The Paper reporter Qin Yixiao

　　Five days after the pre-sale of the 2023 Spring Festival movie started, the total box office of the pre-sale exceeded 300 million.

　　As of 22:00 on the evening of January 18, the total box office of new film pre-sales for the Spring Festival in 2023 officially exceeded 300 million. "Man Jiang Hong" topped the new film pre-sale list with 79.986 million pre-sales, and "No Name" ranked 79.08 million pre-sales Second, "The Wandering Earth 2" ranked third with a pre-sale of 71.623 million.

　　Statistics from Maoyan Professional Edition show that the number of people who want to watch "The Wandering Earth 2" has exceeded one million and reached 1.163 million.

The final number of people who wanted to watch the films released during the Spring Festival last year was 3.68 million.

As of 22:00 on the evening of the 18th, the number of people who want to watch this year's Spring Festival film is 3.95 million.

　　Judging from the film schedule on the first day of the Lunar New Year, "The Wandering Earth 2" had 104,000 film screenings on the first day, accounting for 27%; "No Name" accounted for 17.4% and 13% of the first-day screenings respectively.

　　As of now, a total of 7 films have been released in the 2023 Spring Festival.

Among them, 6 films are scheduled for the first day of the Lunar New Year (January 22), and "Chinese Ping Pong: The Jedi Counterattack" chose to postpone until the third day of the Lunar New Year (January 24).

Although the number of films is slightly less than last year's 8 during the Spring Festival, this year's Spring Festival has more types of films, and the starring lineup is quite strong.

　　This year's Spring Festival movies have an average length of 130 minutes, breaking the historical record for Spring Festival movies.

The film covers science fiction, suspense, spy war, history, comedy, animation, sports and other genres. The main creative personnel include domestic heavyweight directors, high-profile "tens of billions of box office" actors, powerful actor and actress, and the hottest movie stars at the moment. The traffic niche can basically meet the diversified viewing needs of audiences of all ages.

　　At present, the costume blockbuster "Man Jianghong" directed by Zhang Yimou, starring Shen Teng and Yi Yanqianxi, the spy war blockbuster "Unknown" directed by Cheng Er, starring Tony Leung and Wang Yibo, and the film directed by Guo Fan, starring Wu Jing and Andy Lau The sci-fi blockbuster "The Wandering Earth 2" is far ahead in terms of pre-sale box office performance.

　　"Exchanging Life", directed by Su Lun, starring Lei Jiayin and Zhang Xiaofei, is the most popular family comedy during the Spring Festival in previous years.

The main theme sports movie "Chinese Ping Pong: The Jedi Counterattack" starring Deng Chao and Sun Li, the adult-oriented cartoon "Deep Sea", and the children-oriented cartoon "Bear Infested·Stay with Me "Bear Core"" also have certain reputations in this type of film. audience base.

　　In addition to the above-mentioned domestic blockbusters, previously released "Avatar: The Way of Water" and "Puss in Boots 2" also joined the box office competition for the Spring Festival, extending the release period to February 14 and February 22 respectively.

　　The proportion of the box office during the Spring Festival stalls increased throughout the year, and the average ticket price dropped for the first time

　　From 2011 to 2022, the total box office of the Spring Festival stalls has maintained growth, from 336 million yuan to 6.039 billion yuan, and will reach the highest box office record of 7.843 billion yuan in 2021.

Affected by the epidemic, the total number of movie viewers in the Spring Festival stalls in 2022 will decline, from 160 million in 2021 to 114 million.

Due to the pressure on the growth of the annual box office, the proportion of the Spring Festival box office has increased significantly. The proportion of the Spring Festival box to the annual box office has increased from 4.93% in 2014 to 20.17% in 2022.

　　With the continuous optimization of epidemic prevention and control policies, the national film market is ushering in recovery.

According to data from the Beacon Professional Edition, since December last year, the operating rate of theaters across the country has rebounded sharply, from less than 40% in late November to more than 80% in mid-January this year.

The Central Plains Securities Research Report pointed out that considering that some theaters have been permanently closed during the epidemic, it can be considered that the domestic theater business has basically resumed full operation.

　　Compared with the "most expensive Spring Festival file" in 2022, this year's Spring Festival movie ticket prices have dropped.

According to the data of Beacon Professional Edition, the average pre-sale ticket price for the Spring Festival stalls in 2023 is 53.7 yuan, which is 2.5 yuan lower than the average ticket price of 56.2 yuan for the same stage of the Spring Festival stalls pre-sale in 2022, which is also the first drop in nearly seven years since 2016 (2020 except year).

