Today's box office: 520 million in the market, #2.723 billion in Chosin Lake's Pratunam Bridge, #This killer is not too calm #1.533 billion

On Monday, February 7, the broader market was 520 million

Tomorrow's National Film (Incomplete Scheduling) Statistics:

#Chosin Lake's Shuimen Bridge #29.9%, 191 million, 2.723 billion on the 7th;

#This killer is not too calm #25.0%, 144 million, 7 days accumulated 1.533 billion;

#奇迹 stupid children #15.3%, 75.46 million, 7 days a total of 743 million;

#熊出没 return to Earth #9.8%, 52.66 million, 7 days accumulated 621 million;

#Sniper #10.8%, 36.38 million, 298 million cumulative on the 7th;

#Four Seas #4.8%, 8.32 million, 7 days accumulated 482 million;

#Pleasant Goat and Gray Wolf Basket Out of the Future #3.0%, 8.8 million, 7 days accumulated 106 million;

#Wang Wang Team Made Great Achievement Movie #0.2%, 630,000, accumulated 76.97 million on the 25th;

#Little Tiger Dun Big Hero #0.6%, 560,000, 7 days accumulated 18.1 million;

#Take you to my mom #<0.1%, 150,000, 32 days accumulated 22.91 million;

On February 7, 2022, the national film schedule will end at about 20:00 (430956) at night, a decrease from yesterday (42140) shows.

The highest-scheduled films are:

Chosin Lake's Shuimun Bridge (128952), this killer is not very calm (108116), Miracle Stupid Kid (66148 games), Sniper (4683 games), Bear Haunting and Return to Earth (42513 games), Four Seas (20790 games), Pleasant Sheep and Gray Wolf Basket Out of the Future (13014 games), Little Tiger Dun Big Hero (2623 games), Wang Wang Team Great Achievement Movie (1125 games), Take you to see my mother (150 games).

The cities with the most screenings are:

Shanghai (3855 games), Chengdu (3666 games), Chongqing (3599 games), Guangzhou (3220 games), Hangzhou (2551 games), Suzhou (2494 games), Beijing (2439 games), Shenzhen (2434 games), Wuhan (2144 games), Zhengzhou (2085 games).

The cold thinking behind the decline in the Spring Festival stall

The dust has settled, and this year's Spring Festival file has exceeded the 6 billion mark in 6 days, a sharp decline of 23% of the share compared with last year, which is also the first retrogression of the Spring Festival file in history.

This year is also the most controversial in recent years, and the biggest controversy has nothing to do with the film, but from the audience's complaints about high ticket prices, which once appeared on various hot search lists, which also indirectly proved the strong dissatisfaction behind the audience. But the high ticket price is only the surface, it is far from the whole of this year's Spring Festival file, there are many problems behind it, after experiencing this year's Spring Festival file, the entire industry should indeed have a good calm review.

6 days 6 billion, directly back to 4 years ago

(Performance of spring festival stalls in previous years)

Let's take a look at the data first. This year's Spring Festival file has barely obtained the 6 billion level in 6 days, equivalent to only 1 billion in a single day, which is basically the same as in 2018 and 2019, which means that the market has regressed for 4 years. The mere 6 billion box office is obviously far from the industry's expectations, and the vision of a half-year period imagined by the theater has completely failed.

If you look at the data from the number of moviegoers, the regression of the Spring Festival file is even more amazing, it is a completely crash-like performance, this year's Spring Festival file only attracted 113 million people into the theater in 6 days, down 30% from last year's 160 million. The inability to attract the audience is the biggest problem in this year's Spring Festival stalls. This is not only the threshold of high ticket prices, but also more caused by the lack of attraction of seeded players.

(2022 Spring Festival film situation)

Judging from the performance of the single film, almost all the films failed to meet expectations, and several ideas failed to be realized.

After "Watergate Bridge" opened with 640 million + on the first day of painting and got the second position in history, the follow-up trend was general, and the score of 2.5 billion + was only placed last year after "Detective Chinatown 3" and "Hello, Li Huanying", but it finally supported the basic disk of the market. The comedy film "This Killer Is Not Calm" won the runner-up of the Spring Festival file with a counterattack, and the results relative to its own volume have exceeded expectations, but under the horizontal comparison, there is also a huge gap with the runners-up players in previous years.

"Miracle Stupid Kid" started well, then ushered in a plunge, then achieved a smooth transition, and even ushered in a reverse fall, the performance is a roller coaster. It can only be said that the film met expectations, but did not come with more surprises. On the contrary, "Four Seas" is not as good as expected due to word-of-mouth controversy, and even the impact of 600 million is under great pressure.

Zhang Yimou's "Sniper" has opened its reverse decline mode since the second year of junior high school, and has now fallen for 4 consecutive days, accumulating more than 300 million box office, optimistic that it will be red all the way and become a small dark horse in the Spring Festival file. "Bear Haunting 8" broke through the 100 million mark on the first day, creating a new high for the opening of the series, and the cumulative box office will easily break through the 800 million mark. The later "Pleasant Goat Movie" and "Little Tiger Dun Big Hero" are relatively average.

Too peaceful! The lack of strong entertainment in the genre, there are only three "counterattack films" alone, and this year's Spring Festival film list is obviously not friendly to the audience. The overall lower limit is quite high, but when the audience really pays for tickets, they will still hesitate, and there is no absolute desire to buy tickets. In this case, high ticket prices will become a roadblock for most people, which also leads to the decline of the market.

