Smashing golden eggs, opening blind boxes, giving away candies, writing the word "福", watching performances, and other exciting cultural and creative activities have made this year's Beijing Spring Festival movie market even more popular. According to statistics, as of 9 p.m. last night, the total box office nationwide during the Spring Festival was 5.625 billion yuan, of which the box office in the Beijing market was 172 million yuan. 2.312 million viewers entered the theater and nearly 50,000 screenings were held. Our reporter visited many theaters in the past two days and experienced the lively atmosphere of the market up close.
The movie market is booming during the Spring Festival holiday. Yesterday, there was an endless stream of moviegoers at the Yizhuang Anilao International Cinema. Photographed by our reporter and Guan Xin
"Family Fun" films are popular
This year, female viewers account for a prominent proportion
A total of eight new films have entered the market at the beginning of the new year. This year's flagship films are such as " Hot and Spicy " and " Speeding Life 2" " Bears Reversal of Time and Space " and " Article 20 " all have comedy elements, but at the same time, each film also has its own characteristics. Together, they make this Spring Festival full of "family fun" atmosphere.
"The best-selling movie in our cinema is "Hot and Spicy", and the audience is mainly female." Zhang Wei, manager of Aniseed International Cinema, told reporters. At the Analiu International Cinema, the reporter happened to meet Ms. Jin who brought her daughter to watch "Hot and Spicy", "I came here for Jia Ling, and I will live for myself for the rest of my life. This sentence broke my heart so much." Be on guard!"
"Article 20" directed by Zhang Yimou uses comedy to talk about serious topics related to "justifiable defense" and has resonated with many viewers. After watching "Article 20" with his father, producer Chen Zhixi said: ""Article 20" made people laugh and cry. It is really suitable for all ages."
At the Wanda Cinema CBD store, the reporter met the audience Zhu Chenxi, he and his girlfriend came to watch "Flying Life 2" directed by Han Han, "We are all amateur racing enthusiasts, and our love was born in racing. This movie is not to be missed."
""Bear" "Infestation: Reverse Time and Space" has a schedule of up to 20% in our cinema." Cai Haichuan, manager of Donghuan Cinema, told reporters that the cinema specially scheduled a screening at 8:30 on the morning of the third day of the Lunar New Year. "I didn't expect that there would be so many seats. The rate is 30% to 40%." Yang Ge, program planner of
China Film Archive, believes that facts have proven that audiences still like to watch "family fun"-themed movies during the Spring Festival. Chen Jin, a data analyst at Beacon Professional Edition, told reporters that the prominent proportion of female viewers is a major feature of this year’s Spring Festival. According to statistics, female viewers account for as high as 64%, which has increased for four consecutive years.
Special marketing adds a new year flavor
Unexpected surprises after watching movies
As she walked into Donghuan Cinema, Ms. Ban's 10-year-old daughter Yiyi's eyes lit up, "Mom, write the word '福' here." Yiyi held her mother's hand and came. In front of the writing desk, she skillfully picked up the brush and wrote a big word "福" on the red paper. "The little girl writes really well. She must have practiced, right?" After hearing the compliments from people around her, Yiyi happily pointed to the word "福" and asked the staff, "Can you give it to me?" The staff told her, "Of course, this is for you." Yiyi smiled happily.
"Did I go wrong?" As soon as Yan Xiqing, an audience member, walked into the "Beijing Theater Hall 1" of Donghuan Cinemas, what he saw was the young actors Liu Yanming and Wang Wei of the Chinese Ping Opera Theater performing the Ping Opera "Flowers as Matchmakers" 》. When the staff told her that this was a cultural market event specially designed for the audience, Yan Xiqing's face showed an expression of surprise, "This is my favorite show, and I didn't expect that the theater also gave me a surprise."
Cai Haichuan told reporters that these two activities are part of the New Year and Lunar New Year cultural market activities of "Beijing Performing Arts Hall 1". As one of the sections of the Beijing Performing Arts Group's fourth New Year and Lunar New Year performance season, the event covers new movies There are 6 cinemas including Lianjinbao Cinema and Xinyingliandonghuan Cinema. From the first day to the eighth day of the Lunar New Year, every day from 14:00 to 17:00, the "Beijing Theater Hall 1", the Beijing Theater brand space and other public areas of the cinemas in these six theaters will "open" on time, allowing the audience to watch the movie. At the same time, you can also visit markets, watch operas, appreciate folk customs, and get in touch with more excellent Chinese traditional culture.
At Wanda Cinema (CBD Wanda Plaza Store), Mr. Chen, an audience member, and his son were smashing golden eggs. The staff told reporters that this was one of the Spring Festival activities launched by the cinema. It costs 29.9 yuan to smash a golden egg, which is guaranteed every time. prize. After Mr. Chen asked his son to open it, he got a "Milk Dragon Spring Festival Couplet Gift Box", which contained Spring Festival couplets, window grilles with the word "Fu" and red envelopes. "When I get home, I will put these blessing characters on them." Mr. Chen said happily.
At about 5:20 yesterday evening, before the movie "Let's Shake the Sun Together" opened, Chen Jing, the manager of the Baoshengli store of the New Film Alliance International Cinema, had already prepared roses and candy gift boxes for every audience member to receive. Get a heartwarming gift.
The ticket replenishment policy lowers ticket prices
Boosts the audience's enthusiasm for watching movies
This year's movie ticket prices are much lower than in previous years. This is a common feeling of many viewers. Behind this are various preferential ticket subsidy policies vigorously promoted by competent authorities at all levels.
On February 6, the “Watching Movies to Celebrate the New Year—2024 Spring Festival Digital RMB Movie Consumption Promotion” organized under the guidance of the Central Propaganda Film Bureau and the Digital Currency Research Institute of the People’s Bank of China was launched. 11 financial institutions invested more than 30 million yuan in digital RMB movie-watching consumption subsidies during the Spring Festival, bringing real discounts to audiences for movie purchases such as ticket purchases through full discounts, coupons, digital red envelopes, etc. At the same time, Beijing also issued a 20 million yuan movie viewing subsidy and held the "Watching Movies to Celebrate the New Year-Beijing New Year Movie Watching to Benefit People" event, covering more than 250 operating theaters in the city and benefiting nearly 2.2 million people. In addition, many films have joined forces with major platforms to launch box office discounts. For example, "Article 20" collaborated with Dong Yuhui's "Walking with Fai" to launch 800,000 "1 yuan for 15 yuan" vouchers, which were quickly snapped up Empty.
Even in the imax cinema, which used to have higher ticket prices, the ticket prices have dropped a lot this Spring Festival. The reporter saw on a ticketing platform that the ticket price for "Flying Life 2" screened in the IMAX hall at 7:50 pm last night at the Dajiaoting imax flagship store of Bona International Cinema was 108.9 yuan, which was much lower than the same period last year. Ticket prices for this theater.
"This year there are various ticket rebates and discounts, which bring very real discounts to the audience, which to a certain extent activates the audience's enthusiasm for watching movies." Yang Ge said.
source Beijing Evening News | Reporter Wang Jinyue He Guanxin
editor Gao Chenchen
process editor Liu Weili
