Original title: The 2021 summer film market guarantees the quantity and quality of the film market and the level of satisfaction is 85.6 points higher than the same period last year. Source: CCTV News Client
The Chinese Movie Audience Satisfaction Survey · 2021 summer vacation survey results show that the summer vacation audience satisfaction score is 85.6 points, which is the highest score for the satisfaction schedule so far this year and the second place in the summer vacation vacation in the past seven years since the survey began. The summer movie archives of 2021 have been impacted by repeated epidemics, extreme weather, and the diversion of Olympic audiences. It is difficult for the audience to increase in volume. However, the schedule maintains a diversified content supply, and there are many high-quality productions in different types of themed movies. Among them, the revolutionary historical theme “Revolutionary” and “1921” and the anti-epidemic theme “Chinese Doctor” led the satisfaction of three films, the action film “Rage: Serious Case”, the youth film “Midsummer Future” and the cartoon “White Snake 2: Green Snake” “Robbery” Satisfaction ranks 4th to 6th in the staging period.
11 films on schedule received “satisfactory” evaluation, leading new mainstream film satisfaction
In the summer vacation of 2021, film workers have been struggling to ensure a stable supply of films during the summer vacation, providing audiences with multiple types and levels of viewing options, and they have received a relatively ideal satisfaction evaluation.
From July 1 to August 31, a total of 65 newly created domestic films were released, which is basically the same as the 67 in the same period in 2019. Among the 12 domestically-produced films under investigation, 11 films entered the “satisfaction” range (≥ 80 points), among which 4 films have a satisfaction score of 85 points, and 4 films have a satisfaction score of 82 to 85 points. In 2019, a key survey of 16 domestic films was conducted, and 9 of them entered the “satisfying” range. Among them, 2 films had a satisfaction score of over 85, and 3 films had a satisfaction score of 82 to 85.
From the perspective of single-film satisfaction, in the summer of 2021, the two films “Revolutionary” and “1921” that tribute to the 100th anniversary of the founding of the party and “Chinese Doctor”, which pays tribute to the heroes of the era, are leading in satisfaction. The scores of the three films are almost the same, and all enter 2021. TOP5 of annual single-film satisfaction and TOP10 of 343 films in historical survey.
Both “Revolutionary” and “1921” used youthful and romantic narratives to enhance the realistic appeal of revolutionary historical stories, and received high satisfaction ratings from the audience. The former depicts group portraits of revolutionaries with dots and faces, and the film creation is artistically outstanding; the latter’s all-star lineup has a more ideal box office appeal. “Chinese Doctor” shaped the group image of “Chinese doctors” under social public events, closely echoing the social reality of anti-epidemic and epidemic prevention, resonating with the audience, obtaining high satisfaction and becoming the box office champion of the schedule.
It is also worth mentioning that during the schedule, the owner investigated another film “Red Ship”, which is also a revolutionary historical theme, and the satisfaction rate reached 82.6 points, ranking seventh in the schedule.
Summer archives have always been an important battlefield for animation films. Among the two IP series films that were investigated, “White Snake 2: Green Snake Rising” continued to explore the innovative expressions and visual and sound effects of the adult Chinese comics worldview, but the audience created their comprehensive creations. The standard has higher expectations, with a satisfaction score of 83.2 points, which is 1.4 points lower than the “White Snake: Origin” released in 2019. “New Big Head Son and Little Head Dad 4: Perfect Dad” innovatively incorporates AI sci-fi elements, with a satisfaction score of 82.1, which is equivalent to the third part of the same series released in 2018.
In addition, the summer of 2021 ushered in a boom in the release of youth films. The 5 youth themed films surveyed by the main survey are cut from different perspectives such as love and family. At the same time, they innovatively incorporate singing, dance, and electronic music elements, demonstrating the creative diversity of domestic youth films. A relatively ideal satisfaction evaluation was achieved, among which the satisfaction and box office of “Midsummer Future” were both leading the way.
“1921”, “Revolutionary” and “Chinese Doctor” respectively lead the creation of three major satisfaction indexes
In the context of celebrating the 100th anniversary of the founding of the party and fighting against epidemics and floods, the 2021 summer film actively echoes social reality, promotes the core values of socialism, eulogizes the truth, goodness and beauty of human nature, and its ideological nature has been highly recognized by the audience.
Among them, “1921”, “Revolutionary” and “Chinese Doctor” have the most outstanding ideological performance, with scores of 90.6, 90.2, and 89.0 respectively, ranking second, fourth, and ninth among 343 films in the historical survey. From the overall perspective of the schedule, the ideological score of the summer vacation in 2021 is 86.5 points, the highest among the three major indexes.
The multiple types of summer films also brought high-quality sensory enjoyment to the audience. The viewing score was 86.3 points, an increase of 1.06% (0.9 points) and 0.23% (0.2 points) compared with the same period in 2019 and 2020, respectively. Among them, “Chinese Doctor” uses a semi-documentary approach to truly restore the history of Wuhan’s fight against the epidemic. The plot is full and compact and full of tension. The film’s viewing index score is 87.9 points, which is the highest schedule. From the perspective of the degree of communication, in the warm atmosphere celebrating the 100th anniversary of the founding of the party, the degree of communication of “Revolutionary” ranked first with 86.2 minutes; it is just that the complex situation of the summer film market has affected the audience’s overall enthusiasm for sharing and communication to a certain extent. , The schedule spread of 82.8 points, ranking fifth in the summer schedule in the past seven years.
