The Greatest Showman

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On November 2, "Transcendence" officially held a movie in three theaters in New York and Los Angeles. In the craze of the awards season, he started his journey in a low-key manner.

The so-called low-key, firstly, did not launch publicity at the noisy Toronto Film Festival and Telluride Film Festival; secondly, it did not release trailers and movie posters for the camp step by step; thirdly, there was no marketing advertising, no radio publicity, no TV publicity or even No theater publicity; no official announcements in the fourth year, no Twitter, no Facebook, no official website, and even the print media did not receive news.

The only publicity, that is from the official page of imdb.

At the beginning of September, when everyone's attention was focused on Venice and Toronto, the official imdb page of "Transcendence" updated a message: the film will be officially released on November 2 (New York, Los Angeles).

That's all.

This is the real low-key, it can almost be said to have gone to the theater without a sound.

Despite this, the first week of "Transcendence" still achieved a good single-house box office of 33,000 US dollars, which is eye-catching. Compared with the low-key and calm in the early stage, such a result can even be said to be a success. A huge surprise, far beyond expectations.

The reason is not complicated.

At the Berlin Film Festival in February, "Transcendence" won the Silver Bear Award for Best Actor, which caused a lot of discussion. Although it is said that among the three major film festivals in Europe, Berlin's influence is the weakest, and the waves caused by a Silver Bear trophy are fleeting; but unexpectedly, at the subsequent Oscars ceremony, Renly won the best award. The male protagonist, the little golden man, instantly detonated all discussions.

In addition, the two works "Crazy in Love" and "Anti-Cancer Me" have made huge breakthroughs at the box office; at the same time, before the Oscars, "Transcendence", which just won the Silver Bear Award, naturally became the focus of discussion.

Everyone is curious, is "detachment" comparable to "crazy in love"? What does the performance in "Transcendence" look like? Last year, "Crazy Love" won the Special Jury Award on top of Sundance, and took advantage of the trend to win the Golden Man this year. So this year, "Transcendence" won the Silver Bear Award in Berlin. What about next year?

Amid the buzz of discussion, "detachment" also invisibly got an opportunity for free publicity.

However, compared to the film itself, curiosity and gossip still prevail. What people expect is not this work, but the so-called gimmicks in this work, which directly link this work to the Oscars. Later, the crew did not carry out further publicity, and it seemed that they did not have any ambitions for this year's awards season. These gimmicks did not get enough soil support, and gradually disappeared in the movie tide and were forgotten by most people.

But a small group of viewers remembered it firmly, not only did not forget, but also more positive. For Renly, for "detachment", for Tony Kaye, the curiosity continues unabated.

Throughout the year, "Transcendence" attended five film festivals, Berlin being one of them, along with Tribeca Film Festival, Woodstock Film Festival, Tokyo Film Festival and Stockholm Film Festival.

At every film festival, the word-of-mouth about "Transcendence" has been mixed, and the controversies gathered on this work are more and more, and it has never disappeared, even senior professional film critics are no exception. Everyone expressed their opinions and debated endlessly, and there was a heated discussion on the artistic value of this work.

Things are getting more and more interesting. From a certain perspective, controversy means inability to convince the public; but from another perspective, controversy also means more possibilities. Controversy is always exciting for art.

As a result, curiosity and anticipation are on the rise. After entering the second half of the year, the waiting audience has accumulated little by little. Even if "Edge of Tomorrow" detonated the whole summer season, Renly has achieved great success in the commercial field. ; But for these audiences, "detachment" is still their biggest expectation of the year for Renly.

On the social network, someone jokingly said: He is now gearing up, can't wait, and is always ready, rolling up his sleeves, and his blood is boiling. Will not give up.

From this perspective, the expectation value has actually been slowly rising.

For the mainstream audience, and even the mainstream media, they seem to have long forgotten the work of "detachment", and the topic of the Berlin Film Festival is not comparable to Venice and Cannes; but for certain groups of audiences, They have been waiting hard, even after the unveiling of the awards season, there is a lot of excitement and excitement, and "detachment" has never been forgotten.

Precisely, the art theater line that is screened, delineates such a group of audiences. Naturally, Dian Ying achieved a good result of 33,000 US dollars and emerged.

