影票务系统也在用摧枯拉朽般的速度扩张自己在院线领域的影响力。 To Cinema, Muying Ticket System was really the actual benefit to the pinnacle. 对院线来说,牧影票务系统实在是实惠到了极致。 The Muying Ticket System biggest significance is to reduce the netizen to look at the behavior cost of movie, promoted their watching movies experience enormously, therefore, it can draw one in large numbers originally not the user who watches movies to the theater, chooses watches the movie through the Muying Ticket System purchase movie ticket, therefore, it to the increase of overall box office mass is very big. 牧影票务系统本身最大的意义在于降低网友看电影的行为成本,极大的提升了他们的观影体验,所以,它本身就能够拉动一大批原本不会到影院观影的用户,选择通过牧影票务系统购买电影票看电影,所以,它对整体票房体量的提升是非常大的。 Makes the example with Yanjing, perhaps originally in Yanjing 10,000 individuals, every day only then 100 individuals will produce look at an idea of movie, but will enter the movie theater to watch a movie truly, only has 30 people. 拿燕京来做例子,或许原本燕京一万个人中,每天只有一百个人会产生看一场电影的想法,但是真正会走进电影院去看一场电影的,只有三十人。 However now, because Muying this set of unprecedented online ticket system becomes a hit, in the Yanjing 10,000 individuals, at least five Committee of 100 produce through Muying Ticket System every day buy a shadow ticket idea, but their practical actions, were the speculative or fictious buying each movie ticket on Muying Ticket System. 但是现在,因为牧影这套前所未有的线上票务系统爆红,燕京一万个人中,每天至少有五百人会产生通过牧影票务系统买一张影票的想法,而他们的实际行动,就是买空了牧影票务系统上的每一张电影票。 User's being partial to Muying Ticket System, directly caused the Muying Ticket System booking ability to be far higher than any movie theater, so long as connected Muying Ticket System, the Cinema overall booking rate at least promoted one time, this to Cinema, was income. 用户对牧影票务系统的偏爱,直接导致了牧影票务系统的售票能力远高于任何一家电影院自身,只要接入牧影票务系统,院线整体的上座率至少提升一倍,这对院线来说,就是实打实的收入。 Moreover, as the even Taiwan, Muying Ticket System provides the self-service ticketing machine terminal free, even also free was Cinema provides one set to be practical and powerful terminal management and sales system, made so many, actually only received 5% box office deducting a percentage, this deducting a percentage proportion is the absolute conscience price. 而且,作为平台方,牧影票务系统免费提供自助取票机终端,甚至还免费为院线提供了一套非常实用且功能强大的终端管理及销售系统,做了这么多,却只收5%的票房提成,这个提成比例已经是绝对的良心价了。 In the following several days, several hundred self-service ticketing machines send out the whole country unceasingly, with the extremely quick time, has covered Cinema of all first-tier cities completely, and starts to the second-level urban expansion. 在接下来的几天时间里,数百台自助取票机不断发往全国各地,用极快的时间,就已经将所有一线城市的院线全部覆盖,并且开始向二级城市扩张。 The factory receives the orders of 2000 self-service ticketing machines again, Li Mu has decided to go full speed ahead, with the speed of epidemic spreading , to promote the Muying Ticket System popular speed across the country. 工厂再次接到两千台自助取票机的订单,李牧已经决定开足马力,用病毒传播的速度,在全国范围内推动牧影票务系统的普及速度。 When «You Are the Apple of My Eye» screens entire one week, it had captured 70 million box offices in the nation, the average every day 10 million, as many Cinema join Muying Ticket System, its late box office will also certainly be stimulated the second round of sudden growth. 当《那些年》上映整整一周的时候,它已经在全国斩获了七千万票房,平均下来每天一千万,并且随着更多的院线加入牧影票务系统,它后期的票房一定还会被激发起第二轮的猛增。 However, after «You Are the Apple of My Eye» screens the seventh day, on December 14 on this day, Director Zhang Yimou «Hero» screened internally officially. 不过,就在《那些年》上映后的第七天,12月14日这天,张亿谋导演的《英雄》在国内正式上映。 However, Zhang Yimou at this moment is actually a point happy. 但是,此时此刻的张亿谋却是一点都高兴不起来。 If not all declares send/hair works has been ready, he even hopes that «Hero» can change time to screen, because of compared with «Hero» early one week of screening «You Are the Apple of My Eye», the momentum was really fierce! 