The film market will return to 50 billion yuan, and marketing and distribution will play new tricks in the dispute ｜ Looking back at 2023 ｜ Pet-name ruby

Looking back at the end of the year, "recovery" is undoubtedly2023Key words of China film market in. After the biggest uncertainty affecting the film industry in the past three years was eliminated, the market order gradually returned, and a large number of backlog projects were released, which changed the dilemma of new films in previous years. The continuous content supply and the audience’s enthusiasm for watching movies have finally helped the box office.twelvemoon25Day,2023The annual total box office has exceeded536Billion.

2023So is the year.2018Years,2019The annual box office of China movies broke through continuously in.600After 100 million yuan, the annual box office of China movies returned to a high level for the first time. From the time distribution of box office, the concentration effect is still obvious. The total box office of the four largest slots, Spring Festival, Summer, National Day and Lunar New Year, exceeded.333100 million yuan, accounting for more than the annual box office60%. Specifically, the durationsevenDays of the Spring Festival cumulative box office.67.65100 million yuan, for a period of92Days of summer cumulative box office.206.20100 million yuan, continuouseightThe box office was generated in the National Day file of the day.27.34100 million yuan, and the Lunar New Year file has accumulated box office so far.32.28100 million yuan. And the relatively unpopular schedule, such as the Dragon Boat Festival,threeThe total daily box office is only9.11100 million yuan, even less than the average daily box office during the Spring Festival.9.66100 million yuan.

The unpopular schedule is still the same, and the months without holidays and schedules are even more deserted. coversevenTianguoqing dangoneMonth by month100.90Billion yuan becomes2023The month with the highest box office in the year, which is in the summer filesevenYueheeightYueyi87.19Yiyuanhe77.67Billion yuan ranked second and third, and the box office in these three months also accounted for nearly 50% of the box office in the whole year. The two months with the lowest box office are11YuehethreeMonth, the monthly box office of these two months are as follows16.84Yihe19.07100 million yuan.11Moon andthreeThe monthly average does not include any schedule, and the sum of the box office in February is even lower than the Spring Festival.sevenThe box office generated by the day.

The Matthew effect of the schedule can also be seen in the box office performance of specific films.2023The top ten films at the annual box office in 2008 were all produced in the popular period, among which "Man Jiang Hong" and "Wandering Earth"2Bear haunts Bear Heart with me are all released during the Spring Festival, while All your eggs in one basket, Disappeared She, Goddess of God Part I, In an octagonal cage and Three Wan Li in Chang ‘an are all released during the summer vacation, Rock Solid is the box office champion of the National Day, and Unfamiliar Life Road, which ranks tenth in the annual box office, is released on May 1st.

It can be seen that the popular schedule is still the backbone of the box office. However, there is also a gap between popular schedules. Judging from the average daily box office during the period, the average daily box office during the Spring Festival is about9.66100 million yuan, summer contract2.23100 million yuan, National Day contract3.41Up to now, the average daily box office is about 100 million yuan.1.04100 million yuan. Although the upcoming New Year’s Eve file will definitely boost the average daily box office of the whole Lunar New Year file to a certain extent, the overall situation has basically been settled.

It is worth noting that the daily average box office of each popular schedule is almost decreasing according to the order from the beginning of the year to the end of the year. Although there is no evidence that the audience’s enthusiasm for watching movies has faded over time, the growth rate of box office is slowing down. According to the data of the National Film Office,2023The time nodes at which the annual box office broke through each billion yuan were as followsonemoon31Day,fivemoonsevenDay,sevenmoon14Day,eightmoon18Rihe11moon13Day. compare withsevenmoon14Solsticeeightmoon18Japanese only35It’s from heaven300Yidaofour hundredBillion, the film market has grown to500The speed of 100 million has obviously slowed down. And the rest of this yearsevenIt is impossible for heaven to produce more than60The box office of 100 million yuan,2023Return of box office in 2008600100 million is hopeless.

