Chinanews client, Beijing, February 18th (Reporter Ren Siyu) The 2021 Spring Festival file, with a box office of over 7.8 billion, brought a "good start" to the movie market in the Year of the Ox.

　　According to data released by the National Film Bureau at noon on the 18th, from February 11 to 17, 2021, the national movie box office reached 7.822 billion yuan. Following the 5.905 billion yuan in 2019, it once again broke the national movie box office record for the Spring Festival.

During the period, the top three at the box office were "Detective Chinatown 3", "Hello, Li Huanying" and "Assassinated Novelist".

Why are the Spring Festival stalls so popular this year?

Data map: A promotional poster for the Spring Festival file.

Photo by Mei Yitaki

What makes it hard for the audience to get a vote?

　　On the first day of the new year, "Chinatown Detective 3", "Hello, Li Huanying", "Assassination of Novelists", "Bear Haunted Wild Continent", "Samurai Order", "New God List: Nezha Rebirth", and 7 titles The movies are released as scheduled, covering fantasy, suspense, comedy and other genres.

　　From the first day of the new year to the sixth day of the new year, the related topics of seven movies have firmly occupied the hot search list of Weibo. Under the initiative of "Chinese New Year in situ", going into theaters and watching movies has become an important entertainment activity for many audiences.

On the second day of the Lunar New Year, Yue Yunpeng posted a movie ticket stub on Weibo. He wanted to finish watching 6 movies on this day, and he said: "I am too tired today."

Source: Weibo screenshot.

　　Affected by the epidemic, during the Spring Festival this year, the attendance rate of theaters nationwide did not exceed 75%, and the number of film schedules has also decreased. The difficulty of grabbing tickets has become a complaint from most audiences: "Fortunately, I bought the pre-sale tickets in advance" and "The last holiday of the holiday. "Genius fancy", "It's too difficult to grab tickets for Spring Festival movies."

　　Nevertheless, this year's Spring Festival file still broke many box office records in Chinese film history.

On February 12, the Chinese movie box office broke the box office record of 1.458 billion in Chinese film history set on the first day of the Chinese New Year in 2019, and set a record for the total number of single-day movie viewers, setting a new box office record for the first day of the Spring Festival.

　　Regarding the popularity of the Spring Festival this year, Yin Hong, a professor at the School of Journalism and Communication of Tsinghua University, said that there are four points: “One is the rigid demand of relatives, friends and classmates’ holiday entertainment consumption; the other is that tourism flows are reduced, and the need to be more rigid; the third is that the types of films are more abundant. Let’s leave it to this time to make efforts; fourthly, fares have increased substantially, far exceeding the loss of attendance restrictions caused by epidemic prevention and control."

　　With the support of the audience's enthusiasm for watching movies, Chinese films took the lead in winning the first "10 billion" during the Spring Festival. On February 16, the total box office of the Chinese film market in 2021 exceeded 10 billion, of which domestic films accounted for Over 96%.

"Tang Tang 3" reached the top, "Li Huanying" counterattacked

　　This year's hot Spring Festival stalls, nearly half of the box office came from "Detective Chinatown 3".

As of 22:00 on the 17th, the box office of "Detective Chinatown 3" reached 3.55 billion, accounting for 45% of the total box office of the Spring Festival stalls.

　　As the "head movie" of the 2020 Spring Festival, "Detective Chinatown 3" has filled the audience's expectations. Before the start of the Spring Festival this year, its box office data was even more impressive, and the pre-sale was refreshed soon Pre-sale box office record of Chinese film history.

　　On February 12, "Detective Chinatown 3" was officially released for 11 hours with a box office of over 1 billion yuan, becoming the fastest film in the Chinese film market to exceed 1 billion.

As of the end of the Spring Festival file, "Detective Chinatown 3" has successively broken many records such as the first day's box office, the first day's attendance, the number of shows, and the single-day box office record of Chinese film history.

Chen Sicheng also became China's first tens of billions box office director with the "Tang Detective Series".

"Detective Chinatown 3" stills.

　　But while the box office continues to rise, "Detective Chinatown 3" is facing a continuous decline in word of mouth.

On the afternoon of the New Year's Day, the Spring Festival films began to score one after another, and the Douban score of "Detective Chinatown 3" was the bottom. Some viewers commented that the reasoning part was weak, and the laughter was embarrassing.

Since the fourth day of the Lunar New Year, the single-day box office has been overtaken by the better-reputed "Hello, Li Huanying".

　　"Hello, Li Huanying" is adapted from Jia Ling's skit of the same name and her personal experience. Her explanation of family affection has aroused the empathy of many audiences.

