Author |Reed note
A week after the pre-sale opened, the Spring Festival stalls entered the final sprint stage, and as of press time, the total pre-sales exceeded 3500 million yuan.
For the industry, this is not an ideal achievement: this year there is a large amount of ticket compensation, and last year's pre-sale time was two days less, and the total pre-sale also exceeded 300 million in the first two days of the Spring Festival.
But this year's pattern of comedy films piling up and dividing the world has created another "stability" of the Spring Festival file: the three films go hand in hand, and whoever becomes the champion can hardly be called a "counterattack"; "Bear Infested" steadily plays the role of "hard currency" and echelon dividing line; Romance films and cartoons complement the genre, but it is difficult to become a dark horse.
AI mapping, by Entertainment Capital.
In addition to the ticket subsidy war, the promotion and release of the six key films were obviously online, and no less than 15 live broadcasts were intensively carried out within a week after the pre-sale opened. Due to the different content of the film and the style of the producer and distributor, it is difficult to maintain the same pace of publicity and distribution of the six films: "Hot and Hot" is obviously behind, and "Flying Life 2" and "Let's Shake the Sun Together" have been watched in advance.
In the case that the pre-sale situation is still unclear, the quality of this year's Spring Festival movie itself, follow-up word-of-mouth and **turnaround have become more important factors in determining the box office**. In addition, the general environment of postponing ticket purchase decisions and declining moviegoers year by year that was obvious last year will also continue to affect this Spring Festival stall**.
The pre-sale is supplemented by tickets, and "Bear Infested" has become hard currency
It's been a long time since I've bought more than a dozen movie tickets. ”
On the day of the pre-sale of this year's Spring Festival, many viewers found that the five key live-action movies except "Bear Infested" all have 19The ultra-low ticket price of 9 yuan, the coupon of "Article 20" superimposed on the live broadcast room "1 yuan to 15 yuan" can be 59 yuan a movie ticket. Some netizens found that individual sessions of "Shake the Sun Together" can even be purchased for less than 1 yuan.
Large-scale ticket compensation is indeed a key factor in this year's Spring Festival. Taking "Hot and Hot" and "Article 20" as examples, this year's Spring Festival ticket supplement is reduced to 19 yuan below 50 yuan9 yuan, 15 yuan off more than 50 yuan$1. There are also films that carry out tiered ticket compensation, and the pre-sale schedule of "Article 20" cinemas reaches 40%, and the ticket price can be reduced to a minimum of 8$5.
Xiao Xie, manager of a cinema in Chongqing, told Entertainment Capital that compared with the direct pull of the film scheduling fee, this kind of ladder ticket subsidy may be useful for the audience to buy tickets, but it has little impact on the film scheduling: "The gap between the proportion of these three ** in most theaters is within 5%, and it is difficult for a movie to reach 40% of the film schedule, one is not to 'offend' the other two films, and the other is that the volume and pre-sale results of the three films themselves are not much different." ”
In addition, Manager Xie also told Xiaoyu that in the past, the Spring Festival stalls would generally start to negotiate the exact film schedule about a week before the pre-saleHowever, this year, it was affected by the mandatory scheduling of films and the prohibition of scheduling fees in the early stage of sub-line distribution, until around the day of the pre-sale opened, there were successive releases to determine the proportion of films with him.
As of press time, "Flying Life" and "Hot and Hot" are the first and second places in pre-sale, both of which are above 90 million, and the film schedule on the premiere day is also about 27%, and the pre-sale of "Article 20" is 80 million, and the film schedule is 197%。The second echelon of "Bear Infested", "Mr. Red Carpet" and "Let's Shake the Sun Together" are scheduled respectively. 4% and 72%, of which "Bear Infested" has a strong pre-sale box office, with a pre-sale of more than 50 million, it is alone in the second echelon, while "Mr. Red Carpet" and "Let's Shake the Sun Together" are still hovering around 20 million. The other two cartoons, "Eight Rings: The Nether of the Canopy" and "Huang Pi: The God of Wealth Cat from the Sky", have obviously fallen behind, with less than 1% of the film schedule.
