Special feature of 1905 film network "Sorry, I don’t understand this." "I didn’t know until you asked me."The film was released on March 19, but the audience still don’t know about it today. Is it because the publicity of the film is not enough? In fact, the film was so unpopular that it was "made" by the film itself. It seems that the promotional materials of "The Day Never Falls Hotel" have been forgotten by the audience in the long time axis.
As a guest on the show, film critic Ma Rongrong mentioned: "Changing the schedule, in the final analysis, is a market behavior. It is such an act that the film side hopes to make changes through the schedule, avoid excessive competition, and find a better and more suitable place for itself in the market. "
The three "pigeon-letting" behaviors in The Sun Never Falls Hotel can be said to be a collection of reasons why a movie may be changed.
The first shift: avoid the popular schedule and realize the off-peak travel.
In the autumn of 2018, "The Day Never Falls Hotel" first appeared in the eyes of everyone. With the popularity, it was announced that the film was scheduled for the first day of 2019, but later it was quietly withdrawn. Now we can look back on the 2019 Spring Festival movies. There are still some hot spots in this period, as well as strong rivals such as,, and so on. "It may be that after comprehensive comparison, it is better to think that you are still avoiding the edge."
Speaking of and starring in Crazy Alien. According to the materials we can see now, Shen Teng also played an "alien" image in The Sun Never Falls Hotel. Perhaps at that time, the film wanted to have a linked egg in two films, but after two years, this egg may have little effect.
Second file change: the producer is not confident about the quality of the film.
In September, 2020, the movie "The Day Never Falls Hotel" announced that it was scheduled for the double twelfth in 2020, but it was hastily changed to January 16, 2021 on December 9, three days before the film was released. This desertion also left a negative impression on the audience.
In December, 2020, there were films in the same period, such as,,, and so on. It seems that there is no box office dark horse with outstanding performance except Shock Wave 2, but "The Day Never Falls Hotel" has been changed. "If the film is frequently rescheduled, I think it may be the quality of this film, which makes the producer feel that he is not confident enough about this film."
The third shift: avoiding homogenization competition
On January 16th, this year, "The Day Never Falls Hotel" was quietly withdrawn and released on March 19th instead. "There may be some reasons in this, just to avoid it." From the material information we know, The Hotel Never Falls has many similarities with the movie Warm Hug that has been shown before. Both films are comedies, and their cast and character settings are similar.
"Maybe it changed the schedule, just to avoid homogenization competition. Because of a certain type of film, Zhu Yu has achieved certain success in the past, so everyone may feel that this type of film is exactly my current interest, and maybe the second film also has something to watch. "
Ma Rongrong also mentioned: "On the one hand, the audience will really love me and my dog because of the success of a film. But there is also a second possibility, that is, the success of a film. After all, it can’t represent the success of the whole type. Maybe, when you see the success of the first film of the same type, you will have too high expectations for the second film, which will lead to a bad reputation after the screening. Both cases are possible. "
Indeed, the three file changes of "The Day Never Falls Hotel" may have avoided its powerful rivals, the off-season when the box office is generally weak, and the "classmates" with the same type, but this behavior will inevitably bring negative effects to the film.
"The rescheduling seems to be a simple market behavior on the surface, but it is actually a contractual behavior between the film and the audience, which will definitely affect the audience’s view of you." The movie was changed silently on January 16th, and even some viewers got the notice of withdrawing the file when they went to the cinema on January 16th. Repeated failure to keep an appointment has actually broken the hearts of the audience.
"On the other hand, film is actually an industrial act, and it is not a simple act of entertaining itself. The success of that film, in addition to the efforts of the film side, it also needs the support of the cinema, and it also needs the joint cooperation and joint efforts of all links. If there is one party that only focuses on maximizing its own interests, regardless of coordination with other links and departments, and repeatedly goes its own way, then the reputation of this film and this film in this industry and the cooperation of others will definitely be affected. "
It’s not that there is no such thing as the withdrawal of movies, but perhaps "The Sun never sets" should learn to be smart and look at successful cases and practices. In 2020, the Spring Festival movies were withdrawn one after another. Lost in Russia chose to resell the movies to the short video platform and play them on the platform for free, which made the movies dominant in 2020, while Detective Chinatown 3 chose to stay dormant for one year and made a blockbuster in 2021. Lost in Russia and Detective Chinatown 3’s choices have their own advantages and disadvantages, but both of them are based on their own abilities. However, the movie "The Day Never Falls Hotel" changed its files blindly, leaving a negative initial impression of "the pigeon king" to the public.
Detective Chinatown 3 stills
It seems that only the quality of the film itself can determine whether the film can get what it wants for four times. If the quality of the film is excellent and worthy of its ambition of changing files four times, then we also have reason to believe that more and more viewers will spontaneously enter the cinema to see the movie. I hope that the booking of "The Sun Never Set Hotel" will soon "sunset", so that we can reveal whether the box office of the movie "The Sun Never Set".
Today’s observation:electricityIt is not a good phenomenon for movies to skip files again and again, which will do great harm to those who have expectations for the film, to other links that cooperate with the film and to the film itself. I hope there will be fewer things about "standing up pigeons" in the movie, and I hope my mind will be stable and my judgment will be accurate. (Xu Jinqiu, director of Today’s Film Review.)