"Breaking 100 million, setting the fastest speed of breaking 100 million at the pre-sale box office of new films during the Spring Festival in the past three years." This is the 2024 Spring Festival report released by Lighthouse Data after the first day of pre-sale. As the Chinese New Year's Eve of the Year of the Dragon entered the countdown, the war of the Spring Festival file of the movie also kicked off, Andy Lau and Zhang Yimou successively walked into the "Walking with Hui" live broadcast room and began to buy tickets live. The results are also not bad, and "Mr. Red Carpet" starring Andy Lau sold 600,000 tickets in one hour. 20 minutes after the launch of "Article 20" directed by Zhang Yimou, 240,000 movie coupons were sold out, and a total of 820,000 tickets were sold out. 
In terms of quantity, this year's Spring Festival stalls are lively. Entering the first day of the Lunar New Year on February 10, there are 8 films, higher than last year's 6. In terms of actors, although there is no tough guy Wu Jing, the familiar faces Shen Teng and Andy Lau are still there. The director lineup is also very strong, including Zhang Yimou, a regular guest of the Spring Festival stalls, Jia Ling, who became a hot female director in China with "Hello, Li Huanying", as well as the sixth-generation director Ning Hao, as well as a generation of literary and young director Han Han, and Han Yan, who likes to shoot life issues. However, unlike the high pre-sale box office and the liveliness of the number of films, many practitioners are cautious about this Spring Festival stall, believing that it will open high and go low, and if there is no "dark horse", the box office is likely to be inferior to last year. The main reason lies in the type and quality. There is a major feature of this year's Spring Festival stalls - the absence of super blockbusters. According to a number of industry insiders, in the past, the box office could carry hard science fiction movies, costume fantasy movies that focused on costumes, and animated films that focused on industrialization, but they were all absent this year. Many people are also worried about the quality of the film, and negative comments such as excessive marketing and selling feelings have appeared. Ticket prices are also a major embodiment, according to Beacon data, this year's pre-sale ticket prices have dropped significantly compared with the same period last year, each ticket is below 50 yuan, and last year it was higher than 50 yuan. A theater manager estimated that the ticket price per ticket for this year's Spring Festival stalls was 5-8 yuan lower than last year. According to Maoyan data, the highest number of people who want to watch it at present is "Flying Life 2" directed by Han Han and starring Shen Teng, with more than 750,000, followed by the national animation IP "Bear Infested: Reversing Time and Space", which was generally ranked third or fourth in the past. This year has become the most suspenseful Spring Festival stall. 
8 films, who is the most worth watching? We synthesized third-party data and the views of many practitioners to divide the 8 parts of the Spring Festival file into three echelons. According to the practitioner's **,The three highest-grossing works in the Spring Festival stalls are "Hot and Hot", "Article 20", and "Bear Infested: Reversing Time and Space". Among them, "Hot and Hot" ranks relatively high, and the film was out of the circle because of marketing as early as a month ago. As the director and starring Jia Ling, she posted a Weibo, which probably means that she has not appeared in public for nearly a year, mainly because she is filming this "Hot and Hot", and she has lost 100 pounds for this **. As soon as Weibo was posted, it immediately became popular on the whole network. Although Jia Ling also mentioned that she didn't want to use the thin thing to market the film, many netizens were curious about what the thin Jia Ling had become, and wanted to get a glimpse of it through the movie, which directly boosted the popularity of "Hot and Hot". is different from "Hello, Li Huanying", this time "Hot and Hot" is not Jia Ling's own story, but an IP adaptation, adapted from the Japanese movie "Hundred Yuan Love", Jia Ling and Zhang Xiaofei play a pair of sisters in the film. Judging from the trailer released so far, "Hot and Hot" is consistent with the Japanese version in the entire big frame. Le Ying (played by Jia Ling) has been staying at her parents' house after graduating from college, and has lived a self-indulgent life for ten years. Essentially, it's a story about ordinary people who go from failure to rekindling hope in life.
is also expected by the circle, as well as Zhang Yimou's "Article 20". First of all, the film has a gorgeous lineup, with powerful actors Lei Jiayin , Ma Li, and Zhao Liying, one of the 85 flower representatives, and Liu Yaowen of the Times Youth League, and secondly, Zhang Yimou also gave this ** high praise, saying that this is a work that tells the story of the people themselves, and it is also the movie he has ever made, with the most laughter. As a realistic comedy, "Article 20" tells the story of prosecutor Han Ming (played by Lei Jiayin), who was involved in an incident at the turning point of his middle-aged career, and with the efforts of many people, he successfully turned the intentional injury into legitimate defense and "rescued" the righteous and brave. The title of the film, "Article 20", refers to the "Article 20" of the Criminal Law, which is related to the determination of legitimate defense. 
Image source Screenshot of stills from Douban's "Article 20" Viewers who are familiar with Zhang Yimou know that he has an accurate grasp of realistic themes, which also makes this ** pay a lot of attention.
When it comes to Spring Festival movies, the "Bear Infested" series must be on the list. In fact, since 2014, it has been steadily output at the rate of one movie per year, and its story has also extended from forest protection to parallel time and space, outer space and other fields, with a cumulative box office of more than 5.7 billion in the past 10 years.
Last year's Spring Festival file "Bear Infested, Stay with Me Bear Core" achieved a box office of nearly 1.5 billion, ranking eighth at the box office of the movie in 2023, and its production company Huaqiang Fantawild also relied on parks, movies and peripheral derivatives to directly get 28700 million yuan in revenue, net profit 2900 million, a year-on-year increase of 32529%。
Store Manager Zheng of a theater in Beijing said that "Bear Infested" has a very stable audience base, and when the Spring Festival stalls were not on sale, many viewers came to ask, and he felt that this IP was equivalent to the Spring Festival Gala for children. In this "Bear Infested: Reversing Time and Space", Bald Qiang has a new identity and becomes a programmer, and his mission is to save Xiong Da and Xiong Er who are trapped in the old timeline.
The second echelon is "Flying Life 2", "Let's Shake the Sun Together" and "Mr. Red Carpet".
"Flying Life 2" is Han Han's series of works, and now it has been 5 years since the appearance of "Flying Life 1" in 2019.
The return of "Flying Life 2" still tells the story of the racing driver Zhang Chi (played by Shen Teng) from downfall to galloping on the racing track. In terms of casting, the two familiar faces of Shen Teng and Yin Zheng are maintained, and Fan Chengcheng, a young actor with high traffic, is added, and now the film ranks first in the number of people who want to watch Maoyan.
Let's Shake the Sun Together" is a special existence in this Spring Festival stall, which belongs to the tear jerking type.
As long as director Han Yan is mentioned, many viewers can appreciate the tone of this **, most of his works are "cancer" themes, such as "Get Out, Tumor" starring Bai Baihe, and "Send You a Little Red Flower" starring Yi Yang Qianxi. Although "I Love You", which was launched on May Day last year, Han Yan took a warm love theme, but chose the unpopular elderly love.
Let's Shake the Sun Together" is the final chapter of its "Life Trilogy", continuing the life issues of "Get Out, Tumor" and "Send You a Little Red Flower", the film is adapted from a documentary report article, which tells the story of Lu Tu (played by Peng Yuchang) and Ling Min (played by Li Gengxi), two young people who fall in love and fight against death together.
"Mr. Red Carpet" is a film with a lot of gimmicks, the theme of the entertainment industry + director Ning Hao + starring Andy Lau, for audiences who want to eat melons, the film is not small.
From the name of the film to the story to the actors, many viewers called it stupid and unclear from the real entertainment industry. For example, Andy Lau plays the role of the king of the nation in the film, and his name in the film is Lau Weichi, which is a combination of the three names of Andy Lau, Tony Leung and Stephen Chow. Wang Jing plays the director, Leung Jiahui plays the actor, Jackie Chan plays the superstar brother, and Ning Hao plays a commercial director.
The film also contains real entertainment industry details such as the artist's hidden marriage and being teased at the award ceremony, and many viewers are very curious about how much of the content of this ** is adapted from a real case.
In contrast,The strength of the third echelon is relatively thin, namely "The Nether of the Canopy of the Eight Rings" and "Huang Pi: The God of Wealth Cat from the Sky"., are all small-scale cartoons.
"Bajie: Canopy Nether" mainly relies on the national degree of Zhu Bajie, and tells the story of his adventures in the nether realm. "Huang Pi: The God of Wealth Cat" is the story of the God of Wealth cat Huang Pi who went down to the mortal land to plant a cash cow.
There are many videos and many bugs
Although there are quite a few of them, the type is single.
First, the small volume is the intuitive feeling of many practitioners for this year's Spring Festival.
This year's Spring Festival stalls seem to be opening blind boxes. Hu Jun, a senior practitioner in a cinema in Beijing, said that this year's Spring Festival lacks a film that can be independent and looked forward to by the whole people.
Compared with last year's costumes, sci-fi, spy wars, comedies and other genres,This year, in addition to reality comedies, the rest is cartoons.
There are not many movies suitable for family viewing, and the number of people who "want to watch" supports this view of practitioners to a certain extent.
According to Maoyan data, "Flying Life 2", "Let's Shake the Sun Together" and "Mr. Red Carpet" are more popular with male audiences, accounting for more than 34%. However, there are also differences between the three **, "Mr. Red Carpet" has the largest proportion of viewers over 40 years old, and "Let's Shake the Sun Together" is mostly under 24 years old. Cartoons such as "Bear Infested: Reversing Time and Space" are mainly aimed at audiences under the age of 20 and are popular with audiences in sinking cities.
In contrast, "Hot and Hot" and "Article 20" are considered by industry insiders to be more suitable for family viewing, such as "Hot and Hot", the age distribution of the audience is more even, but for the best quality, everyone has a wait-and-see attitude.
The trend of "Hot and Hot" has changed. From the very beginning, Jia Ling announced the success of **, which ignited the audience's curiosity about the film, saying that they must dedicate a movie, and now the film has been complained about excessive marketing, and Jia Ling has been repeatedly hyped. Sisi, a senior film marketer, even thinks that the more I watch this **, the more it looks like a dumpling wrapped in vinegar, and a sports film made with a **marketing gimmick. In addition, the performances of the two leading actors Jia Ling and Lei Jiayin are also rumored to have no sense of CP.
Image source The official stills of Douban's "Hot and Hot" have increased uncertainty about the box office trend of "Hot and Hot".
Several other ** have also been pointed out by practitioners one by one that they are in poor condition. "Many viewers were hurt because of last year's National Day file "Solid as a Rock". Sisi said that this time Zhang Yimou touched on a more controversial topic, and many viewers were worried that "Article 20" and "Solid as a Rock" would be limited by the subject matter and unable to let go of expression. Sisi feels that according to the feedback of some industry insiders, the film has a strong sense of emotion. If this topic pokes at the potential psychology of the public, then word-of-mouth will affect the box office in the later stage, and "Article 20" may be able to replicate the situation of "Hello, Li Huanying" "Emotions support word-of-mouth", if word-of-mouth is average, then the film may become another "Solid as a Rock". "Mr. Red Carpet" has been evaluated by some practitioners as saying that it will fall into great controversy after it is launched, and word of mouth will be polarized. Sisi has seen **, he thinks it's more "crazy" than funny, and the whole has a feeling of high and low. "This time Ning Hao's satirical comedy is very rich in content, but because there is too much content, the audience is easy to see in the clouds. Sisi said. As for "Flying Life 2", although there is Shen Teng who carries the box office, everyone is skeptical about the topic of racing and how much market competitiveness Han Han himself has. Han Han's films are always inseparable from the two main backbones, youth confusion + mid-life crisis. Counting the films he has directed in recent years, his highlight moment is still in 2019's "Flying Life". "Four Seas", which will be released during the Spring Festival in 2022, has a Douban score of only 53, the box office did not exceed 600 million. Compared with "Flying Life 1", the second part has undergone a lot of changes. The protagonist is still Zhang Chi played by Shen Teng, but the main characters have been expanded, including Fan Chengcheng, Yin Zheng, Zhang Benyu, Sun Yizhou, and Wei Xiang and Jia Bing. From the cast this time, it can be seen that Han Han wants to change from the original inspirational direction to a more comedy direction. Whether he can master this degree well still has to put a question mark. For "Let's Shake the Sun Together", everyone's attitude is very clear, **The quality is good, but it can only be popular in a small range, and most people will not be in the Spring Festival**, because**It is a little sad. More than one theater direction Fixed Focus said that they don't understand why the film is scheduled to be released during the Spring Festival, and their current proportion of the film is only higher than that of "Eight Rings: Canopy Nether" and "Huang Pi: God of Wealth Cat" two cartoons. Based on the views of several industry insiders, everyone's opinion on this year's Spring Festival film is "gambling". Unlike previous years, they can't see which ** will definitely be a hit. 
