I. The market structure of China's movies: At present, China's movie production industry is still in the stage of monopolistic competition, the threshold of entering the movie market is low, and the distribution link is highly concentrated. The difference in film capacity is relatively large, and there is a certain degree of monopoly in both production and distribution. However, the whole film industry is relatively dependent on film production, and the natural geographical monopoly of theaters makes the national large-scale theater system has not yet been formed and is still in a competitive stage. In general, the national film industry has not yet formed economies of scale, for national enterprises, the threshold of the film in and out is not too high, private capital in China's film industry occupies an increasingly important position. As the country's film industry slowly open to the outside world, in order to film industry competition will be more intense. Second, the period file definition: movie period file is actually a kind of marketing method of movie sales. China's film schedule was introduced in 1995, and reached a stable period of development in 2002. 1, from the perspective of distributors, theaters and cinemas: the schedule is based on the time interval between the release date of the film by the distributor, theaters, and screeners to the next schedule. 2, from the audience's point of view, schedule is the market of a certain type of potential audience has the time to spare and is willing to focus on seeing a certain type of film time period (the audience has time to watch a movie). The audience has time to see the movie time period). Third, the significance of the movie schedule? The emergence of movie schedule as a part of the overall movie marketing began to plan in the pre-production of the movie. Its emergence and the movie marketing strategy for different schedules is an important symbol of the degree of marketization of a country's film. It has been increasingly emphasized by movie marketers as an important factor affecting the success or failure of box office.? If the distribution area is the spatial horizontal market of a movie, then the slot is the time vertical market of a movie. Fourth, schedule analysis (a) the current situation of China's movie schedule:? China's movie production, distribution and screening have not consciously combined with the concept of slotting, and have not taken slotting as a part of the overall movie marketing planning before filming. The theory of movie scheduling lags far behind the actual development of the movie market, and the theoretical summary of movie scheduling has become particularly important and urgent. China's movie operators are still in the rough stage of "schedule management", and all parties basically rely on the natural schedule, therefore, in the limited time and space to compete for the schedule, sometimes the movies are piled up, and sometimes there is a lack of "green" and a lack of film sources. Cinemas and theaters rely too much on the film and the lack of marketing creativity, only to stay in the film's own strength to generate benefits, not more.

(2) China's movie schedule: important holiday schedule, weekend schedule, special schedule 1, important holiday schedule: the Spring Festival, May Day, National Day, Christmas, New Year's Day, summer vacation, winter vacation, etc. In these important holiday schedule, people have plenty of time to consume and enjoy the happiness of all kinds of cultural and recreational activities. 2, the weekend schedule: a good movie is released on the weekend, and the box office revenue accounts for 70% of the week's box office. Revenue accounted for more than 70% of the weekly box office, especially the weekend of the first week after the movie is released. Movie marketers in a major holiday before or after a weekend slot, to improve a movie's box office results can play a big role. Formation: summer + weekend slot, Christmas + weekend slot, May Day + weekend slot ... 3, special slot: Valentine's Day (Western), March 8 Women's Day, June 1 Children's Day, July 1 Children's Party Building Day, the Eighth Army Day Nowadays, even the April Fool's Day and Ching Ming Festival have a slot, and the traditional Chinese festival of Tanabata has not been spared. Special schedules are specialized for special audiences. (C), the stalls on the film market analysis (mainly introduced four stalls) 1, Valentine's Day stall (1) Stalls Introduction China appeared in the Valentine's Day stalls began in 2005, the representative work of the "beauty remains". People started selling red roses on the street from the evening of February 13th. As the western festival with the most business opportunities besides Christmas, Valentine's Day consumption occupies a large proportion in the consumption of young urban communities, after all, it is the time point with the most room for operation after the Spring Festival and before the May Day Festival, and consumption forms such as catering, retail and so on are actively playing the role of pulling, and are trying hard to brew up a multi-win situation. Due to the relatively high cost-effective, watching movies has developed into an important form of entertainment consumption, many young couples choose to watch in the theater as the main choice of *** degree of Valentine's Day, which is the main reason why the distributor is very important to this slot. Valentine's Day falls in February, immediately following the New Year's Eve slot, and sometimes colliding with it. The main audience during this period is young people between the ages of 15 and 35, and of course the most attractive are couples who are looking for a romantic pastime on Valentine's Day. Since Valentine's Day falls during the winter vacation of students, students are also the main audience of this period. (2) Box Office Introduction of 2009 Valentine's Day Box Office Normally, Valentine's Day is only a "one-day period", and the movie market usually shows that the box office of Valentine's Day is soaring on that day and then diving on the next day, but Valentine's Day 2009 falls on a Saturday, so the one-day period is expanded to the whole weekend, which is the main reason why the box office total of the market has risen again in this week. The movie is the first of its kind in the world to be released in the United States.

