Chao News Client Reporter Jin Ran
This year’s Qingming Festival is very lively.
During the three-day holiday from April 4 to April 6, 8 new films were squeezed in, including the Zhejiang-produced film " Grass and Trees World ", Hayao Miyazaki's new film " What kind of life do you want to live ", and suspense crime The theme of " oriole behind!" ", as well as director Wanma Tseden's posthumous work " Snow Leopard " and " "villains" ", "Snow Queen 5: The War of Melting Ice", " Midnight Strange Story ", "Zero Limit", etc.
As the first holiday period after the Spring Festival, the film themes are rich and diverse, covering animation, suspense, comedy, art films, etc. The number is even equivalent to this year's Spring Festival period - a total of 9 films were released during the Spring Festival Movies (including withdrawn films), as well as films such as "Godzilla vs. Kong 2: Rise of an Empire", "Galaxy Writer" and "Let's Shake the Sun Together" that were released before the Qingming Festival, continue to release energy. The competition during this Qingming Festival holiday is quite fierce, and we can see the film producers’ expectations and confidence in the market.
The movie is very relevant:
Think about life and respect nature
Regardless of the impact of the epidemic, the Qingming Festival movie market performance is not bad.
During the three-day holiday, although the market capacity is low, because it is not suitable for long-distance travel, many consumers will choose relatively simple and convenient activities for leisure and relaxation. "Watching movies" is one of the good choices.
Many movies have achieved good box office results during the Qingming Festival over the years. In 2018, Spielberg's "Ready Player One" became so popular due to the Qingming Festival that it collected 278 million in box office in three days. In 2019, "Anti-Corruption Storm 4" was released during the Qingming Festival. " won the first place with a box office of 267 million. In 2021, " My Sister " won 378 million in three days, with a total box office of 860 million.
film critic Wu Yanyu said in an interview that when the remaining heat of the Spring Festival festival is gradually exhausted, the May Day and summer festivals have not yet arrived, and the Qingming Festival plays a role as a link between the past and the future at this time. Many films are scheduled to be released here. While looking for its own position, it also hopes to better continue the audience's enthusiasm and habits for watching movies.
The feature of the movies released around the Qingming Festival this year is that they are particularly rich in genres, providing audiences with a variety of choices.
Moreover, there are many films about thinking about life and a clear atmosphere, which can provide emotional value to more viewers: "The World of Grass and Trees" has awe of nature, "Let's Shake the Sun Together" tells the love story of two people with terminal illnesses, "Snow Leopard" is a show of respect and love for life, and will also trigger the audience's remembrance of director Wanma Tseden. "What kind of life do you want to live" explores what is truly important in life...
According to Maoyan Professional Edition data, as of 14:22 on March 30, 2024, the total pre-sale box office of new films during the Qingming Festival in 2024 exceeded 26 million, and the pre-sale box office of "What Kind of Life Do You Want to Live" was 20.32 million, leading the Qingming Festival Pre-sale list, "The World of Grass and Trees" and "The Oriole Behind!" " ranked second and third on the box office list of new Qingming films.
The capacity of the three-day period is limited
Who can break through the siege
Looking at the box office data of the Qingming period from 2016 to 2019, from 586 million to 698 million, the box office during the period has steadily increased. In 2021, the first Qingming Festival period after the epidemic, led by "My Sister" and "Godzilla vs. Kong", achieved a total box office of 822 million yuan, setting a new record for the Qingming Festival box office in Chinese film history. .
Of course, the number of moviegoers has been increasing year by year. In 2019, the number of moviegoers exceeded 20 million, and in 2021 it reached 22.31 million.
The Qingming Festival in the first two years was two accidents.
Eleven films were originally scheduled to be released during the Qingming Festival in 2022. However, under the pressure of the closure of more than half of the theaters, many films were withdrawn. In the end, four films were left, with a total box office of 120 million and a total of 3.42 million moviegoers.
Tomb-Sweeping Day in 2023 falls on Wednesday, and there is only one day off. However, many film producers still focus on the market increase on this day, and more than ten new films were released the previous weekend. Finally, the total box office in a single day on April 5 exceeded 196 million yuan.
Therefore, it is not surprising that film producers are targeting the Qingming Festival, but the number of films that can be accommodated in the three-day schedule is still limited. Judging from the experience of previous years, only one or two films can win in the end. Zhang Tong, a senior analyst at
Maoyan Research Institute, analyzed that "the box office champions of the Qingming Festival every year do not show regularity in type." In the end, it still depends on whether the quality of the film can be recognized, whether it can gain reputation and popularity.
"What Kind of Life Do You Want to Live", which is currently favored by industry insiders and has both high number of viewers and pre-sales figures, is directed by Hayao Miyazaki and is the Best Animated Feature Film at the 96th Academy Awards.
"The World of Grass and Trees" was shortlisted for the main competition of the Tokyo Film Festival last year. Jiang Qinqin won the 17th Asian Film Awards for Best Actress with this film. The film reveals the crazy and weird human nature behind the MLM industry chain. At present, The main propaganda is "anti-MLM", and it is also very popular and discussed.
"Godzilla vs. Kong 2: Rise of an Empire", which was released a week before Qingming Festival, should not be underestimated. In 2021, the previous film "Godzilla vs. Kong" was also released a week before Qingming Festival, and finally received 1.232 billion. Amazing results, ranking second among imported films that year.
The diverse film list for this year’s Qingming Festival is expected to further unleash the audience’s enthusiasm for watching movies and bring a new round of growth to the film market.
It is equally important to be able to leverage the long-tail effect of the film after the Qingming Festival holiday before May Day.
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