China News Service, Beijing, February 7 (Reporter Shangguan Yun) In the film market, the Spring Festival stalls play a very important role, which often means fierce competition. During this year’s Spring Festival, the competition between films seems to have already begun quietly. Previously, many topics such as "Andy Lau and Dong Yuhui sold out 300,000 movie tickets in the same frame in seconds" were on the hot search.
Up to now, a total of 9 movies have been officially announced to be released for the 2024 Spring Festival, including " Flying Life 2", " Hot and Spicy ", " Mr. Red Carpet ", " Article 20 " and "Let's Rock Together" "The Sun" and "A Bear Haunted?" "Reverse Time and Space" and so on.
The creative lineup of these movies is also quite good, such as "Flying Life 2" starring actor Shen Teng, "Mr. Red Carpet" starring actor Andy Lau, and "Article 20" directed by famous director Zhang Yimou, etc. Popular videos in this period.
Picture source: Official Weibo of the movie "Flying Life 2"
Which movie can stand out during this year's Spring Festival?
Comedy movies get together?
Taking stock of the films scheduled for the Spring Festival, we can find an interesting phenomenon, that is, the content of "comedy elements" is quite high.
Columnist Han Haoyue said that among these films, even if the genre is positioned as non-comedy, relatively clear comedy elements can be seen from some of the promotional materials released so far, so the 2024 Spring Festival schedule is a standard "comedy" files".
In this regard, Yin Tengyu, a senior analyst at Maoyan Research Institute, said that the Spring Festival is the most family-friendly time of the year, and basically there will be no less than one comedy film scheduled every year. The high content of comedy movies this year is not an exception.
However, what is more special is that the first three movies, namely "Hot", "Flying Life 2" and "Article 20") all have comedy elements. According to the "Want to Watch" data of Maoyan Professional Edition, currently the three movies The overlap degree of the videos exceeds the diversion warning value (15%).
Therefore, Yin Tengyu believes that the above three films will face varying degrees of risk of being diverted. In previous years, the proportion of viewers who only watched one movie during the Spring Festival has reached more than 80%. How to become the first choice film for audiences will be the biggest challenge for top films.
Many of the films that have been announced to be released are "own-heat". "Flying Life 2" is an IP sequel film. The "master, apprentice, brother cp" interaction between Shen Teng and Fan Chengcheng on and off the set, at press conferences, etc. has attracted a lot of attention and discussion.
Zhang Tong, a senior analyst at Maoyan Research Institute, said that the atmosphere of reunion during the Chinese New Year makes audiences more inclined to choose films that are in line with the festive atmosphere, relaxed and joyful. Many comedy films have also won the championship during the Spring Festival, but the final box office performance of the film still needs to be seen. Post-screening reputation.
Can IP movies continue to be popular?
There is always no shortage of “IP movies” during the Spring Festival. On this track, the "Bear Infested" series can be considered a more successful player, and the content of the story has gradually developed from the early "parent-child oriented" to "family-oriented".
Poster of "Bear Infested: Reverse Time and Space". Picture provided by the film producer
Judging from the ticket purchase data of Maoyan Professional Edition, the proportion of non-family viewers among the audience of the "Bear Bears" series is increasing year by year, indicating that this series of films has achieved a breakthrough in the industry to a certain extent.
In other words, the common feature of long-lasting IPs is that they keep pace with the times, constantly inject new elements and new ideas into old stories, occupy a stable market share during the Spring Festival, and compete with many live-action blockbusters.
After "Flying Life 2" was finalized, it basically maintained its first-tier position. The number of people who "want to watch" on Maoyan Professional Edition also increased, which also illustrates the audience's attention and recognition of its IP.
"The advantage of this type of movie is that it can attract a fixed target audience. However, if the audience does not have much impression or favorable impression of the previous film, they are likely to give up watching the movie first, making it more difficult for the film to expand new audience groups." Han Haoyue said.
In fact, the main advantage of IP series movies is reflected in pre-screening awareness.IP movies that are generally confidently scheduled for the Spring Festival will basically have relatively high box office for their predecessors and have a certain fan base, and IP movies are more likely to achieve high pre-sales and high first-day box office.
Yin Tengyu gave an example: "Detective Chinatown 3" released during the Spring Festival in 2021, the pre-sale box office on the first day of the new year was 674 million, and the final box office on the first day of the new year was 1.011 billion, which still remains the highest for a single film. daily box office record.
Of course, high attention often means that the audience has higher expectations for the film itself, and the reputation of the sequel will be stricter. She said that whether IP movies can surpass their predecessors at the box office mainly depends on whether their reputation can exceed the audience's expectations.
Which film can “win” during the Spring Festival?
Regarding the Spring Festival schedule, the reporter learned during the interview that some viewers said that they currently want to watch "Hot and Furious" and "Mr. Red Carpet". Firstly, they have comedy elements, and secondly, they are more interested in the plot and actors.
Picture source: The official Weibo of the movie "Hot and Spicy"
"Watching "Mr. Red Carpet" must be directed at the starring Andy Lau. It is very interesting for the stars to interpret the star's settings in the movie. And on this basis, the film I also want to explore communication issues between people from different standpoints, which I think will be very interesting,” she said.
Observing the data on the second day of pre-sales for this year’s Spring Festival, Yin Tengyu found that “the audience’s enthusiasm for watching movies is high. I believe that as long as there is a sustained, stable and diversified supply of high-quality films, the performance of the film market in 2024 can be expected.”
Regarding this year’s Spring Festival Han Haoyue's attitude is "cautiously optimistic", "On the Spring Festival stalls, there must be super blockbusters like "The Wandering Earth" to truly support this prime time period. In previous years, comedy films competed for the box office championship during the Spring Festival stalls and did not show a particularly obvious performance. advantages. Therefore, whether it can bring popularity to the 2024 Spring Festival, the pressure on leading works may be greater."
"Don't deliberately cater to the market and audience, don't take advantage of opportunities, have a correct and serious creative attitude, seek truth from facts in publicity, and have a clear and purposeful story. Only through innovation can film and television works establish a more three-dimensional and rich connection with the audience," he said. (End)