如果不是所有的宣发工作都已经准备就绪,他甚至希望《英雄》能够换一个时间上映,因为比《英雄》早一个星期上映的《那些年》,势头实在是太猛了！ If according to one month of show time estimate, Zhang Yimou even felt, the total box office of «You Are the Apple of My Eye» this movie can break the critical junction of 200 million Yuan RMB with ease. 若是按照一个月的上映时间估算,张亿谋甚至觉得,《那些年》这部电影的总票房可以轻松突破两亿元人民币的大关。 Since the home has the box office statistics in the true sense, the first box office broken hundred million movies, was until now the box office highest movie is in 2000 screening «Fatal Decision», however, this record will quickly break by «You Are the Apple of My Eye». 要知道,自从国内有真正意义上的票房统计之后,第一部票房破亿的电影,也是迄今为止票房最高的电影是2000年上映的《生死抉择》,然而,这个记录很快就将被《那些年》所打破。 Might be called the abnormal competitor hit the running schedule with such a, Zhang Yimou especially was at heart depressed, now on the media hiding the sky and covering the earth is " You Are the Apple of My Eye » advertisement, news and preview, in comparison, oneself «Hero» promotion can be simply the rotten bad to the extreme. 跟这样一个堪称变态的竞争对手撞了档期,张亿谋的心里格外郁闷,现在媒体上铺天盖地全是《那些年》的广告、新闻以及预告片,与它相比,自己《英雄》的推广简直可以算是烂糟到了极点。 Because in the televisions, magazines and newspaper major website, the discussion about movie, basically are even revolving «You Are the Apple of My Eye» launch, «Hero» although spent a lot of money to be used to make the media public relations, the effect of but truly receiving was minimal. 由于电视、杂志、报纸甚至各大网站里,关于电影的讨论,基本上都在围绕着《那些年》展开,《英雄》虽然砸了不少钱用来做媒体公关,但是真正受到的效果微乎其微。 Now, in any movie theater, " You Are the Apple of My Eye » booking rate must clearly be higher than other movies, similarly the shadow hall of scale, shows " You Are the Apple of My Eye » income at least is over two times of other movies, does not need Muye Pictures to act completely, major Boss Cinema basis this situation conducts arranges the piece, lets " You Are the Apple of My Eye » platoon piece proportion continually promotes. 现在,在任何一家电影院里,《那些年》的上座率都要明显高于其他影片,同样规模的影厅,放映《那些年》的收入至少是其他影片的两倍以上,完全不需要牧野映象出面,各大院线老板自己就根据这种情况进行重新排片,让《那些年》的排片占比不断提升。 In this case, the entire domestic film and television market fell into nostalgia to be hot, what main street and small alley put what was Zhang Kexuan «You Are the Apple of My Eye», the streets and lanes discussion was " You Are the Apple of My Eye » plot, under this atmosphere, took Wuxia and history as background «Hero», lost the growth soil thoroughly. 在这种情况下,整个国内的影视市场都陷入了一种怀旧热,大街小巷放的是张克轩的《那些年》、街头巷尾讨论的是《那些年我们一起追过的女孩》中的剧情,在这种氛围下,以武侠与历史为背景的《英雄》,彻底失去了发育的土壤。 In " Hero » product side new picture company, Zhang Yimou at this moment is being reneging of Cinema, but the anger, screens First Day, according to the company sends the staff who to understand data that the major Cinema platoon pieces are not extremely optimistic. 在《英雄》的出品方新画面公司,张亿谋此时此刻正在为院线的变卦而愤怒不已,上映第一天,根据公司派出去的员工了解到的数据,各大院线的排片极不乐观。 Major Cinema pledged surpassed to " Hero » platoon piece quantity always arranged piece 30%, even some theaters surpassed 50%, but really arrived at screening time, almost all Cinema sold at a discount to commitment platoon piece greatly, cut in two at the waist directly are few, what were more was the one breath reduces to commitment 1/3 is even lower. 原本各大院线承诺给《英雄》的排片量超过了总排片的30%,甚至有些影院超过了50%,但是真到了上映的时候,几乎所有院线都对承诺的排片量大打折扣,直接腰斩都是少的,更多的是一口气降低到承诺的三分之一甚至更低。 Furious Zhang Yimou angrily rebukes to say in the office: „These Cinema really did not have the integrity! Arranged the piece saying that reduced reduces, greeting did not hit!” 怒不可遏的张亿谋在办公室里怒斥道:“这些院线实在是太没有诚信了！