The strongest national day in history, the national patriotic venting field
Editor’s note: This article comes from WeChat public number “Blowfish film Archives “(ID: htysda) , author: Deng Ying Chong. (Original title: 8 days of patriotic revelry, 130 million Chinese in the theater)
As people sing “I and my motherland can’t be separated for a moment”, the number of people in the National Day movie has gradually cooled down, from nearly 800 million yuan on October 1 to less than 6 today. 100 million yuan.
Overview of the entire National Day file (from October 1 to October 6), not only the total box office of the movie increased by 108.47% year-on-year, but also the number of people watching the movie increased by 96.23%, which became the most influential in history. National Day file.
This is attributed to the three tribute films of “My Country and My Country”, “Captain of China” and “Climbers”. These three films have aroused the patriotic sentiment of the audience, making their total box office results account for the total schedule. At 97.8% of the box office, the proportion of the introduction of the cartoon “Snowman” was only 1.6%.
Not only is the box office concentrated on certain films during the period, but the total domestic box office is also increasingly dependent on the big schedule, making high-cost, high-concept films pop up in the big period. To some extent, this The ability to plan ahead means the gradual maturity of the film market.
From another perspective, during the non-scheduled period, only small and medium-cost movies will be released or the film will be released. It is difficult for films outside the mainstream to have room for survival, and the inclusiveness of the film market is weakened.
From the microscopic point of view, during the National Day period, with the weakening of the patriotic sentiment provoked by the military parade, the audience gradually returned to rationality, and the performance of the “Chinese Captain”, which has a stronger commercial atmosphere, began to surpass “I and I” in the past two days. The motherland, which shows that the movie audience is becoming more mature.
So, the National Day file that triggered a small climax in the film market this year not only reflects the growth of the film market, but also makes the industry aim at the big stage, more planning, and leaving problems. We need to think about how to solve the survival of non-mainstream films. problem.
The National Day market is declining day by day, and the influence of first-tier cities is gradually weakening
This year’s National Day file is particularly different. The most important three of the newly released films: “My Country and My Country”, “China Captain” and “Climber” are all offerings, and they all choose in advance. 1 day on holiday September 30Released on the day. Once the film was released, the entire movie market was instantly ignited, from the previous day’s 45.419 million yuan to 665 million yuan.
On October 1, the market hit another record high, approaching 800 million yuan, and then gradually declined. It has fallen to less than 600 million yuan today.
What is the reason? It can be seen from the Tuopu data that although the number of screenings opened daily is decreasing day by day, the decline is small; the daily decline in the number of people watching the movie is very obvious, with an average daily reduction of more than 1 million person-times; Although the average fare is slightly floating, it is also maintained at around 37 yuan, which is relatively stable. Therefore, the reason for the single-day total box office in the National Day file is that the audience entering the theater is decreasing.
Why is this happening? We compared it with the summer file in the past, and found that the single-day box office in the summer file was fluctuating. Because content is the first element driving the box office change during the session, whether it is”Anti-Virus 2″ or “Where”, relying on its rising reputation to reverse the market, bringing more viewers into the theater and pushing the market higher.
Icons: 2019 summer file viewing trend
This year’s National Day stalls have plummeted because of the strong patriotic atmosphere. Not only is the content of the film content a gifting nation, but the audience is also driven by this sentiment. Especially on October 1st, almost all the people were paying attention to the big military parade, pushing the patriotic sentiment to the highest peak, and the movie market also reached its peak.
“Being will be the star in the heart of the motherland”, “Tear tears, and become better with the motherland!”, “The flag is rising in my hometown”, etc., from the official microblog of “My and my country” The audience comments from the film I and my country can be seen. After the filming, the film evokes more of their patriotic sentiments. The quality of the film is set aside for them.
So when the direct expression of this patriotic sentiment diminished during the National Day period, the audience entering the theater gradually decreased.
Not only that, The pufferfish video file (id:htysda) also found that the proportion of box office in the first-tier cities in the total box office is declining, from 23.85% in 2012 to 16.18% this year.
The largest cinema in the country – the changes in the box office rankings of the theaters under the Wanda Cinema line in the National Day file also intuitively show this trend.
On October 1, four of the top five cinemas in the total box office were in first-tier cities, in Shenzhen, Beijing and Shanghai, and only the fifth-ranked Wanda Studios (Jinhua Wanda Plaza) was in the second-tier city of Chengdu. .
On October 3, just two days later, the ranking changed significantly. Three of the top five cinemas in the total box office were in second-tier cities, in Wuhan, Taiyuan and Chengdu.
So for the movie market in the National Day, the influence of the audience in the first-tier cities is obviously weakening. Even so, the National Day schedule is becoming more and more important for the box office of the year.
As can be seen from the figure below, from 2012 to this year, the total box office of the National Day movie has fluctuated and the total box office this year has increased by 108.47% compared with the same period of last year.
The total number of people watching the film from October 1st to October 7th has also increased from 5,408.15 million last year to 10,612,500 this year, with a growth rate of 96.23%.
The rising number of people watching the movie and the box office make the National Day highlights even more important. Not only that, the small entertainment statistics of the Spring Festival, Dragon Boat Festival, summer, Mid-Autumn Festival, National Day, New Year’s Day six years of the situation in the past eight years, found that with the increase of the year, the proportion of box office in the file period is almost increasing.
Data Source: Top Data
This also reflects the national marketThe more it relies on the big schedule, a large number of films, especially those with high cost and high concept production, have more resources to support, focus on the schedule formed by holidays, and choose to go online in the big period.
This makes it difficult for the film outside the mainstream in the big stalls to have a good date. For example, the “Snowman Romance” produced by Oriental DreamWorks in this National Day file is good in word of mouth, with a watercress rating of 7.5 points. To date, the box office has not exceeded 100 million yuan.
Secondly, in the non-scheduled weekdays, only small and medium-cost films were released or even lack of new films, making the film market mostly cold, and this year it fell to more than 30 million yuan.
National Day Revelation:Strong Planning, Strong Period Attributes
The trend of this movie box office becoming more concentrated in the big period reflects the maturity of the film market to a certain extent, because the industry can be more planning for film production and distribution.
Therefore, several films were announced early this year in the Spring Festival, and even the “Auntie” directed by Xu Wei and “Chinatown Detective 3” directed by Chen Sicheng publicly announced the 2020 Spring Festival. files.
Under the maturity of the schedule, the three major films of the National Day this year will also be able to stage the promotion strategy in advance.
On September 19th, “My Mother and I” took the lead in the filming, and “Climbs” and “Captain of China” also joined the melee. Among them, the “Climber” is the most radical mapping strategy, involving national theaters and unlimited time. In contrast, the “Captain of China” 109 city “I and my motherland” 33 cities, and each studio is limited to one size, much smaller.
Perhaps, this strategy is the reason why the two films will win and lose instantly: because during the preview of September 19-September 26, the nationals have not yet entered the collective patriotic sentiment, and the “Climbers” are large-scale The situation will undoubtedly bring a large number of “normal” fans into the theater. When these fans are not immersed in the field of national patriotism, they will use the requirements of filming and commercialization to request the “Climbers”. This situation has caused the “Climbers” to see the index almost lower than the “Chinese Captain” almost every day.
The final result also confirms the data: except for the “Climbs” on the first day of the screening, which is higher than the “Captain of China”, the gap between the two is gradually increased from 8% to 20% on October 7. .
But in fact, the difference in the Douban score between the two has been reduced from 0.4 to 0.3; the score of the cat-eye movie has been reduced to a split. However, the general trend has gone, “Climbs” did not reach the top, but the “Chinese Captain” has skyrocketed. There is even a faint momentum beyond the “Homeland.”