The Spring Festival stalls in 2024 can be described as the first two days.
According to data released by the National Film Administration on February 18, the box office revenue of the 8-day Spring Festival stalls in the Chinese film market in 2024 will reach 801.6 billion yuan, breaking the same schedule in 2021 78A record of 2.2 billion yuan, a record high.
Among them, "Hot and Hot" led the box office, and "Flying Life 2", "Bear Infested: Reversing Time and Space" and "Article 20" ranked second to fourth in the box office list of the Spring Festival.
In stark contrast, four of the eight films released during the Spring Festival this year officially announced their withdrawal. Half of the eight movies have been withdrawn, and some netizens jokingly called this year the "first year of withdrawal".
A few are happy and a few are sad, while breaking the box office record, they collectively withdraw, what happened to this Spring Festival stall?
There are now 4 during the periodBox office1 billion+ films
On the afternoon of the third day of the Lunar New Year, Ms. Zhou's family walked into a theater in their hometown of Shaoyang** "Bear Infested: Reversing Time and Space". This is the largest IP in the domestic parent-child family carnival animation track, and has accumulated a lot of children's audiences. Ms. Zhou's daughter is one of them.
On that day, there were not many tickets for "Bear Infested", and I originally wanted to buy a seat in the middle of the theater, but in the end, there were only a few seats left in the first 3 rows. Ms. Zhou told the Xiaoxiang Morning News reporter that it has become a habit to watch movies with her family during the Spring Festival every year.
This Spring Festival, Ms. Zhou and her family watched several popular movies such as "Hot and Hot", "Bear Infested: Reversing Time and Space", "Flying Life 2" and "Article 20". This is also the top four movies at the box office during this year's Spring Festival.
"Hot and Hot" directed by Jia Ling led the schedule from the next day, and the box office has exceeded 2.8 billion. Directed and written by Han Han and starring Shen Teng, the box office of "Flying Life 2" exceeded 2.4 billion yuan. The IP animation film "Bear Infested: Reversing Time and Space" and the reality film "Article 20" followed, and as of 6:30 pm on February 18, the box office exceeded 1.4 billion.
Chinese Film Audience Satisfaction Survey The results of the 2024 Spring Festival survey show that this year's Spring Festival files, on the one hand, are films such as "Hot and Hot", "Flying Life 2", "Article 20" and other films with family comedy elements as the background, which is highly suitable for the viewing atmosphere of the schedule, and on the other hand, it realizes the care and thinking about the fate and growth of society and individuals, and warms the audience by taking root in reality. At the same time, through these high-quality contents, the professional, pure and sincere creative style is highlighted, which has been highly recognized by the audience.
In addition, according to the "2024 Spring Festival Film Data Insight Report" released by Maoyan Research Institute, this year's Spring Festival stalls, non-local ticket purchases accounted for 39 during the period2%, a new high in the past five years; The proportion of the box office in third- and fourth-tier cities increased to 589%, the highest level in five years; Family-style movie-watching behaviors that purchase 3 or more movie tickets account for 264%, the proportion is gradually increasing.
The retiring movies did not perform well at the box office
On the one hand, 4 1 billion+ box office films were born, but on the other hand, there was a rare collective withdrawal.
This wave of withdrawals can be traced back to February 14, when Lianrui Pictures, the main producer of "Let's Shake the Sun Together", announced that the film will be screened on the last day on February 15, and then it will be withdrawn from the Spring Festival file.
On the 16th, two more films were announced to be withdrawn.
The animated film "Huang Pi: The God of Wealth Cat Descended from the Sky" announced at about 8 o'clock that night that "there will be a period later, goodbye to the rivers and lakes"; At 11 o'clock in the evening, "Mr. Red Carpet" announced that it would withdraw from the Spring Festival file and would re-select the schedule to meet the audience.
On February 17, the movie "Eight Rings: The Nether of the Canopy" issued a statement to withdraw from this year's Spring Festival file and postpone its release, becoming the fourth film to withdraw from the Spring Festival file.