With the favorable timing, theaters performed well, and Valentine's Day is also a key moment for box office success when considering the box office output of a single film. There are four new films entering the market this week***, and the total number of new and old films released in the market reaches as many as 15, and most of these films got the highest box office on Valentine's Day this week. With the positive pull of its own strength and the scale of screenings, Play Dead Express 3 got 15 million box office on Valentine's Day, and Cape No. 7 and Love is Good have become powerful aids, with the former getting 7 million on Valentine's Day, and the latter 6.6 million or so. The former grossed about 7 million on Valentine's Day, while the latter got about 6.6 million, and "Crazy Racing", which was released for a longer time, got about 4.4 million. According to statistics, Valentine's Day day national statistics box office as high as 40 million or so, compared with last year's increase of about 40%. 2010 Valentine's Day stall box office Valentine's Day day happened to bump into the Spring Festival, the previous concerns about Valentine's Day, seems not to appear, the New Year's Eve, this year's pass, the first day of the year out of the activities, for the city people in the normal but, not to mention that this day is also the Valentine's Day, although each back to the Although each of them went back to their own homes, it didn't affect the consumption boom on Valentine's Day. The single-day box office was about 70 million, creating a new record high, while Avatar is still a hit, with a single-day box office of 18 million; G.I. Joe's Valentine's Day one-day box office of 15 million; the day should be Valentine's Day the movie "All in the City "*** in the country screened in 3,212, with an audience of 230,000, and the box office exceeded 10,440,000 yuan. (3) Box Office Analysis of Major Movies Released in 2009

Movie Valentine's Day One-Day Box Office Box Office of the Week Percentage of the Box Office

Playing for Life Express 3 14 million 25 million 56%

Playing with Dragons 10 million 19 million 52%

Peeping in the Sea 7 7 million 9 million 78%

Love to Up" 6.6 million 9.5 million 69%

"Crazy Race" 4.4 million 15.6 million 28%

"Play Dead Express 3" Valentine's Day Day box office harvest of about 14 million "Play Dead Express 3" on Thursday, the national box office of the opening day of about 3.8 million, on Friday to get 4.6 million box office, the Saturday Valentine's Day market surge, the film into the accounts of 13 million or so, Sunday It dropped back to about 2.6 million on Sunday, and the cumulative box office of the movie in its opening week was about 25 million. The box office curve of "Life Express 3" fully reflects the characteristics of the "one-day slot", with the proportion of Valentine's Day single-day box office reaching 54%. The Dragon and the Phoenix" box office: 102.85 million release time: January 26, 2009 the film's second week of release has seen a decline of more than 52%, but the romantic comedy cast is relatively strong, and then take advantage of the Valentine's Day slot this good time, "The Dragon and the Phoenix" has made a lot of money.

During the Valentine's Day period, a number of blockbuster romance films went head-to-head in the local movie market. In the end, the veterans won the new recruits, led by Edward, Shu Qi, "The Dragon and the Phoenix" with a single day box office of 10 million results to become the Valentine's Day slot veritable "love Monopoly". The Valentine's Day slot has become a key bargaining chip and created the necessary conditions for the movie to hit the 100 million yuan box office.

