Rhino Entertainment Original
Text|Xiaofu Editor|Park Fang
The same is a separately formed non-holiday file, compared with Valentine's Day and Qixi Festival such love-themed schedules, Children's Day June 1st file has a sense of existence is really not too high.
In the front, there are more eye-catching couples for 520 files, and then there are Dragon Boat Festival small long holidays and heavyweight summer files, and the June 1st file created for parent-child audiences is destined to have a narrow audience and is somewhat congenitally inadequate.
However, just like the "Bear Haunted" series, which seems to be the most inconspicuous in the Spring Festival every year, it can always maintain profitability and even continue to create new highs at the box office of the series. The stability of the chassis of this family market, which is overlooked by many people, may be out of reach for many genre movies.
The same goes for 61st gear.
Thanks to the stability of the target audience and the just needs of watching movies, the box office results of June 1st in recent years have been very stable, belonging to the "potential winners" in many large and small schedules.
61st gear, stable word first
We combed through the performance of June 1st gear in the decade from 2013 to the present, and we can see that the weekly distribution of June 1st every year is relatively random, and more than half of them are on weekdays. However, this did not have much impact on the broader market, after all, parent-child audiences are absolutely just needed for Children's Day. Therefore, except for 2022, when the film market is most seriously affected by the epidemic, the market of June 1st can reach more than 100 million yuan every year.
Among them, in 2019, it was boosted by the Hollywood monster blockbuster "Godzilla 2: King of the Monsters" that premiered on May 31, and this year's June 1st file created an all-time best result of 335 million yuan. In addition, the June 1st file in 2018 also received an additional market bonus because it happened to catch up with the traditional New Friday of the movie, and also got a market score of 200 million + without Hollywood blockbusters leading it.
Overall, the June 1st market in previous years had two forms: either it was taken by Hollywood blockbusters or ruled by "Doraemon". In the past nine 61 stalls, five of the box office titles have been won by Hollywood blockbusters, and the remaining four years have been won by new works in the Doraemon" series.
Behind this is the strong viewing demand of parent-child incremental audiences in the June 1st file, which has brought a significant bonus effect to family movies, especially animated films. Taking June 1st in 2018 as an example, the market on that day was 213 million yuan, of which only two animated films "Doraemon: Nobita's Treasure Island" and "Submarine Story: 20,000 Leagues Under the Sea" contributed more than half of the box office.
Even in 2022, when the operating rate of theaters in the country is the most worrying, the 61st file still won results far beyond the weekday market at that time with the rigid demand group. Doraemon series of movies "Doraemon: Nobita's Cosmic Little War 2021", the imported animation "Bad League" released on May 1st last year, and the summer animation "Little Column Under the Sea: Cave Adventure" and "Happy Superman's Hero's Heart" all led the market, injecting a little vitality into the film market in the cold winter at that time.
And the continuous excellent performance of the "Doraemon" series is also a unique good show in June 1.
On May 28, 2015, Doraemon: Walk with Me exceeded expectations as the first project in the series to be released in China. The film not only swept the June 1st file, but also finally got a super high cumulative box office of 530 million. This box office result is still the best performance of the "Doraemon" series of animated films in China.
It was also from this film that the Doraemon series began to be introduced to the mainland market at a frequency of about one per year.
According to the "2022 Festival Animated Films and Doraemon" Series Movie Data Insight Report released by Lighthouse Research Institute, as of 2022, a total of 8 films in the series have been released in China, and the box office is often in the range of 100-200 million, of which 2 with poor box office performance are not released around June 1; Of the 6 films released around June 1, the peak of the film's single-day box office performance was on June 1, which shows that the "Doraemon" series IP and June 1st have a relatively stable connection.
Three animations, stabilize the market
So what are the prospects for this year's June 1st gear?
From the perspective of time, this year's June 1st is located on the Thursday, the day before the new day of the weekly traditional movie. Although it is difficult to get a market bonus like the weekend, the approach to the new Friday, coupled with the stable chassis of June 1st gear for many years, can also ensure that this year's June 1st gear continues to maintain a solid trend.
In terms of new films, this year's June 1st file belongs to the world of Japanese IP, with a total of three new films "Sky City", "Doraemon: Nobita and the Ideal Hometown of the Sky" and "Adventures of the Tiger Fantasy Stage" released. Although they are all animated films in genre, there are subtle differences in terms of audience.
For example, "Doraemon: Nobita and the Ideal Township of the Sky", a regular contestant of the June 1st file every year, has accumulated a stable connection with the June 1st file in eight years, and has considerable appeal to the parent-child audience group. Even during the worst period of the epidemic last year, the "Doraemon" series was still able to get nearly 100 million box office results, which is enough to see the excellent performance of the series in the Chinese market.
The main audience of Miyazaki's animated film "Sky City" is among the fan groups and ordinary young audiences. As a Douban high-scoring classic Japanese animated movie, the film attracted the attention of many netizens when it was officially announced. Therefore, the film will not only have many adult audiences willing to go to the theater for childhood memories to make up tickets, but also rely on all-age content to meet the viewing needs of parent-child audiences.
These two high-quality animated films currently have a market prospect of more than 100 million.
At present, the pre-screening popularity of "Qiaohu Fantasy Stage Adventure" is a typical young parent-child movie, and it is also the lowest target audience among the three new films in this year's June 1st program.
The film's own competitiveness is not strong, but choosing to release it on June 1st means that you can get a certain schedule bonus. The series launched two works, "The Adventures of the Great Tiger Spaceship" and "The Adventures of the Magic Island of the Tiger", which won box office results of 24.087 million yuan and 13.238 million yuan respectively. This year's sequel should also achieve comparable market performance to the previous two.
The Hollywood animated film "Spider-Man: Across the Universe", which will be released on June 2, is the contestant with the most box office potential in next week's new film. The film is the sequel to the Oscar for Best Animated Feature Film "Spider-Man: Into the Spider-Verse", the last one won a hit of 427 million yuan in the mainland market, and this sequel also gained strong pre-screening popularity after the mainland was finalized.
As a film mainly for the main viewing group aged 20-30, "Spider-Man: Across the Universe" has limited impact on the three films of June 1. To a certain extent, driven by this film, it can also further raise the overall popularity of the market.
In general, compared with the weak performance of this Friday's "Sword Art Online", "The Little Mermaid", "Gentle Shell" and "The River Does Not "Extinguish", the new films of June 1, which seem to have a narrow audience, are more expected value. And with the potential energy of "Furious 10" all the way down, next week will also bring a more relaxed market environment for the new film.
I hope that these films can lead this year's June 1st and create a warm start for the subsequent summer war.