source: Shanghai Securities News
2022-02-02 11:40
The top-ranked “Changjin Lake Water Gate Bridge” is far ahead with a score of 866 million yuan (including pre-sale).
According to the data of Maoyan Professional Edition, the total box office (including pre-sale) of the Spring Festival in 2022 has exceeded 1.9 billion yuan on the first day of the new year. The results are far ahead.
Industry insiders believe that the weakening of the impact of the epidemic and the increase in ticket prices have jointly promoted the performance of mainland movie box office. In addition to 2020, the box office scale of the Spring Festival has continued to grow in the past ten years. The film matrix of this Spring Festival is luxurious, and the final box office is expected to surpass that of 2021.
The popularity of the Spring Festival stalls has not decreased in previous years
According to Maoyan data, a total of 8 new films (5 feature films and 3 cartoons) will be released in the Spring Festival in 2022. Among them, the feature films include “The Water Gate Bridge of Changjin Lake”, “Miracle · Stupid Child”, “This Killer Is Not Very Calm”, “The Four Seas”, “Sniper”, and the cartoons are “Pleasant Goat and Big Big Wolf’s Basket Comes to the Future”, “Bears Haunted” Return to Earth” and “Little Tiger Dung Hero”, the total number is one more than last year.
Compared with previous years, the Spring Festival in 2022 will have a little “storm”. First, the “Super Family” produced by Happy Twist, which 400,000 people wanted to watch, was suddenly withdrawn, and the historical war blockbuster “Shuimen Bridge of Changjin Lake” was suddenly dropped.
The pre-sale of the Spring Festival gear this time can reflect the pattern during the schedule. At 0:00 on February 1, the pre-sale of the four films “Changjin Lake’s Water Gate Bridge”, “The Four Seas”, “This Killer Is Not Too Calm” and “Miracle: Stupid Child” all exceeded 100 million, making it the most pre-sale movie in Chinese film history. Among the Spring Festival files, the total pre-sale of “Shuimen Bridge of Changjin Lake” exceeds 400 million to lead the schedule.
As of 0:00 on February 2, the box office of “Changjin Lake: Water Gate Bridge” was 866 million yuan. 100 million yuan, and the three films are still far from “Shuimen Bridge of Changjin Lake”.
From the public information, it can be found that there are nearly 100 production companies behind the Spring Festival films in 2022. For example, there are 7 producers including Bona Films, Huaxia Films, and Chinese Films behind “The Water Gate Bridge of Changjin Lake”; “Stupid Kid” is produced by 8 companies including Bad Monkey, China Film, Alibaba Pictures, and Wanda Films; “Sniper” is produced by Enlight Media, Beijing Wonder Time, iQiyi Pictures, Changying Group, etc. 9 companies. Among them, Alibaba Pictures was very active in this Spring Festival, participating in the production of three films, “Miracle”, “The Four Seas” and “Changjin Lake Water Gate Bridge”.
Maoyan data shows that the monthly total box office in 2018, 2019 and February 2021 exceeded 10 billion yuan, which had an important impact on the total box office of the year. Among them, “Detective Chinatown 2” in the Spring Festival in 2018, “The Wandering Earth” and “Hello, Li Huanying” and “Detective Chinatown 3” in 2021 have all entered the top ten of the Chinese film box office. Therefore, the Spring Festival stall is the most important first period of the year, and the top films released during this period are expected to be the best at the box office of the year.
Future box office results are worth looking forward to
A number of industry insiders have made optimistic judgments about the Spring Festival this year, and the box office of this time is expected to surpass last year’s. In addition to the factors that have been effectively controlled due to the epidemic, rising ticket prices, diversification of themes, and new marketing methods of intensive cultivation have become several factors that drive the box office.
Xia Qingying, an analyst at Wanlian Securities, believes that in recent years, ticket supplements have declined, and ticket price increases have become a trend, and the increase in unit price has pushed up box office revenue.At the same time, the prevention and control of the epidemic has not affected the theaters, and the attendance rate will not be severely affected.
According to the data of Lighthouse Professional Edition, the average ticket prices of Spring Festival stalls in 2019, 2018 and 2017 are 44.7 yuan, 39.7 yuan and 37.8 yuan. The average ticket price for the Spring Festival stalls in 2021 is 48.9 yuan. In terms of the number of moviegoers, the number of domestic moviegoers in 2021 will reach 1.167 billion, a decrease of 33.28% from 1.728 billion in 2019, while the average ticket price for the whole year has increased from 37.1 yuan to 40.3 yuan, an increase of 8.63%.
On the other hand, the films in this Spring Festival file take into account the preferences of men, women, young and old people, and have comedy, love, history, plot, family and other types. According to the “2022 Spring Festival Prospects” released by Maoyan Research Institute, the cumulative number of women who want to watch 8 films in the Spring Festival is higher than that of men; the only comedy “This Killer is Not Calm” in the Spring Festival and “The Four Seas” with the comedy label The audience distribution is relatively even, and the audience is wide; the audiences of many films overlap, and the same audience is delineated, which is expected to increase the number of films watched per capita.
Sun Zhigang, a researcher at Guorong Securities, found that the proportion of box office in third- and fourth-tier cities continued to rise. 2In 2021, the proportion of box office revenue in first-tier, second-tier, third-tier and fourth-tier cities will be 16.7%, 44.1%, 18.4%, and 20.8%, respectively, a change of -2.4%, -2.3%, +1.5%, and +3.2% from 2019. Xia Qingying also believes that the sinking market is the main ticket warehouse for the schedule. For example, excluding cartoons, “Shuimen Bridge of Changjin Lake” accounts for the largest proportion of users who want to watch in third- and fourth-tier cities. It shows that the huge population base and consumption habits are still the dominant variables, and it is expected that the third- and fourth-tier cities will continue to be the main contributors to the Spring Festival box office.
In addition, the epidemic in 2020 has also become an important turning point for film marketing. The offline heavy-duty marketing model with large funds, high exposure, wide scope, and intensive rhythm has ended, and it will begin to transform into a new marketing method of intensive cultivation and meticulous cultivation in 2021.
Xia Qingying said that, in contrast, online publicity is more cost-effective, has wider coverage, and has more detailed big data user portraits, which makes the delivery more accurate. Box office growth.
Source of this article: Shanghai Securities News, author: Lu Mengyun, original title: “It has exceeded 1.9 billion yuan! Industry insiders predict optimistically: the total box office of the Spring Festival stalls is expected to exceed the same period last year”
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