This Mid-Autumn Festival seems to continue the "coldness" of the summer season. According to statistics from the National Film Administration, in the 2024 Mid-Autumn Festival, the national movie box office revenue was 389 million yuan, and the number of moviegoers was 9.57 millio

This Mid-Autumn Festival seems to continue the "coldness" of the summer season.

According to statistics from the National Film Administration, during the Mid-Autumn Festival in 2024, the national movie box office revenue was 389 million yuan, and the number of moviegoers was 9.57 million. Known as the most crowded "Mid-Autumn Festival" in the industry, only one new film " Wild Child " has a box office of over 100 million yuan.

’s previous summer box office revenue reached 11.643 billion yuan, a decrease of nearly half compared with 20.619 billion yuan in 2023.

’s summer box office performance was almost halved, and its Mid-Autumn Festival performance was mediocre. Judging from the box office, the appeal of movie theaters is no longer what it used to be. Why do people dislike watching movies less and less?

"Not that good"

A total of 21 films will be released during the Mid-Autumn Festival this year, including 18 new films and 3 re-released films, covering many popular genres such as reality, family, adventure, animation, comedy, suspense, etc., and are known in the industry as "The most crowded in history" Mid-Autumn Festival stall.

However, judging from the final results, "Wild Child" led the box office with 123 million yuan, and the two films " avenged " and "'s determination to run away " ranked second and third, respectively, with 4994 10,000 yuan and a box office of 36.22 million yuan.

In other words, during the Mid-Autumn Festival, when new films are packed, only "Wild Child" has a box office of over 100 million.

In recent years, the highest Mid-Autumn Festival box office was in 2019, with a revenue of 803 million yuan. Since then, the data has declined year by year.

Compared with the same period in previous years, excluding 2023 and 2020 when the Mid-Autumn Festival and National Day holidays "overlap", the box office of this year's Mid-Autumn Festival was 389 million yuan, which was higher than the 371 million yuan in 2022 and lower than the 499 million yuan in 2021.

As one of the most important schedules of the year, the results of this summer's schedule are very lukewarm.

The National Film Administration released data on September 1. From June 1 to August 31, my country’s 2024 summer movie box office reached 11.643 billion yuan, with 285 million moviegoers.

and the total box office for the 2023 summer season exceeded 20.6 billion yuan, with the box office shrinking by nearly half, and this year’s summer season lost more than 200 million people. 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 there was only one phenomenal film, "Catch a Baby."

Why did the audience fail to enter the theater?

Maoyan Research Institute’s research shows that “interesting movies are released” and “I heard that a certain movie is very good” are the main motivations for summer moviegoers, accounting for nearly 50% in total. The main reason for those who did not watch movies in the summer was "not having any movies they wanted to watch", accounting for 42%.

In other words, audiences feel that theater movies are not that good.

Lack of top hits

The summer vacation and Mid-Autumn Festival have been cold. How has the film market performed before?

According to the "Movie Market Research Report for the First Half of 2024" released by Tuopu Data, the total box office in the first half of the year was 23.773 billion yuan, a year-on-year decrease of 9.5%, recovering to 76% of 2019, and the number of moviegoers was 548 million, a year-on-year decrease of 9.27%. .

In addition, Judging from the performance reports for the first half of 2024 disclosed by many A-share film and television companies, Although the box office of Spring Festival and Qingming Festival both refreshed history and had a good performance, the industry was flat in the second quarter. , lack of head video support, " drags down " affected the company's performance in the entire first half of the year.

Financial reports show that in the first half of the year, Beijing Culture, Bona Pictures, Wanda Film, Hengdian Film and Television, Jinyi Film and Television, China Film, Cultural Investment Holdings, Happy Blue Ocean and many other film and television companies all experienced double declines in revenue and net profit. Only Shanghai Film, Enlight Media, Huanrui Century and other companies achieved double profit growth.

Some insiders believe that in order to break the current lukewarm situation in the film market, the key is to find "hot hits" that can lead the market trend.

The reason why achieved outstanding results in last summer's summer season is that has collectively made great efforts in leading films such as "All or Nothing", "The Vanishing Her", "Fengshen Part 1", " Octagonal Cage " and "Chang'an 30,000 Miles".

Maoyan Research Institute’s research also stated that the reason behind the scarcity of popular domestic movies is 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 lack of national hot spots has also led to weak long-term box office growth to a certain extent.

At present, the summer and Mid-Autumn festivals have ended, and the box office is far less than expected, which means that the performance of listed companies in the third quarter may be even more cold.

Many films are competing for the National Day schedule

From a full-year perspective, the Spring Festival, summer vacation and National Day schedules are the most important movie schedules. This year has been less than four months, and it is particularly important whether the National Day film market can be revived.

According to Maoyan Movies, there are already 10 titles including " Volunteers: The Battle of Life and Death ", " Safe Entry and Exit ", " Popular Good Guys ", "749 Bureau ", " Crisis Route ", " Road to Fire " Several films have been announced to be released during the National Day holiday, including blockbuster works by big directors, big productions, and all-stars.

"Volunteers: The Battle of Life and Death" is directed by Chen Kaige. It is the second part of the "Volunteers" trilogy. It focuses on the battle of life and death in the War to Resist US Aggression and Aid Korea - the "Cheorwon Blockade". The cast of this film includes Zhu Yilong, Xin Baiqing, Zhang Zifeng, Zhu Yawen, Xiao Yang and Wang Yanhui, as well as a special appearance by Wu Jing. It is one of the seed contestants in the National Day film.

The comedy movie "Breaking Good Guys", starring Ge You and Li Xueqin, interprets the wonderful collision between old Beijing and new Beijing, and is expected to bring laughter and excitement to the audience during the National Day.

Among the films scheduled for National Day, Xiao Yang has starred in three of them, including "The Road to Fire", "In and Out of Peace", and "Volunteers: The Battle of Life and Death", and both "Road to Fire" and "In and Out of Peace" As the starring role, the duel between "Xiao Yang" and "Xiao Yang" has become one of the hot spots in the National Day movie.

Many brokerage institutions have made predictions for the National Day file.

Yongxing Securities believes that the placement of many new films in the National Day schedule may promote the growth of the box office of National Day movie theaters, and related theater chains and the film and television industry chain may benefit.

Changjiang Securities stated that the National Day reserved films have a variety of themes and styles, covering action, comedy, animation, war and other types, providing audiences with diverse choices. It is expected that as the demand for movie viewing further recovers, the movie box office is expected to continue to grow. We are optimistic about the continued repair of the theater sector and the performance flexibility of high-quality content producers.

Xiaoxiang Morning News Pepper Finance Reporter Luo Yaqi Chen Shixian