Audience satisfaction scores 83.1 points for the spring show. "Cliff", "Sister" and "Sweeper" are among the top three

　　The results of the Chinese Movie Audience Satisfaction Survey in the spring of 2021 show that the spring audience satisfaction score is 83.1 points, which is the highest score in the same period since the survey started in 2015 and an increase of 1.6 points over the same period in 2019.

Among them, the spy film "Above the Cliff" released during the "May 1st" period won the championship with 85.8 points. The family film "My Sister" released during the Qingming holiday ranked second with 85.0 points. It was pressed on April 21. Sentinel's "May 1st" crime drama "Sweeping Darkness·Decisive Battle" ranked third in terms of satisfaction with 84.8 points.

The three major indexes of "cliff", "sister" and "sweeping black" each topped the list

　　In the spring of 2021, a survey was conducted on 10 key domestic films from early April to May Day. Among them, 6 films had a satisfaction score of over 80 and entered the "satisfying" range.

Among them, among the 6 films released during the "May Day" period, the satisfaction scores of "Above the Cliff", "Sweeping the Darkness·Decisive Battle", "Chasing the Tiger and Catching the Dragon" and "Your Wedding" all exceeded 80 points.

　　"Above the Cliff", "My Sister" and "Sweeping Darkness: Final Battle" are the top three in terms of schedule satisfaction. While taking the top three in terms of viewing, ideological and dissemination of scheduled films, each of the three films received an index. Top card.

"Above the Cliff" directed by Zhang Yimou broke the silence of domestic spy films for many years, with 85.8 points of satisfaction and 85.7 points for the highest viewing time; "My Sister" is the first film starring a young actor Zhang Zifeng, and has passed two generations. The story of "Sister" reflects social reality and arouses the resonance of the audience. Its dissemination rate is 84.6 points. The state's resolute and powerful action, with 87.5 points, won the first place in ideology.

　　Director Wang Jing’s "Chasing the Tiger and Catching the Dragon" is a "recipe" familiar to the audience from the perspective of the title, the main creative team and the content of the story. The overall creative level is online, with a satisfaction score of 82.3, but the film's freshness score ranks 7th. It is the film with the largest gap between satisfaction and freshness during the period, showing that the film narrative needs to be broken through.

The audience of the youth love film "Your Wedding" has a clear target. Female audiences are 1.7 points higher than male audiences. It is the film with the largest difference. The overall film satisfaction is 80.8 points. The creation is quite satisfactory, but it has not formed a dazzling breakthrough.

"The Eleventh Chapter" uses a rare chapter-style narrative, with a remarkable metaphorical style, and a satisfaction score of 80.5; "Secret Visitor" is another suspense genre film by director Chen Zhengdao, which combines script-killing reasoning and thriller elements, with a satisfaction score of 79.2. It is in the high position of "relatively satisfactory", but there is still room for discussion in the genre creation of these two films.

"August Is Young" adapted from Baby Annie's novel, Papi sauce's film debut "Tomorrow Will Be Alright", and the comedy "Sunshine Robber" starring Ma Li and Song Jia still have some regrets in film creation, with a score of 78.7- Between 78.9 points.

　　Comparing the cumulative box office of the film in five days, it can be seen that audience satisfaction has a positive impact on the number of movie viewers and box office trends.

The high satisfaction levels of "Above the Cliff" and "My Sister" have effectively attracted audiences and boosted the box office. The number of daily movie viewers and box office of "Above the Cliff" has overtaken "Your Wedding" on May 3 and ranked first in the schedule. , "My Sister" has won 14 consecutive days of viewing attendance and the box office crown since its release on April 2.

"Sweeping Darkness: Final Battle" has a high degree of satisfaction, and the number of movie viewers and box office has shown an upward trend. From May 1 to May 4, it rose from sixth to third, and the satisfaction ranked first during the same period. The number of viewers and the box office of the fifth "Your Wedding" saw a significant decline.

At the same time, the three films "August Weiyang", "Tomorrow Will Be Good" and "Sunshine Robber", which ranked the bottom of the survey results, have less than 1.5 million viewers, and the box office has not exceeded 50 million yuan.

