China News Service, Beijing, February 10 (Reporter Gao Kai) With the end of the 7-day long holiday, the 2022 Spring Festival has come to an end. Driven by 8 new films, a total of 6.035 billion yuan was produced at the box office, second only to 2021. , became the second-highest year of the Spring Festival box office.

  While maintaining the fundamentals of the market, the Spring Festival file of the Year of the Tiger presents more thought-provoking new phenomena, new trends, and new trends. Recently, representatives from the film industry, academia and critics discussed the film types and market performance of the Spring Festival file. Conduct constructive discussions on the characteristics of schedules, schedules, etc., sum up experience and lessons, and help the healthy development of China's film industry.

  Zhang Pimin, chairman of the China Film Foundation, said that under the influence of the epidemic and the diversion of the Winter Olympics, it is gratifying that the Spring Festival in 2022 can achieve such a result, which proves that with the love of all filmmakers and the general audience, the film industry still maintains a good performance production status and market response.

  Li Daoxin, deputy dean of the School of Arts at Peking University, believes that the 2022 Spring Festival will "focus on ordinary people, show ordinary people's living conditions, demonstrate national consciousness, and express the spirit of the times", which reflects the new look of Chinese films centered on the people.

Experts focus on the Spring Festival file of the Year of the Tiger: the second hard-won in history, courtesy of the organizer

  Zhao Weifang, deputy director of the Institute of Film and Television Art of the China Academy of Arts, believes that the improvement of production capacity and quality on the supply side has jointly contributed to the birth of the second strongest Spring Festival file in history. Stabilized the basic plate of the Spring Festival file.

Through this year's market performance, we can also draw more experience: during the Spring Festival, audiences need comedy films with higher artistic quality; the genres can also be more abundant, such as fantasy, sci-fi and other films with strong imagination. Important addition.

  In the opinion of the experts at the meeting, the 2022 Spring Festival files have made great progress in terms of content quality and value orientation, realizing the unification of economic and social benefits, but the rationality of the schedule arrangement still needs to be optimized.

  Zhou Xing, director of the Asian and Chinese Film Research Center of Beijing Normal University, pointed out that this year's Spring Festival should be viewed from a dialectical point of view, and a comprehensive analysis should be conducted from multiple aspects such as more or less box office growth, strong and weak market performance, and artistic creation gains and losses. interpretation.

He believes that we should not pursue and infinitely increase digital growth, but should focus on the whole year and continuously observe the market performance throughout the year.

Compared with previous years, several live-action films in the Spring Festival file have their own characteristics and strengths, and they all show a correct attitude of the new mainstream in terms of value performance. This is the biggest breakthrough in this year's Spring Festival file.

  Well-known film critic Tan Fei believes that the slightly homogenous schedule has weakened the overall appeal of Spring Festival films to a certain extent, resulting in a weak topicality and further weakening its social attributes.

He pointed out that the arrangement and schedule of the Spring Festival films are particularly important, and the quality and content can only be matched with the audience's viewing psychology.

  After ten years of development, the Spring Festival stall has become one of the largest, most popular, and most competitive stalls. However, this year, the Spring Festival stall has a slowdown in box office growth, a decline in the number of moviegoers, and high ticket prices. The vision of experts and the public is in urgent need of new adjustments and changes.

  Rao Shuguang, president of the China Film Critic Society, said that he should pay attention to the new phenomenon of the Spring Festival with a constructive attitude and thinking.

This year's box office has achieved the second highest result in history, the film satisfaction is also high, and movie viewing consumption is still enthusiastic, reflecting that the film industry still has strong potential.

However, since 2016, the growth rate of the number of moviegoers has slowed down, and problems such as the weakening of the moviegoing power of the new youth theaters have become more prominent.

  Rao Shuguang pointed out that the decline in the number of moviegoers should arouse the attention and vigilance of the industry. Behind it are deep-seated issues such as how creators reach a consensus with audiences, how to balance popular schedules with the annual market, and the fit between films and schedules. More scientific, richer and more comprehensive indicators should be used to measure and reflect the entire industrial ecology.

  Huang Qunfei, executive deputy general manager of Huaxia Film Distribution Co., Ltd. believes that the overall performance of the Spring Festival stalls and the growth and decline of the box office market are normal, with certain inevitability and contingency, and there is no need to interpret and worry too much.

He pointed out that the impact of the epidemic, the diversion of the Winter Olympics, the increase in ticket prices and the supply imbalance of comedy films, the difficulty of theater survival and the dynamic adjustment of supply and demand in the market are all important factors affecting the market.

"The underlying reason behind this is that under the background of the mobile Internet era, especially the superimposed impact of the epidemic, theater audiences are irrevocably shifting to online movie viewing."

Huang Qunfei called on the whole industry to attach great importance to this situation, and the collective efforts of the whole industry are needed to retain and attract audiences and improve Chinese films by increasing supply, diversifying creations, improving film quality, and reducing ticket prices. competitiveness and vitality of the industry.

  Zhu Yuqing, director of the China Film Foundation Film Investment and Financing Development Special Fund and founder of Juyinghui, highly agreed with Huang Qunfei's concerns.

The biggest inspiration brought by the Spring Festival in 2022 is to increase in-depth research on audiences and holiday schedules as soon as possible, and use more forward-looking work to reasonably arrange the supply of films, so as to maintain the stable development and overall reputation of the film market.

He suggested that the industry should have an in-depth understanding of the movie viewing consumption behavior and preferences of audiences in various schedules, create a holiday movie viewing atmosphere, and boost movie viewing motivation; at the same time, through cross-border brand cooperation, cross-industry linkage, etc., to increase discounts and attract each other. , to reduce the pressure of high fares.

  Regarding the controversy caused by high ticket prices, well-known film critic Li Xingwen said that theaters should survive in many ways, such as through the opening of membership cards, continue to attract passengers, and complete the guarantee of last year's income, rather than relying on a Spring Festival stall to make a one-shot deal; In terms of market performance, he believes that under the competition of "Shuimen Bridge of Changjin Lake", "Sniper" faces the pressure of film arrangement, which makes many people regret, and looks forward to more refined measures to maximize value.

  Hosted by the guests of this meeting, Hu Jianli, secretary-general of the China Film Critics Association and editor-in-chief of Film and Television Weathervane, finally concluded that the gratifying thing about this year’s Spring Festival is that the overall quality of the film has been improved, especially the creation of the main theme film. There have been more breakthroughs in narrative methods and shooting techniques; the worry is that the decline in the number of moviegoers facing the global film industry is more prominent under the influence of the high box office, which limits the industry's growth to a certain extent. developing.

In the future, the film industry should improve the quality of films, increase the number of moviegoers, and increase the revenue of theaters, so as to realize a virtuous circle of the industry and truly activate the vitality and potential of the film industry.

  The conference was held via online video, sponsored by the China Film Foundation Zhong Yundi Film Critic Development Special Fund and the China Film Critic Society, and hosted by Juyinghui (Beijing) Film and Television Culture Co., Ltd.

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