Half of the eight movies released during the Spring Festival have been withdrawn, which is extremely rare, and some netizens jokingly called this year the "first year of withdrawal". At the end of the Spring Festival holiday, some netizens said that I also quit the Spring Festival, and the topic rushed to the top of the hot search on Weibo, receiving nearly 10,000 people**More than 80,000 likes.
It is worth noting that none of the 4 films that withdrew at the box office met the expected goals.
According to the data of Maoyan Professional Edition, the box office of "Huang Pi: God of Wealth Cat" was 88 in 9 days after its release60,000, the cumulative box office of "Eight Rings: Canopy Nether" is 33230 thousand.
Let's Shake the Sun Together is the final chapter of director Han Yan's life trilogy, and the previous two works are "Get Out, Tumor" and "Send You a Little Red Flower". In 2020, the box office of "Send You a Little Red Flower" will be as high as 143.2 billion yuan, 2015 "Get Out! The box office of "Tumor Jun" is 51.1 billion yuan.
Compared with the previous two works, the box office of "Let's Shake the Sun Together" before it withdrew from the Spring Festival stalls was only about 90 million yuan.
In addition, "Mr. Red Carpet" was scheduled to be released on November 17, 2023, but was later rescheduled for the first day of the Lunar New Year. After 9 days of release, the cumulative box office of the movie was only 837720,000, failed to break 100 million.
The scheduling and topicality are not as good as the head films
On the whole, during the release of the 4 withdrawn films during the Spring Festival, the box office, film schedule, and topic degree are much lower than the top films in this year's Spring Festival.
In terms of topicality, "Hot and Hot" is the most discussed movie during this year's Spring Festival. The news that director Jia Ling "successfully lost 100 pounds" ignited the whole network and attracted a lot of attention. and "Huang Pi: The God of Wealth Cat from the Sky" and "The Nether of the Canopy of the Eight Rings" are full of "cannon fodder" attributes, and there is no splash in the topic performance.
In terms of film scheduling, on the first day of the Lunar New Year, none of the 4 withdrawn films was scheduled for more than 10%. On February 12, the movie "Eight Rings: The Nether of the Canopy" also issued an urgent notification letter, calling on theaters to increase the schedule for the film. The filmmaker said that the film was produced for 8 years, which was not easy, and one of the partners died during the filmmaking, but the film's scheduling rate on the first day of the Lunar New Year was only 02%, hoping to get support from the industry.
In addition, some data show that the total box office of the top four films in this year's Spring Festival file accounts for 97% of the box office of the schedule.
Let's Shake the Sun Together" withdrawal statement said: "There was a major mistake in the selection of schedules, and I failed the hard work of the director, actors, and many creators and staff in front of and behind the scenes. And decided to release it again on March 30. "Mr. Red Carpet", "Huang Pi: The God of Wealth Cat from the Sky", and "Eight Rings: The Nether of the Canopy" did not disclose in the statement when the film will be postponed.
In fact, there were also movies that were withdrawn after the release of the previous Spring Festival. The sports-themed movie "Chinese Ping Pong: The Jedi Strikes Back" will be released on January 24, 2023, the third day of the Lunar New Year, and after receiving a box office of 40 million, it was urgently withdrawn from the Spring Festival stalls. On February 17, the film was released again, and the performance was still poor after the re-screening, and the final cumulative box office of the film was 100 million.
is also withdrawn after the release, and the future of the re-release of the 4 films that were withdrawn this time is not optimistic.
The analysis of "2024 Spring Festival Movie Data Insights" believes that on the one hand, the popular schedule means a huge market base, and on the other hand, it also means a difficult test of content quality and publicity strategy. Only by accurately judging the main movie-going crowd and gaining insight into the emotional resonance points of the public can the filmmaker make correct efforts in production, publicity and other links to stimulate the public's enthusiasm for watching the movie.
Xiaoxiang Morning News reporter Luo Yaqi.
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