In 2023, the Chinese film market will recover strongly. On January 10, Maoyan Entertainment held the year-end media communication meeting "Lights and shadows are fleeting, numbers are burning" to review the performance of the Chinese film market in the past year and look forward to the development of the industry in the new year.
In the past year, Maoyan has been deeply involved in the production and promotion process of many high-quality films, including the annual box office champion "Man Jiang Hong", the summer hit film "Fengshen Part 1: Chaoge Fengyun", "The Octagonal Cage", and five other films. The first box office champion "Life Is Not Familiar", the New Year's Day "The Annual Party Can't Stop!" ”, “Twinkle Twinkle Star” and other popular films, there are cats behind them. Driven by popular schedules and films, the film market achieved a box office of 54.915 billion and 1.299 billion moviegoers in 2023, showing strong development momentum.
As an industry witness and participant, Maoyan has accompanied the Chinese film industry through a year full of vitality and challenges with its profound accumulation in content promotion, data analysis and professional products. In the critical period when new opportunities and new challenges coexist in the film industry, Maoyan will continue to leverage its platform advantages, cooperate in depth with upstream and downstream partners in the industry chain, and grow together with Chinese films.
Maoyan helps high-quality content break through the industry and become popular, and its publicity and distribution methodology is mature and can be copied.
In 2023, winter has turned to spring and the Chinese film market has achieved great results. Under the "flowers", Maoyan Films has frequently made efforts in production, promotion, distribution and other behind-the-scenes links to serve the industry and make high-quality content stand out. During the event, Zhang Bo, Vice President of Maoyan Entertainment and President of Maoyan Films, shared the cases and methodology of Maoyan movie promotion in the past year.
In terms of film production and promotion, Maoyan has been deeply involved in the promotion and distribution of many films that have achieved outstanding box office results, such as the 2023 annual box office champion "Man Jiang Hong", the May 1st box office champion "Life Is Not Familiar", the New Year's Day box office champion Box office champion "Twinkle Twinkle Star", November's unpopular hit "Rescue the Suspect" and summer box office performers such as "Fengshen Part 1: Chaoge Fengyun", "The Octagonal Cage" and "School Dad", etc. . It is worth mentioning that among the top ten films at the box office in China in 2023, four were promoted by Maoyan, five were produced by Maoyan, and Maoyan participated in the production of seven films. In the marketing promotion of
, Maoyan has always maintained the acumen of project evaluation and the innovative consciousness of seeking novelty and change. Through the practical experience of a large number of projects, it has formed a set of continuously iterative methodologies, combining the film types and its own characteristics, using all platforms to go online. Through various channels, including advance screenings, premieres, road shows, live broadcasts, variety shows and other activities, we can tailor the most suitable marketing plan for each film. During the promotion and distribution process of the Spring Festival film "Man Jiang Hong" directed by Zhang Yimou, Maoyan created a new method of "suspense marketing", combining different stage strategies before and after the screening, through sound trailers, interactive trailers and other innovative promotional materials, and the development of Maoyan website The product features role cards and effective actions such as guiding the people to recite "River Red", which helped the film explode in popularity, successfully break out of the circle, and become a long-term box office hit. In the end, the box office of "Man Jiang Hong" reached 4.544 billion yuan, winning the Spring Festival and annual box office championship.
"Fengshen Part 1: Chaoge Fengyun" is China's first national mythological epic film directed by Wu Ershan. Through long-term promotion and distribution, it has counterattacked all the way to a final score of 2.634 billion. It has won the daily box office crown for 14 consecutive days, and the topic is The reputation has been long-lasting, and it has become the most long-lasting popular long-distance running project in this summer's season. In terms of marketing, we adopted the form of ultra-long-term landing activities, holding premieres in 5 cities and tours in 24 cities. At the same time, we worked closely with movie channels to launch live broadcasts of real-time road shows, combining the sincere expressions of offline creators with online entertainment communication. , the multi-dimensional linkage closed-loop marketing model has created countless hot topics that broke the circle and became a classic case in the industry. After the movie was released, the director, starring actors and the publicity team worked closely together to create "co-creation marketing" which was quite effective. "Fengshen Part 1: Chaoge Fengyun" gained a large number of "tap water" fans, and its popularity continued to rise against the trend, forming a The public's publicity and publicity have the effect of feeding back the box office, ultimately achieving a nationwide carnival that combines popularity and word-of-mouth.
