Smashing golden eggs, opening blind boxes, giving candy, writing the word "Fu", watching performances, visiting markets, and wonderful cultural and creative activities have added fuel to the fire of this year's Beijing Spring Festival film market. According to statistics, as of 9 p.m. on February 14, the total box office of the Spring Festival stalls nationwide was 562.5 billion yuan, of which the box office in Beijing is 17.2 billion yuan, 23120,000 people walked into the theater and nearly 50,000 screenings. The reporter of this newspaper visited a number of theaters in the past two days and felt the lively atmosphere of the market up close.
The family carnival theme is suitable for the Spring Festival atmosphere.
At the beginning of the Lunar New Year, a total of eight new films entered the market, and this year's main films such as "Hot and Hot", "Flying Life 2", "Bear Infested: Reversing Time and Space", and "Article 20" all have comedy elements, but at the same time, each film also has its own characteristics, and together they make this Spring Festival full of "family carnival" atmosphere.
Audience Gao Shuyan and her friends came to Donghuan Cinema to watch "Hot and Hot", "The hottest thing in our cinema is "Hot and Hot", and the audience is mainly female. Zhang Wei, manager of Daliu International Cinema, told reporters. In Daliu International Studios, the reporter happened to meet Ms. Jin who took her daughter to watch "Hot and Hot", she was dressed in red and was very festive, "I came for Jia Ling, and I will live for myself for the rest of my life, this sentence makes me break my defense!" Yang Ge, the program planner of the China Film Archive, believes that although the film is adapted from the Japanese movie "Love of 100 Yuan", the localization is very good, it is essentially a story about the growth of an ordinary woman, the theme of the movie is not profound, and the threshold for viewing is not high, so it can attract many people into the cinema**.
The audience of Daliu International Cinema is checking in for admission, and "Article 20" directed by Zhang Yimou tells serious topics related to "normal defense" in the form of comedy, which has resonated with many audiences. Producer Chen Zhixi accompanied his father to watch "Article 20" and said: ""Article 20" makes people laugh and cry, it is really suitable for all ages. ”
In the CBD store of Wanda Cinemas, the reporter met the audience Zhu Chenxi, who came to watch "Flying Life 2" directed by Han Han with his girlfriend, "We are all amateur racing enthusiasts, our love is born in racing competitions, and this movie cannot be missed." This film is a typical commercial genre film, with dense laughter, full of humor of life, and the racing scenes are also very burning, which makes people's blood boil after watching it. ”
Bear Infested: Reversing Time and Space has a film schedule of up to 20% in our studio. Cai Haichuan, the manager of Donghuan Cinema, told reporters that on the morning of the third day of the Lunar New Year, the cinema deliberately scheduled a screening at 8:30, "I didn't expect the attendance rate to be close to three or four percent." She believes that the "Bear Infested" series of big movies has been filmed for the tenth time, and over the years, a large number of audiences have been accumulated, and the production of this series of movies is also making continuous progress, and "Bear Infested" has become a must-see movie for many families during the Spring Festival.
Yang Ge believes that it has been proved that the audience still likes to watch "family carnival" movies very much during the Spring Festival. Chen Jin, a data analyst at Lighthouse Professional Edition, told reporters that the outstanding proportion of female audiences is a major feature of this year's Spring Festival stalls, according to statistics, the proportion of female audiences is as high as 64%, and the proportion of female audiences has been for four consecutive years**.
Pattern marketing creates a strong New Year's flavor.
Walking into Donghuan Cinema, Ms. Ban's 10-year-old daughter Yiyi's eyes lit up, "Mom, the word 'Fu' is written here," Yiyi took her mother's hand to the writing desk, she skillfully picked up the brush and wrote a big "Fu" character on the paved red paper. "The little girl writes really well, she must have practiced, right? Hearing the praise of the people around her, Yiyi happily played the word "Fu" and asked the staff, "Can you give it to me?" The staff told her, "Of course, this is for you". Hearing this answer, Yiyi smiled happily.
