The film market has been suffering from the epidemic for a long time, and the market stabilization and policy effects have made people look forward to the new year——
Will the movie resurgence come with spring in 2022?
After New Year's Day is the Spring Festival, the film market will also stage the annual finale: the Spring Festival stalls.
During the Spring Festival in 2022, 13 films were announced for release. Although some films were announced to be withdrawn during the period, the number of films in this year’s Spring Festival is still significantly higher than the 7 films in the same period in 2021, and it is also higher than the 6-8 films in the past 8 years. The average number of slices is higher.
On the other hand, the fixed-file films cover a variety of themes: comedy, war, biography, animation... The lively scenes made this year's Spring Festival file once again called "the strongest in history".
According to the statistics of the Office of the National Film Development Special Fund Management Committee, the box office of the New Year's Day film market in 2022 will reach 1.019 billion yuan, surpassing the 1.002 billion yuan box office of the New Year's Day film in 2019, ranking the third highest in the same period of the film, starting the 2022 China The film market "first shot".
The film market has been suffering from the epidemic for a long time. Since the outbreak of the new crown epidemic in 2020, the film industry has been hit hard. Under the repeated impact of the epidemic, the recovery of the film market has also experienced twists and turns.
As the market adapts to the normalization of epidemic prevention and control measures, the industry's optimistic expectations for the development of the epidemic, and the policy effect of the "14th Five-Year Plan for Chinese Film Development" released not long ago, everyone is looking forward to the real recovery of the film market. Can come with this spring.
Another "best ever"
Before the epidemic, the Spring Festival stalls ushered in one after another "the strongest in history" until the sudden new crown epidemic in 2020 interrupted them.
The Spring Festival in 2021 will hit a new high in the context of normalized epidemic prevention and control.
The data shows that as of 22:00 on February 17 (the sixth day of the first lunar month), the total box office of the Spring Festival in 2021 has exceeded 7.8 billion yuan, the total number of moviegoers is 160 million, and the cumulative number of screenings is 2.858 million, setting a record for the cumulative box office and number of people in the Spring Festival file in Chinese film history. .
This year's Spring Festival file once again won the title of "the strongest in history".
According to Maoyan data, the data on January 10 shows that there are 10 movies in the Spring Festival in 2022. Except for one, the number of people who want to watch it has reached tens of thousands. The cumulative number of people who want to watch "Miracle" has reached 38.2. million people.
Overall, the Spring Festival films cover comedy, plot, war, animation and other genres, which are colorful.
Previously, there were as many as 13 Spring Festival films.
Under the "crowded" schedule, some films were withdrawn.
On January 5, the original box office hit comedy movie "Super Family" announced that it was withdrawing from the Spring Festival file on the grounds that "the workload in the later stage was huge and the production could not be completed on time".
In the following two days, "Cherry Maruko: Fantasy Notes" and "A Play Like Life" were also quietly withdrawn.
However, in the next month, there may also be films added.
The biggest suspense comes from "Shuimen Bridge of Changjin Lake".
As the champion of Chinese film history, "Changjin Lake" has now exceeded 5.773 billion yuan at the box office, and has been postponed for the third time to January 16.
As a sequel, every move of "Shuimen Bridge of Changjin Lake" has attracted much attention.
At last year's Golden Rooster and Hundred Flowers Film Festival, the producers announced that the film would be released in 2022, but did not announce the specific schedule.
Some people speculate that the extension of "Changjin Lake" is to seamlessly connect the sequel "Changjin Lake: Water Gate Bridge".
"This year's Spring Festival, the only variable is whether "Shuimen Bridge of Changjin Lake" can be released in time for the New Year's Day. If it can be caught up, the situation of the entire market will change, and it may be able to hit a new high." Lei Ming, CEO of Aimeng Technology, an industrial data service agency, said.
Demand + policy, the foundation for recovery is in place
For this year's Spring Festival, both the industry and the audience are full of expectations.
In fact, despite the repeated epidemics, the film market has gradually adapted to the epidemic prevention and control strategy and gradually stabilized.
According to data released by the State Film Administration on January 1, 2022, the total box office of Chinese films will reach 47.258 billion yuan in 2021, of which the domestic film box office will be 39.927 billion yuan, accounting for 84.49% of the total box office.
The total box office for the whole year continued to be the first in the world, 2.31 times the total box office in 2020, reaching 74% of the box office in 2019 before the epidemic.
The industry generally believes that from the perspective of demand and policy, the film market has a foundation for recovery.
Sun Jiashan, an associate researcher at the China Academy of Arts, said, "The schedules in the sense of my country's film industry mainly refer to the Spring Festival, summer, and National Day that have gradually stabilized in recent years." The monthly box office trend of the global film market also shows that China There is an obvious schedule effect in the film market.
The box office contribution rate of the holiday schedule in 2021 is close to 70%, and the top ten films in the annual box office are basically backed by important schedules.
"The box office of key schedules can still hit record highs repeatedly, which shows that consumers still have strong demand for watching movies in schedules. In addition, compared with 2019, the top movies in 2021 will still break the box office ceiling repeatedly, which shows that the audience's preference for high-quality top content content. The demand still exists," Sun Jiashan said.
The superposition of policy effects has also made the industry more confident in the recovery of the film market.
On November 9 last year, the State Film Administration released the "14th Five-Year Plan for the Development of Chinese Films", proposing that efforts should be made to focus on launching 10 high-quality domestic films every year, with a box office of over 100 million films reaching about 50, and the annual box office share of domestic films. It is necessary to maintain more than 55%, and support the merger and reorganization of theater companies, promote the market dominance of asset-integrated theaters, and build a movie power by 2035.
This has undoubtedly injected a shot in the arm for the film market.
Good work is the best recovery agent
Although this year's New Year's Day holiday box office performance was good, there are also doubts that "the crowd is not very good".
Taking the film "Li Mao as the Prince" released during the New Year's Day as an example, the box office of the film showed a drop of about 30% two days after the New Year's Day release, and the Douban score was only 4.8 points.
Good works are the foundation of box office performance and the best recovery agent for the movie market.
This has gradually become an industry consensus.
Taking 2021 as an example, Spring Festival stalls and top films have become the biggest contributors to the total box office.
The Spring Festival films "Detective Chinatown 3" and "Hello, Li Huanying" took 80% of the box office.
Outside the Spring Festival, the top films still showed strong box office appeal. The main theme film "Changjin Lake" broke the box office record of "Wolf Warrior 2" with 5.77 billion yuan and became the highest-grossing film in Chinese film history.
"My Father and I", "Rage: Serious Crime", "Chinese Doctor", "Above the Cliff", "Assassination of the Novelist" and other leading camp films have carried the heavy burden of the box office with their strength.
These films have achieved both word-of-mouth and box-office success.
Judging from the current schedules, the domestic film market in 2022 will be very lively, with major schedules and various themes being released together.
"The epidemic is gradually being contained, and everyone expects that the policy level will be adjusted. Overseas, it depends on when this round of Omicron epidemic will return to normal. This year's domestic film market is worth looking forward to." Lei Ming said.