The most suspenseful Spring Festival stallsBefore the official start of this Spring Festival, many episodes have already occurred, which also makes this war full of suspense. First of all, at the end of January, many film and television bloggers and industry insiders blew up because of the split line release. The split line was proposed for many years, but the actual implementation began in October last year. If a movie is released in separate lines, it can be simply understood that the film will not be scheduled in all theaters, and the theaters need to apply to the filmmaker for a split line to get the key online, and once applied, the theaters need to schedule the films according to the requirements of the first party. At present, this model is not widely implemented, and many theaters believe that this move loses the autonomy of film scheduling. At the end of January, the Spring Festival was approaching, and the news suddenly came out in the circle that most of the films would be released separately, and a screenshot was leaked, stipulating that several ** would be at the beginning of the New Year.
1. The proportion of films scheduled on the second day of the Lunar New Year. We asked the theater managers of several theaters in different regions, and they all said that everyone was confused when the news first came out, and even many people expressed their dissatisfaction in the circle of friends, because the box office of the first two days can have a decisive impact on the overall box office of **, and the "split line release" has some implications of forced film scheduling. However, later, the Spring Festival stall line issuance was canceled. The problem in front of the theaters now is that because the overall film is not hard enough, everyone does not know how to arrange the film. "Maybe for safety reasons, I will lock "Hot and Hot" and "Article 20" for the first two days, and then row more "Bear Infested", and make a steady profit. Store Manager Zheng said. Most industry insiders' prediction of the box office of several ** films is that with "Bear Infested" as a watershed, Jia Ling and Zhang Yimou at the top compete, and Ning Hao, Han Han, and Han Yange at the bottom are scuffling. Theater managers in different regions also said that their current scheduling ideas basically follow this principle. 
Image source Screenshot of stills from Douban's "Bear Infested · Reversing Time and Space".And another outstanding feature of this year's Spring Festival stalls is that there are more people participating in ticket compensationThis also further increases the difficulty of scheduling films in theaters. "In previous years, the Spring Festival stalls also made up for two or three ** tickets, selling 199 yuan ticket, this year, in addition to "Hot and Hot", "Article 20" and "Bear Infested", several other ** have been supplemented. Manager Zheng said, "Although the pre-sale is open, many viewers don't know what to watch, so they grab subsidized low-cost tickets first, and it is estimated that they will have to wait for the subsidy pool to be gone, so that the customer's viewing intention can really be seen, and then we will modify the film schedule." "For the overall box office trend of this year's Spring Festival stalls, more than one industry insider believes that the overall situation is average, and if there is no "dark horse" in the later period, it should be lower than last year. Store Manager Zheng estimates that the box office of his Spring Festival stalls will be one-fifth less than last year. However, even if everyone is not overly optimistic, the importance of the Spring Festival stalls will never make the theater relax, after all, the most profitable schedule of the year is the Spring Festival stalls. Even if the quality is average, all theaters must work hard to prepare, fight for services, and fight for activities. The common practice is to do a good job of service first, and it is understood that many theaters have beenrecruited part-time jobs for the Spring Festival, and even some theaters had twice as many part-time jobs as usual。Secondly, to attract audiences with low prices, many theaters widen the gap between ticket prices in a day, "such as lowering the ticket prices of morning and evening shows, pulling morning and evening **, and grabbing the seat rate in the middle of the period." A theater manager said that several theaters near his home have adopted this method this year, while they have not done so in previous years, in order to compete for audiences at low prices. In addition, many theaters will also hold some activities to stimulate passenger flow. Manager Zheng said that this year they plan to sell packages, if one ticket is sold on a third-party platform for 65 yuan, two tickets for 130 yuan, the package they launched is equivalent to half cheaper. "Including two Spring Festival movie tickets, one food**, priced at 99 yuan, at the same time, there will be two movie discount coupons, but limited to use after the festival. This move is also in the hope that more audiences will be able to enter the cinema after the festival.