Original title: 801.6 billion! The box office of the Spring Festival stalls is red, and many films have a good reputation (citation).
How the Marché du Film continues to be "hot and hot" (theme).
During the hot schedule, 4 of the 8 released movies have announced their withdrawal, which is very rare; The volume of social ** topics in some popular movies also far exceeds the work itself.
The success of "Hot and Hot" is not so much the success of the topic, but more convincing is the success of the creative attitude.
Exploring and promoting the distribution model of separate lines can allow some literary and niche films to be screened in some theaters and theaters for a long time, so as to form documentary films, literary films and other screening brands and cinema characteristics.
This year's Spring Festival film market is as "hot and hot" as the name of the movie that leads the box office
The National Film Administration recently released data that the box office of the Spring Festival movies in 2024 will reach 801.6 billion yuan, not only surpassing last year's Spring Festival stall of 67The box office result of 5.8 billion yuan also refreshed the 78 set by the Spring Festival file in 2021The box office record of 2.2 billion yuan has become "the hottest Spring Festival stall in history". Not only is the box office popular, but many films have also achieved good reviews on various film and television rating platforms, and their reputation is good.
Also in such a hot period, 4 of the 8 released movies have announced their withdrawal, which is very rare; The volume of social ** topics in some popular movies also far exceeds the work itself.
After the Spring Festival, can the film market continue to be hot?
The one who gets the topic gets the market?
When my mother, who was in her 70s, came to ask me about Jia Ling**, I knew that this movie was completely out of the circle. During the Spring Festival this year, Shi Wei, who has lived in Shanghai for many years, returned to his hometown in Chongqing to visit relatives. His mother, who has never entered the cinema since he was 50 years old, took the initiative to ask him about the movie "Hot and Hot", and also revealed the idea of going to the theater to watch the movie.
On January 11 this year, when "Hot and Hot" was finalized, director and actor Jia Ling, who had not been in the public eye for a long time, revealed on Weibo that she "successfully lost 100 pounds and trained to look like a boxer", which aroused great curiosity from the public. Before the movie was released, topics such as "Jia Ling has lost weight to Zhang Xiaofei", "Skinny Jia Ling", "I was shocked by the hot and hot silhouette of Jia Ling" and other topics rushed to the first place in the hot search on various platforms.
According to the "2024 Spring Festival Film Market Insight Report" from the Lighthouse Research Institute, there are 447 hot searches on Weibo for the Spring Festival file "Hot and Hot", and the hot search time is as long as 789 hours, far exceeding other movies in the same schedule, and "Jia Ling lost 100 pounds" has become the first hot topic of the movie. Recently, many people's attention has focused on Jia Ling's singing on the same stage before and after, as well as Jia Ling's wavy curls and princess skirt after success. This made Shi Wei wonder: "Is it really the movie itself that "Hot and Hot" is out of the circle? ”
Even if there is no off-site topic of "Jia Ling**100 pounds", "Hot and Hot" is still a "topic movie", the film focuses on the story of a woman's self-change, and after its release, hot topics such as "hot and hot, hug yourself" and "hot and hot love yourself to break the overall situation" and other hot topics are also highly consistent with the discussion of young people's attitudes towards life on the Internet in recent years.
topic" has a very obvious driving effect. According to a report from the Beacon Research Institute, "Hot and Hot" pulled 362% of the "zero-frequency users", that is, attracted many unwatched users like Shi Wei's mother to enter the cinema, and the number of first-time viewers of the film is almost 1 of "Flying Life 2".5 times.
Such a trend has already begun in the summer of last year. "All or Nothing", which focuses on telecom fraud, scored 384.8 billion box office, "Disappearing Her", which tells the story of "killing his wife overseas", won 352.3 billion box office, respectively won the third and fourth place at the box office last year, and during the release of the two films, the discussion of social topics outside the film was also high.
Mr. Wu, who is engaged in film and television production, said that although many people in the industry have polarized evaluations of this movie, the unanimous opinion is that "the movie script is not perfect, but Jia Ling's hard work is worthy of admiration". In his opinion, "Hot and Hot" can break through in the Spring Festival file, in addition to Jia Ling's own "national favorability", her attitude of devoting herself to changing her body shape and creating movies in the past two years has allowed the "topic" to be established and widely discussed; The basic quality of the movie is good, which promotes the further fermentation of word-of-mouth. Mr. Wu said that the success of "Hot and Hot" is not so much the success of the topic, "I believe it is more the success of the creative attitude." ”
Only sinking can succeed?
In fact, looking at the movies in this year's Spring Festival, most of them have their own "topics". Zhang Yimou's "Article 20"* is the "legitimate defense" of Article 20 of the Criminal Law; "Mr. Red Carpet" satirizes the strange appearance of the entertainment industry; "Let's Shake the Sun Together" focuses on the lives and emotions of seriously ill patients; Even the animated film "Bear Infested: Reversing Time and Space" is telling the nostalgia of urban office workers.
In contrast, last year's Spring Festival file had different genres such as the historical-based drama film "Man Jianghong", the sci-fi film "The Wandering Earth 2" that reflects the industrialization level of Chinese films, the spy war suspense film "No Name" and the fantasy animated film "Deep Sea" with exquisite pictures.
