Did you contribute to the box office this Spring Festival?
Behind the curtain of the Spring Festival in the year of the tiger, “Why are movie tickets so expensive” and “how to treat the price rise of the Spring Festival” have become hot topics discussed by netizens. The reporter noted that in the first tier cities, the ticket prices of some cinemas have risen to 130 yuan, such as “Four Seas” on the first day of the lunar new year at Belle Palace Cinema ( Shanghai Lujiazui Finance & Trade Zone Development Co.Ltd(600663) central store), while the ticket prices of cinemas in a county in Jiangxi are also between 35 and 50 yuan.
In this case, is the total box office of this Spring Festival expected to exceed that of last year?
in the same period, the daily box office and movie viewing attendance were lower than last year’s
According to the real-time data of Lighthouse professional edition, as of 16:10 on February 4, the total box office of 2022 Spring Festival new films (including pre-sale) has exceeded 4.2 billion. Among them, “shuimen bridge in Changjin Lake” accounted for nearly half of the box office, exceeding 1.8 billion yuan. “This killer is not too calm” with a box office of more than 800 million yuan ranked second, while “miracle stupid child” ranked third with 463 million yuan.
At present, the Spring Festival has been more than half, and the box office performance of 4.2 billion yuan is OK, but the daily box office and film viewing people for three consecutive days from the first day to the third day of the new year are lower than last year. As for whether the box office of the whole schedule can exceed 7.8 billion of the “strongest Spring Festival” in 2021, it is unlikely.
According to the data of Lighthouse professional edition, the number of film viewers (theoretically equal to the total number of votes) in this year’s Spring Festival is lower than last year.
The box office on the first day of the lunar new year in 2022 was 1.452 billion yuan, with a total of 25.888 million tickets; The box office on the second day of the lunar new year was 1.048 billion yuan, with a total of 19.2508 million tickets; The box office on the third day of the lunar new year was 1.005 billion yuan, with a total of 18.9057 million tickets.
The box office on the first day of the lunar new year in 2021 was 1.693 billion yuan, with a total of 34.4629 million tickets; The total box office of the first year was 279.78 million yuan; The box office on the third day of the lunar new year was 1.472 billion yuan, with a total of 29.3299 million tickets.
Sun Jiashan, an associate researcher at the Chinese Academy of Arts, believes that the high ticket prices of films during the Spring Festival have indeed affected the attendance rate to a certain extent. However, he revealed that the decline in attendance is not a new phenomenon only this year. In fact, it has been declining before the epidemic. The deep reason behind the decline in attendance is that the actual expansion rate of China Film Co.Ltd(600977) industry production capacity (films and cinemas, etc.) far exceeds the seemingly high box office growth rate.
Spring festival ticket prices are rising year by year
According to the pre-sale data displayed in the professional version of the lighthouse, the average ticket price from February 1 to February 4 was 56.1 yuan, 54.5 yuan, 53.2 yuan and 50.6 yuan respectively, of which the average ticket price of “shuimen bridge of Changjin Lake” even reached more than 55 yuan, and the average ticket price of “this killer is not too calm” also reached more than 54 yuan.
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, and the average ticket price of 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.
However, Bai He, the person in charge of Chengdu Heping cinema, believes that in fact, there is no need to over interpret the ticket price, which should be treated rationally. “Because the ticket price is determined by the relationship between market supply and demand, the large number of people watching movies during the Spring Festival and the high labor cost of the Spring Festival are all the reasons why the ticket price of the Spring Festival is higher than usual.” He also doesn’t think that the ticket price is too high this year. “It’s just that the network has exaggerated individual small probability phenomena. Don’t just stare at the cinemas with high ticket prices, but also some cinemas with low ticket prices.”
As for the reason why the box office at the beginning of this year was lower than last year, he believed that the biggest reason was related to the epidemic. “During the Spring Festival in 2021, there was only one confirmed case in China and only six medium and high-risk areas, while on the first day of this year, there were 36 new local cases and 46 medium and high-risk areas. In this case, it is very good for the country to make a box office of 1.5 billion.”
shuimen bridge in Changjin Lake leads the Spring Festival
According to the data of Lighthouse professional edition, the sister article of Changjin lake, shuimen bridge of Changjin lake, which has won nearly 6 billion box office, has always occupied the first place at the box office of the Spring Festival, accounting for nearly half of the box office.
The water gate bridge of the long Jin lake is supervised by Kaige Chen, Tsui Hark and Lin Chaoxian. Tsui Hark is the director, Wu Jing and Yiyang Qianxi are the stars. Duan Yihong is the leading actor, Zhang Hanyu is the leading actor, and the war movie is the main actor in the movie. Among the producers and distributors of “shuimen bridge of Changjin Lake”, there are 7 production companies and 14 co production companies, including China Film Co.Ltd(600977) (600977. SH) and Shanghai Film Co.Ltd(601595) (601595. SH).
In addition, due to the blessing of “shuimen bridge of Changjin Lake”, Wu Jing’s personal film has exceeded 25 billion yuan at the box office, becoming the first person in China Film Co.Ltd(600977) . Yiyang Qianxi lake is also China’s first 00 post billion men box office actor.
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. 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.
