The Spring Festival in 2022 officially ended. According to the data insight of 2022 Spring Festival released by cat eye on February 7, the box office of urban cinemas in 2022 (from New Year’s Eve to the sixth day of the first month and from January 31 to February 6) ranked second in film history, with a revenue of 6.035 billion yuan and 114 million film viewers. The historical war film “shuimen bridge of Changjin Lake” won the 2022 Spring Festival with a box office of 2.528 billion yuan; The second place and the third place at the box office were respectively “this killer is not too calm” and “miracle stupid child”, with box office receipts of 1.387 billion yuan and 667 million yuan respectively.
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the scale of the Spring Festival file has developed to a new stage, and the audience always supports the film
From 2013 to 2022, the decade of Spring Festival is also the epitome of China Film Co.Ltd(600977) market to a certain extent: 2014-2015 with rapid development, 2017-2019 with the rising link of box office explosion, and 2020-2021 with rapid recovery. The time comes to 2022, the tenth year of the Spring Festival, and the film industry needs to know the audience more than ever.
Looking at the Spring Festival in 2022, “shuimen bridge of Changjin Lake” has a stable trend and plays the role of fixing the sea god needle; “This killer is not too calm” has been rising against the trend since the second day of junior high school. The box office has exceeded 200 million for six consecutive days, ranking second in the 2022 Spring Festival; With the fermentation of word-of-mouth, the decline of the feature film “miracle stupid child” was well controlled, and the box office broke 100 million again on the fifth day of the new year; “Sniper” went up all the way. The box office rose 32% on the fifth day of the ninth day, surpassing the box office performance on the first day of release for two consecutive days; Including “bear haunt · return to earth” also produced the best performance in a series, breaking the box office record of animated films in the Spring Festival.
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Since the national average ticket price on the first day of the Spring Festival in 2022 has increased by 6.9 yuan compared with the same period last year, it has had an impact on the number of film viewers. However, since the second day of the Spring Festival, the average ticket price has been corrected, and the market trend of the Spring Festival has quickly returned to stability. Understanding the core factors of audience viewing decision-making is the key to keep the film market positive. It can be seen from the reverse rise of excellent films that today’s film audiences will still strongly support the good content of “return ticket price”. This is not only the golden rule of the market, but also the strength and love of the audience.
shuimen bridge in Changjin Lake won the Spring Festival, and the type has become an important choice factor for film viewing
In the 2022 Spring Festival, shuimen bridge of Changjin Lake won the 2022 Spring Festival with 40% of the box office and stable market trend, and became the third non comedy film to win the Spring Festival in five years; “This killer is not too calm” has achieved reverse rise for three times and made a strong breakthrough, which once again reflects that comedy is the type just needed for the Spring Festival.
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According to the further analysis of the types of films, among the five live action films for the Spring Festival in 2022, “shuimen bridge of Changjin Lake” and “sniper” are both war themes; As the only pure comedy film, “the killer is not too calm” enjoys the dividend of scarcity and universality of theme; “Miracle stupid child” takes “plot” as the only theme, and there is more room for word-of-mouth fermentation under the continuous attention of the audience; Four seas combines the labels of comedy, action and love, and has obvious advantages in cognition and tendency.
bear haunt set a new record and the parent-child market remained stable
According to the statistics of the total number of people watching animated films in the past five Spring Festival, it can be seen that since 2019, the total scale of animated films in the Spring Festival (mainly parents and children) has remained stable at 13 million people. It is also a rigid demand market less affected by factors such as ticket prices and film quality. During this period, the bears appeared and were also on the same stage with “IP”, “new God list”, “pleasant goat and grey wolf”. The position of the parent child animation champion was temporarily unshaken. During the Spring Festival in 2022, the number of people in the animation market accounted for 83%. During the Spring Festival, it won 562 million, breaking the box office record of animation films during the Spring Festival, and will also create a new high in a single film series.
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The essential characteristics of the Spring Festival file – multi person travel and family viewing
One of the important features of the Spring Festival is family watching movies. After ten years of development, it has become a new custom to take the whole family to a movie during the Spring Festival. In the past two years, affected by the epidemic, although some viewers failed to return home, they will also choose to buy a movie ticket for their relatives as a blessing. Comedy has always been a necessary dish for the Spring Festival. This year’s films such as “shuimen bridge of Changjin Lake” and “sniper” are also the choice of the whole family. The essence of layout around the fundamental characteristics of the schedule is to understand what movies the audience wants to see during the schedule.
In terms of the number of film watching partners, the characteristics of holiday schedule and couple schedule throughout the year are also very distinct. The films are matched according to the schedule characteristics to meet the basic needs of the audience, but they are not restricted by the same kind. Youth love movies are not only available for couples, but also for summer and the weekend after the end of the college entrance examination. The correct operation of the schedule and the reasonable treatment of the schedule can avoid a series of problems, such as the further differentiation of the production capacity between the schedule and non schedule, the lack of waist films, the weakening of the motivation to watch movies on weekdays, and the higher ticket prices.
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Popular films are released in popular schedules, and the audience naturally focuses on popular schedules. The cinema’s dependence on popular schedules is naturally further improved. The fundamental way to break this cycle must be to improve the audience’s viewing frequency on weekdays, avoid the blind dependence of the market on the schedule, and consider the full mobilization of viewing motivation from the project production level, so as to ensure the continuous release of advantageous popular films. As long as a good film is released and the film is “worth the ticket price”, we can always trust the China Film Co.Ltd(600977) audience.
