The key expansion of Wolf Warriors 2 is nothing new. The Mermaid, previously released, will be released for four months, setting a new record for the postponement of commercial films in recent years. In recent years, more and more movies have applied for the extension key when the box office response is good.
What is the key? What kind of movies can extend the focus? Will the extension key definitely become a box office booster for a movie?
Decrypt the "key"
Ma Bingchao, vice president of the Technical Branch of China Distribution and Projection Association, once compared the key to "the key corresponding to a movie when it is projected on the projector". In fact, in order to protect the film copyright security, the cinema obtained an encrypted digital copy file, the so-called key, before the film was released. The key can only be obtained during the screening period, which not only ensures the realization of normal screening, but also avoids the possibility of piracy caused by the early disclosure of the film source. In addition, the key also contains the schedule information, which has the time attribute and can control the release time of the movie in the cinema. At present, the key of most movies is valid for one month.
In China, there are only two specialized units that focus on production-Film Digital Program Management Center of State Administration of Press, Publication, Radio, Film and Television and China Film Digital Film Development (Beijing) Co., Ltd. (hereinafter referred to as "China Film Digital"). Before the film is released, Zhongshu will publish the key in the download area of official website, which will be downloaded by the power supply cinema. However, the extension of the key requires the issuer and producer to communicate with the Chinese side, and after the approval of the State Administration of Press, Publication, Radio, Film and Television, they will spend additional extension service fees to re-create the key.
So, what conditions should a film meet before it can apply for a key extension?
In fact, it is not difficult to see that the reason why a movie can be postponed is mainly based on its performance in the market-as long as the movie sells well in the market and the copyright of the movie is convenient, you can apply to the key producer for making a new postponed key.