As one of the most important movie schedules of the year, the Spring Festival file, will hit a new high in 2024, with a total box office of more than 801.6 billion yuan, and the number of moviegoers was 16.3 billion, all of which have set a new record for the Spring Festival box office in the history of Chinese films. Of the 8 films scheduled, 4 films won a full house and 4 films were withdrawn, although many of them were of high quality, but the box office was unsatisfactory.
It can be seen that a good film needs to be seen and recognized by the audience, not only of high quality, but also of different schedules and audience psychology. The film schedule is not just a holiday time divided by festivals, it is also associated with festival extension. Due to the different times, the audience's aesthetic expectations at different times are not the same, such as Valentine's Day, the audience prefers love-themed movies. For the selection of most films, the correct release schedule often determines the box office of the film, so the schedule selection is extremely important for the filmmaker.
Especially in the Spring Festival file with a strong traditional Chinese cultural symbol, most of the movie-watching audiences are family-oriented movie-watching activities, so from the audience's point of view, it is easier to choose a family-friendly movie that emphasizes joy and fun, on the contrary, films with higher requirements for the audience, darker pictures, and insufficient entertainment are not suitable for the Spring Festival. The 4 films that were withdrawn due to low box office more or less did not have the intervening characteristics of family comedies, as well as the topicality of family members who could talk to each other. and "Hot and Hot", "Flying Life 2", "Bear Infested: Reversing Time and Space" and "Article 20" have common characteristics: comedy elements, as well as the awareness of video texts to intervene in real society, with strong substitution, such as "Hot and Hot" tells the story of the heroine's "confrontation" with life, transformation and blooming; "Flying Life 2" shows the unremitting pursuit of dreams; "Article 20" presents the persistence of ordinary people in ordinary life; Although "Bear Infested: Reversing Time and Space" is an animated film, it focuses on the thinking of life growth and transformation of all ages, and is essentially "reproduction" of daily life with artistic processing, bringing cultural discourse into the public eye, and influencing people's cognition and views on society.
In addition, the success of the movie box office is also inseparable from the best publicity, especially in the whole world, many film distributors will combine the highlights of the film for personalized promotion, and make full use of the major ** to promote the film, so as to gain the attention of the public in the sea of information. Like the box office No. 1 "Hot and Hot" director Jia Ling's behavior in reality coincides with the behavior of the characters in the movie, and the topic is strong, Jia Ling lost 100 pounds and appeared on the hot search, which is enough to reflect the impact of the publicity method of using her own characteristics for personalized promotion on the audience. By accurately grasping the highlights of the film to skillfully grasp the psychology of the audience, enhance their impression in the hearts of the audience and induce the audience's curiosity about the film, the ultimate goal is to contribute to the box office for the realization of the audience entering the theater.
As shown by "media is metaphor", the current era has changed a lot, and the Spring Festival file is not just a time period when any film can be successful, in the contemporary environment where attention is scarce, film producers should pay attention to finding the selling point of the film through innovative marketing methods, creating hot topics that conform to the current society, and attracting the attention of the public, so as to achieve the box office return of the film. For films, there should also be corresponding changes in the way content is produced, conforming to the trend of the times, and improving the quality of expression.