2010

Movie Valentine's Day single-day box office box office of the week Percentage

"Avatar" 1800 85 million 21%

"Love in the City" 10.44 million 30 million 34.8%

"Jin Yiwei" 3.91 million 35 million 11%

"Pleasant Goat and Big Big Wolf. Tiger and Tiger" 3.148 million 19 million 16.5%

"Love in the City" box office: 131.5079 million

Release date: February 11, 2010 Valentine's Day single-day box office 10.44 million. The box office of "Love in the whole city" is red, highlighting the comprehensive strength of Huayi Brothers in this year's Spring Festival, Huayi Brothers produced "Love in the whole city" has achieved good results in the box office in the fierce competition, with the 2-week box office totaling 80 million, achieving the expected returns, which, in our opinion, fully demonstrates the comprehensive strength of Huayi Brothers in terms of selection and scheduling of the competition. On the one hand, the company avoided the most competitive New Year's Day holiday in the schedule arrangement, on the other hand, the company chose the love theme, as the only love theme film, in this Valentine's Day and the Spring Festival double-season schedule undoubtedly maximize the attraction of the eyeballs.

The company's investment in "Love in the City" accounted for 30%, assuming that the final box office reaches 10,000,000 yuan, we expect the company to get a share of income of about 19 million yuan (including distribution income).

2, summer schedule (1) schedule introduction of the summer schedule refers to the June-September movie schedule every year. The main audience group is the student audience aged 4-24. The term "summer schedule" first originated on June 20, 1975, the American director Spielberg's masterpiece "Jaws" of the public. Since then, every year, the major overseas movie studios have given priority to the June and July scheduling, and the summer schedule has been formed. The name "summer movie" itself has somehow positioned its target audience on the student population. As it is in the summer vacation, the longest break in the year for students, many movies suitable for the young community will be launched in the summer vacation to attract young people on vacation, like Pixar, DreamWorks, Disney will be launched in the vacation of the new animated films to attract teenagers. And the summer vacation has increased a group of student audience, from the audience group, student audience become a new part of the increase.

(2) Stage box office profile 2009 09 summer schedule is like Bolt in Berlin Athletics World Championships to create a new 100 meters in 9.58 seconds of the world record, has been the best of the same period of the calendar year to leave behind. In the 13 weeks from June 1 to August 30, the country's total box office reached 1.65 billion, accounting for 26.5 percent of the year's box office share. It is worth noting that this year's domestic films to create a good box office, although in the production is not a blockbuster, in the genre is very clear, basically to comedy films. To put it in a high profile, this year is the first year of the summer movie season in China, with the total box office reaching 1.65 billion, about 70% higher than the same period last year, and even more than 200 million than the towering New Year's Eve (December last year to February this year), with a growth rate that puts the North American market to shame. More than 100 million films like boom beans out of eight (six Hollywood films, plus the upcoming more than 100 million of domestic films "Secret Agent" and "very perfect"), directly leading to the 100 million yuan club to put down the frame of civilian. According to the old rules, high-cost domestic films are either piled up in the New Year's slot, or the main attack on May 1, 11, but five medium-sized but clear type of domestic films in this summer, but the surprise victory,*** with the same box office of 400 million, for the domestic film to open up a new situation. 2010 this year's summer is known as "the most crowded" summer gear, three months *** with more than 60 million of the most crowded summer gear, and the most crowded summer gear, the most crowded summer gear. There were more than 60 films released in three months***. 2010 June-August box office revenue showed a monthly increasing trend, the mainstream cinemas in cities across the country can be counted box office of about 2.33 billion yuan, the highest ever; 34.68% more than the same period of the previous year. The number of audience was 68.2 million, an increase of 12.2 million or 22% over the 56 million of the same period last year. Among them, domestic films amounted to 1,575.5 million yuan, accounting for 67.62%; imported films accounted for 754.5 million yuan, or 32.38%. The biggest highlight of this year's summer movie market is the domestic film sings the leading role in the box office accounted for 70% of the box office in each month, the box office hit a new high in the summer file, although the summer file suffered a quadrennial World Cup soccer diversion of viewers, as well as deterred by the power of the "Zhen", many Chinese and foreign blockbusters are early or delayed release, but both the box office revenue and the audience number of people have hit a record high in previous years, the city's mainstream cinemas in each month of the statistically significant box office hit a new high in history. The countable box office of urban mainstream theaters in each month was at an all-time high. (3) Box Office Analysis of Major Movies Released in 2009

