Large scale screening has become a new phenomenon in the 2023 film summer season. Although popular films such as' All in One Bet 'and' In an Octagonal Cage 'have a good box office reputation, they have caused controversy due to their reliance on large-scale screening before their official release, resulting in a large amount of film layout and box office revenue. Supporters believe that Dianying represents the film's confidence in the quality of the film and is a normal market behavior; Opponents say that the key to point screening lies in "points". With more film arrangements, it becomes a "surface" screening, suspected of disrupting market order and squeezing the living space of other films. Dianying Zao is a conventional means of promotion. The movie "All in One" released on Tuesday is currently the hottest film. As of August 9th, the total box office of the film has exceeded 800 million yuan, and it is expected to compete for the top spot in the summer box office this year. However, both 'All in One' and another film 'In the Octagonal Cage' have been controversial due to their 'large-scale screening'. The initial release of 'All in One' was scheduled for August 11th. On July 28th, the film announced its premiere on August 5th and 6th. On August 2nd, the film company announced a second round of screening, which will continue from August 7th until the release. With the widespread attention paid to overseas telecommunications fraud themes and the overwhelming short video marketing, the film caught fire before being released. From August 5th to 7th, it grossed 540 million yuan at the box office in three days, with a single day box office of 220 million yuan on August 6th, setting a new record in Chinese film history. Coincidentally, the film "In the Octagonal Cage" directed by Wang Baoqiang, which was released on July 6th, began screening on June 22nd. With a total of 10 days of screening, the film grossed 420 million yuan at the box office before its release. During the screening period of the two films, the film placement exceeded 20% for several days, which has led many people to question: how does the screening placement differ from the official release? Some people have bluntly stated that this kind of screening has exceeded the normal scope and squeezed the living space of other films, which is "not emphasizing martial arts ethics". If there is no prohibition by law, it can be done. "Film distribution practitioner Kobayashi believes that there is currently no explicit regulation on the screening system in China, and it is open to all films. Dianying, as a product of film marketization, has existed for many years and has long been one of the most conventional promotional operations. Before the official release of the new film, point screening can bring the first wave of word-of-mouth and trust from the cinema, laying the foundation for the proportion of film production and box office explosion in the public release. For ordinary audiences, there may not be much difference between ordering and screening. Because she had watched news about the fraud gang in northern Myanmar and had also browsed the trailer for "All in One Bet" on a short video platform, audience Yang Yang was very interested in this movie. On the evening of August 6th, she accidentally discovered that the film had already had a large number of appearances on the ticket platform, so she went to watch it. Later, when I opened Douban, I realized that the film had not yet been officially released and Douban's rating had not been opened. Space should be reserved between films of different schedules. For the cinema, large-scale screening not only increases the difficulty of film arrangement, but also disrupts the overall film schedule. I quite dislike this kind of behavior, "said Mr. Gong, the manager of a cinema in Beijing. From the perspective of the cinema, each schedule is predetermined in advance, and the cinema can arrange film arrangement, promotion, and other work based on it. Large scale screening breaks this routine. This year's summer season, there are basically weekly key films released. On the week of August 4th, "Giant Teeth
Edit：XiaoWanNing Responsible editor：YingLing
Source：Beijing Daily
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