Original title: From family fun to “returning to hometown to watch movies” and “watching while traveling”, movie consumption during the Spring Festival of the Year of the Dragon presents a new look
(Reporter Xu Xiaoqing, Wang Peng and Wei Jingyu) At noon on February 16, the Spring Festival holiday is 8 days away With more than a day left, the box office of 2024 Spring Festival movies has exceeded the 7 billion mark. The latest data from
Lighthouse Professional Edition shows that movie consumption during the Spring Festival of the Year of the Dragon is very active in third- and fourth-tier cities. Industry insiders believe that this Spring Festival period not only has many excellent movies and is very popular, but also a large number of audiences have "sinked" to second-, third- and fourth-tier cities along with the Spring Festival passenger flow, forming new industries such as "returning to hometowns to watch movies" and "watching while traveling". trend.
Returners and tourists prefer to watch movies on the spot
Li Yuan’s family drove back to Fuyang, Anhui Province from Shanghai to celebrate the Chinese New Year. They watched " Speeding Life 2" at Fuyang Wanda Cinema on New Year's Day. "There were so many people, it was almost full, no less popular than the usual weekend shows in Shanghai." Li Yuan told reporters.
"Opposite the Inner Mongolia Museum is a movie theater." Chen Siyu, a tourist from Chongqing, and his family chose to travel to Hohhot for the New Year. On the fifth day of the Lunar New Year, the family went to the museum in the morning to see the Jade Dragon, the bronze stove with the dragon's head, etc., and continued non-stop after lunch. "Moving to" the cinema. "The children especially want to watch the cartoon " Bears: Reverse Time and Space "." Chen Siyu said.
In Hainan, tourists from all over the world not only enjoy the natural scenery during the Spring Festival, but also prefer to go to the cinema to have fun. Not only are moviegoers in big cities such as Haikou and Sanya crowded and crowded, but also in third- and fourth-tier cities such as Wenchang and Wanning, some popular movies are also hard to get tickets for.
According to Beacon Professional Edition data from the five days before the Spring Festival holiday from February 10 to 14, third- and fourth-tier cities have become active moviegoers. At present, the box office share of the Spring Festival in third- and fourth-tier cities has exceeded 54%, significantly higher than last year's 50%. Among them, the box office share of third- and fourth-tier films such as "Flying Life 2", "Bear Infested: Reverse Time and Space" and " Article 20 " The shares are all above 54%.
The "sinking" of movie consumption stimulates market vitality
The box office of the Year of the Dragon Spring Festival movies is led by " Hot Hot " and "Flying Life 2", followed by "Bear Infested: Reverse Time and Space" and "Article 20" , coupled with the addition of films such as " Mr. Red Carpet ", the entire schedule is very lively. Major theaters across the country are operating at full capacity and adding as many shows as possible to serve the diverse needs of the audience.
During this Spring Festival, film consumption in markets outside my country’s first-tier cities is very active. According to Beacon Professional Edition statistics, among the top ten box office rankings of independent cinemas in the country, Anhui Fuyang Wanda Cinema has been at the forefront for many days; among the top fifteen cities in the country, popular tourist destinations such as Suzhou and Qingdao have appeared.
"During the prime time of the Spring Festival, the popularity of theaters located in the center of big cities may not be higher than that of theaters in third- and fourth-tier cities." Lu Ying, manager of Shanghai Ume Cinema Xintiandi store, analyzed that "returning to hometowns to watch movies" has become a necessity in recent years. The New Year customs that are less "post-90s" and even "post-00s" used to be family reunions, but now they can also be gatherings with childhood classmates and friends. Judging from the national market of Ume Cinema, the wave of returning home has driven the popularity of third- and fourth-tier cities. Movie viewing consumption.
Movie consumption is integrating with the "cultural tourism craze" in various places, presenting a new phenomenon of "watching while traveling". "The box office share of "Bear Infested: Reverse Time and Space" in third- and fourth-tier cities exceeds 60%. It can be seen that the Spring Festival period is still a significantly 'sinking' period, and the relevant market is full of vitality and has great potential." said Chen Jin, data analyst of Beacon Professional Edition .
In recent years, domestic cinema and screen resources have further "sinked", and the distribution balance in the east, central and west has become more balanced, covering more third- and fourth-tier cities, and projection equipment has also been updated to better meet the large capacity of the Spring Festival. need. For example, Fuyang Wanda Cinema has a designed capacity of “receiving tens of thousands of viewers every day”, providing a good place for people who “return to their hometowns to watch movies” and “watch movies while traveling”.
Let the "Spring Festival Transport Wave" and "Cultural Tourism Fever" better empower the film industry
During the Spring Festival Transport, my country's billions of people moved and the "cultural tourism boom" that emerged in various places injected new momentum into the film market during the Spring Festival of the Year of the Dragon.How does
turn the hot spots in the movie market into long-term popularity? Many places are considering relying on the "Spring Festival Transport Wave" and "cultural tourism boom" to empower the film industry to improve quality and efficiency.
Suzhou, Nanjing, and Nantong in Jiangsu Province rank at the top of this year's national box office list for Spring Festival cities. The local governments are actively promoting the effective connection between cultural tourism resources and movie theater lines. Inner Mongolia Autonomous Region, where this year's National Winter Games will be held, is also exploring a better integration of "ice and snow tourism craze" and "ecological tourism craze" with movie consumption.
Shanghai, which has the highest number of moviegoers in the country during the Spring Festival this year, is exploring ways to link famous scenic spots such as Xintiandi, Xujiahui and Wujiaochang with local cinemas. On the other hand, it is also trying to guide enthusiastic audiences to travel to filming locations, thereby promoting "cultural culture". -Business-Travel-Experience-Meeting” speeds up and “runs”. According to the Shanghai Film Bureau, it is exploring the development of services such as "micro tours" and travel photography around the filming locations of popular films such as "Flying Life 2".
"The film industry is an excellent carrier for turning cultural and tourism internet celebrities into cultural celebrities." Wang Weisong, Secretary of the Party Group and Full-time Vice Chairman of the Shanghai Federation of Social Sciences, analyzed that while pursuing high-quality film content, Creating conditions so that citizens and tourists in large, medium and small cities can enjoy richer and more balanced film resources will help enhance the quality and resilience of industrial development. (Xu Xiaoqing Wang Peng Wei Jingyu)
