Re-opening of Spring Festival in 2023： The high-quality market of scheduled films shows a recovery trend.

Special feature of 1905 film network According to the preliminary statistics of the National Film Bureau, the total box office of the Spring Festival in 2023 was 6.758 billion yuan, setting a new record for the second box office of the Spring Festival in film history. Six films covered suspense, science fiction, comedy, animation and other topics, and presented audiences with one Spring Festival feast after another. With a box office score of 2.606 billion yuan, it led the Spring Festival with a harvest of 2.164 billion yuan, followed closely. What are the different features of this year’s Spring Festival? What about other films in the same period?

The Spring Festival in 2023 ended perfectly, and several films can be said to have their own points of view, with a total box office of 6.758 billion yuan. Liu Zhenfei, a data analyst of Cat’s Eye Research Institute, started from the market data and analyzed which data are worthy of attention and resumption: "The announcement period and pre-sale period of the Spring Festival this year are relatively tight, showing a trend of backward alignment or long-term announcement. The box office of 1.35 billion yuan on the first day of this year reached the level of previous years, but it can only rank fourth in the Spring Festival file in history. By the end of the schedule, it has ranked second in the history of the schedule, indicating that from the first day to the sixth day, the box office trend is more stable. This year’s Spring Festival file can achieve this more stable trend. On the one hand, the audience is constantly returning to the cinema, on the other hand, the overall film is better. "

This year’s Spring Festival movies are not only diversified in types, but also different in the duration of a single film. Among them, the head film Wandering Earth 2 lasted for three hours, and Manjianghong also lasted for two and a half hours. According to the box office weight, the average duration of this year’s Spring Festival movies is as long as 150 minutes. Compared with previous years, the longest duration of movies is about 130 minutes. As a direct result, the number of national screenings will definitely drop. From the data point of view, the number of movies this year is less than that in previous years, but the total number of people watching movies this year continues to increase, whether the length of time is increased or the number of movies is decreased.

The audience will not only pay attention to the type and duration of the film, but also pay attention to the ticket price. The average ticket price this year is 52.3 yuan, which is the first time that the ticket price has been lowered for seven consecutive years. Spring Festival is a popular consumption schedule that is in short supply, especially under the premise that the operation of cinemas in the past three years is not ideal, the price increase of the schedule is also within the audience’s understanding. However, this year’s Spring Festival stalls may be influenced by the negative comments on the price increase of last year’s Spring Festival stalls, or because of the pursuit of allowing profits to welcome guests, but the fare has been lowered, and this move is also conducive to the audience to enter the theater for consumption. According to the data, this year’s low-frequency movie users have improved significantly compared with last year; For high-frequency movie users, the proportion of ticket purchases has also increased slightly compared with the past. It can be said that this year’s Spring Festival file has made the film market show a thriving recovery trend because of the benefits of welcoming guests and the richer types of film supply.

Before the Spring Festival, many people would predict the situation of each film. In previous years, there was often a situation of one super and many strong, but this year was very special. Wandering Earth 2 and Manjianghong went hand in hand in the past few days, and you chased me and there was a situation of "two heroes standing side by side". Liu Zhenfei mentioned: "This situation is really rare. In the past, it was said that the counter-attack of the schedule or the birth of the dark horse all started from the low position and rushed to the high position, or fell down because of word of mouth, forming a big deficit. This year is different, "Man Jiang Hong" is gradually improving, and "Wandering Earth 2" has basically not dropped much, and there is such a so-called "dual-core drive" that goes hand in hand. "

In this situation, users of high-frequency movies will choose to have them all, while users of low-frequency movies will choose to watch either the hottest movie or the best one, which is reflected in the previous slots. No matter how much the total box office is, the audience’s flow or the bonus of the slots must be concentrated on the individual movies in the head, and the slots have been improved as a whole, but the capacity has not been improved.

This year’s "Wandering Earth 2" and "Man Jiang Hong", first, the audience is very different. The audience of "Wandering Earth 2" is mostly elderly or male, including those in first-and second-tier cities; The opening of "Man Jiang Hong" will be biased towards women or sink into the market, and then it will flow to large-scale users. From the genre point of view, one of the two films is more large-scale production and big scenes, and the other one has achieved layer-by-layer inversion and endless jokes in the plot, which has produced a good form of distinguishing the audience from the temperament. It can be said that one is literary and one is martial, which absorbs different audiences and finally forms a win-win situation that keeps pace with each other.

Under the premise of quantity, the types of this year’s Spring Festival stalls are very diverse, with as many as 11 types. Liu Zhenfei said: "Judging from the different types of films in this year’s Spring Festival, there are also some differences in urban areas across the country. For example, first-and second-tier cities will be more concentrated, such as Northeast China and North China, and the most prominent is "Man Jiang Hong"; In the southern region, it may be biased towards such fantasy animation, such as Wandering Earth 2, which will be biased towards some areas in East China and South China. Therefore, the richness of the types of Spring Festival files is also a different movie-watching map formed throughout the country, and audiences all over the country will choose a movie they really like. "

Therefore, the box office performance of this year’s Spring Festival file really gave all film practitioners a shot in the arm. Next, there will be a relay release of films. Behind the brilliant achievements of this year’s Spring Festival, we can find that the third and fourth lines have sunk into the market and returned to the market very quickly. Compared with the past few years, the whole trend of returning home has taken shape again.

In 2018 and 2019, the box office peak of audience in third-and fourth-tier cities reached around the third grade, and then slowly fell back; This year, it was not only on the first day of New Year’s Day, but also on the third day of the following year, the third-and fourth-tier cities reached the high point again, which played a timely supplementary role in the Spring Festival stalls. From the market point of view, it was the tide of returning home that brought the biggest benefits to the Spring Festival stalls.

With the popularity of movies, whether it’s "When the Wind Comes Again" or "China Ping-Pong’s Jedi Fight Back", there are still many popularity movies to be released in the future movie market. What can attract the audience to the cinema continuously is that these popularity movies are released every week, so as to train moderate and heavy fans to enter the cinema frequently, which has a regulating effect on the whole market and is a benign development for the cultivation of the schedule.