Movie Box Office (RMB 10,000) Release Date

Transformers 2 43,000 June 24

Ice Age 3 15,690 July 8

Harry Potter 6 15,635 July 15

Night at the Museum 2 12,132 May 26

Special Forces 11300 August 7

Terminator 2018 11232 June 9

The Great Mystery Dog 9940 July 29

The Wire 8660 July 23

Very Perfect 7800 August 6

Flying House 7800 August 4

The King of Summer The King of Summer - Transformers 2 "Transformers 2" broke the single movie national box office record set by "Titanic". Transformers 2" has a record-breaking conditions, can be said to stand on the shoulders of giants, such as synchronous release with North America, there are good and popular pre-set two years ago to play the lead, the original cast gathered, the country's audience most buy first-class special effects action scenes, coupled with its momentum has been scared off the possible competitors, the new cinema a steady stream of put into use. Transformers 2 made $33.71 million on its opening day on June 24, with $160 million coming in on its first five days, plus a total box office of $430 million, all three of which are new records for the Chinese film market. What's most peculiar is that Chinese and American audiences treated "Transformers 2" in a "like-minded" way, voting with their feet to make the rumbling robot movie the summer champion on both sides of the Pacific, while in other countries it was far less popular than "Ice Age" or "Harry Potter and the Half-Blood Prince". 2010

Movie Box Office ($) Release Date

"Shock" $647.75 million July 22

"Daredevil" $200 million Aug. 20

"The King of Guns" $115.3 million July 2

"Toy Story 3" $110 million June 16

"Love Notice" $50 million Aug. August 12

"Kung Fu Dream" 50 million June 22

"Zhen" the absolute protagonist of the 2010 summer movie market "Zhen" as of 24:00 on August 31, 2010, 41 days of release in mainland China, the box office reached CNY 650 million, once again set a new record for the box office of domestic films, and the gap with the second "Founding of a Nation" has also widened to 230 million yuan. On February 25 last year, Huayi's movie was released. On February 25 last year, Huayi Media signed a contract with Radio and Television Media: the total investment in the play in the company, Huayi Brothers and the film group production branch of the investment ratio of 50%, 45%, 5%, respectively, the investment amount of 60 million yuan, 54 million yuan and 6 million yuan, totaling 120 million yuan of total investment. It is understood that for the "Zhen", Huayi Brothers' investment is only 31.52 million yuan. Industry sources revealed that the general company as an investment in the production side can get about 40% of the box office revenue. According to the preliminary calculations of the reporter of the business newspaper, after deducting the distribution agency fees and return to the film group production branch of the investment and fixed investment income, Huayi investment, the company's investment of 15%, and the company's average distribution of the proceeds of about 97.76 million yuan. In addition, implantable advertising also brought Huayi Brothers Inc. huge profits.

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The impact of China's movie schedules on the box office

I. China's market structure of the film situation:

Currently China's film production industry is still in the monopoly competition stage The difference in film capacity is relatively large, and there is a certain degree of monopoly in both production and distribution. However, the entire film industry is more dependent on film production, and the natural geographical monopoly of theaters makes the national system of large-scale theaters has not yet been formed, and is still in a competitive stage.

In general, the national film industry has not yet formed economies of scale, for national enterprises, the threshold of the film in and out is not too high, private capital in China's film industry occupies an increasingly important position. With the country's film industry slowly open to the outside world, in order to film industry competition will be more intense.