Summary of Key Points
This summer's film industry has seen a wave of cancellations: seven films, including the well-received science fiction movie "When the Stars Shine," have been withdrawn from theaters, with some being taken down within less than 48 hours of release. This trend is not accidental; it began with the 2018 film "Asura" and has gradually become a quick fix for studios to minimize losses. The underlying reasons include fierce market competition (where top-tier films draw all the resources) and exploitative scheduling practices (which leave no room for smaller movies with lower attendance rates). However, cancellations are not a panacea—most of the films that are re-released perform even worse at the box office, with only a few high-quality works managing to turn things around. The article concludes by calling on the industry to abandon its rush for quick success and give slow-burning movies the time they need to thrive, allowing cinema to return to its more authentic essence.
How Wild Were This Summer's Cancellations? Seven Films Were Withdrawn, Even a Well-Received Science Fiction Movie Couldn't Last 48 Hours
Before the summer season even really got underway, the mess of cancellations started:
- "The Three Kingdoms: The First Part: Contending for Luoyang": Produced by the same team as "Chang'an Thirty Thousand Miles," it was postponed on the grounds that the three years of development were not in vain.
- "Wukong the Great Sage": A Chinese-American animated collaboration that grossed only 150,000 yuan in its first five days and was then withdrawn.
- "When the Stars Shine": The most dramatic case—this science fiction film, starring Huang Bo and praised by Liu Cixin, had a successful pre-sale but was moved up to July 25th. On its release day, it only accounted for 8.4% of ticket sales despite having 17.9% of the theater slots, leading to its cancellation within 48 hours. Fans complained, "I just booked a hotel and prepared to watch, but the film studio pulled out!"
Including other films like "Just a Joke," "The Battle of Penghu," and "Kill Bill," a total of seven movies have been canceled this summer, with the number of adaptations from classic Chinese literature dropping from three to zero, catching fans off guard.
Cancellations Are Nothing New; They've Been a "Quick Fix" Since "Asura"
The trend of film cancellations is not a recent phenomenon:
- 2018's "Asura": A six-year production with a 750 million yuan investment and a Hollywood team, aiming for a 3 billion yuan box office. It failed miserably (receiving a 3-point rating on Douban) and was withdrawn after three days.
- 2024 Spring Festival season: Four out of eight films were canceled (including "Let's Shake the Sun Together" and "Mr. Red Carpet"), setting a new record for cancellations, which netizens dubbed the "Year of Cancellations."
- Subsequent Followers: Films like "No Problem That Can't Be Solved by a Hotpot Meal" and "Safe Travel" were withdrawn as soon as their reviews or box office numbers were poor, either with plans to reschedule or shift to streaming platforms.
Cancellations have evolved from a last-minute measure to a standard practice, akin to a chef returning a dish that doesn't meet expectations, treating viewers like guinea pigs for testing.
Why Are Films Canceled?
Behind the cancellations is a harsh market reality:
1. The "Siphoning Effect" of Top-Tier Films: This summer, two sleeper hits, "Kung Fu Women's Football" and "Eight Immortals," took up nearly 60% of the theater slots, leaving only 40% for the rest.
2. Scheduling Rules Favoring High Attendance Rates: Theaters prioritize films with high attendance rates, often excluding those with lower ratings. For example, "The Three Kingdoms: The First Part" had a high initial slot allocation but saw its attendance drop to 2.1%, resulting in even fewer showings.
3. Box Office Pressure: Predictions for "When the Stars Shine" suggested it would gross less than 200 million yuan, not even covering production costs, so cancellation was seen as a way to avoid losses.
Can Canceled Films Really "Resurge"? Most Re-releases Perform Worse; Only High-Quality Works Survive
Cancellations are not a simple solution for failing films:
- Failed Cases: The 2024 Spring Festival film "Mr. Red Carpet" only made an additional 10 million yuan in re-runs and failed to break the 100 million yuan mark. "Jiaolong Action," moved from the Spring Festival to the summer season, only grossed 20 million yuan.
- The One Success Story: "Let's Shake the Sun Together," which told a story about patients with serious illnesses, managed to gross nearly 300 million yuan in re-runs—this was due to its strong narrative and high quality, not because of its release timing.
- Erosion of Trust: Viewers are becoming more cautious. With ticket prices in the forty-to-fifty yuan range and a two-hour investment, they are less likely to support films that frequently change their release schedules.
The Way Out: Cinema Isn't About Short-Term Success; It Needs Mutual Respect
The article concludes by emphasizing that cinema is not about instant popularity but about returning to its core values:
- Studios Should Abandon Impatience: Box office success is not the only measure of a film's value. For example, "Shawshank Redemption" didn't do well at the box office in 1994 but became a classic through home video and television broadcasts. "A Chinese Odyssey" was criticized as cultural trash but gained recognition through student word-of-mouth.
- Viewers Should Give Slow-Burning Films a Chance: We shouldn't judge films solely by short-term box office performance; we need to give time to unique and high-quality works.
- A Healthy Industry Ecosystem: Both studios and viewers must work together, recognizing that cinema is like a clock that moves slowly but steadily. Even if it takes months or years for a film to be appreciated, sincerity is more valuable than quick success.
Film has been around for 130 years, and its value lies in the enduring power of its stories and imagery, not in sudden bursts of popularity.