After using the coupon, a "Hot and Hot" movie ticket is less than 5 yuan, and the price reduction drives the audience back
Every reporter: Bi Yuanyuan Every editor: Wei Guanhong
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Watching a movie on the first day of the Lunar New Year has become one of the rituals of many people's New Year. In order to seize the opportunity in this prime time, major films launched a fierce publicity offensive very early.
As of 19:30 on February 10, according to Maoyan Professional Edition, the total box office of the 2024 Spring Festival new film box office list is 1.517 billion yuan, the total box office of "Flying Life 2" and "Hot and Hot" both exceeded 400 million yuan, and "Bear Infested: Reversing Time and Space" and "Article 20" followed closely behind.
Image source: Maoyan Pro
A number of interviewees told the "Daily Economic News" reporter that the follow-up reputation of the film is very important, but the current pattern has shown that "Flying Life 2" and "Hot and Hot" lead the market, and "Bear Infested: Reversing Time and Space" counterattacked to the third place at the Japanese box office with its low-ranking films. ""Bear Infested: Reversing Time and Space" is going to sit on two looks. Li Yanlu, manager of Jinan New Century Film City, said.
Zhongyuan Securities Research Report believes that the Spring Festival films cover a variety of film types, although there is a lack of large-scale films similar to "The Wandering Earth 2", but the overall film lineup has an obvious family carnival main tone, which is more suitable for the tonality of family reunion during the Spring Festival holiday, which is expected to provide support for the Spring Festival box office.
There is also a large-scale ticket supplement for this Spring Festival, and the audience can watch the movie at a lower price, which is expected to accelerate the return of the audience. A viewer used a full discount coupon when buying a movie ticket for "Hot and Hot", and finally paid less than 5 yuan.
Zhu Yuqing, founder of Juyinghui, said in an interview with a reporter from "Daily Economic News": "At present, the box office of the Spring Festival stalls is expected to break 10 billion yuan. ”
The Spring Festival film market is in full swing, and five movies occupy more than ninety percent of the rows
Without the blessing of big productions, the film market on the first day of the Lunar New Year this year still showed a solid box office performance.
As of 19:12 on February 10, 2024, the total box office of new films in the 2024 Spring Festival will exceed 1.5 billion yuan (including pre-sale). "Flying Life 2", "Hot and Hot", and "Bear Infested: Reversing Time and Space" temporarily ranked among the top three in the box office list of new films during the Spring Festival.
Image source: Douban
Specifically, as of 19:30 on February 10, the box office of the racing-themed movie "Flying Life 2" cooperated by Han Han and Shen Teng exceeded 452 million yuan, and Jia Ling's self-directed and self-starred "Hot and Hot" followed closely with a box office of 446 million yuan, and the competition was fierce.
"Article 20", which was previously pinned on high hopes and did not have an obvious gap with "Flying Life 2" and "Hot and Hot" in the early pre-sale stage, was slightly weak in the Spring Festival file. At the same time, "Bear Infested: Reversing Time and Space", as a new work in the "New Year's Movie" series, showed a strong box office appeal on the first day of the Spring Festival. Although its proportion of film scheduling is only 11.2%, far lower than the 26.4% and 27% of "Flying Life 2" and "Hot and Hot", it has successfully won a box office score of more than 300 million yuan as of 19:30 on February 10, 2024 with its excellent word-of-mouth and audience base.
Image source: Photo by reporter Bi Yuanyuan
Li Yanlu revealed in an interview with the reporter of "Daily Economic News" that on February 11, "Bear Infested: Reversing Time and Space" will be scheduled. "There is an hourly worker in our cinema who is just 18 years old during the winter vacation, and the film he wants to watch most during the Spring Festival is "Bear Infested: Reversing Time and Space", a series that he has seen since he was a child. My son has to come to the studio today to watch "Bear Infested: Reversing Time and Space", I said I would watch it in a few days, and now the theater is full. ”
Judging from the current box office performance, the above four films are not surprisingly the main box office force of this year's Spring Festival, and "Mr. Red Carpet" directed by Ning Hao and starring Andy Lau has shown a declining trend, with 8.3% of the film schedule on the first day accounting for less than 50 million yuan at the box office.
Maoyan Professional Edition shows that as of 19:44 on February 10, on February 11, "Bear Infested: Reversing Time and Space" temporarily ranked first with a pre-sale box office of about 56 million yuan, followed by "Heat Wave Hot" and "Flying Life 2" The pre-sale box office was about 53 million yuan and 49 million yuan respectively.
The competition for the Spring Festival stalls is extremely cruel, with five films occupying more than 92% of the market schedule, and the same new films "Eight Rings: The Nether of the Canopy" and "Huang Pi: The God of Wealth from the Sky", as of 19:30 on February 10, the box office did not reach one million yuan.
There are no big productions, and the major filmmakers roll up low-cost tickets
"Bear Infested: Reversing Time and Space" is still very stable, and the reputation of "Hot and Hot" has increased. "Article 20" and "Flying Life 2" are decent, and the box office of "Mr. Red Carpet" and "Let's Shake the Sun Together" has not yet risen. Li Yanlu observed. According to Maoyan Professional Edition, the box office on the first day of the Lunar New Year in 2023 will be 1.357 billion yuan, "There is no problem with the box office on the first day exceeding last year." ”
Image source: Photo by reporter Bi Yuanyuan
Seeing the box office trend, Chen Lin, an investor in Yueying Cinemas, also breathed a sigh of relief. "The box office is not too bad this year, and the next thing to look at is the quality of each movie. The cinema he invested in has sold a total of 768,000 yuan at the box office today (February 10). "Let's Shake the Sun Together" may run out in the future. ”
However, the lack of big-budget films this year has also put a question mark on the minds of respondents, whether this will affect the overall box office results. "I'm worried about the lack of stamina, last year's movies made everyone have the mentality of going to see every one, and it's hard to say this year. Chen Lin said frankly.
