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Economic Observer Network reporter Li Xiaodan In 2021, the Chinese film market will defend its title as the global box office champion with 47.258 billion yuan.
The “2021 China Film Market Data Insights” released by Maoyan Research Institute shows that the top three at the box office in 2021, “Changjin Lake”, “Hello, Li Huanying” and “Chinatown Detective 3”, the total box office of the three topped the 15 billion mark This is also the second year in a row that Chinese films have three films among the top ten in the global box office. Among them, “Tang Detective 3” and “Hello, Li Huanying” alternately led the Spring Festival stalls, setting a new box office record for the Spring Festival stalls of 7.842 billion yuan, and “Changjin Lake” drove the National Day stalls to rise continuously, boosting the National Day stalls to win 4.388 billion in seven days. Yuan box office, the second-highest box office record period.
The report pointed out that in 2021, viewers tend to choose to watch movies on holidays, and the proportion of box office during holiday periods has risen sharply to 36%. At the same time, the box office of top movies has repeatedly broken records, which also reflects that viewers have more choices for movies than before. For concentration. Correspondingly, in 2021, the real estate sales on weekday tickets have declined, and the box office and number of waist films have been disrupted. This reflects the current low-frequency audience’s viewing motivation is weaker than in previous years.
The report sorts out the four major motives that influence the audience’s decision-making: IP, main creation, and movie themes themselves have constituted the motives for their core audiences before the screening; genres and parent-child animations are high-frequency just-needed themes. Certain groups have a stable demand for watching movies; after the screening, movies with strong scenes, strong plots, strong emotions, and strong topics are spread and fermented, and the audience’s enthusiasm for watching movies is mobilized through word-of-mouth fermentation after the screening; popular schedules, free time, social External factors such as demand, a sense of ritual of viewing the movie, and price discounts will also add additional motivation for viewing the movie.
One obvious change in the film market in 2021 is that the viewing structure is younger, and the movie theaters will be embraced after 00. By comparing Maoyan’s annual ticket purchase portrait data year by year, we can see that the composition of the consumer population in the film market in 2021 has changed significantly. As the first batch of post-00s enter adulthood, they quickly flood the film market and gradually become the main consumer force, driving China The overall structure of the movie market audience is younger.
It is worth noting that from the perspective of viewing preferences of different generations, youth, love, youth animation, thriller and other types are the preferred themes of post-00s; in addition to youth and love, post-95s also choose suspense. Theme movies; post-90s have a stronger preference for action, adventure and other genres; the strong demand for parent-child movie watching of post-80s is clearly reflected in their enthusiasm for animated films; story-telling films and historical warfare have a strong preference for post-70s and pre-70s audiences More attractive.
From the perspective of tier-one cities, audiences in first-tier cities focus on imported movies and biographical films; in second-tier cities, in addition to imported films, they also favor domestic films such as suspense and action; audiences in third-tier cities have significantly improved their choice of parent-child animation films ; In the fourth-tier cities, love and youth themes are more popular.
Different growth environments, consumption habits and aesthetic interests have influenced the concept of film-watching consumption of generations. The report believes that understanding the preferences and needs of audiences in various generations and tiers of cities, and studying and judging the audience’s preferences with detailed data can provide ideas for the types of films to be produced on the supply side of the industry and the branch distribution of the distribution side, thereby enhancing audience viewing. Motivation, increasing the frequency of viewing movies, this is also the fundamental way to solve the problem of “market production going to two levels of differentiation”, to promote the healthy operation of the market, to return the movie to the movie itself, and to live up to the audience’s expectations and love for the movie.
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