Jimu News reporter Rong Yu
The 2024 summer schedule, which had high hopes, "was paid in error after all."
Third-party data statistics show that as of July 22, the 2024 summer schedule (June 1-August 31 Japan) the total national movie box office (including pre-sales) reached 6 billion, and the number of moviegoers was 149 million. Both figures were far lower than the same period last year. The heads of many movie theaters in Wuhan admitted frankly in interviews with reporters from Jimu News that the business of this summer's summer season was "far worse" than last year.
The 2023 summer season has left a mark in the history of Chinese films: the total box office for the period has entered the "20 billion+" era, reaching an unprecedented 20.619 billion yuan, with 505 million moviegoers, and the domestic film box office market share It is also close to 88%, and all three data set new historical records.
However, judging from the market response in the first half of the 2024 summer season, this year’s summer season report card is far less beautiful than last year. As of July 22, the total box office for the period was only 6 billion, which is much inferior to the 10.2 billion in the same period last year. , and what worries theaters most is that the number of moviegoers during the summer season has dropped by more than 40% compared to the same period last year.
Why don’t audiences go to the cinema this summer? A senior person deeply involved in the local cinema industry told Jimu News that the lack of appeal of new films and changes in audience consumption habits are important reasons for the lack of "firepower" in this summer's summer season.
This person analyzed that last year’s summer season started in late June. First, "The Disappearing She", a collaboration between Chen Sicheng, Zhu Yilong, and Ni Ni, became a hit as soon as it was released, and became popular on major social media It continued to be exposed on the Internet, attracting a large number of viewers to buy tickets to watch. In July, new films such as " Octagonal Cage " and " Chang'an Thirty Thousand Miles " were also sold well, making the summer market data more and more "surge all the way" .
On July 20 last year, the costume fantasy blockbuster " Fengshen Part 1 " was released. Movies such as "You are all my 'goose'", "She is obviously Xiangray", "You all listen to me, Bei Bohou", etc. The lines set off a frenzy of discussion on the Internet. Yu Shi , Fei Xiang, Na Ran and others accompanied director Wu Ershan to launch a national road show, which was intensively promoted for a month, directly increasing the popularity of the summer movie. In August, the anti-fraud blockbuster " or " successfully took over and became popular, eventually becoming the box office champion of the period.
But looking back at this year’s summer season, as of July 22, there has still not been a super hit, and even the small goal of “2 billion+” for a single film has not been achieved.
In addition to the lack of appeal of new films, changes in audience consumption habits are also reflected in the summer box office. Many people in charge of Wuhan Cinemas said that the boom in cultural tourism and other industries has "robbed" many viewers. At the same time, many family movie-watching groups have reduced the number of movie viewings due to various considerations.
According to the Jimu News reporter, in order to attract more audiences to the cinema, the Wuhan cinema industry has also made various tricks and tricks to attract customers this summer vacation. For example, some movie theaters actively carry out cross-industry cooperation and give away travel quotas to audiences through draws; some movie theaters set up special price venues on member days, with the lowest ticket price as low as 19.9 yuan; some movie theaters jointly distribute " "Shopping Money", joint efforts; some movie theaters directly launch live broadcasts in their own theaters to retain customers online.
This week, two summer movies directed by Wu Ershan, "" directed by Wu Ershan, and " decrypted " directed by Chen Sicheng, will be screened one after another to boost the popularity of the second half of the summer movie. If they can replicate the success of last summer's season, they may make this summer's report card "better".
(Picture source: public information from the film company)
(Source: Jimu News)
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