This Spring Festival file, who are you most looking forward to?
Recently, the "Midnight Forum" of the Golden Rooster and Hundred Flowers Film Festival, "Chinese Women's Volleyball" director Chen Kexin, "囧Mom" director Xu Zheng, and "Chinatown Detective 3" director Chen Sicheng discussed the new commercial blockbuster era of Chinese movies, and also discussed the Spring Festival file. The market and creation expressed their opinions and agreed that "the strongest Spring Festival stall, the gods will not fight".
Spring Festival gear, especially the first grade among them, has become the main battlefield for "weight" blockbusters in recent years, and the layout has been advanced to a year earlier. It is currently determined that there are 10 films to be released on January 25 (New Year's Day). This data will change in the next two months. Some people will leave and some will enter "in the face of difficulties". Why does
say "to face difficulties"? According to Yien’s data, from 2013, "Journey to the West: Conquering the Demons" tasted the results in the first day of junior high. In the following years, more and more films were released in the first grade, especially the heavyweight films. "Fairy lineup", genre elements also include science fiction, comedy, action, animation, etc. The final number of screens has been reduced from 14 in the initial stage to 8 in the final, but in terms of single-day box office performance, especially the proportion of the box office of the sun. , The increase in the number has a limited effect on the box office, and it presents a state of "dividing the cake".
However, the "first grade" and the Spring Festival file in which it is located still become the main force in the annual performance of the single-day and single-segment (7 days and less) box office ceiling. At the same time, the opening film of this schedule has also become the seeded player in the annual box office performance.
The Spring Festival stalls have been rising in the total box office and box office proportions in the past six years. In 2018, the Spring Festival stalls created 5.87 billion results in 7 days, and the annual box office ratio reached 9.5%, becoming second only to the summer vacation. The second largest period of the year. But at the same time as it continues to heat up, the number of movie viewers during the Spring Festival in 2019 has shrunk for the first time. In seven days, there are 13.63 million movie viewers less than in 2018, which is equivalent to nearly 2 million people leaving the theater every day. This has also sounded a wake-up call for the industry. While increasing the volume, effectively arranging troops and optimizing the film itself can bring the lost audience back to the theater.
Currently, many films have begun to exert their strength in the Golden Rooster and Hundred Flowers Festival. Faced with so many choices, with the continuous release of starring lineups, posters and trailers, the audience began to acquire core elements such as stories from them, and preference for the choice of films began to appear. According to marketing data from Yien Think Tank, as of now, Douban's "Chinatown" series "Detective Chinatown 3", which is a regular customer of the Spring Festival stalls, is in the first echelon, and the number of people who want to watch has approached 90,000. "Detective Chinatown 2" ranked second in the 2018 Spring Festival with a score of 3.398 billion. Recently "Detective Tang 3" announced the "Asian Stars Lineup", except for the first batch of exposed Wang Baoqiang, Liu Haoran, wife Mu Cong, and Tony · Jia, Miura Yuka, Nagasawa Masami, Asano Tadanobu, Zhang Zifeng, Shang Yuxian, etc., Suzuki Honami and Someya also announced their joining.
, as the late-entry animated film "Jiang Ziya", can be said to have come from behind in terms of various data performance. Although only fixed posters have been released, it is second only to "Tang Detective 3" in the number of Douban want to watch. echelon. The same as "Nezha: The Devil Child Comes into the World" belongs to the Fengshen universe, which has laid a very wide audience foundation for the animation, and the expectation is relatively high.
's performance in the more direct conversion of Yien's ticket purchase index is basically the same as that of Douban. "Tang Detective 3" not only ranks first among many films in the Spring Festival, but also firmly ranks first among all current upcoming films. In terms of trend changes, "囧 Ma" in the second echelon shows an upward trend. Although the animated film "Bear Infested Wild Continent" in the fixed Spring Festival file "Old Man Series" has a small number of people on Douban Want to watch, it is of little reference value because of the small overlap between its audience and Douban users. , But showed a strong upward trend in the ticket purchase index.
The 2017-2019 schedule animations are all in the "bear-infested" series. The three films produced a total of 1.84 billion box office. It can be said that they are relatively mature and stable audience animation films. The final market performance cannot be underestimated.
Judging from the pace of market changes in the past two years, the guidance of word-of-mouth to the market structure can be said to be in a state of "fast change". The various performances of the pre-publicity and pre-sale status will only affect the pattern of the first two days before the opening of the painting, or even the first day. After the release of the word of mouth, the real "competition"Start.
