昨天共有六部電影開畫，不過在聖誕主檔期前夕下，各部電影吸引力不算太強，結果也令全日整體票房持續下滑一成半至129萬。然而，在舊片大都跌幅顯著的情況下，不少新片開畫新片成績相對較佳。
票房榜首雖然仍由洲立發行的3D電影《丁丁歷險記》蟬聯，不過即使於40院映196場下，票房也只有18萬，較上周下跌逾五成，每場人次也只有11萬左右，每場人次也只有11水平，而累積八天也只有519萬。《丁》動畫在為知名度不高，加上聖誕即使有大量更具吸引力動畫上映，也成為致命傷，看來要達八百萬票房有點度。
然而，本周開畫由新力發行的3D動畫《亞瑟少爺救聖誕》則死得更慘。電影首天雖然安排於36院映183場，可是票房只有七萬二千，每場人次平均只有五人左右。電影以聖誕為題但在零聖誕氣氛時期開畫，結果慘成了本周的砲灰，當中逾四分之一上映戲院收入在千元以下，且看周末能否有所爬升。
票房二至四位爭持激烈，三者差距只有二千上下。結果由天馬娛樂的葉偉信新作《開心魔法》奪得，電影首天於32院映153場錄得14萬8千，不過其數字較高卻只是「以量取勝」的結果，因為每場平均也只有十六人左右，即使有新寶四院票房也在一萬以下。《開心魔法》以魔法為題，可是演員整體吸引力不強，而預告片也令不少觀眾對電影期望下高無意欲入場亦成致命傷。
票房季軍位置由第七周上映的《那些年，我們一起追的女孩》奪得，電影於32院映110場仍獲14萬6千的成績，票房較上周下跌四成，不過電影至今累積43天已達5,831萬，觀乎走勢仍有望衝破六千萬大關。洲立發行由尊尼狄普主演的《加勒比醉愛日記》以13院映64場作中型發行，結果只以二百之微成為殿軍，不過每場人次卻達38水平，看來也許因主角之名入場者不少。
在獲得金馬獎最佳劇情片後，曙光發行的《賽德克．巴萊》看來十分受惠。當中第三周上映的上集《太陽旗》於21院映39場下仍錄得七萬九千票房，票房較上周四只微跌6%，為電影累積達212萬。而下集《彩虹橋》於23院映81場下錄得13萬的成績，每場人次也達27水平。不過，《彩虹橋》在開畫前臨時在台灣方面提供較短的新版，會否對票房構成影響仍有待觀察。
小眾發行方面，安樂發行由陳奕迅主演，周隼執導的英語電影《贖命》首天安排在旗下九院映42場，開畫六萬九千。以電影實際賣點不多的情況下，有此賬面成績算有所交代。而泛亞發行獨家於嘉禾旺角上映的《街角和菓子店》首天映三場獲四千成績，表現則不過不失。
在一眾新片表現未算突出之下，安樂發行第四個月上映電影《作死不離3兄弟》於票房繼續表現堅挺，昨天於13院映47場仍獲票房九萬二千，只較上周四微4%，累積92天達1,942萬，如無意外可望於本周日衝破二千萬水平。
Ken Resurrected
“不過，《彩虹橋》在開畫前臨時在台灣方面提供較短的新版，會否對票房構成影響仍有待觀察。”
First of all, I don’t believe this will impact HK box office performance. Other than film lovers, who would have really notice this difference in its length of time anyway??
《太陽旗》now runs ahead of my original pessimistic forecast of HK$2 million. Its 3rd Thursday dropoff is wonderful, given the number of screen cuts, its per screen attendance probably rises a lot. Now 《彩虹橋》actually opens around 50% higher than 《太陽旗》. That’s impressive, but any movie lovers and industry watchers should know that it is better to see the movie during its first week or as early as possible so they will not be impacted by screen cuts later on its run.
《亞瑟少爺救聖誕》bombed big time in its opening. Now although this isn’t really considered a mainstream Hollywood production for HK standards, it further shows festive movies has limited appeal for the HK market. 3D family movies are a tough sell given the surcharges unless they are event pictures, so it is time for marketing/distribution/exhibitors to really think carefully how to open these movies, especially since the economy is going to get worse. This movie will be lucky to cross HK$2 million, as that would require a 26 times opening day multiplier.
《丁丁歷險記》suffered a huge 50% plus decline after a disappointing opening, but that doesn’t mean it is losing steam that fast. If not because of the arrival of 《亞瑟少爺救聖誕》, it could have a better hold. Still, more festive/family movies are coming one by one soon, indicating each movie may gross lower, which is exactly a repeat of summer 2011. As none of these current or upcoming family movies are considered event movies for the HK market, none of them will break out.
《加勒比醉愛日記》definitely is helped by Johnny Depp’s presence. The real test of the movie will be next week’s dropoff rate. The lowest grossing Johnny Depp movie in the past 5 years is 《柏納大師奇幻Show》, opening to HK$280K with more screenings and finishing with HK$4.6 million. With a more platform release than normal for a Johnny Depp movie, I am seeing 《加勒比醉愛日記》to finish with no more than 20 times its opening, or topping out at HK$2.9 million at this point.
Finally, Edko release 《贖命》surprisingly got off to a decent start. I hope Edko is developing a formula to help nurture small movies.
Song
下周情況更難以樂觀,甚至可能創今年新低.這兩星期讓《那些年，我們一起追的女孩》《作死不離3兄弟》《丁丁歷險記》三片作最後衝刺,12月中兩部聖誕最大片率先對決則和07年 投名狀 vs I am Legend 相似.
今個聖誕兩部糸列動畫前作的本地票房上限是一千萬,《丁丁歷險記》牌面則有兩大名導助陣.兩者如何定奪較具吸引力?相信要留待票房數字再作比拼.
Ken Resurrected
I think comparing or grouping《丁丁歷險記》with the two huge durable Autumn hits is highly inappropriate. What kind of 最後衝刺《丁丁歷險記》is trying to achieve? It is only on its 10th day of release as of now!!
I really don’t think 洲立 cannot bargain or lobby for a longer play period despite these grosses. They can already get market domination when releasing TRANSFORMERS 3 this summer.
Loi
這也證明我之前講的，不需要太擔心賽德克巴萊，題材對香港觀眾比較沒有共鳴，但是魏德聖的基本功力和強烈風格，就有基本的票房支撐。而且延續過去海角七號的票房走勢，太多花翹俏的宣傳花招，對電影反而是種傷害，讓口碑慢慢傳染，才是最好的行銷！