Manual for Cultivating Old Drivers： Data Interpretation of the Secret of Super 8′ s 2 Billion Box Office

Two years ago, the box office storm set off by Speed ? ? and furious 7 made the film industry see the great potential of the mainland film market, and Speed ? ? 7 also redefined the market performance that an explosive blockbuster should have, which improved the market space of the mainland film market in the relatively deserted April period. Since the day when Speed and Passion 8 was finalized, both people in the industry and ordinary audiences are eagerly looking forward to its release. The former hopes that Speed 8 will become the engine and booster of the depressed movie market, while the latter naturally hopes to experience the fast and carefree feeling in the cinema again.

The continued high box office is expected to challenge the box office record.

The market performance of "Super 8" did not disappoint. The zero-point box office reached 62.211 million yuan, which reached an astonishing 482 million yuan on the first day of release, and then it naturally broke through the box office of 500 million, 1 billion and 1.5 billion in a week. As of April 23, the cumulative box office of Super 8 has reached 2.083 billion yuan in the ten days after its release, which is just around the corner, surpassing the box office record of 2.425 billion yuan created by Super 7.

There is no rival to Super 8 in the recently released films. Ghost in the shell’s market performance is insufficient, and Smurfs: The Lost Village is unable to shake the dominance of Super 8. The upcoming May 1 holiday is expected to set off a small climax of the movie market. Until the release of Guard of the Galaxy 2 on May 5, there are still 11 days for Super 8 to continue to open the screen-dominating mode, which also makes it possible for it to challenge the mainland box office champion created by Mermaid.

Overseas popularity decreases, and the proportion of box office in mainland reaches a new high.

Super 8, which made great strides in the mainland market, also had a good market performance in North America. In the first week of opening, the box office reached 680 million yuan (RMB) and became the box office champion that week, but it was nearly half of the 1.013 billion yuan (RMB) in the first week of Super 7. Two weeks after its release in North America, the popularity of Super 8 plummeted, and the cumulative box office in two weeks reached 11.29 yuan (RMB), far lower than the 2.199 billion yuan in the mainland film market.

And another data can better explain the change of the box office proportion of the "Speed" series movies. In 2009, the first movie "Super 4" entered the mainland cinema, and the box office was only over 20 million yuan, accounting for 1.09% of the global box office. Each film in this series was subsequently released in the mainland cinema, which accumulated a large number of fans for the film, and the box office figures of each film also increased steadily.

After the release of Super 7, the proportion of global box office in North America and the mainland almost reached a tie, accounting for 23.30% and 25.77% respectively. The mainland surpassed North America for the first time to become the largest box office market in this series, while the proportion of box office in Super 8 so far has reached 35.13%, 17 percentage points higher than that in North America, and the favor of mainland audiences for this series far exceeds that of any other region in the world.

"Super 4" lays the foundation for box office blockbuster genes.

Looking back on the history of the film series Speed, it is not difficult to find that Speed 4 is a turning point in the take-off of this series of movie theaters. In this film, the producer did not continue the rumored nature of the third film and the independent plot of the second film, but inherited the plot of the first film, recalled the original crew, and made great efforts in the action explosion scene. In this film, the number of car accidents reached 17, surpassing any previous film, and the magnitude of sensory output was constantly superimposed.

From the beginning of this department, the film side also paid attention to the cultivation of IP of the series of films, paying attention to emotional output became the new feature of this series of films, and also laid the audience foundation for the outbreak of box office in the following films. In addition, this is the first film in the series to be shown in mainland cinemas.

Speed IP has been fermented in the mainland for 18 years.

Why is the mainland market so fond of this series of films? Looking at the total box office list of the mainland film market, we can easily find that the audience has a soft spot for action movies. Action movies often have smooth editing and pay attention to the control of audio-visual rhythm. It is easier for the audience to get a sense of carefree and immersion in hearty action movies, which can give the audience the greatest sensory stimulation in the cinema. The data directly explain the audience’s preferences. Among the top 50 movies in the total box office in the Mainland, 34 movies contain action types, accounting for 68%.

The North American film market has matured for more than half a century, and the age distribution of the audience is relatively complete. However, the mainland film market is still in the development stage, and the audience is mostly young people under 40 years old. There is a great demand for sensory stimulation in cinemas, and the choice of cinemas in the mainland is narrower than that in North America. The "Speed" series is a rare series of foreign films that have been continuously released in China. Since the fourth film, five films have been continuously released, and IP has been continuously fermented for 18 years.