Ordinary and professional audiences’ satisfaction evaluation rankings are the same, and professional audiences’ evaluation scores differ significantly

　　The overall quality of the films in the spring of 2021 is relatively clear, and the ratings of general audiences and professional audiences are basically the same. Among the 10 films surveyed, "Above the Cliff", "My Sister", "Sweeping Darkness·Decisive Battle", and "Chasing the Tiger and Catching the Dragon" 4 The films have received relatively high ratings from audiences of different levels, while the four films "Secret Visitor", "August Tomorrow", "Tomorrow Will Be Good" and "Sunshine Robber" are all lagging behind.

The overall evaluation of "The Eleventh" and "Your Wedding" are in the middle. Among them, professional audiences have relatively high evaluations of the relatively artistic feature film "Eleventh", while ordinary audiences prefer the participation of young stars. The popular love movie "Your Wedding".

　　However, from the point of view of scores, the overall evaluation scores of professional audiences are relatively large. The professional audience satisfaction rating of "Above the Cliff" ranked first is 84.7 points, ranking eighth in the historical survey of 329 films, and the lowest in the schedule. The professional audience satisfaction of "August Weiyang" is less than 60 points, and the difference between the two is 28.9 points.

Compared with the same period of last year, the difference between the two points in the evaluation of ordinary audiences is only 6.1 points.

　　In the general audience segmentation evaluation, the scores of the five indicators of "Above the Cliff", the performance of the main actors, the visual effects, the music effects and the wonderful dialogue are the highest in the schedule; the scores of the indicators of "My Sister" are relatively high. Relatively balanced, its communication method scores the highest in the schedule; "Sweeping Darkness: Decisive Battle" scores first in terms of freshness, non-boring, positive energy and profound thought.

In addition, the performance and non-boring scores of the main actors of "Chasing the Tiger and Catching the Dragon" also entered the top three on the schedule.

　　In the evaluation of professional audience segmentation, "Above the Cliff" received the highest scores of 10 of the 12 indicators. The performance of the main actors was the highest score in the various indicators of film viewing. In addition, emotional and emotional appeal, The scores for visual effects, type creation, and non-boring are all above 83.

The depth and breadth of thought and emotion of "My Sister" ranks first on the schedule, and "Chasing the Tiger and Catching the Dragon" has the highest score on the schedule, and the scores of "Eleventh Chapter" for creative novelty, musical effects and wonderful dialogue are also ahead of schedule. Three.

　　In 2015, 2017, 2019 and this year, the Chinese movie audience satisfaction survey also conducted a radiation survey on imported top films in the spring file. Among them, the satisfaction of the 2015 spring file "Fast and Furious 7" was 85.2 points, and in 2017 The spring "Fast and Furious 8" satisfaction score was 86.6 points, and in 2019 "Avengers 4: Endgame" satisfaction score was 89.1 points. The box office performance of imported films represented by them is even stronger.

　　In the spring of 2021, there are very few imported films in large volume. The imported film "Godzilla vs. King Kong", which was released in the radiation survey at the end of March and has the highest box office since 2020, has a satisfaction score of 79.2, which is not in the "satisfying" range. Compared with the 10 domestically produced films, it only ranks eighth.

In this situation, domestic films have obtained sufficient market space on the one hand, and on the other hand must shoulder the burden of boosting the film market.

Box office statistics during the May Day holiday show that from April 30th to May 5th, the 6 domestic films released in the same period covered by the satisfaction survey attracted 44.9 million people to go to the theaters to watch the movie, earning 1.71 billion yuan in the box office, which was perfect support. The entire schedule highlights the progress of domestic film creation.

　　The results of the Spring Satisfaction Survey also show that high-quality + strong marketing are indispensable for films to obtain better market returns.

In the survey of driving factors for viewing movies by general audiences, "Above the Cliff" with the highest satisfaction was the only film that was screened ahead of schedule among the films released during the "May 1st" holiday. The publicity offensive during the holiday continued to increase, which helped smoothly. Word-of-mouth fermentation and proliferation, and "good word-of-mouth evaluation" is the first driving factor for viewing movies.

"My Sister" uses the relatively loose competitive environment before and after Qingming to strengthen hot topics and word-of-mouth marketing. "Your Wedding" conducts rhythmic and precise marketing for specific audiences, with "full topical" movie-watching driving factors taking the top spot Two, effectively pulling the film and watching movies.

In contrast, the third-ranked satisfaction rating "Sweeping Darkness: Decisive Battle" hastily set its files and lacks corresponding marketing support, which hinders the market performance of the film after its release.

The so-called smell of wine is also afraid of the deep alleys, and only by "considering both inside and outside" can the garden be blossomed in spring.