Beijing News (Reporter Zhou Hui Xiaowan) The results of the Spring Festival in 2024 are gratifying, and the film market in the Year of the Dragon is off to a good start. On February 18, Maoyan Research Institute released the "2024 Spring Festival Film Data Insight Report" (hereinafter referred to as the "Report"), which shows that the total box office of this year's Spring Festival movies will reach 801.6 billion, with a total of 16.3 billion, the three key data of box office, moviegoers and screenings hit a new high in Chinese film history.
The total box office of this year's Spring Festival movies reached 801.6 billion, breaking the historical record.
While the box office performance hit a new high, this year's Spring Festival stalls also reflected a number of new development trends in the film market. During this year's Spring Festival, tickets purchased in different places accounted for 392%, a new high in the past four years; The proportion of the box office in third- and fourth-tier cities increased to 589%, the highest in five years; The proportion of family-style multi-person movie-watching has increased, and family-style comedies are more popular. It is foreseeable that the Spring Festival is just the beginning, with the recovery of the film market, the audience's willingness to watch movies has increased, and the supply of films has returned to normal, and the film industry will burst out with more vigorous vitality in the new year.
In terms of performance, the performance of the 2024 Spring Festival stalls exceeded expectations, and the film market continues the growth inertia in 2023, while also containing new potential energy. According to the report, the total box office of the Spring Festival stalls in 2024 will be 801.6 billion, breaking the historical record, a year-on-year increase of 185%, the total number of moviegoers is 16.3 billion, a year-on-year increase of 264%, the demand for movies has reached a new high. While the demand for watching movies is growing, the ticket prices of the Spring Festival stalls have fallen. According to statistics, the average ticket price of the Spring Festival stalls has decreased for two consecutive years, and this year it has decreased by 6 year-on-year1%, which is 49$1. Among them, the first-tier cities saw the largest decline, with the average ticket price falling by 93 yuan, second, third and fourth-tier city fares have different ranges of decline.
In the vertical dimension of films, the high box office performance of the Spring Festival stalls is inseparable from the head effect of the first camp. For the first time in this year's Spring Festival, four "1 billion box office club" films appeared, among which the two films "Hot and Hot" and "Flying Life 2" achieved a crowd breakthrough and won a box office of more than 2 billion, which played a significant role in boosting the box office of the Spring Festival stalls. In the horizontal time dimension, the Spring Festival stalls, which lasted for eight days, made steady efforts, and the daily box office decreased slightly month-on-month. On the fifth day of the first lunar month, the daily box office was affected by Valentine's Day, and the box office increased by 25 month-on-month2%, providing some support for the follow-up of the schedule. It is worth noting that the number of moviegoers on the first day of the Lunar New Year this year increased by **4 year-on-year1%, but due to the reduction in ticket prices, the total box office decreased by 09%。Due to the shortening of the weighted average duration of film scheduling, the turnover rate of the cinema hall increased year-on-year, and the attendance rate on the first day of the new year decreased by 5 year-on-year2%。At the same time, there is a new trend in movie viewing on the first day of the Lunar New Year this year. Compared with previous years, the pre-sale box office on the first day of the Lunar New Year this year is lower, and the proportion of same-day ticket purchases has reached the highest level in the past five years, which means that people are gradually developing the habit of watching movies temporarily.
For the first time in this year's Spring Festival, four "1 billion box office club" films appeared.
In addition, there will be more "similarities and differences" in the 2024 Spring Festival viewing trend. In terms of viewing frequency, the average per capita viewer of this year's Spring Festival stalls is 119 films, the same as in 2021, **3 films accounted for the highest proportion in four years. The head effect is obvious, and the ticket purchase rate of "Hot and Hot" and "Flying Life 2" overlaps by nearly 17%. From the point of view of **, this year's Spring Festival box office is stable, the internal force is long-lasting, supplemented by the bonus of long holiday time, which can create 801.6 billion box office performance is the strongest Spring Festival file in film history. Behind the achievements, the new phenomenon and vigorous vitality of the film market also make people have more confidence and expectations for the development momentum of the film industry in the new year.
Judging from the specific films, the head films of the Spring Festival file show a pattern of "two supers and two strong". "Hot and Hot" and "Flying Life 2" are the two comedies and family carnival films that are the most popular during the period, leading with the flag, and the IP animation film "Bear Infested: Reversing Time and Space" and the reality film "Article 20" have their own characteristics, followed closely behind. The TOP4 films were both applauded and acclaimed, and the overall score was the highest in the past five years. The publicity strategy affects the ups and downs of the box office, and the content of the film is the decisive factor of the box office. At the same time as the birth of phenomenal films, different films during the Spring Festival period also won the favor of different audiences according to the differences in content tonality. The trend of box office sinking is also evident in the theater box office rankings. According to the data, among the top 10 national cinema box office in the 2024 Spring Festival, only 4 seats are from first- and second-tier cities, and the remaining 6 seats are from fourth-tier cities around the country, and they are all on the list for the first time this year. Among them, Heze Wanda Cinema (Heze Jiahecheng LUXE store) jumped from 107th last year to 5th in the country this year. This also shows that the popularity of the Spring Festival stalls has greatly driven the improvement of remote movie-watching behavior and the movie-watching demand in the sinking market.
The head films of the Spring Festival file show a pattern of "two supers and two strong".
In the process of gradually enriching the film genre, the content focus of Spring Festival films is also changing. Taking the strongest domestic animation IP "Bear Infested" as an example, since 2017, the "Bear Infested" series of movies has entered the Spring Festival stalls, and the total box office has been rising. Judging from the proportion of first-day screenings and box office, the confidence of the market and the audience's enthusiasm for watching movies continue to increase.
This change stems from the fact that the overall movie-going audience of Chinese films and the main force of the series are gradually tilted towards women aged 25 and above. On the platform of station B, the MV** of the theme song of the 10th anniversary of "Bear Infested" reached 145550,000, which also reflects the age of the IP moviegoers. The Spring Festival is not only a time to create miracles, but also a cruel testing ground. In the past 12 years, popular movies such as "Detective Chinatown 2", "The Wandering Earth", "Hello, Li Huanying" and "Man Jianghong" have appeared in the Spring Festival file, and the counterattack plot has been realized during the schedule.
At the same time, the Spring Festival stalls are also affected by a variety of factors, and there will also be a phenomenon that the box office results of the film are not as expected. Among the eight films in this year's Spring Festival file, "Let's Shake the Sun Together", "Mr. Red Carpet", "Eight Rings: Canopy Nether", and "Huang Pi: God of Wealth Cat" were withdrawn one after another, looking for another opportunity.
Edited by Xu Meilin.
Proofread by Wu Xingfa.