Where is the homemade animated film lost Low cognitive index is flawed!-candy boy

Where is the homemade animated film lost? Low cognitive index is flawed! Animation film is an important type of film for the domestic film market box office. In the past 2012-2015 years, the box office revenue of animated films, homemade films and imported films is as follows: with the growth of China’s movie market, the box office revenue of domestic animated films and imported animated films has increased year by year, and the domestic animation box office in 2015 has exceeded 2 billion, an increase of 45.48% over the same period. The domestic animation movie accounts for the total box office share of the animated movie, except for 36.62% in 2014, compared with 37.89% in 2013, it is basically flat. In 2012-2015 years, the overall trend is on the rise. In 2015, the domestic animation movie revenue increased to 46.21%. From January 2016 to August, a total of 43 animated films landed in China, creating a 5 billion 742 million yuan income, according to the think-tank of the arts. After the summer holiday, the box office revenue of animated movies in 2016 was 1 billion 332 million yuan more than the total revenue of the animation film box office in 2015. From January 2016 to August, the movie box office, which was shown in Top15, included 7 domestic films and 8 imported films. But in the box office income, the import film accounted for 61%, the domestic film accounted for 39%, the import animation is still obvious advantage. In the domestic animated movie, "big fish Begonia" is outstanding, winning 565 million box office, outstanding, but with Disney’s crazy animal City 1 billion 530 million achievement, and the Sino US co production film "Kung Fu Panda 3" 1 billion 2 million income compared, far away. In addition to "big fish Begonia", there is no other domestic animation film box office more than 100 million. According to the movie think tank, the domestic animation Elven throne gained 7.77 of the high word of mouth index on the day of the show, and the word of mouth index remained at a high level of 7.75 points within a week. And "big fish Begonia" on the day of the opening of the word of mouth index is 7.37, within a week, stable at 7.18 points. It’s also the two home made animated movie of summer season. The Elven throne is even better than word of mouth, but the box office is far less than the big fish Begonia. Compared with the cognitive index, it will find the problem. From the "big fish" and "demon Begonia throne" and the "big fish" Begonia, and after the release of important news events up to 11, and "12 years" of the topic, to attract audience attention. There are 8 important news events before and after the release of the elf throne. However, it did not release any new trailers after the release of trailers on the 296 day before the release, which resulted in a lack of continuity in publicity, which had a certain impact on the improvement of film awareness. In contrast, the cognitive index gap between the elves queen and the big fish Begonia is obvious. In the first 7 days of the "big fish Begonia", the cognitive index was maintained at a high level of more than 7 points, and 1 days before the projection, or even more than 8. The elf index has been wandering up and down 4 points in the past week, breaking 5 points in the first 1 days, and even after its release, its cognitive index has not improved. Occupy the advantage of the summer gear, have a good reputation, the box office is very dismal, "the elves throne" lost the audience recognition. With the "big fish" on the same day PK Begonia "rock dog", also the name of "feelings" brand to attract the audience, and before mapping and mapping in manufacturing all kinds of topics, "said sound director personally suffered censorship", the issuer broke even demoted Xuanfa executives because of unfavorable news. On these topics, however, the audience did not seem to be buying them, and their cognitive index was on the low side before and after the screening, and only 5 points were broken on the day of the release. Finally, the box office income of the rock Tibetan mastiff is not optimistic. In the film market, "wine is also afraid of the alley", to improve the awareness of the audience is an important factor in the box office. 国产动画电影输在哪里?认知指数低是硬伤!   动画电影为国内电影市场票房贡献的重要类型片。2012-2015年动画类影片,国产片和进口片的票房收入如下:   随着中国电影市场升温,国产动画电影和进口动画电影的票房收入均逐年增加,2015年国产动画票房突破20亿,同比增长45.48%。国产动画电影占动画类电影总票房的份额,除2014年的36.62%与2013的37.89%相比,基本持平外,2012-2015年整体呈上升趋势,2015年国产动画电影收入占比上升至46.21%。   据艺恩电影智库显示,2016年1月到8月,共有43部动画电影登陆中国院线,创造57.42亿元的收入。经历暑期档之后,2016年动画电影票房收入比2015年动画电影票房总收入多13.32亿元。   2016年1月至8月上映的动画电影票房Top15中,包含7部国产片,8部进口片,在数量上势均力敌 。但是在票房收入上,进口片占比61%,国产片占比39%,进口动画依然优势明显。   在国产动画电影中,《大鱼海棠》可谓一枝独秀,斩获5.65亿票房,表现优异,但是与迪士尼《疯狂动物城》15.30亿的成绩,以及中美合拍片《功夫熊猫3》10.02亿的收入相比,相去甚远。而除《大鱼海棠》之外,再无其他国产动画电影票房过亿。   据艺恩电影智库显示,国产动画《精灵王座》,其上映当天就获得了7.77的高口碑指数,上映一周之内,口碑指数一直维持在7.75分左右的高位。而《大鱼海棠》上映当天口碑指数为7.37,上映一周之内,稳定在7.18分。同样是暑期档的两部国产动画影片,《精灵王座》口碑甚至更胜一筹,但票房却远不及《大鱼海棠》,对比认知指数,就会发现问题所在。   从《大鱼海棠》和《精灵王座》的宣发来看,《大鱼海棠》上映前后重要的新闻事件多达11件,并且制造“12年磨一剑”的话题,吸引观众眼球。《精灵王座》上映前后重要的新闻事件为8件,但是其在上映前296天发布预告片以后再无发布过新的预告片,宣传缺乏连续性,这对影片认知度的提升造成一定的影响。    对比发现,《精灵王座》和《大鱼海棠》映前认知指数差距明显。《大鱼海棠》映前7天,认知指数均维持在7分以上的高水平,而映前1天甚至超过8分。而《精灵王座》映前一周的认知指数一直在4分上下徘徊,在映前1天突破5分;甚至在上映之后,其认知指数也没有任何起色。占据了暑期档的优势,有超好的口碑,票房却十分惨淡,《精灵王座》败给了观众认知度。    与《大鱼海棠》同日PK的《摇滚藏獒》,同样打着“情怀”牌吸引观众,并在映前和映后制造各种话题,导演亲自发声说“遭遇封杀”,甚至爆出其发行方高管因宣发不利被降职的新闻。但对这些话题,观众似乎并不买账,其认知指数在映前和映后均偏低,只有上映当天突破5分。最终《摇滚藏獒》的票房收入也并不乐观。    在电影市场,“酒香也怕巷子深”,提高观众认知度是保障票房的重要因素。相关的主题文章: