Our reporter (chinatimes.net.cn) Yu Yujin in Beijing reported that the annual popular National Day schedule has entered the countdown stage. As of now, a total of 10 movies have participated in the National Day schedule, including "Crisis Route", "Safety" and " The three films "V

The annual popular National Day schedule has entered the countdown stage. As of now, a total of 10 movies have participated in the National Day schedule, including 3 movies " Crisis Route ", " Safe Access " and " Volunteer Army: Battle of Life and Death " The movie will be released on September 30, while 7 films including "" will be released on October 1. As of September 25, "Road to Fire" leads the pre-sale box office list of new National Day films.

Since the box office of the National Day holiday in 2023 was not as good as expected and the summer and Mid-Autumn festivals this year also performed poorly, whether there can be a surge in the National Day holiday has become the focus of attention from all parties. Chen Jin, a data analyst at Beacon Professional Edition, told a China Times reporter, “There will be 10 new films released during the National Day holiday this year, covering a variety of genres, including 8 live-action films, which is not only 2 more films than last year’s National Day holiday, but also They are all films with a medium-to-high production scale, and they are also the National Day release with the largest number of head and mid-waist films in recent years. "

10 films participated in the competition.

As of September 25, 10 films have been selected to be released in the National Day release. In addition to the main theme movie of "Volunteers: Battle of Life and Death", the movie themes cover crime, comedy, animation, etc.

Chen Jin said that this year’s National Day movies have a variety of themes and are entertaining enough. "Comedies are the most prominent genre in this year's big schedule. This year's National Day schedule also includes the action comedy "Panda Project" starring Jackie Chan, Wei Xiang, and Shi Ce, and the comedy "'s hit Good Guys " starring Ge You, Li Xueqin, and Yang Haoyu. The rich and diverse films are believed to be able to meet the viewing needs of different National Day audiences. Data from

Maoyan Professional Edition shows that pre-sale for the National Day program will officially start at 8:00 on September 24, and will end at 22:13 on September 24, 2024. The total box office of pre-sales (including on-demand screenings) of new National Day films exceeded 20 million yuan. Specifically, "Road to Fire" continues to lead the National Day new film pre-sale box office list, with a box office of 6.6196 million yuan during the period.

According to the Beacon Professional Edition’s online marketing daily, as of 18:00 on September 24, “The Road to Fire” ranked first among new films in the schedule in terms of newly added wanted-to-watch and newly-added topic views in Little Red Book on that day. The films "749 Bureau " and "Volunteers: Battle of Life and Death" ranked second and third in the pre-sale box office during the period. Among them, "749 Bureau" ranked first among new films in the period in terms of new topic views on Weibo on the 24th.

Chen Jin told reporters that according to Beacon Professional Edition data, the current pre-sale leading film "The Road to Fire" is also the most popular film on Taobao in the past month, and the film has the highest proportion of women in the portraits; The second most popular film "Volunteers: Battle of Life and Death" has the highest proportion of male viewers wanting to watch it; the recently released film "749 Bureau" has the highest proportion of young viewers wanting to watch it; "Only Green" I would like to see the crowd distribution skewed towards the parent-child area, which is highly anticipated by family audiences.

"Road to the Fire" is a realism-themed film directed by Wu Bai and written by Shang Ke, starring Xiao Yang and Zhao Liying, with Liu Ye special starring. In the film, three parents who lost their children are implicated in a deal. , organized a bureau to embark on the road of seeking revenge, and staged a dangerous counterattack with a group of human traffickers in the wilderness.

It is worth noting that Zhao Liying, the star of "The Road to Fire", won the Outstanding Actress Award for "Wind Blowing Pinellia" at the 34th TV series "Flying Awards" just past; and in August this year, she also won the Outstanding Actress Award for "Wind Blowing Pinellia"; The role of Hao Xiuping in the movie " article 20 " won the 37th Hundred Flowers Award for Best Supporting Actress.