However, such achievements are still not enough to shake the attention of the mainstream media. The number of film reviews and related reports have always been tepid, and they have grown and spread slowly and extremely slowly, which also makes the film cut off from the influence of mainstream views. Communication is still more limited to senior audiences, and discussions are becoming more lively and hotter.

In the movie market at the end of the year, the focus is constant and it is very lively. Thanksgiving schedule, Halloween schedule, Christmas schedule, one after another holiday season, "Invincible Destruction King", "00: Skyfall", "Twilight Saga" : Breaking Dawn (Part 2)" and "The Hobbit" bombed one after another, breaking records one after another, word of mouth and box office

Qi Fei is simply overwhelming.

Not to mention, after the awards season began, one hit after another, and the topic continued every week.

Among them, who will notice a "detachment"?

Quietly, the screenings of "Transcendence" were spread out in New York and Los Angeles.

In the second week of November, it was still three theaters in two cities, but the box office of a single venue went further, rising to $39,000. Although it still didn’t rank on the historical list, it was still in the spotlight during the screening period. It is also possible to achieve a rise in the box office of a single hall, but it is the first time in the world. It can be seen from the side that the influence of this work is slowly expanding.

The New York Times and The Hollywood Reporter both noticed and reported on such an anomaly, and it was only at this time that Hollywood realized for the first time that another work worth paying attention to during the awards season was on the scene—or rather, no Worth paying attention to? After all, Tony Kaye's work style is really too scary, and it can almost be said that the audience and the awards are actively pushed out.

In the third week of November, it was still the same three theaters. The box office of the single hall dropped slightly, reaching 35,000 US dollars. After three weeks of release, the box office in a single venue has always remained above $30,000, and the box office data in the first week is still the lowest for a work.

Some twists and turns, but very interesting. Undoubtedly, the film curve of this work is quite worthy of careful study.

In the fourth week of November, the expansion has finally started, still in New York and Los Angeles, but the number of theaters has risen to fourteen, nine in New York and five in Los Angeles.

What is amazing is that the box office of the single-point screening is still maintained at the 30,000-level, and the performance of 32,000 US dollars is really eye-catching. In terms of topicality and support rate, "Transcendence" is screened around. The performance during this period is still enough to finish most of the works of this year's awards season.

Of course, there is nothing to brag about in the box-office data of the single venues every week. Even the box-office results of the single-venue screenings in the fourth week are still unable to rank among the top 30 in the history list. In other words, it can be seen as "the self-entertainment of a certain fanatical audience".

But no one can deny that the stable performance for four consecutive weeks during the screening period also proves once again that the controversy of the film is slowly spreading, and more and more professional audiences are continuously entering the theater. Among them, join in the debate and refutation of the work.

This is the best reward for a work of art. Tony Kaye obviously couldn't be more satisfied with the waves he made, and was in a particularly happy mood.

Similarly, the media's attention gradually gathered, and relevant comments began to be released one after another. In the first week of the screening, there were only three comments; and in the fourth week of the screening, the number of comments had reached 20.

Compared with those high-profile awards season works, the number of comments over 40, "detached" media feedback can be described as pitiful, even with the Berlin Film Festival bonus, even with Renly as a gimmick , but this work has fallen far behind its competitors in awards season.

Just in terms of attention, "detachment" has already fallen behind in advance. In the awards season, there is not enough exposure, and it is definitely more difficult to break out of the siege; and, judging from Tony Kaye's attitude, he has no plans to launch the academy public relations for the awards season. .

What's more, the feedback from the media is not optimistic.

The overall score of the 20 media is only fifty-five points, and there is still a five-point difference from the passing line, which has become a news——

This is the worst work in the media review of Renly Hall's career, and it is also the first work in Renly Hall's actor career that fails to pass the media review.

In less than four years, Renly has successfully entered the front line and broke through the siege. The high average quality of the works is definitely one of the important factors. Since the "Pacific War", Renly's works have been It has maintained an excellent state, from word-of-mouth to box office to audience feedback, and has achieved a comprehensive victory, which has never been defeated so far.

But today, the "detached" media reviews are really unspeakably good-looking, and even ugly.

Could this be the first Waterloo of Renly's career? Seriously think about it, although it is unexpected, it seems that it is time, and it is better to be late than never. Maybe now is the best time?

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