排片说减就减,连个招呼都不打！” Zhang Yimou best partner Zhang Weiping helpless saying: „Does not have the means that Muye Pictures that «You Are the Apple of My Eye» is really domineering, the booking rate is high, speed also quick astonishment of box office also growth.” 张亿谋最好的合作伙伴章伟平无奈的说道:“没办法,牧野映象那部《那些年》实在是太强势,上座率高,票房也增长的速度也快的惊人。” „Really is laughable!” Zhang Yimou complexion pale saying: „This rotten piece can also have such high box office unexpectedly, nothing but is the matter that sentiment love loves, a background does not have!” “真是可笑！”张亿谋脸色铁青的说道:“这种烂片竟然也能有这么高的票房,无非就是那点情情爱爱的事情,一点底蕴都没有！” Zhang Weiping shrugs the arm: „The key of issue lies in its theme elects well! The historical and Wuxia theme although is big, although is deep, but this theme does not meet the issue of rusticity is very serious, most audience actually like looking meets the theme of rusticity, «You Are the Apple of My Eye» is one meets the Hyundai / modern theme of rusticity exactly extremely , compared with it, we have the innate weak area, the Cinema that side reduce our platoon pieces, is reasonable.” 章伟平耸了耸肩膀:“问题的关键就在于它的题材选得好啊！历史、武侠的题材虽然大、虽然深,但是这种题材不接地气的问题也很严重,大部分观众其实还是喜欢看一些接地气的题材,《那些年》恰好就是一个极接地气的现代题材,跟它比,我们有先天短板,院线那边降低我们的排片,也在情理之中。” Saying of Zhang Yimou not indignation: „Our actors and manufacture team lineups are so powerful, can the audience not be convinced? These Cinema are follows and be shortsighted radically, otherwise, their not noisy crowd gave «You Are the Apple of My Eye» the row piece!” 张亿谋不忿的说道:“我们的演员、制作团队阵容这么强大,观众难道会不买账？这些院线根本就是跟风、短视,否则的话,他们也不会一窝蜂的把排片都给了《那些年》！” Zhang Weiping said: „I believe that the eyes of audience are sharp, our movie lineups are truly powerful, even the present platoon piece quantity is not very high, so long as our booking rates can have the safeguard, major Cinema gradually will certainly add the row piece quantity.” 章伟平说:“我相信观众的眼睛是雪亮的,咱们的片子阵容确实强大,就算是现在的排片量不够高,只要我们的上座率能够有保障,各大院线一定会逐渐把排片量重新加回来的。” The important basis of Cinema row of piece is the booking rate, which movie booking rate is high, which movie rehearsal quantity is also naturally high, Boss Cinema does not even work for the sole film and television company sole director, they pursue is the maximum benefit, therefore, if " Hero » booking rate can surpass «You Are the Apple of My Eye», Cinema definitely will propose " Hero » booking rate. 院线排片的重要依据就是上座率,哪部片子的上座率高,哪部片子的排练量自然也就高,院线老板不为单一的影视公司甚至单一的导演打工,他们追求的就是利益最大化,所以,如果《英雄》的上座率能够超过《那些年》,院线必然会将《英雄》的上座率提上去。 Zhang Yimou is especially confident to own new piece, he said to Zhang Weiping: „You could rest assured that waits to look, our movie booking rates will certainly surpass «You Are the Apple of My Eye»!” 张亿谋对自己的新片格外有信心,他对章伟平说:“你放心,等着看,我们的影片上座率一定会超过《那些年》！” Zhang Weiping reminded: „Hundred million stratagems, «You Are the Apple of My Eye» for successive seven days, network sale booking rate 100%, in other words, since it screens the same day to the present, all in the movie ticket that in the network sold, did not fall all sold out......” 章伟平提醒道:“亿谋,《那些年》连续七天,网络销售上座率100%,也就是说,从它上映当天到现在,所有在网络上销售的电影票,一张不落的全卖光了……” Zhang Yimou is somewhat stunned, after the moment, said: „I felt Muying Ticket , since Muye Pictures own hand, that this data said by them completely casually, I did not believe what movie to be able for successive seven days the booking rate 100%, this radically was the not possible matter.” 张亿谋有些错愕,片刻后道:“我觉得牧影票务既然是在牧野映象自己的手里,那这个数据完全由得他们自己随便说,我不信什么电影能够连续七天上座率100%,这根本就是不可能的事情。” Zhang Weiping said: „According to my knowledge, the credibility is very high.” 章伟平说:“不过据我的了解,可信度还是很高的。” Zhang Yimou beckons with the hand, said: „Waited for tomorrow to have a look our first-day box office data, as well as average occupancies!” 