China News Service, Beijing, February 19 (Reporter Shangguan Yun) This year’s Spring Festival is very lively. Although there are no "blockbusters" in the traditional sense, films such as "Hot" and "Flying Life 2" have eye-catching creative lineups, including actors with box office appeal such as Jia Ling and Shen Teng, and they have become popular after their release.

　　The Spring Festival period has always been regarded as the "prime period", with many blockbuster movies appearing, but the huge period bonus means more fierce competition. Among the films released during the Spring Festival this year, some are leading the box office and attracting increasing attention; others decisively choose to withdraw their films and find another opportunity.

　　What kind of movies can win the favor of audiences? How will the box office performance of the Spring Festival stalls affect the box office trend of movies throughout the year?

  Data map: The picture shows a movie theater in Ganzhou, Jiangxi. People walk by promotional materials for movies related to the Spring Festival. Photo by Liu Lixin

Why did the box office hit a new high?

　　Taking stock of the films released during the Spring Festival of the Year of the Dragon, many of them contain comedy elements, and their content covers real-life themes such as sports and entertainment industries, leaving the audience with ample room for choice.

　　According to media sources, according to preliminary statistics from the National Film Administration, the national movie box office during the 2024 Spring Festival holiday (February 10 to February 17) was 8.016 billion yuan, and the number of moviegoers was 163 million. Compared with the box office and number of moviegoers during the 2023 Spring Festival holiday, They increased by 18.47% and 26.36% respectively, both setting new records for the same period.

　　Maoyan Entertainment market analyst Lai Li believes that this year’s Spring Festival period is longer, and the Spring Festival holiday includes Valentine’s Day. Therefore, the box office on Valentine’s Day (the fifth day of the Lunar New Year) has increased significantly compared with the previous day, which has increased to a certain extent. Market.

　　In addition, Lai Li told reporters from China News Service that the overall reputation of this year's Spring Festival films is the best in the past five years. The combination of lower ticket prices, high-quality content, marketing, ticket subsidies and other factors have jointly helped the box office hit a new high this year.

　　In the vertical film dimension, the high box office performance during the Spring Festival is also inseparable from the head effect of the first camp.

　　The "2024 Spring Festival Movie Data Insight" shows that the per capita movie viewing during this year's Spring Festival is 1.19, and the "head effect" is obvious. The overlap rate of ticket purchases for "Hot and Furious" and "Flying Life 2" is nearly 17%.

  "Hot and Hot". Photo courtesy of the film crew

　　Moreover, for the first time this year, four "1 billion box office club" films appeared during the Spring Festival. Among them, "Hot and Furious" and "Flying Life 2" broke the crowd circle, both earning more than 2 billion in box office, which significantly boosted the box office during the Spring Festival. Lift effect.

Why did the first movie win?

　　Judging from the quantity, there are not many movies released during the Spring Festival, but their popularity is basically outnumbered by "Hot and Furious", "Flying Life 2" and "Where Are the Bears?" The four films "Reverse Time and Space" and "Article 20" are in my hands.

　　For example, "Flying Life 2" won the daily box office crown; "Hot and Spicy" has been a hot topic for several days; "Article 20" has gained a reputation; "Where Are the Bears?" "Reverse Time and Space" relied on its stable audience group and accumulated IP popularity to make a lot of money.

　　Competition among top films is also fierce. Before the opening of the Spring Festival, "Hot" and "Flying Life 2" were relatively popular films in the industry. The actors had strong box office appeal, and the box office was tight on the first day of release.

　　"Flying Life 2" tells the story of former champion driver Zhang Chi. Due to various reasons, Zhang Chi has now become a driving school instructor and lives a desolate life. His conversations with old friends are funny and sad. He has dreams, but he can only hide them in his heart.

　　Until one day, with the sponsorship of the director of the "Laotou Le" depot, he took the lead in forming a grassroots team to prepare for the Bayinbrook Rally, modify the racing car, give up, and persevere... On the field, Zhang Chi finally defeated himself.

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

　　The content of "Hot and Hot" is also not difficult to understand. Leying was a bit of a homebody. She was confused about life and couldn't find the direction to work hard. She has experienced the troughs and tests of life and relied on her own efforts to rebuild her self-confidence and win understanding and respect.

　　As for the "Bear Bears" series of movies, after years of development, it has accumulated a group of highly sticky fans. This year’s “Where Are the Bears?” "Reverse Time and Space" is also a new work for the 10th anniversary of the IP. It has a relatively solid IP foundation and appeal.

　　Lai Li believes that the Spring Festival period has a strong "family fun" movie-watching attribute, and the "Bear Bears" series of movies has always maintained a relatively good reputation, with rich and diverse themes, which meets the movie-watching needs of family audiences.

Some are happy and some are sad?

　　However, although the Spring Festival period is recognized as a popular period, not all movies that squeeze into this track may get a share of the pie.

　　An example is that four films have been withdrawn from the Spring Festival this year. Among them, "Huang Pi: The God of Wealth Cat" and "Bajie: Under the Canopy" were not very good at the box office, and were far behind popular films such as "Hot and Furious" and "Flying Life 2".

　　The withdrawal of so many films has led to discussions on film schedules, which also reflects the uncertainty of the film market. The Spring Festival period has huge dividends, but competition is fierce, and the requirements for film quality and accuracy of publicity and distribution are often higher.

　　The reasons why a video may be withdrawn may vary. But whenever the story is intentional and innovative, the presentation is realistic and realistic, etc., these are the key factors for film and television works to win a good reputation. After all, audiences want to see good movies that are well-made and full of sincerity.

　　Lai Li said that considering the major schedules after the Spring Festival, the number of new films scheduled is still relatively limited, the "Matthew Effect" of films during the schedule is intensified, and there is also a certain gap between hot and cold schedules, so this year's film market is still facing challenges Certain challenges.

　　The box office performance of the Year of the Dragon Spring Festival is quite good. This will undoubtedly give a shot in the arm to the film market in 2024, and also make many people full of expectations for the performance of the film market in the future. (over)