According to the film list pattern of the Spring Festival in previous years, the number one seed is responsible for expanding the territory, responsible for "pulling new" a few days before the holiday, the dark horse project is waiting for the opportunity in the back, ready to relay at any time, and the two films rely on explosive power and one rely on endurance, so that the audience can be pulled into the theater to the greatest extent. The remaining films can complement each other in genre and thus support the whole market together.

The situation this year is that the number one seed failed to meet expectations, the audience was slightly aesthetically tired of the main theme, and the overall failure to reach the energy of the large-scale projects of previous years. The dark horse movie counterattack attempted, failed to achieve halfway overtaking, resulting in this year becoming the number one seed to win the championship of the dull year, lack of mutual competition, dark horse corner overtaking drama. In a word, whether it is the number one seed or a dark horse, the standard of this year's Spring Festival stall is far worse than in previous years.

Looking at the projects over the years, "To Catch a Demon 2", "Crazy Alien", "Detective Chinatown 3" are all "big waist round", the heat is unprecedented, and the audience is also enthusiastic. The supporting dark horse projects "Red Sea Action", "The Wandering Earth", "Hello, Li Huanying", are all annual topic works, all of which are super dark horse postures, which completely trigger the enthusiasm of the Spring Festival file.

The Spring Festival stall actually looks at the first two, or three, once the seed and dark horse fail to meet expectations, then it means that the word of mouth must not keep up, followed by a sharp decline in the market, which in turn triggered a controversy over high ticket prices. In fact, in previous years, the Spring Festival ticket price is also expensive, but it is still worth the ticket price, and this year's "mismatch" of this value has reached a peak, and the audience's lament has also reached a climax.

The collapse of the Spring Festival stall is not a bad thing

All kinds of signs are proving that this year's Spring Festival file may be the worst performance in history, and all fields are regressing sharply, especially the enthusiasm of the audience is seriously overdrawn. The industry prides itself on the audience will definitely watch movies in the Spring Festival, but it is not known that this is completely self-deception, the birth of the concept of schedule is brought by the audience, and the destruction is also controlled by the audience, which plummeted nearly 50 million moviegoers in just 6 days, completely awakening the entire industry.

The collapse of the Spring Festival stall has once again sounded the alarm bell for the industry, the Spring Festival stall is not a panacea, this bubble has accumulated for many years, and there should finally be a day of bursting, just like the day when speculators think that they will never see the house price falling. In fact, the industry has always been blind and follow the trend, and the Spring Festival stalls have indeed been over-consumed, it should have cooled down a long time ago, but it has been repeatedly held up by everyone on the altar.

Hoarding a high-heat seed film to the same day for release, this is the concept of the Spring Festival file, the power of cohesion makes it attract everyone's attention, but the structure of this schedule is not reasonable. The rise of a super slot, followed by the destruction of multiple slots, most of the projects in the Spring Festival slot, should be entrenched in each balanced slot, so that each mountain is king, so as to avoid the internal friction brought about by large-scale competition, but also to reduce the burden of the Spring Festival stall as much as possible.

Moreover, the Spring Festival file is not a guarantee of the box office at all, let alone a guarantee of returning the cost, the Spring Festival file has told us that many of the kings of those annual losses come from the Spring Festival file, and it is still a file period of the two-eight effect. Bad movies are bad movies after all, and they don't change because you hide wherever you hide. In fact, the dividends that bad movies can eat in the Spring Festival stall ended 5 years ago.

In fact, the problem of too much heat in the Spring Festival stall has been around for a long time, causing many deformed problems in the market. For example, the situation of the scheduling fee, because of the competition for the number of scenes, has to be solved with money; for example, the malicious ticket compensation in previous years, everyone should compare the quality, never be lower than whose price, whose ticket compensation scale is large; such as the increasing cost of publicity, this vicious comparison is still in progress.

Today's Spring Festival stalls have developed into a vicious circle, practitioners to enter the Spring Festival file as an honor, the so-called "Conquest of the Spring Festival File Award" is simply self-deception, all have to passively start with 100 million publicity, various vicious competition in the film and other black holes to suck in, and finally only left "I am a person who has conquered the Spring Festival file", the back of a chicken feather can only be cold and warm self-knowledge.

In fact, looking at any market in the world, there is no concept of the Mainland Spring Festival stalls, and this deformed structure should have been dismantled long ago. The Spring Festival stall can not bring increments, as you can see, it can attract non-audience groups to enter, attract family audiences, and let people have the habit of watching movies during the Spring Festival. These so-called incremental concepts are just a misunderstanding, in fact, putting this horror film list on any day of the year will form a cohesive effect.

It is time to really reduce the burden on the Spring Festival file, and the collapse of the Spring Festival file this year is not necessarily a bad thing, it may make the industry re-recognize the essence of the Spring Festival file, it is far from being so friendly as it is seen, what explosive ah, dark horses, these explosive dark horses leave the Spring Festival stalls or explosive dark horses. The schedule is not important, the project is the most important, where the good project is, the audience is there, and the relationship with the schedule is not big.

The market needs more slots, projects need more dispersion, so that the audience can see good works at every node, and the situation of hot or cold in the mainland slot must be rationally solved. The Spring Festival stall may slowly dissolve, but it will not collapse, the root of the problem is actually from the project, only a good project is the most rigid hard currency, and the Spring Festival stall is not. (Source|.) Rhino Entertainment)