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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

2017-05-31 11:46:34   

今年端午档,主要有陈嘉上导演的《荡寇风云》、蔡康永首部导演作品《“吃吃”的爱》、郑恺、热依扎主演的《临时演员》、由岛田庄司原著改编的《夏天19岁的肖像》四部国产影片。如果仅从话题挖掘角度讲,每部电影都具备值得关注的因素。

从影片评价看,四部电影情况也十分尴尬。目前四部影片在豆瓣评分最高的,为蔡康永《“吃吃”的爱》的6.3分。不过对于这部电影,很多评价也认为,其实就是《康熙来了》的电影版,所以很多方面有些不敢恭维。而四部中评价最低的《临时演员》,评分仅有3.2分,可见端午档国产影片整体质量着实堪忧。

这样的质量水平也反映在市场表现上,仅《加勒比海盗5:死无对证》一部电影,就在端午三天假期里,每天取得市场一半左右的排片率,票房也是每天收获近2亿元以上。占据第二排片率的,则是已上映近一个月的《摔跤吧!爸爸》,每天仍有20%左右,票房成绩也已逼近10亿元。

相比之下,四部国产电影无论各方面的数据都有些“惨不忍睹”,如5月29日,除《荡寇风云》票房勉强过千万外,剩下三部电影票房仅在百万级别。

■原因档期定位模糊不清

对于国内电影市场来说,除传统意义上的贺岁档与暑期档,“春节档、情人节档、五一档、清明档、端午档、双十一档、元旦档”等一系列中国特色档期越来越多。但从一些档期可以感觉到,这些中国特色档期目前存在不少问题,定位模糊不清就是最大问题之一。

以端午档为例,同期上映影片在题材类型上没有任何特色可言。几部国产影片风格各异,包涵历史、喜剧、悬疑等各种题材,但又没有哪部能代表端午档的特色。且临近“六一儿童节”,还有《三只小猪2》、《我的爸爸是国王》、《潜艇总动员5》等几部动画片上映,更让这个档期显得定位模糊。

对此有业界人士认为,档期形成并不是片方可以简单实现的,而是需要创作群体与观影群体日渐形成默契,并通过规律总结,再不断通过影片强化规律。从这个角度看,国内很多档期其实并未真正形成。

此外,端午档已连续几年被进口大片抢占商机。如2015年席卷全球14亿美元票房的《侏罗纪世界》,再到去年掀起国内观影狂潮的《魔兽》,都选择在清明档上映,而且战况惊人。如影片《魔兽》,在端午三天假期就取得了6.5亿元的票房成绩。

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