has come to the Lunar New Year period. Maoyan has gained insight through data that there is an upper limit to the inventory space of the period. The way to truly make good movies visible is to expand the period increment and increase the market share during the period. This will lead the industry to create a "comprehensive linkage" with movies of the same period. "Schedule Marketing" strategy: with publicity and distribution co-creation as the core goal, through joint co-creation, platform co-creation, user co-creation, as well as online publicity and offline theater co-creation, the six films have aggregated publicity and distribution links to work together. Build momentum. On the basis of "schedule marketing", Maoyan pioneered the concept of "atmosphere marketing", combining the core of cross-field marketing with movie marketing to tap new value in offline movie viewing and ignite the enthusiasm of young people for movie watching. Thanks to the combination of schedule marketing and atmosphere marketing, the New Year's Eve box office market has been effectively boosted, setting off an upsurge of popular films that continue to dominate the charts and high-reputation films that are discussed by the public. It has also created "the strongest New Year's Eve show in film history" in multiple dimensions. .
Among them, the New Year's Eve comedy "The Annual Party Can't Stop!" is written and directed by Dong Runnian and stars Dapeng, Baike, and Zhuang Dafei. "During the promotion and distribution process of the film, Maoyan seized the core advantage of the film's reputation and created a "Beer Hall Laughter Advance Screening" to stimulate the film's reputation fermentation. Relying on the precise positioning of "a refreshing film for working people", it related to real workplace social topics Increasing the popularity of the film, coupled with multiple rounds of accurate screenings and word-of-mouth strategies after the official release, Douban scored 8.0 points and continued to increase to 8.2 points, becoming the highest-rated domestic comedy film in the past five years. It finally achieved a counterattack and broke out of the circle. It stood out from the competition and achieved both box office and word-of-mouth growth against the trend. At the same time, "Twinkle Twinkle Stars" directed by Chen Xiaoming and Zhang Pan, starring Qu Chuxiao and Zhang Jianing, was screened in the "Snow Field" tailor-made, with hot topics such as #张万sen, snowing, etc. It occupied the screen rankings on multiple platforms, forming a "Snow War" that linked online and offline, effectively increasing the popularity of the film and attracting potential viewers to enter the theater.
In the past 2023, Maoyan has not only provided high-quality films to the market, but also created a new trend of healthy competition and win-win cooperation in films, and contributed to the common prosperity of the film market. In the future, Maoyan will maintain a rich and sufficient reserve of movie content with diverse themes and genres. The Maoyan Outlook film list video played at the event showed more than 40 films of different types with strong selling points. It is believed that they will be released on the screen one after another in the near future to meet the audience. Among them, "Flying Life 2", a 100% "high-quality" family comedy movie, returns to the Spring Festival season with a strong IP. The return of the original cast and the addition of surprise lineup have raised the audience's expectations! With its funny plot, brand-new story, exciting emotions, and upgraded production bonus, "Flying Life 2" will undoubtedly become one of the most popular movies for viewers during the Spring Festival. It is foreseeable that Maoyan’s publicity and distribution capabilities will empower more films with different types of themes and promote the continuous advancement of the industry.
2023The market performance is outstanding, Maoyan Research Institute uses big data to help the industry recover
For Chinese films, the past 2023 was a year of great progress and rejuvenation. Liu Peng, president of Maoyan Research Institute, reviewed the performance and trends of the Chinese film market in 2023 based on data. Liu Peng pointed out, “From a data point of view, the total annual box office in 2023 has reached the peak in the past four years. Although there is still a certain gap from 2019, the overall market performance is remarkable, boosted by the year-on-year increase in box office and attendance. It has gained the confidence of the industry."
From the perspective of the box office, domestic movies accounted for more than 80% of the total box office of 54.915 billion yuan, becoming the core pillar of the market; the total number of moviegoers in the year reached 1.299 billion, and movie consumption continued to decline. . In addition, the box office contribution rate of the top 10 films has returned to less than 50%, box office concentration has eased, and the industry structure is developing in a healthier direction. A number of market data together form a bellwether for the industry's continued improvement and boost confidence in the film industry.
