On February 3, the third day of the lunar new year, the film of the Spring Festival entered the third competition day.
As of 17:00 on February 3, the box office of the Spring Festival has exceeded 3.3 billion yuan (including the pre-sale box office). Among them, “shuimen bridge of Changjin Lake” (hereinafter referred to as “shuimen bridge”), the killer is not too calm and “Four Seas” ranked among the top three of the spring festival ticket houses, with box offices of 1.47 billion yuan, 627 million yuan and 383 million yuan respectively.
The high ticket price of Spring Festival films in 2022 has caused a lot of controversy. Zhu Zhu, chief analyst of new consumption of Huaxin securities media, analyzed to Huaxia times that during the Spring Festival in 2022, due to the fluctuation of the external epidemic, the number of film viewers fell by 27.45% year-on-year on the first day of the Spring Festival (February 1). With the price rising by 22% in a single day, the box office of separate accounts fell by 10% in a single day. The price rise in the schedule is the embodiment of the market economy under supply and demand, but in the case of the epidemic after 2021-2022, for enterprises, In the face of cinemas with high operating pressure, choosing the price increase in the schedule is also one of the choices to reduce losses and increase profits. From the perspective of users, if the film quality is enough to support the ticket price, the public is less sensitive to its price. However, if the ticket price increases greatly and the content quality is not enough to support, its price sensitivity will be further improved, which will also have an impact on the demand for subsequent film viewing.
the box office of the Spring Festival broke 3.3 billion yuan on the 3rd
As of 17:00 on February 3, the box office of the Spring Festival reached 3.37 billion yuan. Expensive ticket prices supported the box office in 2022, but also discouraged consumers who wanted to enter the cinema.
The ticket price of the spring festival film at the Wumei cinema in Nankai District, Tianjin is 60-70 yuan. Ms. Guan said, “according to last year’s 30 yuan / piece, it has doubled. I don’t think I can accept it. There is no mine at home, the income is meager, and I can’t afford it.”
The ticket price of a cinema in Chaoyang District, Beijing is mostly between 109 yuan and 160 yuan, and the ticket price below 100 yuan is at night. Some film market observers believe that this year’s Spring Festival films are good, but they have not reached the point of allowing the audience to buy high priced tickets.
As far as the box office of this year’s Spring Festival is concerned, some film and television industry executives hold a cautious and optimistic attitude. A film and television industry executive who asked not to be named previously said in an interview with the reporter of Huaxia times, “first, the epidemic prevention and control situation this year is more strict than last year. Second, in terms of film types, there are obviously more war themed films. Compared with last year, there are fewer films that can move people’s hearts and have emotional echoes in life.”
He added, “the general rise in the minimum price of the issuer has led to the high retail ticket price, which also reflects that the employees are not optimistic about the attendance, so they make up for it from the ticket price.”
According to the professional edition of cat’s eye, Watergate bridge is far ahead with a high box office of 1.47 billion yuan. At present, the box office of “Changjin Lake”, the champion of Chinese film history, has exceeded 5.775 billion, and has been postponed to the next screening on January 16 for the third time. Shuimen bridge is the sequel of “Changjin Lake”. Previously, the market voice believed that the continuous extension of “Changjin Lake” was to connect “shuimen bridge”.
Zhu Zhu believes that among the eight films, “shuimen bridge of Changjin Lake” has increased from 43.7% on the first day (February 1) to 44.2% on the next day (February 2) (the proportion of film arrangement has increased from 27.2% to 32%). In the Spring Festival of 2022, “shuimen bridge of Changjin Lake” is expected to continue to lead, and other films are not likely to catch up.
The second and fifth place at the box office were “this killer is not too calm”, “Four Seas”, “miracle · stupid child” and “bear haunt · return to the earth”, with box office revenue of 627 million yuan, 383 million yuan, 380 million yuan and 319 million yuan respectively.
Zhu Zhu said that both “haunted by bears” and “pleasant goat” performed well. Pleasant goat has made more than 50 million yuan at the box office after landing on the big screen in the past seven years (it is expected to surpass the 68 million yuan split box office of pleasant goat Series in 2015); Bear haunt IP has a good history, with a box office of 717 million yuan in 2019. It is expected to make more than 800 million box office in 2022. The overall performance of Goma is excellent.
film arrangement dispute
The scores of films for the Spring Festival have also been released one after another. At present, “sniper” has the highest score in Douban, reaching 7.7 points, “miracle stupid child” and “Watergate bridge” have scored Douban 7.4 points and 7.2 points respectively, and “the killer is not too calm” has a score of 6.9 points.
However, the reputation of “sniper” is upside down with the box office. Despite the leading reputation, the box office was the third from the bottom in the Spring Festival this year. As of 17:00 on February 3, the box office was only 111 million yuan.
According to the reporter of Huaxia times, at present, the number of film arranging sessions of sniper is less and the time is late. Take the film arrangement of Guangzhou Jinyi Media Corporation(002905) ( Beijing Centergate Technologies (Holding) Co.Ltd(000931) store) in Beijing on February 4 as an example. The film arrangement of “sniper” has four sessions at 9:35 a.m., 11:25 a.m., 13:20 a.m. and 00:35 the next day, which is far less than the 16 sessions of “Watergate bridge” and “the killer is not too calm”.
Director Zhang Yimou recently shouted in the live broadcast that the cinema said: “in fact, I’m quite worried about this. As a director, I’m anxious to watch next to us, so I also hope the cinema managers will arrange some films for us. Don’t always wait in the early morning and middle of the night, so we’ll be miserable and it’s easy to get to the bottom. Give us a good number of times.”
According to Zhu Zhu’s analysis, “sniper” mentioned the hope to arrange more films (5.6%) and the film arrangement is relatively dynamic and timely. In the competition for the box office of the Spring Festival, cinemas all hope to arrange films with high reputation and willingness to watch films. The first wave of audience reputation on the first day also affects the proportion of subsequent films. For example, the film arrangement of “this killer is not too calm” increased from 82000 on the first day to 100000 on February 3, showing a gradual increase in film arrangement.
It is noteworthy that bona film, the producer of “Watergate bridge”, had differences with the cinema on film arrangement as early as the release of the film during the Spring Festival. As early as January 24, Zhejiang Bona film and television production company issued a notice to suspend cooperation with Yongjia Guoda cinema.
“In our communication with Yongjia Guoda cinema, our resident distributor has been clearly informed that your Spring Festival extravagance has been sold, and there is no room for discussion and adjustment, and it has been determined that it can not be arranged in accordance with the normal market rules. As a continuation of the main theme expected by hundreds of millions of viewers, our company is about the shuimen bridge of Changjin lake.” Shocked by such treatment. In view of the fact that Yongjia Guoda cinema has expressed the need to abide by the relevant film arrangement cooperation terms, we fully understand it and take a responsible attitude towards the film reputation and other rights and interests. After careful consideration, we decided to suspend the screening cooperation with Yongjia Guoda cinema during the first round of the screening of “shuimen bridge of Changjin Lake” (February 1-February 6, 2022), and the cooperation of the first round (after February 7, 2022) is to be determined. ” Zhejiang Bona film and television production company wrote in the above notice.
In this disagreement, the cinema finally gave in. On January 25, Yongjia Guoda cinema Co., Ltd. issued a letter of apology. Since then, the two sides have resumed cooperation.
However, the Spring Festival sector is fixed. Whoever has a strong voice and can bring more benefits to the channel means that he will have more film arrangement.
