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五年内首次出现票房负增长 定位模糊待解决 端午档有存在必要吗
《加勒比海盗5:死无对证》
《“吃吃”的爱》
《临时演员》
《荡寇风云》
《夏天19岁的肖像》
截至记者发稿前,端午假期前两天票房累计5.2亿元左右,如果不出大意外,今年端午档票房成绩将低于去年的8.45亿元,而这是端午档五年内首次出现负增长。如果不给力,其实反映出不少“中国式档期”的问题,比如定位的模糊不清。在业界看来,档期形成需要长期的市场磨合,国内想让更多档期存活下来,其实还有很长的路要走。
■现状
今年的端午档并没有出现太多惊喜。从端午档期的单日票房看,每日2.6亿元左右的成绩,与日常周末票房并没有拉开明显差距。也仅与五一档期的单日票房处于基本持平阶段。从这一数据可以感受到,在没有大量票补注水的情况下,电影市场终于逐渐回归平稳、冷静。
不过今年端午档的成绩,无疑再次给市场泼上一盆冷水。因为与去年同档期票房8.45亿元的成绩相比2015年的6亿元,增长41%。另外,因为清明档和五一档电影票房遇冷,端午档成为去年上半年内地电影票房吸金档期之一。而在今年前期依旧遇冷的情况下,端午档也终于没有给市场带来逆袭。
近五年端午档票房成绩
2016年8.45亿元
2015年6亿元
2014年4.24亿元
2013年2.42亿元
2012年1.53亿元
国产影片全面失守
从目前看,国内很多中小成本电影,因不愿与国外影片正面冲突,都愿选择看似安全的“小长假”上映。所以,近两年电影市场最明显的特征,就是每到小长假,都变成各种国产影片正面厮杀的战场。
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