As of 18:00 on August 14, the box office of this year's summer program (June 1-August 31) exceeded 7.6 billion yuan, which has exceeded the total box office of last summer's program.

　　According to industry insiders, the excellent performance of leading films and the abundant supply of films have effectively driven the market this summer and brought new opportunities for the recovery of the film market.

With the improvement in the quality and quantity of film supply, with policy support, the recovery of the film market is expected to accelerate.

good recovery

　　According to the data of Maoyan Professional Edition, as of 18:00 on August 14, the box office of summer movies in 2022 reached 7.603 billion yuan (including pre-sale), and a total of 195 million tickets were issued.

It is worth mentioning that as of 16:38 on August 13, the 2022 summer box office has reached 7.382 billion yuan, surpassing the 2021 summer box office of 7.381 billion yuan, and the film market has maintained a good recovery momentum.

　　This year's film summer season, "Lone on the Moon" became the biggest winner, igniting the audience's enthusiasm for watching movies.

Combining sci-fi and comedy elements, the film tells a joyful and warm comedy story.

According to the data of Maoyan Professional Edition, from its release on July 29 to 18:00 on August 14, "Lonely Walking on the Moon" has achieved more than 2.4 billion yuan at the box office, temporarily ranking first in the summer box office.

Judging from the film arrangement situation, "Alone Moon" ranks first in the film arrangement proportion.

Relevant forecasts show that the film's total box office is expected to reach 3.422 billion yuan.

　　In addition to "Lonely Walk on the Moon", there are also "Life Events" and "Jurassic World 3" two films in this summer's summer that have box office exceeding 1 billion yuan.

In addition, films such as "The Detective War", "Tomorrow's War" and "Mozart in Outer Space" ranked at the top of the summer box office list.

　　The supply of summer movies is still increasing.

On August 12, 5 films including "Hunting", "The Long Confession" and "Never Compromise" will be released.

Different types of films such as the feature film "Broken Bridge" and the animated film "Farewell to the Monsters of Shan Hai Jing" released on August 13 have brought more diverse viewing options to the audience.

It is reported that more films will be released in the summer.

　　Zhongtai Securities believes that from the perspective of demand, the popularity of this year's summer vacation has increased compared to last year.

From the perspective of the supply side, the film schedule has been significantly repaired, and the performance expectations of film and television companies have gradually improved.

Driven by policies, the recovery of movie consumption is expected to accelerate.

　　Northeast Securities said that high-quality films have been successively scheduled to superimpose the viewing demand of summer films, which is expected to drive the film and television industry to usher in a strong recovery in the third quarter.

In the medium and long term, the parallel of "clearance + acquisition" will drive the acceleration of industry concentration, and leading companies are expected to gain greater profit flexibility.

Promoting movie consumption

　　A few days ago, the State Film Administration launched a series of measures to promote film consumption.

The "Notice of the State Film Administration on Launching the 2022 Film Benefiting People's Consumption Season" proposes to coordinate the launch of pragmatic and diverse film consumption promotion measures that benefit the people and enterprises, optimize consumption supply, release consumption potential, and give full play to the traction of film consumption on the film industry cycle. It will play a leading role, better meet the needs of the audience for movie viewing, and effectively promote the continuous recovery of the movie market.

It is reported that the duration of the film benefit consumption season will be from August to October 2022.

　　The above notice requires that we adhere to systematic planning and focus on promotion, give full play to the overall pulling effect of the two popular summer holidays and National Day on the film consumption market, realize the coordination and focus of film consumption promotion measures, and promote high-quality films to achieve both social and economic benefits. Harvest.

Adhere to benefiting the present and taking a long-term perspective, not only actively responding to the impact of the current epidemic, promoting a faster recovery of consumption, stabilizing the main body of the film market, but also promoting continuous innovation of policies and systems for promoting film consumption, so as to provide a solid foundation for the establishment of a high-level film market that is compatible with a strong film country. support.

　　This time, it will cooperate with Maoyan, TaopiaoPiao, Douyin and other movie ticketing platforms to issue 100 million yuan of movie viewing consumption coupons, and set up a special column for the 2022 "Love Movies, Love Life" 2022 Movie Benefit Consumer Season to subsidize the audience's ticket purchase costs. , stimulate consumption enthusiasm.

　　In addition, we will tap the potential of rural consumption, continue to vigorously support the construction and operation of township cinemas, improve the viewing experience and service quality, and organize rural film consumption promotion activities in combination with rural festivals.

　　In terms of the implementation of the relief policy, do a good job in the publicity and implementation of the relief policies that benefit enterprises such as tax reduction and tax rebate, social security payment deferral, and rent reduction and exemption in the film industry; support film authorities at all levels to actively communicate and coordinate with development and reform departments to promote Phased preferential policies for electricity use in the film industry have been implemented; film authorities at all levels are supported to actively communicate with the banking and insurance regulatory authorities, and film companies are encouraged to voluntarily purchase business interruption insurance and public liability insurance.

　　Relevant market participants said that this year's summer movies have performed well at the box office, and the audience's enthusiasm for watching movies and consumer confidence are recovering.

Policies and measures, including the issuance of movie viewing coupons, will further activate the movie market and bring about a better pulling effect, which is expected to promote the recovery of industry demand and provide important assistance in the critical period of movie market recovery.

As the film market gradually recovers, film producers will regain confidence, produce more high-quality films, release high-quality production capacity, and attract more audiences to the theater, forming a positive cycle.