张亿谋摆了摆手,说:“等着明天看看我们的首日票房数据,以及平均上座率吧！” ...... …… Next afternoon, the day before box office data came, because was Saturday reason . Moreover the «You Are the Apple of My Eye» net ticket row of piece proportion is also increasing unceasingly, therefore it screening for a week later, welcomed resurgence of box office. 翌日下午,前一天的票房数据出炉,因为是周六的缘故,而且《那些年》的网票排片占比也在不断增加,所以它在上映一周之后,迎来了票房的重新抬头。 On this day, «You Are the Apple of My Eye» box office in the foundation that in slid to for successive several days slowly rises in the reverse direction, captured the 20 million box office in the nation, over 5 million come from Muying Ticket System, set the new record of Chinese movie Mainland odd-numbered days box office, on but 18 million that a record is «You Are the Apple of My Eye» screens the second day of sets the record. 这一天,《那些年》的票房在连续几天缓慢下滑的基础上逆势上涨,在全国斩获了两千万票房,其中有超过五百万来自于牧影票务系统,创下了华语电影内地单日票房的新纪录,而上一个记录是《那些年》上映的第二天创下的一千八百万。 But Zhang Yimou also obtained «Hero» screens the first-day the box office data. 而张亿谋也得到了《英雄》上映首日的票房数据。 „2.6 million?!” The data that Zhang Yimou looks at gives , the startled eye stares the tastes. “两百六十万？！”张亿谋看着手下给过来的数据,惊的目瞪口道。 „How to only have 2.6 million? How many are the booking rate?” “怎么只有两百六十万？上座率是多少？” Front staff hands over a paper again, above writes «Hero» yesterday in the booking rate across the country theater, highest prime time single Chang also about 50%, but majority below 20%. 面前的员工再次递上一张纸,上面写着《英雄》昨天在全国各地影院的上座率,最高的黄金时间单场也不过50%左右,而大部分都在20%以下。 Besides regional the booking rates of theaters and beyond various numbers, in this data report also has a more important data: Average occupancies. 除了各地影院、各场次的上座率之外,这份数据报告中还有一个更重要的数据:平均上座率。 The average occupancies decided a business outlook and potential of movie, therefore the director attaches great importance to this data extremely. 平均上座率决定了一部电影的商业前景与潜力,所以导演对这个数据极其重视。 At this time to Zhang Yimou, whether " Hero » segmentum posterius to catch up, looked at the heights of average occupancy, if the average occupancies were high, then turned over/stood up is sooner or later matter, but if the booking rate were too low, that was really unable to save the situation. 此时对张亿谋来说,《英雄》能否中后段发力,就看平均上座率的高低了,如果平均上座率高,那么翻身是迟早的事情,但如果上座率太低,那就真的无力回天了。 After Zhang Yimou attains the data statistics that oneself harbor intentions, the whole person was similar to is irrigated one bucket of ice water immediately, passed the heart to be cool inside and outside! 当张亿谋拿到自己心心念念的数据统计之后,整个人顿时如同被浇了一桶冰水,里里外外透心凉！ Screens First Day, «Hero» in the average occupancies of various national numbers, trivial 19.1%. 上映第一天,《英雄》在全国各场次的平均上座率,只有区区的19.1%。 19.1% is what concept, 200 people of shadow halls, the guest of average taking a seat is also less than 40 people, because the remaining most seats cannot sell out, therefore pounded in Cinema own hand, made less than the one cent. 19.1%是什么概念,一个两百人的影厅,平均入座的客人还不到四十人,剩下的大部分座位因为卖不掉,所以砸在了院线自己的手里,赚不到一分钱。 But lets Zhang Yimou is an old blood spews out, was " You Are the Apple of My Eye » average occupancies also came out, reached the average 6-70% altitudes unexpectedly, was the booking rate has only looked for «Hero» 3-4 time...... 而让张亿谋更是一口老血喷涌而出的,是《那些年》的平均上座率也出来了,竟然达到了平均6-70%的高度,光是上座率就找过《英雄》三四倍…… When Zhang Yimou saw «You Are the Apple of My Eye» yesterday's box office reached as high as 20 million unexpectedly, the three views of his whole person must crash! One-day 20 million box office, in the entire China shadow history, is the absolute new record! 当张亿谋看到《那些年》昨天的票房竟然高达两千万的时候,他整个人的三观都要崩塌了！单日两千万票房,在整个华夏影史中,都是绝对的新纪录！
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