Chinese young playwright and director Xiang Kai analyzed to a reporter from China Times that the popularity of Zhao Liying's recent award will be transferred to the upcoming "Way of Fire", and the promoters can also use this hot spot for promotion, which may It has achieved good box office revenue, but due to the low fit between the "anti-trafficking" theme and the National Day schedule, it may not necessarily become a dark horse. He also said, ""Safety" starring Xiao Yang is worth looking forward to. Just judging from the temperament of the film production and the expectations of the audience, it is difficult for the current dark horse movies to reach the box office of 3 billion yuan or 4 billion yuan. ."

box office expectations

The National Day period is highly anticipated as one of the four major periods every year. The box office of this period has also continued to rise, and the leading film type has also changed from comedy to the main theme movie.

Reviewing the past, the National Day box office has changed from the original in 2019 From about 1.5 billion to 2.5 billion yuan, it has increased to about 4 billion to 4.5 billion yuan; in terms of the number of films released, there were 10-11 films released during the National Day holiday before the epidemic, including 2-3 blockbusters worth more than 1 billion yuan; in terms of subject matter, before 2019 Comedy films dominate, and Happy Twist has launched many hit movies such as "Charlotte" and "The Shameful Iron Fist". After 2019, the main theme movies have been intensively released on the National Day schedule, such as the " and my motherland " series, and " Changjin Lake " and other major box office contributions during the period, setting the main theme of the period.

The box office of the National Day period last year closed at 2.734 billion yuan, a year-on-year increase of 83%. The total number of visitors was 65.114 million, a year-on-year increase of 80%, but this The data is lower than the industry’s expectation that the National Day holiday in 2023 will reach the level of the same period in 2019 (4.466 billion yuan). Looking at the second half of this year, the box office data of the summer holiday and Mid-Autumn Festival that just passed have shown that the current box office has been disappointing. The film industry has been shrouded in another layer of chill, and what will be the performance of the National Day holiday next? Xiang Kai said that although the National Day holiday in 2023 has already fallen short of expectations, the box office performance of this year’s National Day holiday will most likely not be as good as last year’s performance. In the festive atmosphere, National Day movies usually start with main theme movies, and most movies of this type are released. However, there are fewer movies of this type this year, and the audience's interest in this type of movies has greatly weakened. It is difficult to copy today's main theme movies such as "The Longest Day" "Jinhu" has a high box office, and it is not easy to reach a box office of hundreds of millions of yuan. "

Xiang Kai further explained that no matter in terms of the film's production volume, cast, or the temperament and quality of the finished film, there are few films that can ignite the audience's desire to go to the theater. Many leading film companies are also absent from the schedule, and Without the courage to spend money to produce large-scale movies, the industry has entered a stage of tightening its belt and living a hard life.

Chen Jin told this reporter that all new films released during the National Day in 2024 will be 2D, and 3D is expected to be released during the National Day. The screenings are mainly provided by the imported cartoon "Transformers: Origins" which was released on September 28. In addition, films such as "Panda Project" have lowered their minimum settlement prices and actively benefited the audience, sending a certain positive signal.

Xiang Kai also suggested. Relevant departments can subsidize the box office of National Day movies to reduce consumers’ consumption burden and allow more viewers to enter the theater. “For example, if the ticket price after subsidies is 19.9 yuan, the box office of National Day movies is expected to be better. Liu Xin, an analyst at

Huachuang Securities, said that there are many high-profile National Day releases such as "Volunteers: Battle of Life and Death", "Entry and Safety", "749 Bureau", "Crisis Route", etc., and it is expected to achieve a moderate recovery under the low base last year. Looking forward to the follow-up, there are still stocks such as "Manslaughter 3" and " Jiangyuan Nong " that are expected to be released during the Lunar New Year. We will continue to pay attention to the subsequent market performance.

Editor-in-Chief: Huang Xingli Editor-in-Chief: Hanfeng