A distributor told Entertainment Capital that the publicity and distribution budget of the top films in the Spring Festival is generally about 200 million, of which the distribution costs account for the majority, part of which is ticket compensation, and the other is public relations expenses, that is, the scheduling fee plus the travel of personnel. "This year, a policy has been introduced to severely crack down on film scheduling fees. Of the original 200 million yuan, each company may have to take out 50 million to 80 million to do public relationsThis year, this fee has flowed to the ticket supplement, so the ticket compensation has become significantly larger. In addition, the previous ticket allowance limit has been lifted, so it will be lower than 19The ticket price is 9 yuan. ”
In 2014, "Heart Flower Road" opened 9 in the National Day fileAfter the era of ticket compensation of 9 yuan, ultra-low ticket prices have attracted a large number of low-frequency moviegoers to enter the venue. 2018 Spring Festival stalls, 19The minimum price limit policy of 9 yuan was introduced, and the eleventh gear of that year became the last moment of large-scale ticket compensation.
At that time, the cancellation of ticket compensation was actually a market choice. In an interview with Sina Entertainment, Tan Wusheng mentioned that since 2016, ticket compensation has become a necessary action for distribution, but in the next two years, when ticket compensation has become a universal policy, the pulling effect of ** has become weaker and weaker, "The highest time can drive 1:12, but in 2018, it is almost 1:1, and there is even an upside-down phenomenon, with 3 million tickets and 2.5 million box office." ”
The return of this year's ticket supplement has indeed played a significant role in driving up the box office on the first day of pre-saleOn the first day of pre-sale, the total pre-sale box office exceeded 70 million, which was more than 50 million in the same period last year.
However, after the ticket supplement stopped, the lack of stamina at the pre-sale box office also made the Spring Festival stall tie-up pattern a little tired. Last year's two top films "Man Jianghong" and "The Wandering Earth 2" were able to pull more than 10 million pre-sale box office every day in the week before their release, and this year's three first-tier films saw a significant decline in pre-sale growth from February 4 to February 6, all of which were less than 7 million. At the same time,"Bear Infested", which has not been supplemented, has shown strong "hard currency" strength and won the pre-sale day championship in a row.
At present, large-scale ticket compensation will affect the box office on the first day, but the follow-up film scheduling and box office still depend on the word-of-mouth of each film after its release.
The head live broadcast room is also affecting the pre-sale pattern. On the evening of February 6, Dong Yuhui's live broadcast room opened the Maoyan ticket purchase link for five other movies except "Hot and Hot", with a direct subsidy of less than 50 yuan to 199 yuan, compared with the previous purchase of coupons and then jumping to the applet, the purchase link has been significantly shortened, and the pre-sale box office growth rate of "Flying Life 2" is obvious, and it soon surpassed "Hot and Hot" to become the first in real-time pre-sale.
Online ticket supplement war, offline also has interactive innovation.
The "Light Up the Ticket Gate" activity recently launched by Jianpiao Group has become an innovative form of movie viewing and interaction. During the Spring Festival, the audience can log in to the "Short Ticket Shadow Treasure" applet, scan the *** of the Spring Festival movie ticket to "light up" the film to participate**, the first 2024 viewers must win the red envelope every day, and they can also participate in the follow-up activities of drawing new energy vehicles.
Zhang Guo, founder and CEO of Jianpiao Group, told Entertainment Capital that "Article 20", "Hot and Hot", "Flying Life" and "Huang Pi: The God of Wealth from the Sky" have reached a cooperation with Jianpiao, providing signed posters, signed books or other derivatives as prizes for "Jianpiao Yingbao". "Compared with direct online drawing, this method is strongly bound to the purchase of movie tickets, and the award-winning audience needs to claim the award at the electronic ticket gate in the theater, which is more costly. Zhang Guo believes that this innovative way of film interaction will become a necessary part of future publicity, turning the movie tickets in the hands of the audience into "lottery tickets" and pulling the audience into the venue in another way. At present, Jianpiao Group has laid more than 1,000 electronic ticket inspection equipment in theaters across the country, which can be used as a carrier to do more combined actions in the publicity and distribution link in the future in combination with the theater business ecology.
In today's situation where the number of moviegoers is declining year by year, the Spring Festival movie-watching customs are weakened, and the ticket-buying behavior is obviously postponed, large-scale ticket compensation may still be "treating the symptoms but not the root cause", and the final impact on the box office is the quality of the film and the follow-up reputation. Although this year's Spring Festival stalls with comedy are full of "family carnival", they will also affect the audience's choice: in the past, differentiated film types can attract audiences to watch movies many times, but the audience may choose one of several "comedy" movies that seem to be little different this year**, which will further affect the box office**.
