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2017暑期档创历史新高 《战狼2》占三分之一

2017-09-05 09:30:50   新华网

IP及粉丝电影“坐吃山空”

寻找有知名度的IP或是热度加高的话题明星能降低市场风险,已经是近年来业内趋之若鹜的电影卖点。但从今年市场结果来看,目前国内的IP更多是噱头般的存在,没能得到内容上的强力支撑,观众产生了严重的审美疲劳。大IP改编、流量明星为卖点的粉丝电影在去年暑期档遇冷后,今年延续了颓势,多数影片票房欠佳。多位院线经理向记者表示,流量明星、IP光环、特效加持,这些曾经风靡一时的国产电影“三板斧”在今年暑期档“坐吃山空”,给此类型电影的教训是,电影最终还是一种内容生产。

例如7月中旬率先登场的《悟空传》,由于人设、口碑受到争议,并未能成为现象级爆款,最终仅收近7亿票房;8月初上映的《三生三世十里桃花》更被低分与争议影响,上映第九天排片率大跌至1.8%,连续4天仅收获一千多万票房。随后,李易峰主演的《心理罪》也勉强获近3亿票房,而王大陆、张天爱主演的奇幻片《鲛珠传》更是口碑票房遭遇滑铁卢,成绩勉强破亿。

文艺、纪录片不再“冷门”

除了《战狼2》一枝独秀,中国第一部票房破亿的纪录电影《二十二》也在8月中旬诞生,讲述慰安妇现状、在不少观众的口碑相传中逐渐提升了每日的排片率,目前累计票房已经达到了1.68亿,取得的成绩与热度远远超过预期。而讲述藏民朝圣的文艺电影《冈仁波齐》在《变形金刚5》的强大挤压下票房破亿,引发大众热议;《重返·狼群》、《地球:神奇的一天》等纪录片都获得数千万票房。这些“冷门”类型电影创造票房纪录从另一方面说明中国观众的日渐成熟,市场也逐渐增强了包容性,电影市场专家蒋勇表示,“市场对小众文艺片的认可,产业化的发展中能够获得更多的资本青睐,形成双赢局面。”

产业影响

A “一家独大”

看待大盘不应只着眼个体

不少业内人士表示,163亿的数字看起来一派繁荣,但若抛开《战狼2》,今年的暑期档电影基本上乏善可陈。过去几年暑期档单片票房成绩分布比较平均,而今年则没有中间力量,仅有3部影片过10亿,而国产片第二名《悟空传》与榜首的《战狼2》足足差了48亿。

去年暑期档爆款极少,难寻一部能够振奋影市、带动观影热潮的影片,而今年的问题却又是“一家独大”,《战狼2》一部电影就托起了暑期档的票房增幅,然而随后上映的国产新片基本都成为偶尔昙花一现的陪跑者,在市场空间上出现了不同程度的缩水。“市场竞争是非常残酷的,票房市场结构也有问题,大多数电影在亏钱,如果只注重单片繁荣则会掩盖不少问题,”蒋勇分析道,“整个档期内‘中产阶级’票房者寥寥无几,单月、单片的票房分布非常不均匀,这也意味着很大的创作危机。以往吃香的类型今年逐渐在萎缩,一些小众电影也获得了期望和份额,以后应该更注重单片质量,达到齐头并进。”

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