According to the data of cat eye professional edition, as of 10:40 on January 26, 2022, the total box office of 2022 Spring Festival pre-sale has exceeded 200 million.
As the largest slot in the film market in a year, the annual Spring Festival slot is a “battleground for strategists”. After the withdrawal of many films and the airborne landing of super blockbusters, a total of 8 films were released this year, integrating a variety of topics such as war, history, comedy and animation. Although the Spring Festival has not officially kicked off, the box office battle has begun from the pre-sale. Judging from the current pre-sale situation, among the eight films, there are already films out of the lead.
“one super multi strong” pattern
In recent years, the trend of “the stronger is the stronger” has gradually emerged in the popular schedule. Last year, the two films “Hello, Li Huanying” and “Chinatown detective 3” won about 80% of the box office. According to the cat’s Eye Research Institute’s analysis of the box office proportion of the top three films in the Spring Festival over the years, the average proportion of box office champions is 42%.
Judging from the current pre-sale situation, the most popular film of this year’s Spring Festival is “shuimen bridge of Changjin Lake” (hereinafter referred to as “shuimen bridge”). As a sequel to the current box office champion of Chinese film history, “shuimen bridge”, which was announced to be released on the first day of the lunar new year on January 13, its popularity rose rapidly and jumped to the top.
In the 200 million yuan pre-sale box office, “Watergate bridge” led by 88.1983 million box office, accounting for about 44%, and its 1.42 million pre-sale movie viewers also far exceeded other competitors. In addition, the average ticket price length of the film also ranks first. According to the data of cat’s eye professional edition, the average ticket price of Watergate bridge is 62.1 yuan; Among the eight new films released during the Spring Festival, “Watergate bridge” lasts 149 minutes at most
It is noteworthy that before Watergate bridge was airborne for the Spring Festival, the super family, originally regarded as a box office competitor, announced that it would withdraw from the Spring Festival due to the huge workload in the later stage and the inability to complete the production on schedule. In addition, the 3D animated film “Cherry balls – Fantasy notes”, the Winter Olympics Theme Film “my heart is flying” and the animated film “I am a Tyrannosaurus Rex” and “Jurassic paradise” have also left the scene.
The airdrop of Watergate bridge not only increased the movie viewing boom of the Spring Festival, but also changed the original pattern. Previously, the strong competition “miracle stupid child”, “Four Seas” and “the killer is not too calm” retreated to the second camp, and the pre-sale box office accounted for 16.6%, 14% and 12.2% respectively.
From the perspective of theme, “miracle stupid child” is the first film with “plot” as the only theme label to compete in the Spring Festival. It doesn’t seem to have an advantage in the Spring Festival with comedy as the main theme. However, at present, its pre-sale box office ranks second, and it continues to take the lead among female viewers and young viewers.
As a regular guest of the Spring Festival, comedies have always been a big box office. The two comedy films of this year’s Spring Festival, four seas and the killer is not too calm, also have certain competitiveness. Among them, “Four Seas” is directed by Han Han and starred by high box office actors Shen Teng and Liu Haoran. In addition to comedy theme, the film also has the label of “love” theme. After “super family” was withdrawn, “this killer is not too calm” became the only film with comedy as the main theme in this year’s Spring Festival, meeting the rigid needs of the market. Although the themes of the two films collide, the audiences are different. According to the statistics of users’ portraits wanted to see by the cat’s Eye Research Institute as of January 20, the advantage areas of “this killer is not too calm” are in Northeast and North China, and the advantage areas of “Four Seas” are in East, central, South and southwest China.
“Sniper” directed by Zhang Yimou is the only live action film with a duration of less than 100 minutes among the eight new films in the Spring Festival. However, the film is also set against the background of resisting US aggression and aiding Korea. In terms of theme, it is greatly impacted by “Watergate bridge”. At present, the pre-sale box office accounts for less than 10%. Animated films are indispensable in the Spring Festival files over the years. There are three animated films competing this year, especially the two IP competitions of bear haunt and pleasant goat. However, in terms of box office, animated films are often supporting actors, which is difficult to carry the box office banner. At present, the pre-sale box office of the three animated films accounts for about 5%
new and old forces gather in the Spring Festival file
Over the years, the box office battle of Spring Festival films is actually a competition between behind the scenes management and film companies. There are hundreds of production companies behind this year’s Spring Festival films, which can be described as a gathering of new and old forces.
