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本报解析:题材、档期、宣传,处处都有门道
2017-09-07 08:01:46 中国青年网
今年奥斯卡收获两项大奖的口碑电影《海边的曼彻斯特》,内地上映13天票房将过660万;而同样是今年奥斯卡获奖电影的《爱乐之城》,内地上映时却取得了近2.5亿票房。近年引进内地的奥斯卡获奖电影,既有拿下近5亿票房的《荒野猎人》,也有《雄狮》《美国骗局》《艺术家》等票房惨败之作。记者昨日采访业内人士了解到,由于内地上映档期、电影题材、宣传配合情况千差万别,内地发行方引进奥斯卡电影“题材、档期、宣传都合适的情况下,才能保证票房达到预期。”尽管上映周期拖得越长越容易产生盗版,对引进片上映越不利,但盗版无法作为票房失利的借口。
揭秘1:引进时间:过了奥斯卡热乎劲儿
负责过大量引进片宣发的某电影营销公司老板廖先生直言,引进“奥斯卡标签”影片,通常在两个时间点比较奏效,“第一是尽量接近北美上映时间,《地心引力》和《火星救援》两部奥斯卡大热门,国内当时只延迟了一个月就上了,票房都过了4亿。”第二是奥斯卡获奖之后,“莱昂纳多夺影帝的《荒野猎人》,就是奥斯卡结束后一个月就迅速引进,最终拿到了近4亿票房。”但更多的电影,只能在奥斯卡颁奖结束后数月甚至更久后上映,“奥斯卡的热乎劲过了,其次,网上有了盗版对影迷观影会有很大影响。”
揭秘2:题材宣传:商业片和主创站台能加分
电影营销人彭先生告诉记者,不同类型的影片,引进国内影迷反响千差万别,“通常奥斯卡获大奖的影片将文艺情怀和商业表达结合得好,更受国内影迷青睐,比如《阿凡达》《地心引力》《火星救援》。”近年奥斯卡获奖片很多都是人物传记类型,而商战和政治题材,中国影迷并不买账。彭先生还透露,宣传配合也会影响电影反响,“去年《荒野猎人》上映,莱昂纳多现身中国,为影片票房大大加成;获得今年奥斯卡14项提名的《爱乐之城》,讨巧地安排在2月14日情人节上映,导演达米恩·查泽雷和男主角瑞恩·高斯林都来中国捧场,结果影片票房大卖。”
揭秘3:档期难赌:盗版的干扰不是借口
作为一部文艺风格明显、内地上映时间又滞后奥斯卡数月的电影,《曼彻斯特》显然并不符合奥斯卡类型片热卖的原则。多年从事引进片营销推广的钱志义告诉记者,“现在电影竞争激烈,很难找到合适的档期。”钱先生并不认同盗版是‘批片杀手’的说法,“《摔跤吧!爸爸》就排除了盗版的干扰收获13亿票房,最重要的还是电影类型和品质。”
沈阳晚报、沈报融媒记者 关力制
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