Rhino Entertainment Original
Text| Nam Rumin, Editor| Park Fang
exceeded expectations, in the case of an unfavorable start to the Spring Festival file, it completed a turnaround battle this year, and finally won the position of the runner-up in the history of the Spring Festival file with a box office of about 6.8 billion.
The Spring Festival file has officially come to an end, but the follow-up competition is still continuing, driven by this year's "Manjiang Red" and "The Wandering Earth 2", the market's continuous output ability and ability to resist decline have been fully reflected. Of course, the support of the audience is the key, at least from the data level, the impact of the epidemic has almost disappeared, so the strong rebound of this Spring Festival stall is of vital significance.
6.8 billion in 6 days, the performance of the Spring Festival file can be called explosive
From any point of view, the results of this year's Spring Festival are very good. This kind of excellence is reflected in multiple dimensions, but also under the premise of various unfavorable factors, it still swims against the current, and finally won the second place in the history of the Spring Festival file. What is valuable is that several films each contributed a good share and trend, and everyone collectively helped to bring the Chinese film market out of the trough after three years of downturn.
(Market performance of the Spring Festival in previous years)
According to the data, the 1.357 billion at the beginning of this year's Spring Festival has hit a new low in nearly five years, and even after the first data came out, there was a wail and bearishness. But then walked out of the best box office curve in history for the Spring Festival, got the best stamina in history, and finally ended with a data of about 6.8 billion, second only to "Hello, Li Huanying" and "Detective Chinatown 3" in 2021. In terms of the number of people, a total of nearly 129 million were obtained in 6 days, nearly 20 million more than last year, which is also a more valuable data.
The continuous and stable output of the market is inseparable from the performance of each film, and it is really rare that this year's Spring Festival file can perform 1.1 billion+ per day. You must know that this is less than two months after the release, and even the audience is not ready, and they definitely did not dare to imagine such amazing results before, after all, the difficulties faced by this year's Spring Festival stall are unprecedented.
The first is the pandemic. It is still unknown, and whether or not there is an impact, how much impact, these cannot be verified. From the current data, its impact may have been controlled to less than 10%, or even close to zero, of course, there will still be some psychological impact on the audience, which will take time to slowly repair. The recovery of the market is undoubtedly a huge positive and a major event affecting the future.
Secondly, the overall number of films this year is insufficient. Remove the withdrawn "Chinese Table Tennis", there are only 6 films this year, which is also the lowest value in recent years, and the small number is obviously a very intuitive disadvantage. Achieving a large number of results with the smallest number has proven the excellent performance of each film.
And then the fare aspect. This year did not continue to increase prices as in previous years, and the hot search on the high ticket price of the Spring Festival stall was finally terminated. This year's decline in ticket prices compared with last year is bound to have an impact on the film market. However, the lack of ticket prices still achieved a high box office.
Finally, the overall length, the two seeds "The Wandering Earth 2" 173 minutes and "Manjiang Red" 159 minutes, greatly compressed the space for theater arrangement, resulting in the average length of the Spring Festival file reaching 130 minutes, which undoubtedly caused great pressure on the theater arrangement. From the data point of view, this year's film arrangement has a decline of about 24% compared with last year. With 76% of last year's performances surpassed, it is enough to prove the strength of this year's Spring Festival stall.
Of course, all kinds of unfriendly things that happened during the Spring Festival, malicious rumors, distortion of public opinion, fans pinching each other, etc., also affected the broader market to a certain extent. Although it does not affect much data, the damage to this environment is undoubtedly a heavy blow to the newly repaired Chinese film market.
(Market performance of various films in the Spring Festival file)
Pandemic factors, insufficient volume, reduced ticket prices, fewer shows, all kinds of negative factors have flocked to the scene, but high-quality content fills it all in. Judging from the performance of the Spring Festival over the years, the counterattack is almost the main theme of each year, and this year's counterattack is much earlier, after winning the championship in the first year of junior high "The Wandering Earth 2", the subsequent second year of junior high school was overtaken by "Manjiang Red" until the end of the holiday.
Judging from the data of each film, this year's Spring Festival file does not have the complete losers of previous years, and there are no 100 million + projects, at least 300 million + projects. In the performance of the first year of junior high school, it can be said that each film has shown its own talents, and the opening performance of each film is good, only "Deep Sea" failed to break through the 100 million mark, which is enough to prove that the overall lower limit of this year's Spring Festival file is very high, and there is no so-called lagging project.
In terms of stamina, it is undoubtedly worth writing about. "The Wandering Earth 2" has always been stable, and it is also one of the best quality films in the entire Spring Festival; "Manjiang Red" continued to reverse the decline, and the cumulative box office won the Spring Festival championship, and also walked out of the best god trend of this year's Spring Festival file. The stable performance of the two super seeds is undoubtedly the top priority of this year's outstanding performance in the Spring Festival, and it is completely understood.
The later "Bear Haunted 9" got a new high in the history of the series, completed multiple reversal performances, and finally became the first 1 billion+ work in the series without suspense; "Nameless" took a slight breather after opening high, and also completed a reversal in the fifth year of junior high school; "Deep Sea" continued to perform steadily, and there was also a reversal during the period. Relatively speaking, "Exchange of Life" is a pity and fails to start an effective fermentation.
It is completely unimaginable that 4 of the 6 films have reversed the fall, and it has never happened before, which has completely consolidated the "strongest Spring Festival file in history". Each film has its own talents, finds its own audience, has its own highlights, and contributes its own value, which is undoubtedly the key to this year's excellent results.
The strongest "word-of-mouth" Spring Festival file in history
After shouting "the strongest Spring Festival file in history" several times, in fact, this year is the most worthy of this title, at least from the level of word of mouth, box office trend and other comprehensive strength. It can be seen from the data level that this year is not a single point blast, more like a multi-point flower, and the help behind these is still good content.
(Spring Festival film word of mouth)
Looking at the word-of-mouth of this year's Spring Festival file, it is also constantly sitting in the position of the strongest Spring Festival file, among which "The Wandering Earth" has completed the "998" of word of mouth, and several films each have exceeded the 9-point mark in the audience rating dimension. Not only has the overall genre reached a balance, but each film has a high-quality reputation, which is an important reason why the Spring Festival file really opens low and goes high.
Among them, "The Wandering Earth 2" and "Manjiang Red" reached an average score of 9.5 points in Maoyan and Taobao tickets, which belongs to the top scoring category, which is also the reason why the two seeded players always maintain their advantages until the end. In previous years, there was only one word-of-mouth masterpiece to support the market, but under this year's dual-core launch, excellent results have been achieved in word-of-mouth and box office.
The later "Bear Haunted 9" and "Deep Sea" completed the good results of "997", which belongs to the level close to the top reputation, which also helped the two films to achieve consecutive reverse results. Even the slightly inferior "Nameless" and "Exchange Life" also have a basic commercial film passing reputation, which by no means belongs to the category of bad films. From the above, this year belongs to the real immortal fight.
The Spring Festival file has passed, but this wave of movie-watching enthusiasm will continue at least until the fifteenth of the New Year, and there will still be stable output in the follow-up, "Manjiang Red" 4 billion + and "The Wandering Earth 2" 3 billion + are almost certain. In short, this year's Spring Festival has made a good start to the whole year, and I look forward to continuing this wave of momentum and returning to the ranks of 60 billion+ in 2023.