According to the data of Lighthouse professional edition, as of 21:09 on February 6, the total box office of Spring Festival films in 2022 exceeded 6 billion yuan, ranking second in the total box office of Spring Festival films in Chinese film history. At the same time, the topic of “expensive ticket prices” in the Spring Festival has also been on the hot search. Data show that the average ticket price on the first day of the Lunar New Year is 56.1 yuan, and the ticket price of shuimen bridge of Changjin Lake in some places is more than 100 yuan. Generally, the ticket price is positively correlated with the audience’s psychological expectation of the film. The more expensive the ticket price, the higher the audience’s expectations for the content and quality of the film. So, can the film in the Spring Festival of the year of the tiger be “worth the ticket price”?
To answer this question, let’s first analyze several popular films.
To say the top stream blockbuster of the Spring Festival, “shuimen bridge of Changjin Lake” is well deserved. The film conquered the audience with realistic and grand war scenes. In the process of shooting, the filmmaker insisted on shooting each snowflake without one second of information lens, so the production standard of excellence showed China Film Co.Ltd(600977) the industrial level to a great extent, and opened up a new realm of domestic war films. Judging from the current box office and reputation of the film, it is enough to prove the audience’s recognition of the film.
Epic war scenes are breathtaking, and the original artistic imagination is also worthy of respect. As a film with the theme of resisting US aggression and aiding Korea, “sniper” chooses to see the big from the small. It finely, vividly and vividly depicts the process of fighting wisdom and courage between volunteer soldiers and powerful opponents, and shows the audience a small and beautiful form of artistic expression. There should be more possibilities for the creation of the theme. The sniper is an innovation and breakthrough in the theme film, which represents the progress of the current China Film Co.Ltd(600977) narrative.
In the past, most of the Spring Festival stalls relied on family comedies and commercial films. In the Spring Festival of the year of the tiger, a realistic film “miracle stupid child” won a good box office and good reputation. Based on the new era background, the film shows the struggle process of ordinary people, observes, thinks and cares about reality, transmits full positive energy and successfully arouses the empathy of the audience. “Miracle stupid child” is set for the Spring Festival, which shows the attention of the film and television industry to films with realistic themes. It is a bold attempt to diversify and expand the film track of the Spring Festival.
The entertainment function of the film content is still the primary factor for the audience to choose the film during the Spring Festival. “This killer is not very calm” is the only pure comedy family new year movie in the Spring Festival of the year of the tiger. The laughter in the cinema has also added a touch of moving color to this Spring Festival. However, humor has never been the only appeal of the audience for comedies. The carefully polished plot and inspirational story core behind the comedy of this film make the audience understand that “success is only one more time than failure” after laughing. The box office of the film exceeded 1 billion yuan in a short time, reflecting that good reputation has formed a strong driving force for the box office.
It is undeniable that there are more types of films in the Spring Festival of the year of the tiger. War films, comedies, cartoons and feature films can be described as a hundred flowers bloom, fully covering the audience’s needs for watching films during the Spring Festival. From the perspective of single word of mouth, the audience also showed high satisfaction. Even some viewers who previously complained that the ticket price was too expensive will sincerely praise the “value of the ticket price” after watching the film.
In the case of strong market demand, a small increase in film ticket prices is reasonable. Today, the Spring Festival has been promoted to the number one schedule in the mainland. Head projects have rushed to the Spring Festival archives, and the audience has also formed a certain habit of watching movies during the Spring Festival. During the Spring Festival, there are many movie viewers, the cost of cinemas is high, and the ticket price is higher than usual, which is different from the increase of ticket price during festivals and the ticket price in the light and peak seasons of scenic spots. However, rationality cannot be arbitrary. For the cultural market, films are not irreplaceable consumer goods. Cinemas can not only generate revenue by raising prices, but also strive to retain the audience for a long time by improving service quality, optimizing the viewing environment and promoting reasonable film arrangement. In addition, as the Spring Festival is drawing to a close, ticket prices should be gradually reduced to meet the needs of more price sensitive viewers for staggering viewing, and give full play to the comprehensive effect of high-quality films.
It should also be noted that the lower the ticket price, the better. The ticket price of the popular film “Avatar” in the early years is generally two or three hundred yuan on the IMAX screen, but it is still difficult to get a ticket. For those films with poor reputation, even 9.9 yuan is still ignored. With the increasing level of film industrialization, a high-quality film is inseparable from high investment. Only when the film maker has enough box office revenue can it form a positive feedback to the upstream of the industry. Audiences are willing to use real money to support the high-quality development of the film industry. They also hope that filmmakers will take this as a driving force to create more high-quality works that are “worth the ticket price” and jointly create a bright future for the China Film Co.Ltd(600977) industry.
