According to Maoyan Professional Edition data, as of 18:30 on February 13, 2024, the total box office of the 2024 Spring Festival period (February 10-February 17) has exceeded 4.5 billion! " Hot and Spicy ", " Speeding Life 2" and " Bear Infested·Reverse Time and Space " are currently among the top three at the box office.
The Spring Festival stall with the highest box office in history occurred in 2021. The total box office of the Spring Festival stall that year reached 7.843 billion. Compared with 2021, this year’s Spring Festival stall has achieved the goal of “half the time and half the task”. If after the 8-day holiday, If the box office continues to work hard in the middle of the season, it is certain to break the 2021 Spring Festival box office record.
Before the start of this year’s Spring Festival, due to the “absence of blockbusters” and the absence of “heavy industry movies”, the market and industry had some concerns about the performance of this year’s Spring Festival. However, the current four-day revenue of 4.5 billion has shown that the combined efforts of multiple films can It still completed a "fill-in" and successfully attracted a sufficient number of viewers to watch the movie.
On Douban, "Hot and Spicy" scored 8.0, "Flying Life 2" scored 7.9, "Article 20" scored 7.9, " Let's Shake the Sun Together " scored 7.9, "Bear Infested·Reverse Time and Space" scored 7.1 , "Mr. Red Carpet" scored 6.9 points. The overall score is very impressive, and the average score is higher than expected. This undoubtedly provides a strong driving force for the excitement of the Spring Festival movie market and increases the audience's enthusiasm for watching movies and the number of movie viewings.
"Hot and Spicy" successfully ignited the film's publicity point with the actor Jia Ling "losing 100 pounds". The inspirational elements outside the film were closely integrated with the plot, attracting the attention of a large number of viewers. The film is cloaked in comedy. It tells about the different pressures that women face to survive in society, and the ending of the film expresses the appeal of "win once", allowing the collective emotions to find an outlet. The reason why this film can temporarily rank first in the Spring Festival is the quality and emotion of the film. The result of the combined efforts of consumption.
Although many movies focused on comedy during early promotions, with the full release of the movie, the audience found that "Flying Life 2" is the one with the strongest comedy color during the schedule. Director Han Han is very comfortable in the field he is familiar with. It captures the laughter of the audience and caters to the needs of many viewers who just want to laugh easily during the festival. Although the score of the new film is only 1 point higher than the first part of "Flying Life", this 1 point is still a big deal for the creative team. It's no small improvement. Judging from the creative techniques used in filming racing cars in the two films, Han Han has also improved to a certain extent in terms of maturity.
"Article 20" is the most shocking movie during the Spring Festival. Director Zhang Yimou "stitches" the two movie types of "comedy" and "law popularization" together almost perfectly. The movie has both Lei Jiayin and The Ma Li team contributed a lot of laughs, as well as the film's profound understanding of the construction of a society governed by the rule of law. The impassioned speech played by Lei Jiayin at the hearing was a vivid lesson on the rule of law. For the audience, this film has, in addition to In addition to being entertained, you will also gain a kind of enlightenment and be able to find more effective ways and means on how to safeguard your own legitimate rights and interests in reality.
As a romance film, "Let's Shake the Sun Together" is temporarily at a disadvantage at the box office, but its quality has been recognized, and it has the ability to maintain a long-term release after the schedule ends; "Bear Infested: Reverse Time and Space" is the most successful series of movies in recent years. It is a representative work of Chinese comic creation based on long-term and practical work. It can temporarily rank third at the box office, which is the best recognition and encouragement from the audience and the market; "Mr. Red Carpet" is considered to be a "wrong time" movie. The movie, its humor and irony, will make it, like "Let's Shake the Sun Together", be discovered and valued more in the "post-Spring Festival" period.
Judging from the current situation, this year's Spring Festival period is a period with relatively average ratings. Although it has lost a "leader" with absolute strength, it can still leave a deep impression on people. The collective performance of the participating films has verified that This proves the objectivity of the statement that "the box office success of a movie can only depend on the quality of the movie".
Of course, there are also some problems with this year's Spring Festival schedule, such as the marketing and publicity being divorced from the real plot of the film, and there is still a certain amount of water that can be squeezed out of the scoring, etc. However, this schedule will have a long-term impact on the industry as it implements "quality is everything" , I believe that the consensus that "quality is everything" will become an inevitable phenomenon for every prime time period of Chinese movies in the future after being tested during this year's Spring Festival.
text｜Han Haoyue