Judging from the top four films at the pre-sale box office, there are several producers behind each one. The producers of Watergate bridge include Bona film, Bayi film studio, Huaxia film, China Film Co.Ltd(600977) , Ali film, etc; There are 8 producers of miracle stupid child, including bad monkey, dream general, China Film Co.Ltd(600977) , Ali film, Wanda film and television, etc; “Four Seas” has seven producers, including Tingdong film, Ali film and cat’s eye micro film; “This killer is not too calm” also has seven producers, including Xinli media, Xihong film and television, happy Mahua film, cat’s eye micro film, Tencent film, etc.
It can be seen that behind these producers, there are not only old film companies such as bona, but also new forces such as bad monkey and happy Mahua, and Internet companies such as Alibaba, Tencent and cat’s eye are still not absent. Among them, the highest sense of existence is Ali pictures and jitter culture, and the two companies seem to be laying out the tiktok in a wide way. Among the top four films in the pre-sale box office, Ali film participated in the production of three of them; The culture of jitter culture is mainly produced by the co producer. It has produced three of the four head films, and two animated films, including the giant tiger tiktok and the bear’s return to earth.
Tencent, cat eye and Iqiyi are all involved in the competition of Spring Festival movie this year. However, the frequent occurrence of tiktok culture has attracted much attention in the industry.
\u3000\u3000 Tiktok tiktok tiktok, China’s largest short video platform, is the target of many movie companies. Now the main movie is almost the same as the industry before it is released. So the movie industry is very suitable for the movie industry, and it will achieve good results, especially if it does not need to invest much, because its traffic, resources and channels can be itself. Invest as a resource and participate in CO production. ” Internet industry observer Ding Daoshi said in an interview with the reporter of the international finance news.
When talking about the intersection of forces between old films and Internet upstarts this year, Ding Daoshi said: “In fact, the phenomenon of the intersection of old and new forces is not only this year, but has been showing this trend in the past few years. Internet giants represented by Alibaba, Tencent, iqiyi and cat’s eye have penetrated into the film and television industry as early as a few years ago. They also have their own film companies and relevant channels, and will continue to form a greater trend in the future, especially in the current film industry Development and marketing have been completely inseparable from the Internet industry (in the case of) and will only have a closer relationship with the Internet industry in the future.
”
However, the reporter noted that from the ranking of production companies behind the above-mentioned Spring Festival films, Internet companies only appear as a way of blessing and cooperation, and the main producers are film companies.
For example, the producers of Watergate bridge are still dominated by established film companies such as bona film, Bayi film studio and Huaxia film. It is worth mentioning that bona film’s main theme films “Changjin Lake”, “operation Red Sea”, “Chinese captain” and “Chinese doctor” have achieved good results in recent years; In addition, bad monkey film, the producer of “miracle stupid child”, and Director Wen Muye’s own company dream general film are the new forces of Chinese film and television in recent years; “Four Seas” was cast by the owner of Tingdong film under Han Han; Behind “this killer is not too calm” is the main investment of Xinli media, and the Xihong film industry of Yan Fei and Peng Damao, the two producers of the film, is the second producer, and happy Mahua is the third producer.
It is noteworthy that when new and old forces gathered behind the film this year, they did not see the figure of old film and television companies Huayi Brothers Media Corporation(300027) and Beijing culture, which has repeatedly pledged popular funds.
For the reason why Huayi Brothers Media Corporation(300027) and Beijing culture are absent from the spring festival film, Ding Daoshi said: “first, the two companies have been negatively involved in the past two years, or have weakened the overall strength and influence of the company; second, the film is not only the Spring Festival, and it is very difficult to arrange each schedule. It is better to choose a schedule that is more beneficial to yourself.” , these companies may have a layout in May Day, summer vacation or new year’s day, which is also based on their own strategies. Especially powerful companies can layout more schedules. If they are weaker or less powerful than the former companies, they can reduce the layout and put good things on the blade. “
