China News Service, Beijing, February 7 (Reporter Shangguan Yun) In the film market, the Spring Festival stalls play a very important role, which often means fierce competition. During this year’s Spring Festival, the competition between films seems to have already begun quietly. Previously, many topics such as "Andy Lau and Dong Yuhui sold out 300,000 movie tickets in the same frame in seconds" were on the hot search.

　　As of now, a total of 9 movies have been officially announced to be released for the 2024 Spring Festival, including "Flying Life 2", "Hot and Furious", "Mr. Red Carpet", "Article 20", "Let's Shake the Sun Together" and "Where Are the Bears?" "Reverse Time and Space" and so on.

　　The main creative lineup of these movies is also quite good. "Flying Life 2" starring actor Shen Teng, "Mr. Red Carpet" starring actor Andy Lau, and "Article 20" directed by famous director Zhang Yimou, etc., are all in this schedule 's popular videos.

  Image source: Official Weibo of the movie "Flying Life 2"

　　Which film can stand out during this year’s Spring Festival?

Comedy movies get together?

　　Taking stock of the films scheduled for the Spring Festival, we can find an interesting phenomenon, that is, the content of "comedy elements" is quite high.

　　Columnist Han Haoyue said that among these films, even if the genre is positioned as non-comedy, relatively clear comedy elements can be seen from some of the promotional materials released so far, so the 2024 Spring Festival schedule is a standard "comedy schedule" ".

　　In this regard, Yin Tengyu, a senior analyst at Maoyan Research Institute, said that the Spring Festival is the most family-friendly time of the year, and there is basically no less than one comedy film scheduled every year. The high content of comedy movies this year is not an exception.

　　However, what is more special is that the first three films, namely "Hot", "Flying Life 2" and "Article 20") all have comedy elements. According to the "Want to Watch" data of Maoyan Professional Edition, currently the three films I want to see that the coincidence degree exceeds the shunt warning value (15%).

　　Therefore, Yin Tengyu believes that the above three films will face varying degrees of risk of being diverted. In previous years, the proportion of viewers who only watched one movie during the Spring Festival has reached more than 80%. How to become the first choice film for audiences will be the biggest challenge for top films.

　　Many of the films that have been announced to be released are "own-heat". "Flying Life 2" is an IP sequel film. The "master, apprentice, brother CP" interaction between Shen Teng and Fan Chengcheng on and off the set, at press conferences, etc. has attracted a lot of attention and discussion.

　　Zhang Tong, a senior analyst at Maoyan Research Institute, said that the atmosphere of reunion during the Chinese New Year makes audiences more inclined to choose films that are in line with the festive atmosphere, relaxed and joyful. Many comedy films have also won the championship during the Spring Festival, but the final box office performance of the film still depends on the screening. Post-word of mouth.

Can IP movies continue to be popular?

　　There is always no shortage of “IP movies” during the Spring Festival. On this track, the "Bear Infested" series can be considered a more successful player, and the story content has gradually developed from the early "parent-child oriented" to "family-oriented".

  "Bear Infested: Reverse Time and Space" poster. Photo courtesy of the film crew

　　Judging from the ticket purchase data of Maoyan Professional Edition, the proportion of non-family viewers among the audience of the "Bear Bears" series is increasing year by year, indicating that this series of films has achieved a breakthrough in the industry to a certain extent.

　　In other words, the common feature of long-lasting IPs is that they keep pace with the times, constantly inject new elements and new ideas into old stories, occupy a stable market share during the Spring Festival, and compete with many live-action blockbusters.

　　After "Flying Life 2" was finalized, it basically maintained its first-tier position, and the number of people who "want to watch" on Maoyan Professional Edition increased, which also illustrates the audience's attention and recognition of its IP.

　　"The advantage of this type of film is that it can attract a fixed target audience. However, if the audience does not have much impression or favorable impression of the previous film, they are likely to give up watching the film first, making it more difficult for the film to expand new audience groups." Han Haoyue explain.

　　In fact, the main advantage of IP series movies is reflected in pre-screening awareness. Generally speaking, IP films that are confidently scheduled for the Spring Festival have relatively high box office for their predecessors and have a certain fan base, and IP films are more likely to achieve high pre-sales and high first-day box office.

　　Yin Tengyu gave an example: "Detective Chinatown 3" released during the Spring Festival in 2021, the pre-sale box office on the first day of the new year was 674 million, and the final box office on the first day of the new year was 1.011 billion, which still maintains the highest daily box office for a single film. box office record.

　　Of course, high attention often means that the audience has higher expectations for the film itself, and the reputation of the sequel will be stricter. She said that whether IP movies can surpass their predecessors at the box office mainly depends on whether their reputation can exceed the audience's expectations.

Which film can “win” during the Spring Festival?

　　Regarding the Spring Festival schedule, the reporter learned during the interview that some viewers said that they currently want to watch "Hot and Furious" and "Mr. Red Carpet". Firstly, they have comedy elements, and secondly, they are more interested in the plot and actors.

  Image source: Official Weibo of the movie "Hot and Spicy"

　　"When I watched "Mr. Red Carpet", I definitely went there for the lead actor Andy Lau. It was interesting for the stars to interpret the star's role in the movie. And on this basis, the film also wanted to explore the communication issues between people from different positions. I felt that it would It’s interesting,” she said.

　　Observing the data on the second day of pre-sales for this year's Spring Festival, Yin Tengyu found that "audiences are enthusiastic about watching movies. I believe that as long as there is a sustained, stable and diversified supply of high-quality films, the performance of the film market in 2024 can be expected."

　　Regarding this year's Spring Festival, Han Haoyue's attitude is "cautiously optimistic." "The Spring Festival must have a super blockbuster like "The Wandering Earth" to truly support this prime time period. In previous years, comedies competed for the box office championship during the Spring Festival, but comedy films did not perform well. It has a particularly obvious advantage. Therefore, whether it can bring popularity to the 2024 Spring Festival, the pressure on leading works may be relatively high."

　　"Only by not deliberately catering to the market and audience, not taking advantage of opportunities, having a correct and serious creative attitude, seeking truth from facts in publicity, and having intentional and innovative stories, can film and television works establish a more three-dimensional and rich connection with the audience," he said. (over)