Overall, although it has not returned.2018Nianhe2019Annual level, but20232008 is the year when the film industry recovered after three years of cold weather. Besides the box office data, there are some questions about the type, marketing, distribution,2023There are still many things worth reviewing in the film industry in 2008.

If "recovery" is used to summarize the box office2023Keywords of the year, then "criminal suspense" belongs to2023Clues to the content of the film in 2008.2023The top ten box office in 2008 plus the monthly box office champion are altogether.15A film. According to the theme types divided by lighthouse professional edition and cat’s eye professional edition,15There are a total of films with "crime" or "suspense" elements in these films.sevenDepartment.

From "Man Jiang Hong" in the Spring Festival to "Three Battalions" in the Lunar New Year, movies with the theme of "criminal suspense" have performed well in every schedule. Among them, "Man Jiang Hong" is45.44Billion yuan becomes2023He won the box office in 2008 and also ranked first in the total box office list of Chinese movies.six; "put all your eggs in one basket"38.49100 million yuan became the summer box office champion, ranking first in the total box office list of Chinese movies.11.

Judging from the monthly box office, movies with the theme of "criminal suspense" also have an advantage. bytwelvemoon24The top box office winners of the day and month were Man Jiang Hong and Wandering Earth.2Keep you safe, slam dunk expert, unfamiliar road in life, lost her, in an octagonal cage, put all your eggs in one basket, the eighth suspect, rock solid, rescue the suspect and the third brigade. exist2023AnnualtwelveIn the last month, there were a total of films with the theme of "criminal suspense"sevenBecame the box office champion in a single month.

It is worth mentioning that, 2023The films with the theme of "criminal suspense" which achieved good results in 2008 also showed commonality in content, that is, integration into social issues. "Put all your eggs in one basket" and "She Disappeared" in the summer file were "out of the circle" respectively because of two topics that were highly discussed on social platforms: "Fraud" and "Love Brain". However, "social issues" do not necessarily bring box office appeal to movies, such as Across the Furious Sea and Hot Search, which are being released. The former stars Bo Huang and Zhou Xun, contains "crime" elements and discusses intergenerational relations; The latter, starring Zhou Dongyu and Justin, focuses on cyber violence and covers female subjects. And Across the Furious Sea released.31Daily cumulative box office5.48100 million yuan, the highest single-day box office is1.04One hundred million yuan; "Hot Search" since11moon30Up to now, the cumulative box office is only6311.9Ten thousand yuan.

The reason may be related to the long backlog of films such as Across the Furious Sea. Across the Furious Sea as early as2019Completed in 2008 and finalized. The film has a certain lag in the presentation of reality. A film with a long project and a long shooting time may cater to the social trend of thought of that year, but the content that was hotly discussed and concerned at that time may not be equally concerned and hotly discussed when it was released, and the long backlog will inevitably lead to the disconnection between the image and narrative style and the current mainstream.

On the one hand, the backlog film proves that the film is also a time-sensitive literary form with an optimistic box office performance, and the theme and form must keep pace with the times; On the other hand, it also makes the screen occupied by "familiar faces".

"I think Zhang Yi can try to get away from this kind of drama for a while" is one of the most popular comments in the short commentary of the movie "Three Battalions" currently being shown. Zhang Yi once again played a policeman in the movie "Three Battalions", and his role image was very similar to An Xin in the drama The Knockout and Wei Guoping in "Who Is He" at the beginning of the year. The same thing happened to Zhou Dongyu. In Burning Winter and Killing Parrots, Zhou Dongyu played a literary girl full of worries.

