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core tips:

1. this year is the "most crowded" mid-autumn festival in history, with as many as 18 new films released and 3 films re-released. however, the box office performance of most films is very weak, and the screening rate of 12 new films is less than 2%.

2. there are many realistic films in the mid-autumn festival. "determination to run away" has a good reputation, but the box office has a ceiling. although the comedy "avengers" stars qiao shan and ma li, it only has a box office of 49.94 million yuan.

3. many viewers expressed dissatisfaction with the themes of the films released during the mid-autumn festival. "there are three new films released during the mid-autumn festival. one is about running away from home, one is about the breakdown of a family, and one is about a complete death. it's like listening to three vivid lessons on this special holiday."

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on september 17, the three-day mid-autumn festival period came to an end, with the total box office of 389 million yuan, which was on the low side compared with the same period in the past decade, and slightly higher than last year's mid-autumn festival period which only had one day.

it is worth mentioning that although the mid-autumn festival is sandwiched between the summer and national day seasons and has always been a weakened period, this year's mid-autumn festival saw the release of as many as 18 new films and the re-release of 3 films, making it the "most crowded" mid-autumn festival in history. however, the box office performance of most films was very weak, with 12 new films taking less than 2% of the screenings.

among the top ten films of the period, only five are new films, and three are movies that were released during the summer. among them, resurgence and alien: resurrection have been released for a month and still ranked 5th and 6th in the mid-autumn festival box office respectively. among the top ten films of the period, there is another re-released film the wandering earth 2, and another is a preview film transformers: origins, which has a screening rate of only 0.5%.

the top five films in the mid-autumn festival box office were "wild child" with 123 million yuan, "avengers" with 49.94 million yuan, "determination to run away" with 36.22 million yuan, "wish you happiness!" with 27.82 million yuan, and "rebirth" with 19.68 million yuan. among them, three films are realistic themes, including "wild child", "determination to run away" and "wish you happiness!". although these films ranked in the top five of the box office during the period, none of them were hits, and except for "wild child", the box office performance of the other two films was relatively average.

although the new reality-themed film "wild child" starring wang junkai ranked first in the box office during the period, its box office performance of 123 million yuan cannot be called a hit. previously, the "phoenix cinema manager index" had predicted that "wild child" would become the box office champion during the mid-autumn festival, but because the film was previously released and then urgently withdrawn on the day of release, it is now facing problems such as the limit of publicity and promotion after being scheduled, and it is difficult to reach a high box office.

although "determination to leave" ranked third in the box office during the schedule, it is the best-received film among the top five box office films, with a douban score of 8.6 points. the film is adapted from the real experience of the internet celebrity self-driving travel blogger "50-year-old aunt self-driving travel". because it restores the plight of women more realistically, it has aroused emotional resonance among many netizens. many netizens have expressed their feelings on social platforms, such as "the best horror film of the year", "jiang wu is not as good as my father", and "jiang wu is not as good as my husband". in the later period, the film may have a long tail effect as word of mouth ferments. however, due to the subject matter, many young audiences are not interested in heavier reality-themed films, and the box office has a certain upper limit.

the film "wish you happiness!", starring two powerful actors xiao yang and song jia, was more popular in terms of publicity, but it only earned 27.82 million yuan in three days. the film is also a realistic theme, focusing on many hot social topics such as the cool-off period for divorces, elderly people who have lost their only child, and test-tube babies, and has been discussed a lot on social platforms.

however, the film's reputation is relatively average, with a douban score of only 6.7. although some netizens think that the film is tear-jerking and the actors' acting skills are online, it can arouse emotional resonance. however, many netizens think that the film is full of melodramatic plots. although the conflicts are full, they are handled sloppily and roughly. they also called the film an "anxiety-making machine" and "everyone is miserable, but in the end they wish you happiness."

previously, cinema managers commented on the film to the phoenix cinema manager index, saying that the realistic topics focused on in wish you happiness are highly discussed, but the actors’ box office appeal is not strong enough, so the film will suffer in terms of box office performance.

comedy movies have a natural advantage during holidays and are the first choice for many viewers. however, although "avengers" stars qiao shan and ma li and ranked second in the box office during the period, it only earned 49.94 million yuan. this is mainly because the quality of the film was not recognized by the audience and its reputation was worrying. douban has not yet released a score, and many netizens complained that the film was a "boring farce."

before the film was released, many theater managers on the "phoenix theater manager index" had expressed their pessimism about the film. they believed that "avengers" seemed to be trying to piggyback on "the untold story", and that although the comedy genre had advantages, the director of the film was not well-known, and the publicity and promotion were relatively poor, so the box office prospects were worrying.

the box office performance of the mid-autumn festival this year was poor, and there are clues from the comments of netizens. many viewers expressed dissatisfaction with the themes of the films during the period. it is obviously a festival of reunion, but there are many realistic films, which are too heavy. "life is hard enough, can't we be happier?" "three new films in the mid-autumn festival, one is about running away from home, one is about the destruction of a family, and one is about a complete death. i listened to three vivid lessons on this special holiday."

the high cost of movie tickets also makes audiences more cautious when choosing to go to the cinema. many netizens said that only blockbusters with good visual effects or comedy movies will attract them to go to the cinema. in addition, netizens also said that they will wait and see the reputation of the film before deciding whether to go to the cinema.

previously, some movie marketing "scams" also made netizens say they had lost trust in movies with serious marketing.

in addition, the movie title is not attractive enough, which also becomes a reason to discourage some viewers.

another major period of the year, the national day, is coming soon. whether this year's total box office can narrow the gap with last year is particularly critical. as of september 18, 10 new films have been confirmed to be released during the national day, including "volunteer army: battle of survival", "crisis route", "safe entry and exit", "road to fire", "panda project", "only green", "hot good man", "new big head son and little head father 6: mini adventure", "pippi lu and lu xixi's 309 dark room", and "749 bureau".

some netizens have said that the national day holiday lacks "family-friendly" films and they don't want to watch films with too heavy themes. currently, the films that the most people want to watch during the national day holiday are "crisis flight", "749 bureau" and "volunteer army: battle of survival".

previously, several cinema managers had predicted the national day schedule to the phoenix cinema manager index. manager zhu said that now the audience is less willing to watch movies. before this problem is solved, the effect of other schedules will not be good except for the spring festival. manager xu suggested that film producers can better polish their works and find a suitable schedule.