Behind the continued improvement of the market is the joint efforts of all parties in the industry to promote the sustainable development of the film market.The promotion and implementation of policies such as public welfare screenings, phased exemption from special funds for the development of the national film industry, and continuous special fund subsidies for the development of the national film industry have effectively cultivated audiences' movie-watching habits; at the supply level, creators have accurately grasped the audience's needs and produced masterpieces of domestic films. Frequent releases, diverse genres bloomed, effectively driving the year-on-year increase in the number of movie-watching steps per capita throughout the year; in terms of publicity and distribution, many films explored diversified publicity and distribution plans through ritual marketing, branch distribution, etc., to further drive audience demand for ticket purchases.
The industry's diversified attempts are not only promoting the strong recovery of the film market, but also promoting the acceleration of industry iteration. In 2023, many new phenomena will emerge in the film market, which deserve the attention of the industry.
At the content level, the rise of female power has become the most significant highlight, and the audience is more concerned about the three-dimensional and diversified female characters. In the global film market, "women" and "gender issues" are also general trends in film and television content. "Barbie" has become the global box office champion for 23 years. In domestic movies, "her story" has also become a hot topic. The touching friendship between best friends in "The Lost Girl" and the showdown between two mothers in "Rescuing the Suspect" have been frequently discussed. For the creative side, in the future creation process, more attention needs to be paid to whether the story content, character settings, and values are in line with the value demands of the broad audience.
What is equally attracting attention as the rise of women's power is the repeated emergence of "topical movies", with realistic themes becoming hot spots. Summer blockbusters "All or Nothing" and "The Lost Girl", both films are based on hot social news, and the New Year's Day dark horse "The Annual Party Can't Stop!" " focuses on the workplace life of "big factory employees". The themes of these films are closely related to the audience. This also puts forward higher requirements for future commercial film creation, which not only needs to inject the vitality of the times, but also needs universal value expression and sufficient commercial elements.
Whether it is the popularity of women's films or the emergence of topical films, it reflects that the audience pays more attention to the connection between film content and themselves. Regardless of the genre, the character's "ordinary person" perspective is more favored by the audience. Whether it is the historical and mythological characters in "Chang'an 30,000 Miles" and "Fengshen Part 1", or the villains in "Sturdy as a Rock", the audience hopes to see their true joys, sorrows and joys. Their side as ordinary people.
Liu Peng said that in the face of a rapidly changing market environment, the film market should be based on the audience, introduce new things, and iterate in a timely manner. It should start from the needs of the audience, continue to innovate in all aspects of production, publicity, and distribution, and use a sense of surprise to attract more audiences. At the same time, during the film production process, it is also necessary to pay close attention to market changes and audience trends, and promptly grasp audience needs and make dynamic adjustments.
In the future movie market, timely insight into user needs and industry change trends is particularly critical. Since its establishment, Maoyan Research Institute has formed a complete market analysis and user research system based on Maoyan's own massive user data and consulting service experience from hundreds of past film projects. Maoyan Research Institute is positioned as a bridge connecting film studios, theaters and audiences, allowing the industry to better understand audiences and reach audiences more efficiently, assisting all aspects of the film in reducing risks and optimizing strategies in a timely manner.
Relying on a large amount of user data and project experience accumulation, Maoyan Research Institute provides content marketing solutions such as preview events, popularity monitoring, and promotion suggestions for producers and publishers, using accurate and scientific data capabilities to bring high-quality content Additional support helps optimize film content, customize publicity strategies, maximize content value, and serve various film projects.
Maoyan Professional Edition product upgrade, professional tools help high-quality development
At present, the Chinese film market environment is changing rapidly, and user needs are becoming increasingly diverse and fragmented, which puts forward higher requirements for film promotion and distribution. Li Rui, the person in charge of Maoyan Professional Edition, said, "Maoyan Professional Edition has invested heavily in the direction of AI content production. Combined with the tendency of film and television promotions to be in the form of short videos, it has accumulated a series of AI video content production and distribution capabilities. In 2024, We will invest in productization to better serve the industry and provide high-quality content."