Judging from the number of works released, Zhang Yi and Zhou Dongyu are also "model workers" this year. In addition to "Three Battalions", Zhang Yi starred and was2023Other films released in 2006 include Knife’s Tip, Priceless Treasure and Manjianghong. Zhou Dongyu includes Hot Search, Rock Solid, Parrot Killing, Burning Winter, King of the Sky and Nightlife in Changsha.sixThe Ministry participated in the film release and played the leading role in Hot Search, Parrot Killing and Burning Winter. In addition, Bo Huang also has this yearfourStarring in the film release, including Across the Furious Sea’s "Learning Dad", "Feng Shen I" and "Enthusiasm"; Movies starring Andy Lau include Wandering Earth2"Moscow Action" and "Golden Finger" and "Stealth" which will be released in the New Year’s Eve; NI YAN’s films this year also include "The Founding General was awarded the title"1955"Learn Dad", "The Last Truth" and "Goodbye, Li Kele" by Across the Furious Sea.fiveDepartment.

There are many films released by these actors in succession, such as "Knife Point" filmed in2018In 1998, Across the Furious Sea was early in2019It was completed in 2000 and has been finalized. The first part of "Feng Shen" is in2020In 2006, Rock-Solid was also filmed in.2019Years.

The continuous release of works is essentially due to the intensive participation of head actors in projects, that is, most film projects are inclined to a small number of actors. To some extent, this is related to the market environment in the past few years. The huge uncertainty brought by the epidemic has narrowed the film industry from upstream investment to downstream creation. The head actors have higher popularity and box office appeal, and naturally get more opportunities.

On the other hand, the success of an existing role also means that an actor plays a similar role again with lower risk in acting performance and audience cognition. The audience can identify the types of movies through similar roles, which also helps a movie to gain audience affinity. For example, after Zhang Xiaofei became famous with Hi, Mom and won the Golden Rooster Award for Best Actress, she also played a mother who could sacrifice everything to save her daughter in the recently released Save the Suspect. Shen Teng becomes the traffic password of comedy movies, and "including Teng quantity" is directly equal to the punchline of the movie.

However, as the audience of the movie "Three Battalions" expressed, an actor frequently plays the same type of roles, which not only consumes the actors, but also causes aesthetic fatigue to the audience, and the inclination of resources also excludes the opportunities of other actors.

The box office is the most important indicator to measure the success of a film, but the new force may not have box office value, and the "proton group" in "Feng Shen I" is the best example. At first, Fengshen Part I was hotly debated on social platforms because of the appearance of Proton Group. Subsequent live broadcasts, roadshows, and derivative variety Fengshen Training Camp around the selection and training process of Proton Group all helped the movie Fengshen Part I to reap the box office. "the first part of the gods" was released in2023yearsevenmoontwentyDay, buttwelvemoononeThe Japanese film "Feng Shen I" announced the extension of the secret key for the fifth time, and the validity period of the secret key was extended to.2024yearonemoon19Day.

Although movies need mature typed actors to reduce project risks, they also need fresh blood. The real boom of the film market should be the coexistence of the two, rather than letting some actors frequently "brush their faces" on the screen.

Go to the end of the month, distance2023At the end of the year, there are stillsevenDay, the suspense of the New Year’s Eve has not yet been unveiled, but the New Year’s Eve movie has been2023The film market brought a new shock in 2008. In "Twinkle, Twinkle, Bright Stars", it was obtained by the marketing of "Under the Snow Field"7000After Wan’s first-day pre-sale at the box office and became the highest-grossing Chinese film on the first day of pre-sale, The Annual Meeting Can’t Stop and Taylor Swift: The Times Tour Concert are also joining the marketing of special events.

The annual meeting can’t stoptwelvemoontwelveAt the same time as the opening of the screening, the official announced the special sessions of the "Beer Field". The rules of the event show that the exclusive preferential fares for the designated sessions of the designated cinemas are as low as19.9Yuan, the cinema staff will distribute Tsingtao beer free of charge when entering the stadium. The movie "Stealth" is also intwelvemoon15The "New Year’s Ceremony" movie-watching activity was released on April, and the detailed rules of the activity showed that you will get a New Year’s sign for watching special events marked "New Year must be done", and you will have a chance to win lottery tickets for watching special events marked "Lucky Year". Taylor Swift: Time Tour Concert was also announced.twelvemoon31sunseventeen past nine p.m.Divide the whole country130Yujia Studios will open the "New Year’s Eve Singing" venue, and the ticket buyers will get the official customized surroundings.