　　According to the statistics of Maoyan Professional Edition, the average ticket price of the first-tier cities in the pre-sale box office of the Spring Festival this year, but the ticket prices of some lower-tier cities have also exceeded expectations.

As of January 16, the city with the highest average pre-sale ticket price is Beijing, as high as 83.4 yuan.

Shanghai ranked second with a ticket price of 73.9 yuan.

Unexpectedly, Taizhou ranked third with a ticket price of 67.5 yuan, surpassing other first-tier and new first-tier cities.

　　The Spring Festival stalls are expected to boost audience demand, and the film and television sector will be boosted

　　Since the Spring Festival in 2023 is the first major period after the adjustment of the epidemic policy, it brings together the top projects invested by major film and television companies in recent years.

At the same time, the box office performance of the Spring Festival stalls will often become the vane of the film market that year.

　　According to the reporter's understanding, the listed film and television companies competing for the Spring Festival this year include China Film (600977.SH), Enlight Media (300251.SZ), Wanda Films (002739.SZ), Bona Pictures (001330.SZ), Maoyan Entertainment ( 01896.HK), etc.

　　As the largest film production and distribution organization in China, the 7 films scheduled for the Spring Festival this time all have Chinese films behind them.

Maoyan Entertainment, a Hong Kong-listed company, also participated in the production and distribution of five films.

The producer and distributor of "No Name" are Bona Pictures.

Focus Media in the theater advertising industry and Wanda Movies in the theater chain industry will also be boosted by the Spring Festival stalls.

　　It is worth noting that Enlight Media released a total of 4 related films during the Spring Festival this year. The company not only released "Deep Sea" as the main cast, but also participated in 3 films: "Man Jianghong", "Exchanging Life" and "Chinese Ping Pong: The Jedi Strikes Back".

　　As of the close on the 18th, Ciwen Media (002343.SZ) closed at a daily limit of 7.12 yuan; Dinglong Culture (002502.SZ) closed up 5.92% to close at 3.58 yuan; Shanghai Film (601595.SH) closed up 3.14%, It closed at 10.83 yuan; China Film (600977.SH) closed up 3.28% to close at 13.55 yuan; Enlight Media (300251.SZ) closed up 2.88% to close at 8.93 yuan; Wanda Films (002739.SZ) closed up 2.48% , to close at 14.47 yuan; Bona Pictures (001330.SZ) closed up 2.48% to close at 12.38 yuan; Maoyan Entertainment (01896.HK)

　　Centaline Securities pointed out that in 2022, the operating uncertainty of theaters will be under great pressure, causing content parties to worry that box office revenue will not be fixed or frequently withdrawn. The lack of content is one of the main reasons for the sharp decline in box office and moviegoing numbers in 2022.

In 2022, when the epidemic is frequent, there are still films such as "Lonely Walking on the Moon" and "Life Events" that have achieved better box office. The audience demand is less affected during the period when there is a supply of film content. Therefore, the abundant supply of films during the Spring Festival is expected to drive audience demand. pick up.

　　Zheshang Securities believes that the optimization of epidemic prevention is expected to drive the recovery of offline consumption and increase the demand expectations of the film studios for the film market; furthermore, the film studios are expected to release the backlog of films in recent years and increase the supply of market content; sufficient supply of films and the optimization of epidemic prevention policies will drive theater operations It is getting warmer; the content of movies that consumers can consume increases, which drives the recovery of movie viewing habits and increases the frequency of consumption; thereby increasing the commercial returns of theaters and film producers, and encouraging the production of higher-quality content upstream; driving the positive cycle of the industry.

　　Shenwan Hongyuan Securities said that under the background of post-epidemic recovery, 2023 is expected to be the year when the film industry's difficulties are reversed.

In addition to many highly anticipated Spring Festival films, there are also more than 10 high-profile films such as "Super Family", "Flame on the Plain", "Peacekeeping Anti-riot Team" and "Prosecutorial Storm" are also scheduled for release In 2023, the abundant supply of high-quality films is expected to detonate a new round of movie-watching boom.

　　In an interview with reporters, many people in the film and television industry expressed their hope for the recovery of the film market in 2023.

An analyst told reporters: "In the post-epidemic era, the audience's demand for watching movies is still high. With the continuous improvement of national policies, the impact of the epidemic has gradually weakened, and the supply of theaters has recovered. Driven by high-quality films with high box office appeal, the film industry The recovery is expected to accelerate and return to pre-epidemic levels."