The total box office of this year's Spring Festival films failed to set a new record.
According to the data released by the state film administration on February 7, from the new year's Eve on January 31 to the sixth day of the first month on February 6, 2022, China Film Co.Ltd(600977) box office reached 6.035 billion yuan, a sharp decline from 7.84 billion yuan last year. The total number of film viewers was 114 million, down nearly 30% from 160 million last year, about 46 million . Among them, "shuimen bridge of Changjin Lake" took the lead with a box office score of 2.528 billion yuan. The killer is not too calm, "miracle · stupid child", "bear haunt · return to earth", "Four Seas" and "sniper" ranked second to sixth in the box office list.
Ticket prices have become the main factor disturbing the box office. On the first day of the lunar new year this year, the average ticket price of films reached 56.1 yuan, setting a new record. The ticket price of more than 100 yuan blocked many viewers from the cinema, reducing the cumulative number of film viewers in the Spring Festival by 46 million compared with the same period last year.
In terms of specific films, "shuimen bridge" has accumulated reputation and popularity with the help of its previous work "Changjin Lake". On the first day of the Spring Festival, it firmly locked in the position of box office leader, and the cumulative box office exceeded 2.5 billion yuan in six days. According to the normal situation, the total box office is expected to exceed 5 billion yuan in the future. The main producer of the film is bona film, and Ali film is an important producer. As the only comedy film in the Spring Festival, the killer is not too calm has become a "dark horse", and the box office has countered the attack all the way, steadily occupying the second place in the schedule with a box office of nearly 1.4 billion yuan.
On February 7, the first trading day of the year of the tiger, A-Shares rose sharply, but the film and television sector bucked the trend and fell sharply. China film, Shanghai film, Wanda, light and other leaders all fell by more than 5%
the cumulative number of film viewers decreased by 46 million year-on-year
the high ticket price attracted attention
According to China Securities News, the sharp decline in the box office during the Spring Festival is most closely related to the change in the number of film viewers. There were 25.62 million film viewers on the first day of the Spring Festival this year, while 34.46 million film viewers on the first day of the Spring Festival in 2021, a decrease of nearly 9 million. From the second day to the fifth day of junior high school, the number of film viewers fell further to 19.26 million, 18.93 million, 17.12 million and 17.08 million respectively, while the number of film viewers in the same period last year was always more than 20 million. As of 0:00 on February 7, this year's Spring Festival has seen a year-on-year decrease of 46 million .
The year-on-year decrease in film viewing was mainly due to the high ticket prices. On the first day of this year, the average ticket price of films was 56.1 yuan. Taking cinemas in Beijing as an example, the ticket price of many cinemas rose or even doubled, and it is not uncommon to see the ticket price of 100 yuan. After the second day of the lunar new year, the average ticket price has decreased to 49.3 yuan by the sixth day of the lunar new year, but the average ticket price during the Spring Festival is still as high as 52.9 yuan, compared with 48.9 yuan in 2021.
For high ticket prices, insiders said frankly that affected by the epidemic, the operation of cinemas has been poor in the past two years. Many schedules in the middle of the year lack high-quality films to attract audiences, and the importance of Spring Festival stalls is becoming more and more prominent. Some areas are facing the disturbance of the epidemic, and the attendance rate is limited to 50%. Cinemas use price increases to maintain daily operations. In addition, the reduction of ticket subsidies is also an important factor.
An insider pointed the finger at the film distribution price. The lowest distribution price of all films in the Spring Festival this year rose to 35 yuan, compared with 30 yuan in the same period last year.
In this context, some filmmakers choose to reduce the release price in an attempt to attract the audience. On February 5, the film "sniper" directed by Zhang Yimou announced that the minimum settlement price with cinemas would be reduced to 35 yuan / person time for category A and 30 yuan / person time for category B, with a reduction of 5 yuan each. This is also the first of the eight new films in the Spring Festival this year to reduce the price limit.
In addition to "sniper", the winner of spring festival film "shuimen bridge" also announced today (February 7) to reduce the ticket price . From February 7 to February 20, members of Bona studios across the country can buy tickets at the counter or bona film app to watch "shuimen bridge of Changjin Lake" at a special price of 33.9 yuan. Students, soldiers and medical staff can also enjoy a preferential price of 35 yuan with valid certificates. In addition, we sincerely launch IMAX preferential viewing. On the basis of the above preferential price, we can buy IMAX hall tickets for only 10 yuan.