By the end of the Spring Festival file, Douban's score remained at 8.2, and because of the fermentation of word of mouth, the box office gradually counterattacked.

"Hello, Li Huanying" stills.

　　From February 15th, "Hello, Li Huanying" became the box office champion of the day with a box office of 530 million; on the 16th, the lineup surpassed "Chinatown Detective 3" with an attendance rate of more than 50%; on the 17th, "Hello, Li Huanying" The single-day box office of "Tang Detective 3" has more than doubled.

With this directorial debut, Jia Ling became the highest-grossing female director in Chinese film history.

　　From the perspective of box office performance, "Chinatown Detective 3" and "Hello, Li Huanying", two highly topical movies, accounted for 80% of the box office contribution of the Spring Festival stall, and they deserve to be the "double heroes of the Spring Festival this year." ".

Is the Spring Festival stall a "good time"?

　　In recent years, the Spring Festival file has successfully risen to become one of the hottest schedules of the year, gathering many large-scale, high-cost films.

But this year's Spring Festival stalls are "a few happy and a few sad."

　　Except for "Chinatown Detective 3" and "Hello, Li Huanying", the Spring Festival film "Assassination of Novelists", "Samurai Order" and "Rushing Crowds" have the same strong lineups, but they account for about 70% of the two headlines. Under the strong performance, these films can only compete for 30% of the market space, and the final box office did not exceed 1 billion.

　　For example, in the movie "The Crowd", despite the addition of actors such as Andy Lau, Xiao Yang, Wan Qian, the film has been gradually reduced from 8.6% to 3% since its release on February 12. The director Rao Xiaozhi asked for the film on Weibo: " I hope that the theater can give us some more opportunities to squeeze one or two golden games for us on the existing games, or not to cut our games completely."

Source: Weibo screenshot.

　　In fact, in the Spring Festival movie, the Douban score of "The Crowd" was above 7.0. Before the film was released, the news of Andy Lau’s entry into the short video platform caused a sensation across the Internet. However, some viewers pointed out that the movie’s thoughts were not seen from the publicity. What to tell.

　　Throughout the Spring Festival stalls in the past three years, this year's film box office distribution has shown a serious imbalance.

In the Spring Festival of 2018, "Detective Chinatown 2", "Monster Hunt 2" and "Operation Red Sea" won 1.894 billion yuan, 1.703 billion yuan and 1.197 billion yuan in box office respectively; in 2019, the box office of "Wandering Earth" was 2.01 billion yuan and "Crazy" "Aliens" 1.449 billion, "Speeding Life" 1.043 billion.

And this year, "Detective Chinatown 3" reached 3.55 billion yuan, the second place "Hello, Li Huanying" and the third place "Assassination Novelist" had a box office of nearly 2.2 billion yuan.

Source: Beacon Professional Edition.

　　In addition to Rao Xiaozhi's request for the film, on February 15th, actor Qu Chuxiao also spoke for the film: "The movie ("The Order of the Samurai") is everyone’s four years of hard work, accept all criticism and corrections. On the same day, "Assassination" Shuang Xuetao, the original author of The Novelist, also wrote a long article to tell the creative story behind the film.

　　From this perspective, this year's Spring Festival stalls are "quite cruel."

This also gives film creators a chance to reflect: Is the Spring Festival file really the best time for all films?

　　Rao Xiaozhi mentioned in the article that "The Crowd" may be like "The Unknown Person", which needs "point by point".

"The Unknown" was released in the off-season in November 2019, and finally won 790 million box office.

　　From the sixth day of the lunar new year to the fifteenth day of the first lunar month, this "post-Chinese New Year file" period is still a good time for other films to find opportunities to rebound. If they can take the opportunity to increase some publicity and word-of-mouth marketing, they may also be in the film arrangement and box office. Have better performance.

Source: Douban screenshot.

　　What other videos can I watch after the Spring Festival file?

Judging from the news that has been set up so far, viewers can also look forward to "Cat and Mouse" to be released on February 26, "Eleventh" to be released on March 5, and "My Sister" to be released on April 2. , "May 1st" period of "Antique Bureau Middle Game", "Dragon Mouse Brothers", "Sunshine Robber" and so on.

　　Looking back on this year’s New Year’s Day file, the national movie box office reached 1.299 billion yuan, breaking the box office record of the same period in Chinese film history; and more than a month later, the box office of the Spring Festival stall set a new high with 7.822 billion yuan. Under the premise of strict epidemic prevention measures, it will be given to China. The film market has laid a boost.

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