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《战狼2》8月“救市”
7月27日上映的两部国产主旋律大片改变了暑期档“中暑”的局势,尤其是《战狼2》更是远远超出预期地成为历史级“爆款”,将大盘扭负为正,完成了“救市”的任务。《战狼2》引领的票房爆发一直延续到8月末,整个8月放映场次为852万场,与7月基本持平,但观影人次却增长了45%,让这个月成为今年2月后,场均人数再次达到20人以上。8月41部影片中9部过亿,由于《战狼2》强大的续航能力,其他电影只占据了38%的票房,普遍表现欠佳,无论是热门IP或是青春爱情片,在这个八月基本都沦为了《战狼2》的炮灰,在《战狼2》的热潮退去后,其他影片后继乏力。
主旋律动作片最“吃香”
往年的暑期档,往往是少数几种类型片扎堆上映,而今年则类型更加多样,许多年轻导演崭露头角,连体育电影、纪录电影都取得不错的成绩。去年榜单中的《魔兽》与前年的《捉妖记》,占据主导地位的均为奇幻片,今年则不同,整个暑期档类型片一马当先的当属动作片,票房占比高达59.1%,除了《战狼2》,《杀破狼·贪狼》、《建军大业》两部不同风格的动作影片同样跻身票房榜单十强之列,紧随其后的是奇幻片,占比11.9%;值得一提的是,青春爱情片表现不如以往,整体占比9%;同样一向受观众喜爱的喜剧片占比仅3.6%,拿大鹏、范伟主演的《父子雄兵》为例,1.25亿票房成绩与2015年10亿的《煎饼侠》无法相比。
市场解析
《战狼2》开创“50亿俱乐部”
今年暑期档,《战狼2》无疑成为档期内乃至全年的最大赢家:自上映以来,先是以3.6亿票房刷新影史单日票房纪录,随后创造了最快破7亿、8亿、9亿、10亿的票房纪录,至8月7日票房超过34亿元,打破《美人鱼》在去年创造的中国影史总票房纪录。暑期档最后一天总票房剑指55亿,观影人次突破1.4亿,成为国产电影单片“50亿俱乐部”的开创者,不少专家也预测,这个俱乐部在很长一段时间里,都难以再出现第二个成员。
电影本身继承了《智取威虎山》、《湄公河行动》的主旋律动作类型创新,除了成熟的类型片技术把控,还“生逢其时”地激发了观众的爱国热情。值得注意的是,《战狼2》几乎凭一己之力弥补了国产片和进口片之间半年的差距,且硬生生地将上半年国产片仅38%的占比拉升至50%,上映之前7月影市仅收获33.5亿票房,不仅无望超越2015年,连与去年同期的45.1亿打平也颇有难度,但在此片的带动下,仅是7月后4天此片就贡献近11亿元。若是没有《战狼2》的成功,今年暑期档将是历史最大的寒冬。
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