Looking at the film market in the first half of the year, there are two trends worth paying attention to: First, the explosion of money holds up the important task of the box office. In recent years, the box office of the mainland film market has increasingly concentrated on top films. The domestic film "Wandering Earth" and the imported film "Avengers 4" have a total of nearly 8.9 billion yuan in box office, accounting for 28.5% of the box office of the mainland film market in the first half of this year. . Second, the survival of theaters in small cities is worrying. In the first half of this year, except for first-tier cities, the box office of other tier cities showed a year-on-year decline. In recent years, the film market has sunk and the number of theaters in small cities has increased sharply.
Since the Spring Festival this year, the price increase of movie tickets has caused a wave of heated discussions. CITIC Securities recently released the "Media Industry 2019 Film Market Mid-Year Inventory", which shows that in the first half of 2019, the average national film ticket price reached 38.60 yuan, an increase of 8.7% year-on-year. Industry insiders pointed out that high movie prices go hand-in-hand with the audience's high vision, which makes the movie market need to "find a balance" in its development.
——The balance of fare and number of people. According to the data of the Beacon Professional Edition, the average ticket price of the Spring Festival in 2019 increased by 10% year-on-year, and the number of people in the Spring Festival has dropped by as much as 13 million for the first time. From April to June this year, a total of 99 domestic films were released, and only 4 had a box office of over 100 million. Compared with recent years, it has decreased significantly. "We also need to see that although the number of moviegoers dropped by 10.3% in the first half of the year, the overall box office fell by only 2.7% year-on-year." Yuan Xinyu, a film distributor, believes that the film market is looking for a "maximum" between ticket prices and attendance. balance point.
——The balance between "head" and "waist". In the first half of 2019, the mainland movie market produced two “head” movies of "Wandering Earth" and "Avengers 4" with a box office of more than 4 billion yuan. They ranked second and third in the total box office of mainland China. (First place "Wolf Warrior 2").
——The balance of cinema and mobile phone. "With the development of the Internet age, it is becoming a trend to choose to watch movies on mobile phones." Gao Qunyao, CEO of mobile cinemas, said that movie theaters have limited release cycles and schedules, and most movies cannot fully release box office energy. The movie didn't even meet the audience. And as the cost of watching movies continues to rise, people are more cautious in choosing whether to enter the theater, resulting in a low attendance rate of many movies during the release period of the movie unless it is a hit movie.
"The mature film market will also fluctuate during the cycle, and the current situation of Chinese films is not special"; "Rather than worry about the audience staying, it is better to see if we have enough excellent films to stimulate the film market"... Everyone emphasized to reporters that as the Chinese film market continues to mature with audiences, it is more important to find goals and confidence in the face of data fluctuations.
“When shifting from volume expansion to qualitative competition, it is not difficult to understand why cinemas in many small cities are in crisis of survival.” Huang Yuanfan believes that there was chaos in the initial development of the industry. “When the heat recedes, the industry faces Reshuffle is also inevitable."
As for the problem of "improving the ratio of domestic films" that the film industry continues to call, how to solve the problem of many domestic films but limited number of films in theaters, Gao Qunyao believes that mobile phone viewing is the solution First, the business model, box office split and management methods of "mobile cinema" are the same as traditional cinemas. The difference is that projectors have become people's mobile phones, and movie screens have become mobile phone screens. "I hope that mobile cinemas can become Chinese With the help of film increments, more than 80% of domestic films that have no chance to be shown in theaters can meet with a large audience in mobile cinemas. "
We are now in the adjustment period of the market turning to healthy operation. In the past, there were 10,000 screens per year. The growing hardware dividend and the 12% annual growth rate of the movie-watching population dividend have reached their peaks, and the entire market has entered the era of "content is king". On the one hand, adjusting the pace of downstream development, on the other hand, urging the upstream to be closer to user needs. "As the audience and the entire industry chain mature, the future of the Chinese film market is optimistic, and filmmakers still have a lot to do."
