The Greatest Showman

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The summer of 2012 was definitely the most competitive summer after the millennium, at least, purely on paper. In the fourth week of June, North America once again ushered in two blockbuster works, Pixar's "Brave" and 20th Century Fox's "Lincoln the Vampire Slayer".

The former is Pixar's $185 million annual masterpiece.

"Pixar Product" has become a benchmark in the industry, with absolute quality assurance. In the past few years, an average of one per year, "Food Story", "Robot Wall-E", "Flying House", "Toy Story 3", All are applauded and popular, and the box office and awards are soft. But last year, "Cars 2" suffered from Waterloo, both word-of-mouth and box office failures. This year's "Brave" has received countless attention from the industry.

The latter is a wave of work in recent years, another work adapted from a teenage novel after "Twilight" and "The Hunger Games".

Although it only cost 70 million, this year's "Hunger Games" only invested 78 million, and the production cost of "Twilight" in 2008 was only 37 million. With a new cast of young actors, and stepping on the two crazes of vampires and teenage novels, the market prospect of this work is also highly affirmed.

Before the opening of the summer program, people were also looking forward to whether "Brave" could re-prove Pixar's excellence in both word of mouth and box office; Miracle, once again ushered in a dark horse at the box office.

But after "The Avengers" unveiled the competitive landscape of this summer's season, everything changed. After the ups and downs of the past seven weeks, no one dared to assert that this week's North American weekend box office market will still be the same. usual.

Facts, too.

"Brave" did not have a good reputation, at least compared to Pixar's consistent reputation, the results can only be regarded as tepid, with a comprehensive media review of 69 points and a Rotten Tomatoes fresh index of 78%. The popcorn index was only 76 percent, which was better than last year's "Cars 2", but still far below expectations.

Although it cannot be said that Waterloo or a fiasco, but after the loss of "Cars 2", Pixar still failed to recover quickly.

"Lincoln the Vampire Hunter", fluttered, at least the early word of mouth is so, the media comprehensive rating is 42 points, the Rotten Tomatoes Fresh Index is 35%, and the Popcorn Index is 50%. However, such a result is not an accident, just like what happened to "Twilight" when it was first released.

The question is, what is the impact of the sluggish performance of word of mouth on the box office of the premiere and the subsequent box office?

"Brave" earned $66 million in its three-day opening weekend, almost on par with "Cars 2", which was unsatisfactory; "Lincoln the Vampire Slayer" handed over $1,600 Wan's poor grades became another example of how bad a movie adaptation of a teenage novel can be.

The much-anticipated performances of "Brave" and "Lincoln the Vampire Slayer" were both disappointing, although "Brave" was second only to "The Avengers" and "Edge of Tomorrow" in the opening box office figures of the summer. It currently ranks third in China; but the overall momentum is still lower than expected, and it has failed to show stronger competitiveness——

This also means that the market impact faced by "Edge of Tomorrow" is not violent.

At the same time, the topic frenzy of "Today's Show", the shocking revelations of "Hereditary Nobility", and the discussion of "Edge of Tomorrow" have not declined but have risen. The Avengers", which leads the way in terms of topic effect.

Last week, "Edge of Tomorrow" handed over a stunning 48% drop in the second week's box office, successfully winning the North American weekend box office rankings; this week, expectations naturally began to rise, and as a result, "Edge of Tomorrow" also Did not disappoint.

"Twenty-six percent, an ultra-low drop! 'Edge of Tomorrow' creates another box office miracle!"

"Three weeks of release, the momentum is unabated, 'Edge of Tomorrow' is catching up with 'Avengers' at the box office in the same period!"

"Unbelievable! The box office boom is unstoppable, and 'Edge of Tomorrow' is becoming the biggest dark horse this summer!"

"With a strong performance, 'Edge of Tomorrow' became the most popular work in the June summer season."

"With the third-lowest third-week box office drop in film history after James Cameron, 'Edge of Tomorrow' is writing a miracle of its own."

...

As media reports said, the ultra-low drop of 26% has created the third-lowest drop in film history during the same period. Among the works that premiered on a large scale, it only lags behind James' two works, "Avatar". And "Titanic"; compared to "Avengers", which fell 46 percent over the same period.

Once again, "Edge of Tomorrow" shows unparalleled box office potential!

With US$52.5 million, in its third week of release, "Edge of Tomorrow" earned the third-highest box-office record in the three-day weekend. The champion is "Avatar" with 68 million, and the runner-up is "Avengers" with 55 million.