But not all topical movies can replicate the success of "Hot and Hot". "Mr. Red Carpet", directed by Ning Hao and starring Andy Lau, was once pinned on high hopes with the traditional "famous director + big star" model, but at present, the film has only achieved a box office of 84.22 million yuan, and announced its withdrawal on the evening of February 16. Also announcing the withdrawal is "Let's Shake the Sun Together", which tells the story of critically ill patients, and the film has won the same 7 as "Hot and Hot" on Douban9 points.
"Mr. Red Carpet" is the most anticipated movie by Huang Huan, who is engaged in screenwriting, during the Spring Festival, Ning Hao's works have their own style in terms of storytelling and lens use, and in her eyes, there is already a prototype of "author's film". However, she found that the film scheduling rate of this movie was very low, "not early in the morning but very late", and when the news of the withdrawal came out, she wanted to watch it again, only to find that the theater near her home had almost no film scheduling a few days ago.
When she returns to her hometown during the Chinese New Year, Huang Huan's relatives and friends will also chat with her about film and television works. But compared with the overwhelming "Jia Ling**100 catties", almost no one cares about movie factors such as lens language and scene scheduling. Several popular movies in this year's Spring Festival file also made her not satisfied, "The box office is frighteningly high, but is the quality of the film really high?" ”
According to data from the lighthouse, "Mr. Red Carpet" has the highest proportion of box office in first-tier cities, reaching 186%, which is almost the average of 96% doubled; And in the fourth-tier cities, it is at the bottom, only 183%。Among the five major films in the Spring Festival file, it is the only one that has less than 50% of the total box office in third- and fourth-tier cities. In this regard, the lighthouse report concluded that "the Spring Festival film has sunk significantly".
However, in the eyes of industry insiders, "sinking" is not the only way out for films, and they are still full of expectations for Chinese films with rich genres. "Films of different schedules have different characteristics, even in a mature film market like North America. Mr. Wu took Hollywood movies as an example, with the end of the awards season in March, a batch of more artistic films will be released; The summer file is the world of popcorn visual effects movies; At the end of the year, when the New Year is ushered in, family comedies and warm movies will become the main hits.
First, it makes no sense to cater to the market. He also believes that audiences in first-tier cities are more receptive to art films.
The gains and losses of this year's Spring Festival box office show that, on the one hand, the market rules of the film need to be respected, such as the Spring Festival schedule has its uniqueness, it needs a positive energy theme, and the theme must also be in line with the family carnival; On the other hand, it is also necessary to recognize the relationship between movies and stars, comedy is a genre that is highly dependent on comedy stars, and China needs to create its own national comedy stars. Liu Haibo, a professor at the Shanghai Film Academy of Shanghai University, believes that creators should be encouraged to summarize the laws of the market and create popular movies for the schedule.
Is the theater schedule a life or death?
On January 29 this year, "Mr. Red Carpet" suddenly released a poster with the eye-catching words "Let the audience choose for themselves? ok！", suspected of expressing dissatisfaction with the release of the film line. Previously, it was rumored that several other films in the same schedule would be released separately, requiring theaters to guarantee the beginning of the Lunar New Year.
The "minimum number of films" in the first two days of the first two days does not include "Mr. Red Carpet".
However, on the afternoon of January 30, the China Film Producers Association, the China Film Distribution and Projection Association and the representatives of the eight investors and producers of Spring Festival films held a symposium on the distribution and screening of Spring Festival films, and reached a consensus, "No unit or organization can use its dominant market position to interfere in market business activities, including film scheduling, and make restrictive arrangements for the legitimate business activities of various market entities." ”
Some theater managers revealed that the theater schedule must keep up with the rhythm of the market: "At the beginning, of course, it will be arranged from the prediction of the industry, but it will definitely be adjusted immediately according to market feedback." Such a seemingly fair way of arranging films is unfair to relatively niche art films. "At present, there is a single genre and homogenization of domestic films, and Hollywood-style films tend to be more popular in the market, but a healthy film market should accommodate a variety of styles, genres and aesthetic tastes. Film critic Ishikawa said that now the film market has begun to promote the distribution mechanism of separate lines, and the original intention is to promote the diversification of the market and include more films of different styles.
However, the split-line distribution mechanism, in which the film producer negotiates the film scheduling rate, has become a reason for some films to demand to ensure the number of films. In the view of some industry insiders, exploring and promoting the distribution model of separate lines can allow some literary and niche films to be screened in some theaters and theaters for a long time, and thus form documentary films, literary films and other screening brands and cinema characteristics.
In 2016, the National Art Film Projection Alliance was established, which currently covers nearly 3,000 theaters across the country. Under this mechanism, "Bohemian Rhapsody" achieved a box office of more than 9,900 yuan, and the box office of "Killed a Sheep" directed by Wanma Tseden exceeded 10 million yuan.
At present, short-** and AI technology, from technology to market, are comprehensively impacting the film industry, and theaters are also shortening**, football games, and the entire industry is re-integrated. Liu Haibo took Andy Lau in "Mr. Red Carpet" as an example, in recent years, many of his attempts have been trying to break through the original "star" positioning and expand his acting path. "If you want a commercial box office, you must focus on genres and stars, but you must also encourage actors to have artistic pursuits, but in this way, you don't have particularly high expectations for the box office, movies have their own rules. (Jiefang** reporter Jian Gongbo Zhong Han).
*:Liberate**.