Special feature of 1905 film network "Another double record, Sister Mo!"
It closed in the New Year’s Eve, set a new record with 50.21 million+box office in two days, and topped the box office champion of China Film History Music Documentary, successfully benchmarking the previous achievement of "the highest concert movie in the world", which once again confirmed the strength of "Mumei" out of the circle.
As of press time, the box office of the film has exceeded 54 million, and the data and popularity are still increasing. This is not the first time that a concert film has come to the big screen. Why can it achieve a breakthrough? The cinema has revolutionized KTV. Who is the audience of Taylor Swift: Time Tour Concert? To this end, we had a dialogue with cinemas, fans and audiences.
01
Do fans have a "movie threshold" for movies?
At the beginning of the film’s finalization, the industry’s expectation for Taylor Swift: Time Tour Concert was more inclined to the "internal carnival" of fans. However, its sound volume and achievements before and after the New Year’s Eve obviously showed a certain momentum of breaking through the circle.
In order to understand the audience of the film more intuitively, we participated in the movie-watching activities in the fan field and the ordinary field respectively after the release of Taylor Concert. Although everyone gave positive experience feedback after the break, the atmosphere of watching movies in the process was quite different.
Taylor Swift: Time Tour Concert is divided into several chapters according to Taylor’s album tracks. The fan field almost started singing from the opening second track "Cruel Summer" to the next chapter "Warsong" "Fearess", and the disco mode has been turned on in front of the screen.
The atmosphere in ordinary venues is relatively calm. The whole audience enjoyed the whole performance in the state of watching the concert, and only sporadic "mistaken" fans stood up and sang briefly when the hit single appeared.
Zhizhi is one of the most popular audiences in the fan field. As a music lover in Europe and America, the musty concert movies are absolutely attractive to her. The friends who watched the movie together on the same day joined the ranks of "singing" under the leadership of Zhizhi. Although they are not fans of Taylor Swift, they said that the atmosphere given by watching movies is very important. If you decide to watch movies, it is obviously better to choose the "fan support field".
This view was also widely recognized in the interview. Fan Jojo sang along for 3 hours during the whole process of watching movies. "It’s worth it. The only drawback is that there are no English subtitles, and it’s a bit difficult to recite the lyrics"; Fan Xiao Zhang only bought ordinary movies because of time. As an I-person, she has been expecting "sharing fans" to sing in the process of watching movies. "I want to sing, so it feels better to watch movies."
So, is there a threshold for this movie for "passers-by"?
Xiao Jia, who made a special trip to attend the fan field, is a student at present. He thinks that there are still some limitations in the film circle of the concert, and the students around him generally have low acceptance of watching a performance in the cinema. Xiao Zhang’s boyfriend bought a ticket with her, but he bluntly said that if he didn’t watch it with his girlfriend, he might not rashly try to watch a concert movie.
As an ordinary audience who is not a fan, MISS ZHOU felt that it was worth the ticket price after watching the movie Taylor Swift: Time Tour Concert: "Although I can’t sing along, I am still very involved in the process of watching it. In terms of pure appreciation, it is also worthwhile to watch such a singer’s performance with a movie ticket." Ms. Qin accompanied her fans and friends to watch the movie, and she was very happy: "The stage design and Taylor’s personal appeal are good, and the dress and typhoon are very fashionable, but the three-hour time really makes people feel a little stressed."
02
Can concert films be "copied successfully"?
Before Taylor Swift: Time Tour Concert created "China Film History Music Documentary Box Office", some domestic singers and groups’ concerts had been put on the big screen, but the effect was obviously not out of bounds.
MISS ZHOU, the audience, once saw the concert movie "Mayday Life Unlimited Company". Although Mayday is much more "familiar" to her than moldy, in my impression, the film is more "fan-oriented" and has a higher threshold for watching movies: "It may be related to the concert style and rhythm of domestic singers."
Fan Xiao Li bluntly said that the topic of the "moldy" concert movie is difficult to be copied by other similar works: "Because she is really hot all over the world, and the production of this concert tour is already very mature." At the same time, many fans said that Taylor Swift seldom came to China for solo concerts.Therefore, the exclusive version of this movie has further raised the sense of experience and expectation.
The popularity and level of "Top Stream" in Europe and America is a special case, but it does not mean that the experience of "Moldy Movie" cannot be summarized and copied. During our visit to the cinema, some studio leaders revealed that the "special field" of Taylor Swift: Time Tour Concert had achieved quite good market feedback.
Ms. Cen, Marketing Manager of Beijing Yaolai Jackie Chan Studios Wukesong Store, introduced that during the New Year’s Eve, Dolby Cinema, which has the best sound effect in the studio, set up a number of all-inclusive and half-inclusive fans, almost all of which were full. In the following weekend, the studio has also confirmed that it will continue to open such a "fan support field".
"The film can achieve such good results on the one hand, it must be the personal charm of the mold, and it also has the support of fans. There are fewer opportunities for foreign stars to hold concerts in China, and it is a brand-new experience for fans to be able to be immersive through the big screen. " Ms. Yan said.
Another studio manager, Mr. Chen, said that Taylor Swift: Time Tour Concert matched the demand of New Year’s Eve audience and attracted more audiences besides some fans.
In addition to offline support, the online activity of "moldy" fans has also contributed many topics to film promotion. For example, there are no English subtitles, fans’ cinemas turn into "English morning reading classes" with singing, the audience is in a beautiful state of mind, and disco dancing on the spot, and the cinema has been transformed into KTV and so on.
Taylor Swift once said, "This movie is very important for my fans, especially for those who can’t come to the scene. I hope they can become part of the time tour."
How to make fans really "part" may be the key to the record of Taylor Swift: Time Tour.
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