试论电影《美人鱼》的经营策略

Discuss on the Commercial Strategies of The Mermaid

2016年由周星驰执导的电影《美人鱼》在全国公映后,更新了30多项内地华语电影票房纪录,光是在排片方面,就展现出惊人的竞争力,3000万人次观影人数,142万场的排片量均在19天的上映期完成。票房表现也相当不俗,《美人鱼》在64小时内破7亿,创下了单片连续14天过亿的新纪录:内地春节档票房最高,华语电影票房首周最高,单日票房连续破亿天数最多等等。事物成功的原因从来不是单一的,有着多变量的影响,每一个方面都会发挥自己不可替代的作用。《美人鱼》短时间内突破各项纪录,对其成功原因进行剖析,对后来者,既是挑战,又可以从中获取丰富的经验。

The Mermaid directed by Stephen Chow,publicly played in 2016,has updated 30 records among Chinese movie box office,especially in arranging the competitive times of playing,30 million audiences,and 1.42 million playing times and finished within 19 days. About the amazing box office,it had broken 700 million RMB,as well as breaking the record by constant 14 days,the highest box office in spring festival and first week in Chinese movie box office,the most days that breaking 100 million and so on. The reason of getting successful does not singly exist; it has many unstable elements,and has its inseparable functions. Concern with the amazing record,this paper analyzes the reasons of getting success; it is a challenge as well as getting experience from it.