Chinanews.com, Beijing, February 18th. On February 17, the 2021 Spring Festival file ended successfully with a box office record of 7.822 billion yuan, setting a new record in Chinese film history.

Under the combined effect of diversified themes supply, sophisticated content production standards, digital new marketing upgrades, and local Chinese New Year trends, a large number of audiences returned to the cinema during the Spring Festival, creating "the strongest Spring Festival in history."

　　The Lighthouse Research Institute’s "2021 Spring Festival Market Data Insight Report" shows that in addition to 7.822 billion gross box office results, which set a new record by 32.5% compared to 2019, the 2021 Spring Festival file also set a new record with 160 million total movie viewers; the box office ranked top The two films "Detective Chinatown 3" (3.55 billion) and "Hello, Li Huanying" (2.72 billion) won 80% of the box office.

　　The report shows that the seven films in this Spring Festival show different market trends.

Judging from the changes in the box office rankings on the film day, "Hello, Li Huanying" relied on its super reputation to hit the top box office on the fourth day of the Lunar New Year; "Samurai God Order" fell from the fourth place on the first day to the last. One.

In addition, after "Detective Chinatown 3" and "Hello, Li Huanying", the highly anticipated fantasy film "Assassination of the Novelist" has maintained a stable third place in box office performance and reputation.

　　The national average ticket price for the Spring Festival this year is 48.9 yuan, which is 4.2 yuan higher than the average ticket price for the 2019 Spring Festival.

This year, the total number of viewers of the Spring Festival this year is 160 million, which is 30 million more than in 2019.

The increase in the average ticket price and the number of movie viewers has a certain effect on the high box office.

　　From the perspective of user data, 80% of users only watched 1 movie during the Spring Festival this year; the proportion of two-person viewing in the Spring Festival is reduced by 7% compared to the 2019 Spring Festival, and both the single and multi-person viewing side have increased.

Because theater attendance is still limited and it is difficult to find a ticket for Spring Festival movies, the concentration of user viewing hours has been significantly lower than that of previous Spring Festival movies. 14:00-15:00 is still the most popular viewing time. At the same time, the proportion of morning and evening movies has increased.

　　According to data from the Beacon Professional Edition, in the context of "Chinese New Year in situ", the proportion of users purchasing tickets from different places for the Spring Festival in 2021 has declined, which is 5% lower than that in the Spring Festival in 2019.

More than 80% of users in Taizhou, Chongqing, Nantong and other cities choose "Chinese New Year in situ". Among first-tier cities, 75% of users in Shanghai choose "Chinese New Year in situ".

In terms of regional performance, Shanghai, Beijing, Shenzhen, Chengdu, and Chongqing are the top 5 cities for ticket warehouses during the Spring Festival in 2021.

Among them, Shanghai has a significant lead with over 366 million gross box office data.

　　In addition to diversified subject types and well-produced content, continuously upgraded digital marketing methods have also become the mainstream of the Spring Festival.

During this Spring Festival, many films including "Detective Chinatown 3", "Hello, Li Huanying", "Assassination of Novelists", "The Order of the God of Servant", "New God List: Nezha Rebirth" and other films passed the online roadshow brand "Impact Broadcast" Publicize and create momentum.

Among them, the online road show of "Detective Chinatown 3", the creators of Chen Sicheng, Liu Haoran and Wei Ya set an industry record of 1.05 million tickets.

　　As "the strongest Spring Festival file in history", this Spring Festival file not only achieved breakthroughs in total box office performance and total number of movie viewers, but also further enriched the types of content supply, breakthrough progress in industrial production, and continuous digital publicity methods. Upgrade and innovation.

According to data from the Beacon Professional Edition, as of the end of the Spring Festival, the annual box office in 2021 has reached nearly 11.6 billion.

Taking this Spring Festival as a sample, the Chinese film market still needs to explore more new breakthroughs in the industry under the normalization of epidemic prevention and control.

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