In addition, Director Chen Musheng’s “Rage and Serious Cases” once again demonstrated the creative maturity and industrialization advantages of Hong Kong police and criminal genre films, and brought the audience the unique audiovisual sense of this year’s summer file. The three major indexes of the film are all ranked TOP5 in the schedule. , Among which the degree of spread ranks second. “Midsummer Future” breaks away from the traditional creation of youth films to a certain extent, and shows the characteristics of the times that the current youth films should have through the “Generation Z” creative context. The film’s viewing index score ranks 5th in the schedule.
The quality of the scheduled movies is clear and clear, and the evaluation of ordinary and professional audiences is largeSimilarities and Differences
From the perspective of the film segmentation evaluation, the audience evaluations of different levels in the summer of 2021 are similar. Among them, the general audience has a high degree of concentration in each dimension, while professional audiences think that the scheduled films have their own strengths, and the high scores are relatively scattered.
From the perspective of the evaluation rankings of different levels of audiences, on the one hand, the overall quality of the scheduled films is relatively clear, the evaluations of ordinary audiences and professional audiences are convergent, and the ranking of single-film satisfaction scores and the evaluation rankings of ordinary audiences and professional audiences fall into three correspondences. In the echelon. Among them, the four films with a score higher than 85 are ranked TOP4 in their respective evaluations, and the single-film satisfaction rate is 82~The four films between 84 points are ranked 5th in their respective evaluations~8th place, and the four films with a score of less than 82 rank 9th in their respective satisfaction ratings~12th place.
On the other hand, there are also certain differences in the specific evaluations of general audiences and professional audiences. Except for “New Big Head Son and Little Head Dad 4: Perfect Dad”, which ranks 8th among the 12 films in the schedule, the other 11 films are evaluated. There is a difference of 1~3 for all sorts. Among them, ordinary viewers rated “Revolutionary” and “1921” the highest, ranking 4th and 5th in the historical survey of 343 films respectively. Professional audiences are relatively favored by “Chinese Doctor” and “Rage: Serious Cases”. The scores of the two films rank 25th and 32nd in the historical survey. The overall ranking is relatively lower than that of ordinary audiences, indicating that professional audiences have a strong interest in the film art creation of scheduled films. The level has higher requirements and expectations.
Judging from the evaluation of the respective subdivision dimensions, the overall evaluation of the general audience is relatively concentrated. The TOP3 schedule of the 10 indicators is basically dominated by the top three films of single-film satisfaction, among which the “revolutionary” is “not boring” and “communication method”. The score is the highest on schedule. “1921” scored the highest on “Story Love”, “Positive Energy” and “Thought Profoundness”, and “Chinese Doctor” scored the highest on “Main Actor’s Performance”, “Visual Effects” and “Music Effects”. In addition, the scores of “Main Actor’s Performance” and “Freshness” in “Rage · Serious Case” also ranked in the top three on the schedule.
Professional audiences think that multiple types of movies have their own “long” schedules, and the ratings of each dimension are relatively discrete. Among them, “Chinese Doctor” scored the highest in “reasonable plot”, “emotional and emotional appeal” and “depth and breadth of thoughts and emotions”, and “Rage: Serious Case” in “genre creation”, “principal actor’s performance”, and “visual effects”. “Music effect” and “Not boring” both received the highest evaluations; “Wonderful Dialogue” of “1921”, “Creative Novelty” and “Method of Communication” of “White Snake 2: Green Snake”, and “Red The “Healthy and Positive Values” of “Ship” all received the highest scores on schedule.
The 2021 summer film market situation is complex. Whether it is a gift to the party for the century before and after July 1st, or later anti-epidemic, youth, animation, action and other multiple types of themes, filmmakers insist on outputting high-quality and diverse works. As the first important point, it has been satisfactorily evaluated by the audience. At present, the domestic film market is facing many challenges. Practitioners still need to concentrate on forging quality products and adhere to the long-term development law of “quality is king” to deal with risks and challenges, meet demand recovery and promote the steady development of the industry.
The Chinese Film Audience Satisfaction Survey is conducted by the China Film Art Research Center and Yien Data. It is a comprehensive film evaluation system independent of the box office, ticket sales and social networking sites.
Satisfaction survey adopts methods such as on-site sample surveys in theaters, online surveys of first-line practitioners and experts, and big data capture and analysis. The three major indexes of viewing, ideological and dissemination are used to comprehensively evaluate domestic films, and the freshness index is introduced to evaluate the films. Innovative. The survey samples are divided into two groups: general audiences and professional audiences, covering first, second, third, and fourth-tier cities across the country. As of the summer vacation of 2021, the Chinese movie audience satisfaction survey has completed 40 surveys.
(Cao Yan, CCTV reporter)
(Edited by Qiu Jing)
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