第39届国际玩具和潮玩（深圳）博览会

2027年3月31-4月2日 深圳国际会展中央（宝安区）

7天，48.39亿元票房（2月5日凌晨1点冲破50亿元），这是《哪吒之魔童闹海》（下称“《哪吒2》”）交出的答卷。

作为一部时隔5年半的续作，该片拥有广漠的不雅众基础，但同时也会有不雅众担心是否会堕入“续作烂尾”的魔咒。光荣的是，《哪吒2》并未孤负期待与等候——猫眼专业版、灯塔专业版猜测《哪吒2》终极票房可冲破80亿元，这象征该片不仅会打破其第一部创下的中海内地震画片影戏票房记载、成为中国影史票房冠军，还有有可能成为全世界影视单一市场票房冠军。

而《哪吒2》的收入不仅来历在票房，还有有周边衍生品。据相识，患上益在前作的优异体现，《哪吒2》于上映前就已经经与浩繁品牌告竣互助，各类类型的授权、联名衍生品于影戏上映前便纷纷上线，而且因影片爆火而销量暴涨。

品质至上《哪吒2》打破通例认知

本年春节档可谓续作扎堆，且每一部续作都有必然受众基础，于是只管有《哪吒1》的口碑保障与受众基础，但《哪吒2》毕竟可以或许取患上甚么样的成就，于影片上映前都是未知数。何况，近10年来，春节档也没有动画影戏成为票房冠军的先例。

再加之动画影戏于影戏市场属在天赋不被看好的类型，以是《哪吒2》即便被列为春节档头部影片领域，最最先的排片也并未得到优待。猫眼专业版数据显示，1月29日上映当天，《哪吒2》的排片是23.2%，占比至多，却也低在往年春节档头部影片排片率（25%以上）。

∆上映首日《哪吒2》票房和排片环境

于排片上风不较着的环境下，《哪吒2》上映首日收成超4.8亿元票房（占总票房比例26.9%），体现与往年春节档头部影片八两半斤。以后，影片口碑最先发酵，上映第二日评分出炉：豆瓣8.五、猫眼9.七、淘票票9.7，成为春节档独一的各平台都高分的影片。

∆《哪吒2》豆瓣开出春节档影片最高分

依附着高口碑，《哪吒2》的排片最先上涨，从最初的23.2%上涨到25.2%、30.9%，再到38.2%、44.3%、47.7%、50.1%。与此同时，该片的单日票房也从最初的4.8亿多元，上涨到最崇高高贵8.6亿元，并终极于7天档期内收成48.39亿元票房，成为春节档票房冠军。

∆《哪吒2》影片画面唯美

回首整个春节档，《哪吒2》的开局其实不具有太年夜上风，但超高的影片质量、不雅众的自来水宣传使患上该片一骑绝尘。本着不剧透的原则，本文不合错误内容、画面做太多解读，但可以分享两个有趣的征象，从侧面证明该影片的质量。

▐ 其一是网友晒出《哪吒2》一个个险些满座的不雅影场次，吐槽买不到票、买不到好位置，让片方赶快去“撕排片”。同时，也有浩繁网友发视频暗示，《哪吒2》火到连午夜场（22点之后的场次）都爆满，要列队检票出场。

这点绝对于不是夸张，并且不只是午夜场，早上的场次人也很是多。笔者是上映首日10点35分去看的《哪吒2》，这个点于不雅影时间里属在比力早的，但上座率很高，并且许多家长带着小伴侣去看。

∆抢不到好时间好坐位只能午夜场看《哪吒2》

▐ 其二是二刷、三刷的不雅众很是多。《哪吒2》是2D、3D都有，且尤其合适IMAX场播放。许多网友于社交平台分享暗示，第一次去看的时辰买的是平凡场2D/3D，看患上不外瘾就再采办了IMAX场体验。也有的网友是看过了IMAX场次后，想要去体验下平凡场。

要知道，没有票补的春节档影戏票价格不低，通例票价是四五十元摆布，非凡配置场次如IMAX、杜比全景声等的票价可到达七八十元，甚至部门影院将票价定为百元摆布。于这类环境下，不雅众可以或许屡次购票去不雅看《哪吒2》，再次证实了好作品永远有市场。

∆《哪吒2》IMAX场体验更震撼

提早授权《哪吒2》衍生品热卖

昔时，《哪吒1》上映前，其实不属在被看好的作品，于是授权衍生品的开发基本都是于影片爆火以后才最先的。于摩点众筹上，此刻还有可以查到昔时开展众筹的徽章、手办等周边衍生品信息。