Marketing is no longer the effort of the film side, the necessity of cinema for marketing has been re-recognized, and the scene experience created by both parties is attracting the audience together.

Not just a special field, marketing is2023The film industry has a strong sense of existence in. In the summer file, short video marketing with Tik Tok as the main position helped the box office of Lost Her and Put All Your Eggs to sing all the way and became the first and second place in the summer file. "Disappeared She" first completed many hot fermentations on Tik Tok with short video materials of movie clips, and then bound with hot social issues, which finally led to a rising box office. From the beauty of Janice Man, to the urban legend of the man, to the voice of the prototype of the "Thailand’s wife-killing fraud", "Disappeared She" successfully advertised the film as "curing the love brain" and "Girls Help GirlsThe master of ". During the screening of "Put all your eggs in one basket" in Tik Tok, with the short video materials of actor Eric Wang’s "changing face" and "going crazy first if you want to succeed", and "Suggest to check, it’s not like acting", it became a hot topic in Tik Tok and also entered the hot search list in Weibo. After the official release, the film launched the prototype of the characters in the film, and publicized the two hot social topics of "North Myanmar" and "fraud" to attract different audiences from different angles.

The contents released by the official Tik Tok account of the two films "Disappeared She" and "Put All Your Eggs" can be divided into four aspects: tidbits, actors’ roles, plots and emotions. Attract the audience with the actor role, bind social topics with the plot, and then guide the emotional expression, which has become the common marketing method of the two films.

"Topic to social events.+Spectacular presentation+The marketing strategy of "emotional guidance" is11It was proved to be effective again in "Saving the Suspect" released in May. On the Tik Tok, the video of Kara Wai’s mother trembling and crying when she saw the photo of her daughter’s murder in court became one of the hot topics in Tik Tok. Subsequently, the netizens under the official account of the film were associated with Jiangge Incident because of the plot of "Daughter killed, Mother revenged", and Kara Wai’s short video materials were once again listed on the hot list of Tik Tok with the topic of "Don’t challenge a mother", and the film was also bound to the topic of "maternal love", which never goes out of date.

Although compared with the story logic and characterization of the film itself, short video marketing has more gimmicks from the presentation of a spectacle and the connection between the film and hot topics in real life. The short video platform magnifies the audience’s participation, presents the audience’s preferences more intuitively with the amount of short videos played and clicks, and gives the film direct feedback, so that it can realize the "two-way trip" between the film and the audience by responding to hot topics and supplementing materials.

But in any case, marketing is only icing on the cake for movies, and the box office of movies is ultimately determined by the quality of movies.

In addition to marketing, new year’s eve movies have once again made the distribution of sub-lines highly discussed.

Split-line distribution means that the filmmaker can choose to distribute the film in one or several cinemas. After the filmmaker and the cinema reach an agreement, the cinemas affiliated to the cinema can freely decide whether to join the procurement and screening.

twelvemoononeDay, "If You Are the One"threeThe official announced the filing and announced the rules for the distribution and registration of the line. The first published version shows that the film "If You Are the One"threeIt is required that the proportion of participating cinemas should not be less than three days before the release.15%Before the releasenineThe daily film arrangement time isnine o’clocktill/extremelyeleven o’clock pmBetween, "no invalid screenings".twelvemoon2On, the cat’s eye professional edition updated and displayed "Twinkle, twinkle, bright stars", "Golden Finger" and "The annual meeting can’t stop! The distribution logo of Shukebeta Pentagon Flying saucer. But soon, in addition to "If You Are the One"threeIn addition, the distribution labels of new films in the New Year’s Eve file all disappeared.twelvemoon11Day, "If You Are the One"three"Change the requirements for the distribution of sub-lines to" The proportion of the first day of the release is not less than10%”。