Online live broadcast has become the standard, and comedy families are together
This year's Spring Festival movies have made obvious efforts to promote in the live broadcast room, "Article 20" and "Mr. Red Carpet" both started live ticket sales on the day of pre-sale, and the popularity and ticket compensation jointly drove the box office on the first day of pre-sale to a new high.
In the summer of last year, when "Fengshen Part 1" was still taking the traditional offline roadshow method, it was persuaded by "tap water" to go live online, and at that time, which method was more effective than offline roadshow or online live broadcast became a hot topic.
And this year's Spring Festival stalls, the major filmmakers entered the official live broadcast room of Douyin and Sina swept the building became the standard. The most obvious is "Mr. Red Carpet", which entered the live broadcast room of Sina Sweeping Building and Dong Yuhui in one day on January 31, and then walked into the live broadcast room of Douyin Movie, Station B, and Fan Deng for three consecutive days.
In the past, most of the main creators of the movie went to Li Jiaqi and Xiao Yang's live broadcast room to sell tickets, and most of the topics output were the surprise of the main creators that the movie tickets were sold out, and the communication point was single.
This year, the entertainment attributes of Dong Yuhui and Fan Deng's live broadcast room have weakened and the content attributes have become stronger, although there is also a topic of Dong Yuhui's 10-minute 600,000 movie tickets sold out, but the main creator and the anchor have an in-depth dialogue, which can give rise to more topics suitable for communication. For example, Andy Lau revealed that some fans hid under the bed, Andy Lau responded to the hidden marriage, etc., all of which were slices of content in Fan Deng's live broadcast room to bring marketing topics and ranked first in the hot search, with a total reading volume of 500 million.
Three days after Dong Yuhui's live broadcast, the official shake of "Mr. Red Carpet" also continued to have the content of Dong Yuhui's live broadcast room slice and spread, and even the official Weibo also posted a quotation "Yuhui said after watching Mr. Red Carpet". Live clips such as Andy Lau singing Wishing you prosperity continue to spread throughout the network.
Article 20 did not hold offline large-scale film viewing and pre-screening premieres, but also mainly online, from the live broadcast of the first press conference on January 12 to five consecutive live broadcasts from January 31 to February 2, all of which were attended by different creators. Zhang Yimou and other main creators also visited Dong Yuhui's live broadcast room and sold 800,000 advance tickets, and then the live broadcast clip of Zhang Yimou looking for Dong Yuhui to act was broadcast twice on the whole network.
This year's several head movies basically focus on comedy and family carnival elements, which is also a relatively stable way of playing in the Spring Festival stalls without big IP and visual effects blockbusters.
"Hot and Hot" and "Flying Life 2" emphasize that they are a "full comedian" lineup, and the story is passionate and inspirational.
Article 20 is a realistic theme, about the terms of "legitimate defense", a "very informative" trailer obviously appears in the violent conflict clips, but the marketing keyword is "family carnival", short ** to "I love my home" warm to the clip, the early release of the short **, Lei Jiayin and Ma Li played the husband and wife quarrel and reconciled warm clips, with "Are your parents like this?" and other topics, want to hit the most common family emotional factors.
In addition, several movies in this year's Spring Festival file have obvious "CP marketing", and the first thing "Article 20" to come out of the circle was Wang Xiao twisting the bottle cap for Gao Ye at the press conference; "Flying Life 2" has the master-apprentice CP of Shen Teng and Fan Chengcheng, and many Douyin** are the interactions between the two outside the play; "Hot and Hot" not only has the hot sisters of Jia Ling, Zhang Xiaofei and Yang Zi, but also the CP in the play of Jia Ling and Lei Jiayin, and "Mr. Red Carpet" is the relationship and first cooperation between director Ning Hao and Andy Lau 17 years ago; Not to mention the romance film "Let's Shake the Sun Together", Peng Yuchang and Li Gengxi have been live together all the time.
In addition, the star lineup is also the standard configuration of the Spring Festival stalls every year, "Article 20" relies on Zhao Liying's acting skills and marketing as a deaf and mute person to appear on the hot search many times, "Flying Life 2" emphasizes 100% "content", and "Hot and Hot" takes Jia Ling** as the biggest selling point.
