2023 Chinese New Year Movie There are many at one glance, and there are many at second sight

Visual China.

Text |Eye entertainment.

This number is almost equal to the total number of Chinese New Year films from 2021 to 2022.

Since the rapid recovery of the film market this year, a number of popular works have been released in relay, which has continued to stimulate the market. In the second half of the year, the summer file set a new high of 206 at the box office in Chinese film history1.9 billion yuan, an increase of 125 percent over 20227%, and many film and television companies have taken advantage of this to turn losses into profits.

If the Spring Festival file is destined to be dominated by ace projects, then the New Year file after the regular off-season from October to November has become the best window period for the release of these waist films.

There are many Chinese New Year movies this year, not only in terms of volume, but also in genre. The composition is so complex that it has the illusion of time and space travel.

Eye Entertainment has sorted out 11 key Chinese New Year movies from mid to late December, which alone have been presented:

Feng's comedy, which represents the pinnacle of domestic Chinese New Year movies, was created with Ge You, ** and other original members"If You Are Honest Do Not Disturb 3"., against Dapeng and Baike, the first cooperation between the two domestic netizen comedy brothers"The annual meeting can't be stopped!》

The mainland realistic film starring Zhang Yi"The Three Majors"., to arrest Zhuang ** every year with a group of Hong Kong stars to shoot a crime movie. This year it is"Goldfinger"., cooperating with Tony Leung and Andy Lau;

High Scoring MoviesLa La LandIt was re-screened in the mainland after a lapse of 6 years, and the movie was changed in December"Twinkle Twinkle Twinkle Star".The box office exceeded 70 million less than a day after the pre-sale opened, when real love collided with a fantasy fairy tale;

Overseas players are also indispensable. There is director Wen Ziren who represents Hollywood blockbustersAquaman 2: The Lost Kingdom, there are also one a year that is late but arrives"Detective Conan: The Fish Shadow of Black Iron".

In terms of subject matter, in recent years, the proportion of family carnival movies in the Chinese New Year stalls has been decreasing, and it has generally been transferred to the Spring Festival stalls released a month later. The Chinese New Year schedule films show a state of contention with multiple types of films. Especially this year, stimulated by the hot film market, various film and television companies have made great efforts, and the film genres that have achieved results in the Lunar New Year schedule over the years are all vying to be stuffed into this year's schedule to "raise Gu".

A number of distribution agencies believe that the quality of this year's Chinese New Year films is higher than in the past, and the impact of tourism is weaker than that of the summer and National Day, with a better base of moviegoers, and there is a considerable possibility of giving birth to a new dark horse.

Some of the films have not been broadcast before they are popular. After the fantasy romance movie "Twinkle Twinkle Twinkle Star" opened pre-sale on December 5, it achieved a box office of over 100 million in less than 33 hours, second only to "Avengers 4: Endgame" and "Detective Chinatown 3".

After "The Last Night on Earth" opened the marketing model of "One Kiss New Year's Eve", love movies became a frequent visitor to the New Year. What the audience usually consumes is not the content of the film, but the "sense of ritual" provided by the cinema. For example, in the 21:40 scene of "The Last Night on Earth", the New Year's hand just crossed 12 o'clock after the movie was watched.

In the film project "Twinkle Twinkle Twinkle Star", the promoter played the concept of "snow field", using snow machines to create a romantic atmosphere on a snowy night and New Year's Eve. At present, on Douyin, including the stalk of "Zhang Wansen is snowing", the number of topics of "Twinkle Twinkle Twinkle Star" has reached 5.8 billion.

The plot of "Do Not Disturb 3" inherits the ending of "Do Not Disturb 2" 13 years ago, with IP and feelings, and the cast of Ge You, Fan Wei, Yao Chen and other actors is also starry. At present, the number of related topics on Douyin has reached 8200 million, although there is no direct marketing action with ticket purchase conversion, but just as a representative of the peak of Chinese New Year films, it is enough to arouse the audience's interest in buying tickets. It is worth paying attention to the user portrait that Maoyan wants to seeNon-mainstream movie box office contributors over the age of 40 accounted for 21, second only to 227 of 20-24-year-olds.

*Cat's Eye Pro.

Imported films with greater IP value also have good competitiveness. Previously, "Aquaman" was released in the 2018 Lunar New Year stalls, accounting for half of the total box office of the Lunar New Year stalls that year with a box office of 2 billion. Its sequel "Aquaman 2: The Lost Kingdom", as the last work of the DC reboot, plus directed by Wen Ziren, has a lot of expectations in the market. The "Detective Conan" series, which has a larger fan base in China, is also the first local Conan theatrical version in Japan to break 10 billion yen at the box office.

Chunxiao, who works in Shanghai, told Eye Entertainment that the marketing of this year's Chinese New Year movies is too volatile, and they basically start to make previews on the short ** a month in advance. "I didn't pay much attention to it myself, but my friends would ask if they wanted to watch it together, and now that New Year's Day hasn't arrived, I've already made an appointment for two movies. ”

In order to win an audience like the Spring Festival, the 2023 Chinese New Year movie is obviously ahead of the short ** marketing action.

According to Maoyan data, the two movies with the highest marketing popularity and people who want to see in 2022, "Avatar: The Way of Water" and "I Want to See You", and the two movies with the highest data in 2023, "Three Teams" and "Twinkle and Twinkle Star", show two major trends:On the one hand, the focus of film and television publicity has shifted from Weibo to Douyin;On the other hand, the key outbreak period of film and television propaganda has generally been extended by 10-15 days.

