The film market has become a trend of "files" every festival, and the agglomeration effect of the file period is becoming more and more obvious, and the May Day file can be said to be a more important file period in the film market in the first half of the year after the Spring Festival file. The importance in the annual operation of the theater is obvious, so the theater should also plan ahead and lay out in advance.
Judging from the Box Office performance of the May Day show in the past few years, the overall data has been on the rise, and the box office has risen from 658 million in 2016 to 1.527 billion in 2019, with an average of about 300 million box office results per day, and this period has also been paid more and more attention by many filmmakers.
Admittedly, more time for the holidays will make the film market more active. From 2016 to 2018, the May Day holiday is three or four days, and the five days of the May Day holiday in 2019 plus the large number of blockbusters have soared, and the May Day holiday in 2020 is five days, but the theater has not yet resumed work. In 2021, as the May Day holiday changed from 3 days to 5 days, the audience was given more choices and movie motivation from the side.
According to "Aiwei Film", there are many Chinese commercial films scheduled for May 1st, including the suspenseful film version of "Antiques Bureau Central Bureau", Chen Zhengdao's new work "Secret Visitor", the fantasy theme of "Sunshine Robber" and "True Three Kingdoms Matchless", and the feature film "There Is Her in the World". Overall, this year's May Day fixed film focuses on suspense and fantasy genres, and from the perspective of past film performances, suspense and fantasy are not particularly high-grossing film genres. Although "Manslaughter" breaks the ceiling of suspense movies, most other works are unsatisfactory. Judging from several fantasy works in the 2020-2021 Lunar New Year slot, the current box office ceiling of this type of film is 300-500 million.
In previous years, the May 1st show has been assisted by Hollywood commercial blockbusters such as the "Marvel" series and the "Fast and Furious" series. Nowadays, in the case of weak follow-up reserves of Hollywood movies, in 2021, there will be a 5-day long holiday of May Day, what kind of record can Chinese films create? "Ivey Movies" makes a preliminary box office forecast based on the "number of people who want to see" indicators on each platform.
At present, Chen Zhengdao's new work "Secret Visitor" is the most anticipated by audiences at all levels. Chen Zhengdao is a regular visitor to the May Day show, and his predecessors "Master of Hypnosis" and "Master of Memory" have left a deep impression on the audience during this period, and also opened up a personal brand for him in the film market. "Secret Visitor" as the final chapter of his "suspense trilogy", from the current trailer, the suspense index has risen sharply, and the cast is also very interesting, Zhang Zifeng, Rong Zishan, Wang Shengdi - "Evil Boy Collection", and are all actors with very strong acting skills after 00, very spirited. Not to mention Aaron Kwok and Duan Yihong, the film emperor level acting skills, the first cooperation between the two film emperors will rub out a lot of sparks. Joining forces, "Secret Visitor" should be the most anticipated suspenseful plot masterpiece in this year's May Day period, predicting a box office of 800 million.
The same suspense theme of "Antiques Bureau Central Bureau", but also combined with adventure elements, director Guo Zijian's personal style is also very obvious, there are also powerful actors Lei Jiayin, Ge You, Li Xian, Xin Zhilei to join, but there is a drama version in the front, the film version may lack novelty in terms of themes and stories, and the box office is predicted to be 500 million.
And Li Yu's female comedy crime film "Sunshine Robber", adapted from the best-selling author Kotaro Isaka's novel of the same name, the film focuses on "fantasy + comedy", although there is a mix of Ma Li and Song Jia, there may be a new chemical effect, but the current "number of people who want to see" is slightly bleak, predicting a box office of 400 million.
And the main fantasy of "True Three Kingdoms Matchless" from the beginning of the shooting is not optimistic, known as an investment of 400 million, from the trailer to see the scene is indeed very grand, but the picture special effects are simply thunderous, Xiaobian watched a kind of into the theater to see the feeling of the Three Kingdoms online game promotional film. Characters such as Wang Kai's Cao Cao and Yang Youning's Liu Bei are also very dramatic, and this "True Three Kingdoms Matchless" is likely to be like "Samurai Shodown" and predict 200 million at the box office.