Recently, after the comedy genre has obviously gathered together, the post-marketing of major movies is also making efforts in other directions, "Flying Life 2" released a visual effects special, calling itself an "industrial film", and the shocking special effects of the racing car have also been mentioned many times in the word-of-mouth feedback after watching the film. In order to adjust the audience's expectations and ensure the follow-up word-of-mouth, "Mr. Red Carpet" also officially released the "three nos" trailer of "not a gossip film, no hilarious stalks, and no family carnival", trying to differentiate itself from other movies and provide different choices for the audience.
"Conservative" and "aggressive" fight, and the top three pattern will be clear on the first day
The promotion and release of several key films in this year's Spring Festival file obviously presents two strategies: conservative and radical.
"Hot and Hot" is obviously the most "slow" one, the main creator Jia Ling can't be exposed before the movie is released, so the early marketing is mainly focused on the suspense of whether Jia Ling is **100 pounds successful, Jia Ling, Zhang Xiaofei, Yang Zi's "sisterhood" and the need for counterattack in lying flat life, etc., the rhythm of publicity is obviously postponed, and a large number of materials and interviews with the main creator will not be released on a large scale until after the release, and the premiere is also placed on the third day of the Lunar New Year. "Article 20" also did not organize large-scale film screenings, and the premiere was opened simultaneously in many cities on the first day of the Lunar New Year.
"Flying Life" and "Let's Shake the Sun Together" obviously belong to the faster echelon.
In the early stage of "Flying Life", the main publicity was starring Shen Teng and Fan Chengcheng, and in the later stage, comedians such as Jia Bing and Sun Yizhou were gradually added, focusing on the "family comedy atmosphere". On the day of the pre-sale on January 31, a number of "surprise cameos" were officially announced, including Yu Shi, Huang Jingyu, etc., from the beginning of the comedian collection to the "Flying Sky Troupe".
On February 5th, the large-scale premiere of "Flying Life" began, and the follow-up publicity direction was mainly towards word-of-mouth, and stars, the industry, ** and ordinary audiences all released a good reputation. The most obvious evaluation is "better than the first part", and the box office pre-sales on the next day increased significantly.
Senior distributor Zhang Qiang told Xiaoyu that the conservative and aggressive distribution can be seen from the style of the main distribution company, last year's Spring Festival file "Man Jianghong" held its premiere in advance, and this year's "Flying Life 2" is currently the only film that holds a premiere before the screening, both of which are distributed by Maoyan.
Let's Shake the Sun Together is the last part of Han Yan's "Life Trilogy", the protagonist is terminally ill and the love theme was once considered unsuitable for the Spring FestivalTherefore, it is even more important to carry out the release of the business film on February 5. The rhythm of its publicity and distribution is also very clear, and it has built a reputation through business watching films in the early stage, and stabilized the confidence of cinema managers with quality. Today begins to pave the way for the ritual of the special Valentine's Day scene: giving roses and candy. This movie obviously wants to get out of the long-term "dark horse" route in the Spring Festival stalls where comedy is gathered, but at present, less than 10% of the films scheduled on the first day will also depend on whether the first three films will fall behind.
"Mr. Red Carpet" has been rescheduled many times, and it was originally scheduled to be released in November last year, but it still relied on the word-of-mouth release of the Toronto Film Festival and the Pingyao Film Festival, as well as the sentimental marketing of "Andy Lau and Ning Hao will cooperate again after 17 years". After that, the overall marketing direction is still focused on Andy Lau, whether it is the adaptability of Hua Ge and the Spring Festival file, or the intertextuality between his real secrets and the film in the past, it is a topic with a higher degree of discussion.
In the context of the obvious recovery of the industry, the market is looking forward to the return of certainty. The three-strong comedy pattern of this year's Spring Festival stalls and the lack of big IPs and blockbusters are uncertain factors, but the Spring Festival stalls, which are one day longer than before, are also likely to sell more box office during the period. The 2019 Spring Festival file is also a three-comedy fight, "Crazy Alien", "Flying Life", "The King of New Comedy", the final box office is about 1 billion less than before the screening, there was a sci-fi film "The Wandering Earth" counterattack and rise, but this year there are few obvious dark horse blockbusters to support, this year's announcement is slightly conservative, the pre-sale stage is weak, the final pattern is still to be seen at the beginning of the New Year.
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