It is reported that the box office settlement standard is the ticket price per person. According to the production and operation costs, market supply and demand and the ticket price level of cities across the country, the film copyright owners, investors, producers and distributors divide the cities into two categories: Class A: four first tier cities, namely Beijing, Shanghai, Guangzhou and Shenzhen; Class B: other cities
Watergate bridge stands out
bear haunt or just need every year
According to the China Film Co.Ltd(600977) newspaper, the Spring Festival is the most competitive schedule throughout the year. A publisher who has participated in the competition for Spring Festival for many years told reporters: "the Spring Festival is racing against time, every inch of land and money, and the competition is also the most intense. If you dare to file a film on the first day of the lunar new year, the quality will not be poor". However, the schedule released together with many good films is of better quality The promotion and distribution of more films will make the audience more aware during the pre-sale period, the cinema manager has higher expectations, and it is easier to get more film arrangement space at the beginning of the schedule.
Among the eight new films in this year's Spring Festival, shuimen bridge of Changjin lake has been rated the latest, but from the beginning of the rating, it has been far ahead of in heat, pre-sale and other indexes.
"Changjin lake, which broke the single box office record, gave the best publicity to shuimen bridge of Changjin lake." A cinema manager said that the film quality, market influence, box office appeal and audience attraction of "Changjin Lake" all determine that "shuimen bridge of Changjin Lake" is the strongest film during the Spring Festival holiday this year.
On the first day of the lunar new year on February 1, the "shuimen bridge of Changjin Lake" with a pre-sale of more than 400 million won 641 million yuan at the box office in a single day, topping the box office champion on the first day of the Spring Festival, opening a significant gap with other films of the same file.
In the schedule after the first day of the lunar new year, "shuimen bridge of Changjin Lake" meets the audience's expectation of watching the film, and ranks firmly in the forefront of new films of the same file in terms of film arrangement proportion, seat arrangement proportion, box office blockbuster contribution rate, attendance rate and many other indicators. In the end, "shuimen bridge of Changjin Lake" won a box office of 2.528 billion yuan, accounting for 41.9% of the total box office of the Spring Festival, ranking first in the box office.
Rao Shuguang, President of the review society, believes that the "airborne" fixed file "shuimen bridge of Changjin Lake" has played a role in leading the market. The film shows the bravery and courage of volunteers through wonderful and fierce scenes, resonates with the audience with sincere emotion, and many viewers are moved by the strong emotion in the film Inspired by the spiritual power displayed, this is also the main reason why the box office of the film has been rising all the way.
Many cinema managers are optimistic about the box office trend of "shuimen bridge of Changjin Lake" after the festival. "According to the experience of" Changjin Lake ", after the Spring Festival, the" shuimen bridge of Changjin Lake "will also welcome the private audience of enterprises and institutions, which should continue to lead the market and maintain a good market performance.
”
A person in charge of a film investment company told reporters that "shuimen bridge of Changjin Lake" is the "fixed star" of this year's Spring Festival market, and "bear haunt" series is the just demand of the annual Spring Festival. During the Spring Festival, when the whole people watch films, animated films and live action films are two "tracks", and the space of these two kinds of films needs to be guaranteed in the film arrangement guidance, "And I suggested to the cinema managers around us that if the small hall doesn't know what film to arrange during the Spring Festival, it can directly arrange" bear haunt ", and the attendance rate will not be too low."
Chen Dan, vice president of Suzhou film industry association, believes that the brand effect and fan base accumulated over the years have made the "bear haunt" series a very mature IP. The film quality is also very stable every year, with obvious progress. "A" bear haunt "grows up with children every year, and has also become the first choice for a large number of post-80s and post-90s families with children."
It is worth mentioning that in this year's Spring Festival, "bear haunt · return to earth" has changed the traditional impression of the series's previous main children's audience and "baby" parents, and expanded to young audiences. Many cinema practitioners have found that many young audiences went into cinemas to watch "bear haunt · return to earth" during the Spring Festival this year.
Dong Wenxin, general manager of Jinan Belle Palace Cinema, also said that he could clearly feel the intention of this year's Spring Festival animated films in pursuing the dramatic conflict of the story. This year's three animated films "bear haunt · return to the earth", "pleasant goat and grey wolf out of the basket of the future" and "little tiger pier hero" are in thematic vision, humanistic care The emotional interaction of the characters and the interest of the plot have been done very well, especially the "bear haunt · return to earth" has gradually grown from "small hand holding big hand" to "national animation", which has the trend of watching movies by the whole people.