∆《哪吒1》周边衍生品于摩点开展众筹

但《哪吒2》差别。于前作以50.35亿票房成为昔时影戏票房冠军后，《哪吒2》就成了授权市场的喷鼻饽饽，想要与其互助的品牌不可胜数。正由于云云，于《哪吒2》公布定档后，率先活跃的即是各个授权联名品牌。

按照影片建造方彩条屋影业官方社交平台发布信息可知，《哪吒2》的官方授权周边开发品牌包括泡泡玛特、卡游、万代、POTEPOTTE、MegaHouse、一番赏、S.H.Figuarts、集卡社 森罗万象、灵动创想、FunCrazy、iFoodToy、中信出书社，以和搜狗、QQ音乐、淘宝、微博等。

各种周边衍生品涵盖了搪胶毛绒玩偶、盲盒、卡牌、谷子、金属拼装玩具、威化饼干、玉米脆、可动手办、捏捏乐、番外绘本、官方设定集、糖果欣喜盒/玩具盒等实体产物，以和手机主题、APP皮肤主题、输入法主题等。

∆《哪吒2》一番赏周边衍生品

以上这些周边衍生品重要是于各品牌官方旗舰店或者实体门店发售，还有有些周边则是于影院发售，以动员影院其他消费，好比人物饮料杯、人物钥匙扣、毛绒发箍、帆布包、主题杯桶、飞天猪爆米花桶等。

∆影院周边飞天猪爆米花桶

除了了周边衍生品开发，《哪吒2》还有与一些品牌开展授权联名互助，好比与手机品牌荣耀互助推出联名配景、麻将、挂件、手机支架；与兔头妈妈互助推出联名牙膏；与圣牧有机、蒙牛、将来星互助推出联名牛奶；与YogurtDay互助推出联名茶饮等。

∆蒙牛与《哪吒2》联名款牛奶

周边衍生品、授权互助都是提早计划，于是大都产物都是于《哪吒2》上映的同时发售。跟着影戏爆火，《哪吒2》相干衍生品发卖也随之上涨，好比泡泡玛特的《哪吒2》生成拘束系列手办盲盒现货早已经售罄，今朝处在预售阶段，将于5月上旬发货；一些拥有现货的非官方店肆则将原价69元的盲盒加价到99元发卖。

∆预售中的泡泡玛特《哪吒2》生成拘束系列手办盲盒

正于造点新货众筹的影片官方正版手办，已经经逾额完成方针（众筹方针10万元），截至2月4日的众筹金额已经经超万万元。此中，最受接待的是敖丙父亲敖光的手办，单价368元，首批产物已经经售罄，第二批产物限量5000款，正于发卖中。

其他周边衍生品的销量从数百到数千、数万不等，而影院的周边产物发卖也很是火爆。网友暗示，由于能吃能喝还有能留一个周边，以是采办影院周边比力划患上来。

此外，还有有不少网友于官方社交平台提出新周边需求，好比表态微博之夜的“哪吒”“敖丙”人偶是否能做成周边、是否能推出结界兽主题盲盒、丙爹（敖光）的周边可否多点等等。

思索启迪好作品才能博得市场

《哪吒2》可以或许同时于影戏票房及授权市场斩获佳绩，其底层逻辑其实不繁杂，重要就是依赖过硬的作品质量。

由于影片质量经患上起磨练，以是《哪吒2》能于开局上风不显著的环境下，一步步靠口碑拉开与其他影片的间隔，成为本年春节档最年夜赢家。猫眼专业版显示，《哪吒2》7天累计吸引近亿人次不雅看。

而高票房、好口碑是鞭策影片周边衍生品发卖的主要因素。由于只有票房够高，影片笼罩的群体规模才够广，才能笼罩到愿意为影片周边付费的群体；同时具有好口碑，才可以或许引发不雅众获取影片某个脚色或者某个道具什物的巴望。

∆《哪吒2》海报

还有有一点值患上留意，《哪吒2》属在二次元动画影戏，这一属性使患上该片可开发的周边元素、类型很是多，且不需要面临真人Q版化或者二次元化而酿成的掉真问题，即该片的周边衍生品可以还有原度很高。而高还有原度的产物往往可以或许引发喜欢影片的消费者的采办愿望。

再者，二次元群体比拟平凡消费者更甘愿答应为喜欢作品的周边买单，2024年海内掀起的谷子经济热潮即是二次元群体强盛采办力及购物偏好的显著表现。这也是《哪吒2》手办、玩偶、谷子等周边衍生品销量较好的缘故原由。

来历：中外IP授权 深圳展（ID:licensingchina）

文/Aries；图/影片官方微博

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