The 10-year-old audience Yiyi is writing the word "Am I making a mistake?" As soon as the audience Yan Xiqing walked into the "Beijing Performance Hall No. 1" of Donghuan Cinema, what he saw was actually the young actors Liu Yanming and Wang Wei of the China Ping Theater performing the Ping Opera "Flowers as the Matchmaker". When the staff told her that this was a cultural bazaar specially designed by the cinema for the audience, Yan Xiqing's face showed a surprised expression, "This is my favorite play, I didn't expect the theater to send a surprise." ”
Young actors Liu Yanming and Wang Wei performed "Flowers as the Matchmaker" before the screening, and Cai Haichuan, the store manager, told reporters that these two activities are part of the "Beijing Performance Hall 1" New Year Cultural Market, as one of the sections of the fourth New Year performance season of Beijing Performing Arts Group, the event covers six theaters such as Jinbao Cinema and Donghuan Cinema of New Film Federation. From 14 to 17 o'clock every day from the first day of the Lunar New Year to the eighth day of the Lunar New Year, the "Beijing Performance Hall 1", the Beijing Performance brand space and other public areas of the cinema will be "opened" on time, so that the audience can visit the market, enjoy opera, taste folk customs, and touch more excellent traditional Chinese culture while making movies.
In Wanda Cinema (CBD Wanda Plaza store), the audience Mr. Chen and his son are smashing golden eggs, and the staff told reporters that this is one of the Spring Festival activities launched by the cinema, 299 yuan smashed once, guaranteed to have a prize every time. After Mr. Chen asked his son to smash it open, he got a "Milk Dragon Spring Festival Couplets Gift Box", which contained Spring Festival couplets, blessing window flowers and red envelopes. "When you go home, you put these blessings on them. Mr. Chen said happily.
Before the opening of the movie "Let's Shake the Sun Together" at 5:20 p.m. on February 14, Chen Jing, the manager of the Baoshengli store of the New Film Association International Cinema, had already prepared a gift box of roses and candy.
Reduced ticket prices boost movie-going enthusiasm.
This year's ticket prices are much lower than in previous years, which is a common feeling among many viewers. Behind this is the vigorous implementation of various preferential policies for ticket subsidies by competent departments at all levels.
On February 6, the Film Bureau of the Central Propaganda Department and the Digital Currency Research Institute of the People's Bank of China guided the launch of the "Watching Movies for the New Year - 2024 Spring Festival Digital RMB Movie Consumption Discount Activity". During the Spring Festival, 11 financial institutions invested more than 30 million yuan in subsidies for e-RMB movie-watching consumption, bringing tangible discounts to audiences through full reduction, coupon collection, digital red envelopes and other ways to buy tickets and other movie consumption. At the same time, Beijing also issued a subsidy of 20 million yuan for watching movies, and held the "Watching Movies for the New Year - Beijing New Year Movie Watching Benefiting the People", covering more than 250 operating theaters in the city, benefiting nearly 2.2 million people. In addition, many films have joined forces with major platforms to launch box office discount activities, such as "Article 20" and Dong Yuhui's "Walking with Hui", which launched 800,000 "1 yuan instead of 15 yuan" vouchers, which were quickly sold out.
Even IMAX theaters, which used to have higher ticket prices, have dropped a lot of ticket prices this Spring Festival. The reporter saw on a ticketing platform that the ticket price of "Flying Life 2" screened at 7:50 pm on February 14 in the IMAX hall of Bona International Cinema Dajiaoting IMAX*** was 1089 yuan, this ** is far lower than the ticket price of the theater in the same period last year.
This year, there are a variety of ticket subsidies and preferential activities, which bring the audience a very real discount, which has activated the audience's enthusiasm for watching movies to a large extent. Yang Ge, the program planner of the China Film Archive, said.