As the media said, "Edge of Tomorrow" is above the data of the same period, surpassed "The Hunger Games" in the second week of its release, and is approaching "The Avengers" in the third week of its release.

Under the circumstance that the opening weekend was squeezed into the super schedule, all the media and all the people in the industry, no one was optimistic about the box office prospects of this work; even Warner Bros. himself seemed to lack confidence and confidence, but in the end, this work was Copying the miracle after the release of "Avatar" and "Titanic", the box office development curve is getting stronger and stronger, making history step by step.

The question is, how high will Edge of Tomorrow's final foothold be?

In the fourth week of June, the North American weekend box office chart, "Brave" successfully won the championship, "Edge of Tomorrow" fell back to runner-up, followed by "Madagascar 3", "Vampire Slayer Lincoln", "Prometheus" and "Snow White and the Huntsman".

Among them, the weekend box office of "Prometheus" has already fallen below 10 million, and it has only made 9 million US dollars. The cumulative box office of "Prometheus" will exceed 100 million in three weeks. It's really disappointing.

The box office figures are even worse for other works ranked after it.

Tom Cruise's "Rock of Ages" dropped as much as 47% in the next week, accumulating 28 million at the box office, which is doomed to the fate of 75 million investment.

Will Smith's "Men in Black 3" has a cumulative box office of 160 million in five weeks of release, but the investment of up to 225 million and expensive publicity costs have made this work profitable. The road is extremely difficult.

Johnny Depp's "Soul Shadow" has accumulated a box office of 75 million in seven weeks, and the overseas market is also in a downturn. It is estimated that the production cost of 150 million still has to be placed on the video rental market.

However, the biggest dud in this year's summer season is "Super Battleship". With an investment of 200 million, the cumulative box office is only 60 million, and the weekend box office has dropped to 500,000 US dollars. Universal Pictures has lost money and suffered internal injuries. Not surprisingly, this work was the biggest fiasco of 2012—

Later, after the "Alien Battlefield" landed in North America, the professionals realized that they were still too young and blind, and they came to conclusions too early.

In the midst of gloom and gloom, even the "Brave" that successfully won the championship could not stimulate the enthusiasm of the media. All eyes were focused on "Edge of Tomorrow". Just look at the entertainment headlines of major newspapers and magazines. : Obviously slipped to the runner-up, but all the titles above are "Edge of Tomorrow".

Three weeks after its release, this commercial popcorn blockbuster starring Renly has already grossed $370 million at the cumulative box office, which is a stone’s throw away from $400 million!

What is even more frightening is that in the comparison of box office data during the same period, "Edge of Tomorrow" has quietly narrowed the distance from "Batman: The Dark Knight", and the gap between the two is only about 20 million, which also means , The North American 500 million "Edge of Tomorrow" is gradually evolving into a possibility, and with reference to the box office drop in the third week, the probability is still growing!

In this regard, Warner Bros. has been laughing from ear to ear, even for themselves, such a result is already extremely gratifying, not to mention the bleak and aggrieved comparison with Universal Pictures.

In September last year, Warner Bros. paid a generous $10 million to invite Renly to join "Edge of Tomorrow," which has now become the industry's most acclaimed investment; Chi refused to offer a higher salary, chose Vin Diesel, and changed the production plan for the follow-up sequel, which now seems extremely stupid.

However, this is an unresolved account, and everyone has their own decision in their minds. More importantly, the box office sweeping mode of "Edge of Tomorrow" has not stopped.

In the fifth week of June, a total of four works were released on a large scale, with more than 2,000 theaters, including "Teddy Bear", "Magic Mike", "The Witness Protection Plan of the Black Mad Woman", "Fall from the Sky". The next sister"; at the same time, the actors in the four works are all star-studded and have a good lineup.

Although the "Teddy Bear" with the highest cost of the four works is only $50 million, the competition between them is still highly anticipated.

Sure enough, "Teddy Bear" and "Magic Mike" both broke through the siege, not only received good reviews in word of mouth, but also handed in a satisfactory answer in terms of box office, and the opening of the summer season is about to be two months. , Before the arrival of the Independence Day schedule, the market finally came out with good news of recovery, and this abnormal summer gradually returned to the normal track.

However, in this hustle and bustle, the box office trend of "Edge of Tomorrow" is still the most eye-catching. After handing over an astonishing sky-high decline for the third consecutive week, this work has undoubtedly become a 2012 The annual hit!

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