The film "There Is Her in the World" with the background of the epidemic, directed by three female directors Zhang Aijia, Chen Chong and Li Shaohong, starring Zhou Xun, Zheng Xiuwen and Yi Qianxi, tells the story of the fight against the epidemic from a female perspective, focusing on how women respond when the epidemic breaks everyone's life, focusing on women's dilemmas and struggles in family, career and love. Predict box office 400 million. However, the editor feels that this film may become the dark horse of the May Day file and wait and see how it changes.
According to the films that have been scheduled for May Day, "Ivey Movies" predicts that the box office this year will be about 2 billion.
As far as the ticket price of the film is concerned, its value is twofold, one is the value of the film, and the other is the value of the service provided by the theater.
For the theater, it is necessary to learn the experience and lessons of the "high ticket price" of the Spring Festival slot, and considering that the flow of moviegoers during the May Day holiday will be reduced compared with the Spring Festival, the ticket price of the May 1st slot should not be too high, and it is necessary to reasonably formulate the fare strategy, what factors should be considered?
The image comes from the Ive Film Gallery, and the graphics are not related
"Ivey Movies" believes that, first, theaters should understand the quality of the films released on May 1, and the value of the film is one of the factors that determine the price of movie tickets. As a product, as a well-made film that can cause people to resonate emotionally, the price is more expensive and the audience can also express understanding. Just like "Hello, Lee Huan Ying", the audience feels that "the ticket price is not important, what is important is a good movie".
On the contrary, if it is a bad movie, the audience naturally feels that it is not worth the ticket price. If the ticket price increases, the audience's expectations for the movie will be higher, and the price increase but fail to meet the audience's psychological expectations will bring a stronger psychological rebound to the audience. For example, after the release of "Tang Detective 3", the reputation collapsed, on the one hand, the reason is that the "high ticket price" is the driving force behind it.
Second, the theater should focus on its own positioning to do pricing strategy, such as high-value pricing to have quality services, if you take the high-end luxury route, take a high-price strategy, the corresponding in the decoration style, service, projection equipment naturally to invest energy costs, the use of advanced projection equipment, fashion cutting-edge decoration design and first-class service level.
Theaters with imperfect facilities and weak competitive advantages should not blindly ignore their own disadvantages and blindly raise prices; since the ticket price has been raised, you should improve your service, especially in the case of large crowds, pay more attention to public health, such as toilets, cinema halls and other key parts, to increase the number of people to provide guidance, sell products and audience appeals to solve, do not only increase prices and do not serve.
In addition, theaters should also make good use of the membership system, community, etc. to reduce actual ticket prices, so as to attract a group of regular customers.
When "Avatar" was re-screened before, many people ran to the theater to relive this classic 3D movie, and the editor's friends also went to see it, but his viewing experience was a bit bad: "I was particularly happy that "Avatar" could be re-screened, and I ran to the theater to see it on the first day, and as a result, when I watched it in xx theater, don't mention it, the screen is too dark to do, and the picture is not clear at all. So angry that I left the scene halfway and went to the staff to ask for an explanation. The theater staff was in a good mood and returned the money for my movie tickets. ”
Although this is a minority phenomenon, it also reminds us that even if the projection facilities and technology have been improved, we cannot ignore the regular maintenance and inspection of the projection equipment to avoid the problem of too dark screen and low brightness. And not only in terms of image picture, but also in terms of sound, such as those immersive sound reproduction technologies, the audience's viewing experience has multiple dimensions, only when these dimensions are improved at the same time, the audience can truly feel the immersive impact of the theater screening, in order to bring a better viewing experience.
In addition to the screening facilities and services, the theater should also pay attention to these aspects of the service, such as in the sale of goods services, to purchase and sell products in advance, the May Day holiday movie-going crowd, must be men and women of all ages, the theater can be based on its own location, the level of the movie-going crowd, prepare toys, jewelry categories, daily necessities, 3C digital categories, comic books and other small commodities and film peripheral derivatives, equipped with a special staff to display, sell, sell, form a special category of selling products.
There can also be a combination of multiple formats, such as the theaters that have previously won the "Top Ten Internet Celebrity Movie Viewing Places" with coffee bars, book bars, singing bars, children's play, art appreciation, film galleries, etc., enriching the playability of the studio, etc., and the effect of audience feedback is also good, and the integration of various formats has also brought an increase to the box office of the studio. It is precisely because of the richness of the experience that the studio has become more popular and more energetic.
In short, the next May Day can be said to be the film market focus on the schedule, for the theater is also worth grasping the opportunity, the theater in advance layout is always beneficial.