Baike and Dapeng's cooperation film "The Annual Meeting Can't Stop!".released a pilot trailer 2 months before the film was launched, and after entering November 23, it is the key promotion period of the film. In addition to the regular starring publicity, the movie publicity idea also added the new way of spoiler propaganda and "focusing on reality", and threw out 3 Weibo related topics 30 days before the screening The current situation of young people trapped in the crisis of layoffs in large factories Workers who don't want to be laid off can only cut themselves first The annual meeting can't stop If you don't want to be laid off, you can only cut yourself first

"Goldfinger", which is produced and co-produced by 10 companies including Emperor Film and Television, focuses more on playing the trump card of Andy Lau and Tony Leung in terms of publicity, and also releases a large number of edited spoilers** to promote the story of the movie adapted from real events, and uses Tony Leung's role in the movie to associate Sigma Man, a more popular character topic among men.

Bian Xiao, who is engaged in film and television publicity and distribution, believes that the way the film plays in short publicity and distribution is gradually moving towards a more strategic three-dimensional model"Starring publicity", "spoilers in advance", and "focusing on reality" have become *** axes. "This year's major Chinese New Year films will be added to the code, and more attention will be paid to the marketing of the short ** piece. ”

There are two reasons for this.

In terms of platform selection, since the recovery of the film market this year, the film and television hits represented by "Disappearing Her" and "All or Nothing" have once again demonstrated the importance of short ** marketing to the box office, and have iterated a set of effective short ** new plays;

And this year's Chinese New Year film market is generally optimistic. On December 5, the box office of the domestic film market this year has exceeded 51.4 billion yuan, returning to a high of 50 billion yuan for the first time since 2020. Currently,As of December 12, the box office of the domestic Chinese New Year stalls has exceeded 2.6 billion, and the continued popularity of the market has prompted film and television companies to be willing to devote more resources to the promotion of films.

For films with more explosive potential, the project presents a greater scheme in terms of publicity. Produced by Chen Sicheng and adapted from the documentary literary work "Please Tell the Director, the Three Teams' Tasks Are Completed" by Netease Human Studio, the film "The Three Teams" was selected to be released 15 days before New Year's Day, and 12 days before the release, it opened an advance screening in 31 cities across the country.

Many practitioners believe that this move is intended to replicate the successful experience of Chen Sicheng's other realistic film "Disappearing Her" supervised in the first half of this year:First, use real cases to arouse the public's attention to the film, and then open the screening to guide the topic discussion, from the real case to the film itself. Finally, after the release of the film, it will continue the theatrical life of the film by inheriting the previous topics and popularity

At present, "The Three Teams" has not yet been scored, but many film and television ** participating in the screening have given positive affirmation to the quality of the film.

used to be a Chinese New Year file, together with the Spring Festival, summer file, and National Day file, it was known as the four major schedules of the cinema in the industry. Before 2012, the Lunar New Year file had the reputation of the first schedule, and more than 70% of the domestic movie hits were born in the Lunar New Year file.

And 2012 is the peak of the Lunar New Year file, "Let the Bullets Fly", "Jinling Thirteen Hairpins" and "People Are Embarrassment: Thai Embarrassment" The box office champions of the three domestic films of that year were all born in the Lunar New Year file.

However, with the in-depth implementation of national statutory holidays, the Xi of domestic audiences has changed, coupled with the rise of the Spring Festival stalls in 2013, the Lunar New Year stalls have gradually begun to fall behind.

From 2013 to 2016, the domestic Chinese New Year market and the overall box office developed in the opposite direction. The overall box office throughout the year is improving, but the box office of the Chinese New Year stalls is regressing.

But this is not a fixed trend. Bian Xiao pointed out that due to the existence of movie-watching Xi, the performance of the cinema market in the schedule has a large lag, similar toThe national holiday was introduced in 2008, but the feedback at the box office only showed signs in 2013.

Bian Xiao added that when the audience goes to the cinema to watch a movie, it is actually a relationship between supply and demand and which movies are released in the theater. In the new New Year's Eve scene, the reason for the audience's New Year movies has shifted from family reunions to "pleasing yourself" and "gathering a few friends", so the themes of Chinese New Year movies are gradually diversifying.

This trend has also been noticed by distributors, who are trying to find new scenes suitable for audiences to watch movies from December to January. For example, the Christmas stalls on December 25th and 26th have been continuously integrated into the unified playing style of the New Year stalls in recent years, and this romantic atmosphere has also inspired latecomers in a sense, and finally achieved the marketing highlight of "One Kiss New Year's Eve".

Romance movies have become one of the indispensable genres in the Chinese New Year.

Since 2013 was overtaken by the Spring Festival file, the Chinese New Year movie has just gone through ten years, and domestic film and television distribution has accumulated enough experience during this period, and has also created many successful cases. Although the hard damage of no statutory holidays cannot be remedied, it has begun in the selection of themes and marketing ideas"I chose the right product".

The Chinese New Year in 2023 is a special schedule. After a whole year of hot film market, it is about to usher in the final sprint stage, whether it is based on the revenge viewing of the audience at the market end, or the urgent release of upstream accumulation projects, it is destined to usher in a wave of highlights.

Compared with the large number, what is even more rare is that many sequels of movies that have won the crown in the Lunar New Year file, the marketing model that has played amazing results on New Year's Eve, and the most popular movie genre this year are all gathered in this year's special New Year file.