If you are the onethreeThe distribution rules of "The Divided Line" require cinemas to arrange a higher number of film screenings and golden times without watching the film and being sure of the quality of the film, which is tantamount to a gamble. Other films with high volume in the New Year’s Eve include Twinkle, Twinkle, Bright Stars, Golden Finger co-starred by Andy Lau and Tony Leung Chiu Wai, comedy The Annual Meeting Can’t Stop, etc. In If You Are the OnethreeInvesting too many times in the film will inevitably affect the cinema to get higher income from other key films, and once you are the one,threeThe popularity and reputation of the film are not good, and the situation of the cinema is bound to be more passive.

If you are the onethreeWhat’s exposed is only one of the uncertainties that split-line distribution is facing at present, and on the other hand, it is a question about whether split-line distribution can really protect small-scale movies.

The film "Silent Record", as the first film to be released in separate lines, was released on11moontwentyThe specific plan was announced on the 20 th. According to the rules, The Record of Silence will be shown in 30 cinemas, and the lowest settlement price in first-tier cities is40Yuan per person, non-first-tier cities are35Yuan per person, and the lowest settlement price of the films released in the same period is30Below yuan. On the first day of its release, The Record of Silence averaged only one audience.1.4People, the first day of the box office only43.07Ten thousand yuan.twelvemoonnineOn, the release rules of Silent Record were changed, and the screening scope was increased to all cinemas in nine provinces and cities, including Beijing, Guizhou, Sichuan, Hubei, Shanghai, Chongqing, Zhejiang, Tianjin and Jiangsu. But it was not untiltwelvemoon24Day, "Silent Record" accumulated box office only.142.8Ten thousand yuan.

In fact, The Record of Silence is not popular in terms of genre or main lineup, and the nature of literary films makes it difficult to become an explosive film. However, the cumulative box office of art cinema’s Yong ‘an Town Tales, which is similar to Silence Record, is as follows322.710,000 yuan, and the film was not distributed by line. Therefore, it is difficult to judge whether the separate distribution has hindered the silent record from getting a higher box office to some extent.

What is the future of sub-line distribution? Perhaps more films and cinemas need to be explored together.

The changes in the film industry can be traced back to the upstream link, which is reflected in the change of the head film company. In 2023, WANDA CINEMAS and Bona Film, which were once strong, fell into the double dilemma of film shortage and profit, while Alibaba Pictures and Cat’s Eye Film, which started from the Internet platform, gradually occupied the head of the market.

2023In 2006, there were only four film projects controlled by WANDA CINEMAS. Among them, the cumulative box office of the "Three Battalions" that is still in the heat is more than4.30100 million yuan is the highest box office item in WANDA CINEMAS this year. Cumulative box office of Cosmic Exploration Editorial Department6704.310,000 yuan, the cumulative box office of Countdown Love You.2637.0Ten thousand yuan, "Shen Jilan" only.456.5Ten thousand yuan. According to WANDA CINEMAS,2023Fiscal year semi-annual financial report, although WANDA CINEMAS achieved operating income in the first half of the year.68.69100 million yuan, but the income from cinema screening accounts for over 60%, while the income from film production, distribution and related businesses is only2.02100 million yuan, accounting for less than the total revenue.3%. WANDA CINEMAS’s decline in content is evident.

WANDA CINEMAS is here.2023In 2008, it also experienced great changes in the change of actual controllers. According to WANDA CINEMAStwelvemoontwelveThe announcement issued on April, after signing the Agreement on Equity Transfer of Beijing Wanda Investment Co., Ltd. with Shanghai Ruyi Investment Management Co., Ltd., the actual controller of WANDA CINEMAS will be changed from Wang Jianlin to Ke Liming. What changes will the change of the actual controller bring to WANDA CINEMAS, perhaps in2024The annual meeting will get the answer.

