China Youth Daily Client News (China Youth Daily·China Youth Daily reporter Jiang Xiaobin) On September 1, the "2024 Summer Movie Data Insight Report" released by Maoyan Research Institute showed that the box office of summer movies in 2024 was 11.643 billion yuan. The total numb

China Youth Daily Client News (China Youth Daily·China Youth Daily reporter Jiang Xiaobin) On September 1, the "2024 Summer Movie Data Insight Report" released by Maoyan Research Institute showed that the box office of summer movies in 2024 was 11.643 billion yuan. The number of domestic films released in total and over 100 million yuan was the highest in the past six years, and new domestic films of many types were blooming.

The report shows that the total box office for the 2024 summer season fell by 44% year-on-year, and the total number of moviegoers shrank by nearly half. Audiences were unable to enter theaters mainly because there were fewer blockbuster movies. During the period, there were 26 films with a box office of over 100 million yuan, but there were only 3 leading films with a box office of over 500 million yuan, and only one phenomenal film with a box office of over 2 billion yuan, " Catch the Baby ".

Maoyan Research Institute conducted an online questionnaire survey among theater consumers. Research shows that "interesting movies" is the primary motivation for audiences to enter theaters. Correspondingly, "not having movies they want to watch" keeps more viewers out of theaters. If they don’t love the movie, the audience will pay special attention to the “cost-effectiveness” and “time-effectiveness” (referring to the effective use of time) in terms of cost and time. Compared with other audio-visual media, the value of cinema big screens to consumers mainly lies in providing an immersive viewing experience and serving as a social activity scene. Audiences hope to release stress, be healed and gain emotional value in the cinema.

This summer, domestic film types are in full bloom, and imported IP films have outstanding performance. In terms of new domestic films, the genres cover comedy, suspense, drama, crime, science fiction, animation, etc., but the top films are only "Catch a Baby" and " Silent Kill ", lacking last year's " All-or-Nothing " and ": The Disappearance of " " Conferred Gods Part 1", " Octagonal Cage", " Chang'an Thirty Thousand Miles" and many other films have led to the multi-leader effect. In terms of new imported films, there are 9 films with over 100 million yuan, and the number and box office level are both higher than in 2023. Among them, " Alien: Death Ship " has a box office performance that exceeds that of North America.

Behind the scarcity of popular domestic movies is the fact that the public does not pay much attention to movies this summer, making it difficult to create the same movie-watching atmosphere as last year. The report shows that young women and first- and second-tier audiences are more willing to discuss the film's reputation, and positive word-of-mouth is the easiest to spread; more viewers tend to share their impressions on social media and Moments than rating/commenting on film platforms. Compared with last year, this year's summer movies lacked post-screening word-of-mouth feedback and discussion.

The report shows that the box office of champion films during the period accounted for nearly 30% of the total box office, and box office concentration has intensified. Compared with previous years, the popularity of imported films has rebounded. Imported films such as " Inside Out 2" and " Deadpool and Wolverine " have driven a slight increase in the box office share of first- and second-tier cities. Driven by the schedule champion "Catch a Baby", the box office in Northeast and North China has increased. However, in recent years, the overall decline of Hong Kong films in the summer season has led to a decline in the box office share in South China.

Compared with previous years, there are fewer large-scale "family fun" movies in this summer's summer season. The proportion of multi-person viewing has declined, and the proportion of single-person viewing has reached the highest level in six years. From a genre perspective, comedies that are suitable for all ages are more "family fun" and are also the type of films that are most anticipated by audiences. Films such as suspense, romance, fantasy, and crime are more popular among young audiences and represent potential stocks for sustainable development.

Source: China Youth Daily client