2023 can be described as a bumper year for the film industry, with various records and breakthroughs that are eye-catching. The box office is soaring, the number of moviegoers is rising, and film marketing methods are constantly innovating, and Chinese films have handed over a total box office of 549 in 2023 with a gratifying "answer sheet".1.5 billion, the total number of moviegoers is 12The dazzling results of 9.9 billion, and the 73 films with more than 100 million yuan have set a new record.
In order to more comprehensively review the achievements of China's film industry in the past year and gain in-depth insight into the development trend of the industry in 2024, Douyin and CCTV6 jointly launched the "2023 Douyin Film Annual Report" on January 30. This report not only traces the transformation of the film industry and reveals the propaganda mystery behind the popular films, but also pays high tribute to the industry partners who have contributed to Chinese films.
First, let's focus on the dynamism of the market. In 2023, the Chinese film market will be thriving, not only the box office and the number of moviegoers have soared, but also the proud performance of domestic films in the top 10 of the annual box office, accounting for 83 percent of the total box office77% to 4600.5 billion. The film market continues to emerge with high-potential users, showing more diverse characteristics. Coupled with the improvement of the "schedule effect", all this has undoubtedly injected strong impetus into the continuous growth of the box office. What's more worth mentioning is that Douyin's publicity coverage of domestic films with a box office of over 100 million has reached 100%, and the close relationship between Douyin's movie popularity index and the box office is even more eye-catching. At the same time, many movies have successfully achieved circle-breaking publicity through the Douyin short ** platform, and social topics have received continuous attention.
And Douyin is not only a platform for movie promotion, but also a fertile ground for many popular movies, providing them with room to grow. Through the ingenious combination of "position management and content planting", Douyin has helped many popular movies a lot. In terms of position management, popular movies carry out long-term operation on the official account of Douyin, attracting users' attention through high-frequency, diverse, and scarce content, with a cumulative total of more than 100 million likes. The main creators of the film actively interacted with users and launched multi-form dialogues with users, which successfully drove the popularity of movie-related topics on the whole platform. In addition, in terms of content planting, Douyin excavates hot content through multi-party linkage to expand the basic disk of movies. UGC content creation has become the key to the soaring box office, with more than 3.06 million users participating in movie-related releases, the number of creations reaching about 5 million, the total number of times reaching 14.8 billion, the number of shares reaching 54.09 million, and the number of comments exceeding 41.33 million. These numbers not only brought unexpected joy to the promotion of the film, but also highlighted the strong interaction between the film and Douyin.
In 2023, many masterpieces have found a new stage on Douyin, and I believe that in 2024, the film market will usher in more new styles, and Douyin will continue to make efforts in the exploration of film marketing, through innovative methods such as gameplay in the comment area, arouse user interaction enthusiasm, and stimulate the potential of movies with "hot stalks". At the same time, Douyin will give full play to the influence of talents, go deep into more fields, deepen the collaborative operation of official accounts and stars, improve the reputation and popularity of movies in the long run, and provide assistance for the breakthrough growth of more excellent movies.
Overall, the Chinese film industry in 2023 can be described as thriving, and Douyin, as a powerful assistant in film promotion, is also constantly interpreting stories of innovation and development. I look forward to more passion and surprises in the new year. What are your expectations and thoughts on the future of film promotion?