The reporter of "Daily Economic News" noticed that in the pre-sale of this year's Spring Festival, "ticket supplement" has become a new keyword, and many cinemas have launched 19.9 yuan pre-sale special tickets. In addition, Beijing and Shanghai issued subsidies of 20 million yuan and 30 million yuan respectively, which further stimulated the enthusiasm of citizens for watching movies.
Dating back to 2022, the Spring Festival stalls have caused controversy due to high ticket prices, and the ticket price of a prime-time movie "The Wandering Earth 2" can even exceed 150 yuan.
"The main reason is that the loss of the studio in the past few years has been too great, and it has ushered in a retaliatory rebound. Now the ticket subsidy is just a normal business promotion method. Chen Lin analyzed that where there is a market, there will be competition, and the filmmaker hopes that the cinema will schedule more films, so it is natural to give back to the audience with tickets.
The reporter noticed that on February 10, a mother took her child to watch "Hot and Hot". She used a full discount coupon when buying movie tickets, and in the end she only paid less than 5 yuan for one ticket. "Our employees all grabbed their own tickets and gave them to family and friends, and a movie ticket was less than 5 yuan, as if they didn't need money. Li Yanlu said.
The reason for this, Li Yanlu believes that it may be that the pre-sale confidence of the major issuers in the early stage is insufficient. It is precisely because the investment volume of this year's Spring Festival movies is not large, even if the ticket price is reduced, the pressure on the return of the film will not be too great. "Overall, we have to observe the reputation of these films, and the next trend is very important. ”
The reporter of "Daily Economic News" observed that according to the Lighthouse Professional Edition, the average ticket price of the Spring Festival stalls in 2023 is 52.3 yuan, and as of 20 o'clock on February 10, the average ticket price on the first day of the Spring Festival stalls this year is 50.8 yuan, which has declined.
The filmmakers had a cross-border dialogue, and the Spring Festival stalls entered Dong Yuhui's live broadcast room
As one of the most important schedules of the year, major film companies actively build momentum for the film and strive for film scheduling.
On February 2, Zhang Yimou brought his new film "Article 20" to the live broadcast room with Hui. Accompanying the two is Yu Minhong, the founder of New Oriental.
The two Shaanxi villagers met and talked about many life topics derived from movies. For example, Zhang Yimou shared his experience in art, the original intention of making this film, the creative process and expectations. Dong Yuhui, with his keen observation and love for art, asked Zhang Yimou a series of in-depth questions to guide the audience to understand the film more deeply.
"Usually when you are filming on the spot, you shoot others. How do you feel about this live broadcast?" Dong Yuhui asked Zhang Yimou.
"It does feel different. After all, this is a live broadcast, and you have to watch the camera. Actors usually don't look at the camera, especially in group performances. Zhang Yimou replied.
Image source: Walking with Hui live broadcast room
Earlier, on the evening of January 31, director Ning Hao and actor Andy Lau also came to the live broadcast room with Hui with the movie "Mr. Red Carpet". Their confrontation revolves more around film and the film industry.
According to China News Network, the 300,000 movie ticket vouchers that were launched at the beginning of the live broadcast were sold out instantly, and at the end of the live broadcast, all 600,000 "Mr. Red Carpet" movie ticket vouchers were sold out.
"Mr. Red Carpet" walked into the live broadcast room of "Walking with Hui", and Dong Ping, chairman of the board of directors of Huanxi Media, the producer, said: "How can movies become a part of people's daily life? It is a win-win situation to cooperate with the head live broadcast room of the e-commerce platform, and today's e-commerce platform is no longer a pure selling platform, they need a good cultural experience environment. ”
Nowadays, some of the go-to platforms for movie promotion have quietly shifted to Douyin. On August 5, 2023, the crew of "Fengshen Part 1: Chao Song Fengyun" airborne into the "Brother Yang" live broadcast room to sell tickets, and 200,000 movie tickets were quickly sold out, and as early as January 20, 2023, "The Wandering Earth 2" director Guo Fan, starring Wu Jing and Sha Yi, entered the Dongfang Selection live broadcast room.
Image source: Oriental Selection
Earlier, the e-commerce promotion of the movie was mainly focused on big anchors such as Li Jiaqi. Zhang Yi, chief analyst of iiMedia Consulting, told the "Daily Economic News" reporter that major holidays are a critical period for film promotion. In 2023, Dong Yuhui can be called one of the hottest anchors, and rubbing live broadcast traffic is a good movie promotion action. Relatively speaking, the current Li Jiaqi's volume, exposure and topic discussion are not as good as Dong Yuhui, which is also the popularity change and iteration of the anchor at different stages. ”
In Zhang Yi's view, for the film party, which anchor has more fans is not the most important, after all, only a small part of the final conversion to the movie audience. They walked into the live broadcast room not all to sell movie tickets, but to cause a larger amount of conversation and let more potential viewers know about the movie.
National Business Daily