According to the data of Lighthouse, cat’s eye and other platforms, as of 14:06 on February 1, the total box office of 2022 Spring Festival new film pre-sale (including pre-sale) has exceeded 1.4 billion. On the first day of the lunar new year, the box office (including pre-sale) exceeded 1.2 billion. On the first day of the lunar new year, the box office (including pre-sale) exceeded 1.1 billion.
Up to now, “shuimen bridge of Changjin Lake” has ranked first, with a box office of more than 600 million yuan, while “Four Seas” ranks second with 210 million yuan.
The popularity of this Spring Festival is reflected in the pre-sale. As early as 0:00 on February 1, “shuimen bridge of Changjin Lake”, “Four Seas”, “the killer is not too calm” and “miracle · stupid child” had pre-sale of more than 100 million, becoming the Spring Festival file with the largest pre-sale of films in Chinese film history, and “shuimen Bridge of Changjin Lake” had a total pre-sale of more than 400 million, leading the list.
It is worth noting that the spring festival ticket prices have soared this year.
According to the pre-sale data displayed by the professional version of the lighthouse, the average ticket price from February 1 to February 3 was 58.2 yuan, 58.0 yuan and 57.9 yuan respectively, of which the average ticket price of “shuimen bridge of Changjin Lake” even reached more than 60 yuan, and the average ticket price of “four Seas” also reached more than 58 yuan. Even in first tier cities and other cinemas, the ticket price has risen to 130 yuan, such as four seas on the first day of the new year at Belle Palace Cinema ( Shanghai Lujiazui Finance & Trade Zone Development Co.Ltd(600663) central store).
In recent years, the average ticket price of the Spring Festival has increased year by year. According to the lighthouse professional edition, the average ticket price of the Spring Festival in 2019, 2018 and 2017 is 44.7 yuan, 39.7 yuan and 37.8 yuan. The average ticket price for the Spring Festival in 2021 is 48.9 yuan.
In the view of the industry, the rise of film ticket prices is related to two factors. On the one hand, in the years after the cancellation of the film ticket supplement, the film ticket price has been on the rise. The so-called ticket supplement refers to that the producer takes out part of the budget for promotion, in order to drive the box office growth in the days before the cinema goes online.
On the other hand, the suspension of business during the epidemic period makes the cinema loss extremely serious, and the offline cost of the cinema will remain at a high level after opening, including rent, labor, equipment maintenance, etc. Therefore, under normal circumstances, movie ticket prices will only show an upward trend year by year.
Looking back on last year’s Spring Festival, the box office of the Spring Festival reached a record high of 7.8 billion in 2021, and the average daily box office of the schedule broke 1 billion for the first time. The proportion of the two films of Chinatown detective 3 and Hello, Li Huanying even reached 80% of the total box office of the Spring Festival, highlighting the fierce competition of the first schedule of the year. However, from 2016 to 2021, it has become the norm that the top 3 films at the box office of the Spring Festival accounted for 80% of the box office. During the Spring Festival from 2017 to 2019, the number of box office winners accounted for 1 / 3, the number two accounted for 1 / 4, and the number three accounted for 1 / 5; When super head films appear, they will account for nearly half of the box office of the Spring Festival. For example, in 2016 and 2021, “Mermaid” and “Chinatown detective 3” both accounted for 45% to 50% of the box office of the Spring Festival. From the perspective of consumers in the film market, the composition of consumers in the film market has changed significantly in 2021. According to the “2021 China Film Co.Ltd(600977) market data insight” released by cat’s Eye Research Institute, as the first batch of post-00s enter adulthood, they quickly rush into the film market and gradually become the main force of consumption, driving the younger overall age structure of the audience in the China Film Co.Ltd(600977) market.
Is it possible that the total box office of the Spring Festival this year will exceed that of last year?
Sun Jiashan, an associate researcher at the Chinese Academy of Arts, predicts that this year’s Spring Festival should not significantly exceed the Spring Festival in 2021, because there are not so many good films in the film stock this year except for the reasons of the epidemic, and the production capacity in the past two years has been significantly limited. In the Spring Festival, the main theme films should still have a certain performance, but they may not support the overall box office of the whole schedule.
There are also voices in the industry that are optimistic about this Spring Festival. Wanlian Securities said in a research report that the impact of the Spring Festival epidemic continues to weaken, and the continuous rise of ticket prices will jointly promote box office performance. The above research report pointed out that although the epidemic has relapsed, it has been strongly and effectively controlled, the epidemic prevention and control has not had an impact on cinemas, and the attendance rate will not be severely affected. In addition, in recent years, ticket subsidies have declined, ticket prices have become a trend, and the increase of unit price has pushed up the box office revenue. In general, as the heaviest schedule of the year, the box office of the Spring Festival has been rising for many years, and has set a new schedule record. It has become a must for the head films. Led by many head films this year, the overall box office will show an upward trend, or help the Spring Festival in 2022 surpass that in 2021 to become the strongest Spring Festival.