Bona Film is as dumb as WANDA CINEMAS in the content sector. Bona Film is at2023In 2001, only four projects were produced: Nobody, King of the Sky, Don’t Call Me "Gambler" and Burst Point. Among them, "Nobody" accumulated box office.9.31100 million yuan, "King of the Sky" accumulated box office.8.50100 million yuan, the cumulative box office of "Burst Point" and "Don’t call me" God of Gambling "has not exceeded 100 million yuan, respectively9345.1Wanyuanhe4078.3Ten thousand yuan.

According to Bona Film’s previous release,2023Semi-annual report,2023In the first half of the fiscal year, Bona Film achieved operating income of about8.50100 million yuan, a year-on-year decline.42.31%; The net profit attributable to shareholders of listed companies is about-2.65100 million yuan, a year-on-year decline.212.22%. In fact, the state of Bona Film’s loss is from2022Landing inAShares continue until2023In the first half of 2008, despite2023The recovery of the movie market since 2000 has boosted the performance of the cinema business, but the company has not turned a profit. The decline of the content sector may only be a side manifestation of the company’s poor operating conditions.

Used to be the bestfilm companyThe advantage is gone, and new players are entering the game. Cat’s Eye Pictures in 2023In 2000, a total of products were produced, including Manjianghong, octagonal cage, Enthusiasm, the first part of the gods, and Three Wan Li in Chang ‘an.31A film, the total box office of the production project exceedsone hundred and eighty 100 million yuan.

Alibaba Pictures is here.2023In 2000, a total of products were produced, including "Put all your eggs in one basket", "Three Wan Li in Chang ‘an", "Disappeared She", "Enthusiasm" and "Unfamiliar Road in Life".27The number of cinema films produced this year is second only to Cat’s Eye Film, and the total box office of production projects exceeds.170100 million yuan.

What Cat’s Eye Pictures and Alibaba Pictures have in common is that there are many layout projects and diverse types.2023Among the top ten films at the box office in, Cat’s Eye Film produced or participated in them, including Man Jiang Hong, The Disappeared She, Feng Shen Part I, In an Octagonal Cage, Three Wan Li in Chang ‘an, Bears Come and Go and Life is Unfamiliar.sevenDepartment, Alibaba Pictures produced or participated in the "Wandering Earth"2"Put all your eggs in one basket", "Disappeared She", "Three Wan Li in Chang ‘an" and "Unfamiliar Road in Life"fiveDepartment.

Internet film companies, which have laid an advantage in channels and publicity, have an increasing voice in the film market, and the pattern of film supply seems to be quietly changing.

There are also some shadow people leading.film companyI handed in good transcripts this year. For example, Joy Media, which is owned by Xú Zhēng and Ning Hao, produced Man Jiang Hong, Learning Dad and It’s not as if I’m so excited. Even the worst performance, It’s not as if I’m so excited, the cumulative box office reached 1.75.One hundred million yuan; Bad Monkey Pictures, with Ning Hao as the beneficiary, mainly produced "Put all your eggs in one basket" and "Second-hand Masterpiece", and the cumulative box office of the latter also reached.1.15One hundred million yuan; Chen Sicheng is the same legend as the beneficiary owner.2023In 2006, she disappeared and Three Battalions were also produced.

Anyway,2023The year is drawing to a close, and the new changes brought to the industry by film and television recovery, marketing and sub-line distribution will be2024There is a more obvious performance in 2008. After the backlog of films is released,2024Whether the cinema in 2008 is lively or not is still worth watching. And the upcoming New Year’s Eve is both for2023The end of the year, too.2024At the beginning of 2008, we will wait and see whether the New Year’s Eve can start the first shot in 2024.