In terms of product innovation, the "cloud booking" function helps film promotions and distribution through group buying of movies, stimulates box office, and continues to lead the industry trend. It is worth mentioning that in addition to the top movies in each schedule, more and more small and medium-sized movies Film and movie fans began to spontaneously use the Maoyan cloud booking function to promote the project, and achieved eye-catching publicity effects.
In order to support the National Day movie market, Maoyan Wuyou cloud booking service will be upgraded in September, which is the first time in the industry Proposed a "worry-free refund" commitment for film promotion and distribution. As of December 2023, Maoyan's worry-free cloud booking has helped 207 theater masterpieces, with a box office of over 22 million. A year-on-year increase of 227% from 2022. Nowadays, Maoyan worry-free cloud booking has become a social tool. Maoyan Professional Edition found that the subject with the most cloud bookings recently is a rice noodle store: because a movie was filmed in the store, after the movie was released, rice noodles The store owner "booked" more than 20 shows, inviting relatives and friends to watch the movie.
In terms of service upgrades, in order to help the smooth implementation of branch distribution, Maoyan Professional Edition has upgraded cinema services, promoted branch distribution policy education, and provided business circles Convenient services such as theater competition situation, theater exclusive customer portraits, real-time accurate competitive intelligence, and one-click application for branch distribution help theaters and film producers make two-way choices and drive box office growth. Currently, hundreds of theaters have tried it through Maoyan Professional Edition Released in separate lines.
products continue to innovate and iterate. At the same time, Maoyan Professional Edition has further increased investment in AI and big data technology. On this basis, Maoyan Professional Edition’s AI box office prediction capabilities can provide powerful support for film producers to adjust their publicity and distribution strategies. Support. In the summer of 2023, when all parties were not optimistic, Maoyan Professional Edition successfully predicted the box office size of the summer dark horse movie "The Disappearance of Her", triggering widespread discussions in the industry. This prediction proved to the industry that Maoyan Professional Edition's AI The accumulation of forecasting capabilities and big data technology has further consolidated Maoyan AI's position as an industry benchmark for box office forecasting.
In the second half of 2023, Maoyan Professional Edition will launch a number of data-based products to provide industry users with more visual industry information exposure capabilities. August The online "Registration and Project Inquiry" presents industry-related information and progress in a more visual way; the "Box Office Map" function displays the competitive situation of the film market in real time, providing support for film studios to adjust their publicity and distribution strategies in a timely manner; the "Film Market Grand Slam" It collects multi-dimensional box office data to motivate leading film studios; the "Urban Battle Report" function adds more exposure to honor list achievements, discovers more publicity highlights for small and medium-sized film studios, and helps them achieve better market performance. It can be seen that Maoyan Professional Edition The growth and iteration in the past year has brought more possibilities to the dynamic promotion and distribution of theatrical films.
In addition, Maoyan has established in-depth data cooperation with more partners in the past year, further improving its service capabilities. During the Spring Festival, Maoyan The Spring Festival marketing crowd portrait battle report will be launched soon. Closely observe the number of people effectively reached by the marketing actions of the scheduled videos on each platform, and analyze the user portraits reached. In the near future, Maoyan Professional Edition will also be oriented to the field of drama series, launching a new function of real-time effective playback list, and carrying out a new revision of the drama details page, bringing more dimensional data indicators to high-quality drama content and providing reference for drama promotion. The capabilities of
Maoyan Professional Edition are based on data, but are not limited to data. In 2024, Maoyan Professional Edition will continue to increase product investment. On the basis of integrating network-wide information and filmmaker information, it will launch intelligent casting tools, launch Maoyan one-click casting products and other new functions, and better serve film production and distribution. The whole process. Ma Yiqun, video director of
The continuous iteration of products has allowed us to see the continued empowerment of the industry by technology and big data."
He further said: "In 2023, the Chinese film market has achieved very good results, boosting industry confidence and making everyone optimistic about the future. The industry development is full of expectations.It is believed that with policy guidance, data empowerment and the efforts of all practitioners, the Chinese film industry will achieve greater progress and longer-term development in 2024. "
In 2024, the Chinese film market will regain its strength and set sail again. Maoyan is deeply involved in content promotion, has insight into market trends, and uses professional tools to strive to make every high-quality film shine.
