In the Spring Festival in 2024, the Chinese film market ushered in a rare "big retreat", and four of the eight films chose to withdraw from the Spring Festival, which brought a lot of waves to the entire industry.
Is it the poor quality or the fierce competition in the market, which has led to the "withdrawal tide" of this Spring Festival stall?
The phenomenon of the "Great Retreat".
In this year's Spring Festival, four movies have announced their withdrawal from the Spring Festival file, which is nicknamed "the first year of withdrawal".
Among them, "Let's Shake the Sun Together", "Mr. Red Carpet", "Huang Pi: God of Wealth from the Sky", and "Eight Rings: The Nether of the Canopy" have announced their withdrawal, which surprised the audience and the industry.
Cause analysis
1.The quality of the film and the word of mouth are not good:Judging from the performance of the withdrawn movie, the box office of "Mr. Red Carpet" exceeded 40 million yuan on the first day of release, but it soon experienced a cliff-like **, and finally only accumulated a box office of more than 80 million yuan in 7 days after its release, and the word-of-mouth and audience response were unsatisfactory. This could be a big reason for the withdrawal.
Some viewers think that Ning Hao's authorship and sense of luxury are the advantages of the film, but it also causes "non-popularization", and the tone does not match the Spring Festival file.
2.Fierce market competition:The box office competition for this year's Spring Festival stalls is particularly fierce. Tuopu data shows that the box office of the top 2 movies in the Spring Festival in 2024 will account for 64%, and the box office of the top 4 movies will reach 98%. Under such fierce competition, the competition for film scheduling is extremely fierce, and the tail film has been robbed of almost all of the attention and film scheduling.
3.The audience's tastes are becoming more and more discerning:Audiences are gradually demanding more and more from the taste and quality of films, and they are no longer just attracted by stars and publicity. The Douban score and word-of-mouth of the new films in this year's Spring Festival are basically above the excellent level, and the average score of the 4 films with a box office of over 100 million is 77 points, and the long-tail box office accounted for 48%. This shows that the audience's requirements for the quality of the film have improved, and it is also a signal that the film has been withdrawn.
Characteristics and challenges of Spring Festival stalls
1.High word-of-mouth drives the long-tail box office:This year's Spring Festival stalls show an obvious feature, that is, high word-of-mouth drives the long-tail box office. The audience pays more attention to Douban scores and movie reputation, and the average score of the four films with more than 100 million is 77 points, the long-tail box office accounted for 48%, which is a new high in recent years.
2.The competition is getting tougher:Tuopu data shows that the box office of the top 2 movies in the Spring Festival in 2024 will account for 64%, and the box office of the top 4 movies will account for 98%. This shows that the competition for film scheduling during the Spring Festival is becoming more and more fierce, and the living space of the film has been reduced from the previous 5-6 to 4, and the tail film can hardly get enough attention and scheduling.
Let's Shake the Sun Together" is adapted from the documentary report article "The Most Utilitarian Marriage Transaction, the Most Emotional Eternal Promise", which tells the story of the brave "life and death agreement" of two seriously ill young people, breaking away the haze of fate and finally seeing the sunshine of life.
The film is the final chapter of director Han Yan's life trilogy, and the previous two works are "Get Out, Tumor" and "Send You a Little Red Flower".
Let's Shake the Sun Together" makes people see a touch of light in the darkness, love and cherishment in pain, the film has moved countless audiences, and the reputation is quite good. However, compared with films such as "Hot and Hot", "Flying Life 2" and "Article 20", the background color is based on family comedy elements, which is highly suitable for the viewing atmosphere of the schedule. "Let's Shake the Sun Together" is too heavy and not attractive enough to the audience, and it does not grasp the main appeal of the core viewing of the Spring Festival file.
3.The wave of withdrawals is a positive sign:Although the withdrawal is embarrassing, it can also be seen as a positive sign that the market is moving towards a more mature direction. The audience's demand for the quality of the film has increased, and the producer has been forced to launch more high-quality works.
The phenomenon of "great retreat" of Spring Festival movies is not only a manifestation of fierce market competition, but also a manifestation of the audience's higher requirements for film quality.
Although some of them may miss the Spring Festival schedule due to withdrawal, this also provides the audience with more opportunities to choose, so that producers pay more attention to the quality of the film, and promote the development of the film industry in a more mature and healthy direction.
At a time when the audience's tastes are becoming increasingly picky, it is expected that more high-quality works can win the favor of the audience, which is also an opportunity for the film industry to continue to innovate and break through.