The data of the Spring Festival in 2022 provided insight into audience satisfaction, and the report card of the Spring Festival in the Year of the Tiger came out. The data shows that in 2022, from 65438+1October 3 1 to February 6, the total box office was 6.036 billion yuan, and the number of tickets issued was1.1.40 billion. The data of the Spring Festival in 2022 provides insight into audience satisfaction.
2022 Spring Festival data insight audience satisfaction 1 2022 Spring Festival file officially ended, and Cat Eye released "2022 Spring Festival file data insight" on February 7. As the national average ticket price for the Spring Festival in 2022 increased by 6.9 yuan compared with the same period of last year, the number of people watching movies was affected. However, since the second day of junior high school, the average fare has been adjusted back, and the trend of Spring Festival travel rush market has quickly returned to stability. Understanding the core factors of the audience's decision to watch movies is the key to keep the film market positive. From the rising of excellent films, it can be seen that today's movie audiences will still strongly support the good content of "value-for-money fares".
From 20 13 to 2022, the Spring Festival is also the epitome of China film market to some extent: 20 14-20 15, 20 17-20 19, 2020-2020. Time has come to 2022, the tenth year of the Spring Festival, and the film industry needs to know the audience more than ever before.
During the Spring Festival in 2022 (from New Year's Eve to the sixth day of the first month,1October 3 1 February 6, 65438+), the box office of urban cinemas in China ranked second in film history, closing at 6.035 billion yuan, with1.400 million people watching movies. The historical war film "Watergate Bridge in Lake Changjin" has a stable trend, which has played a role in anchoring the sea, winning the 2022 Spring Festival file with a box office of 2.528 billion yuan; "This killer is not too cold and quiet" has been rising all the way since the second day of junior high school, and the box office has broken 200 million for six consecutive days, and it has been the runner-up in the Spring Festival in 2022; With the fermentation of word-of-mouth, the drama "Miracle Silly Child" has excellent downward control, and the box office once again broke 100 million on the fifth day of the Lunar New Year. "Sniper" has been rising all the way, and the box office of the fifth day has risen by 32%, surpassing the box office performance on the first day of release for two consecutive days; Including "Bears Return to Earth" also produced a series of best performances, which set a new box office record for Spring Festival animated films.
According to the further analysis of movie types, among the five live-action movies in the Spring Festival of 2022, Watergate Bridge in Lake Changjin and Sniper are both war themes. As the only pure comedy movie, Black Boy Not Too Cold enjoys the bonus of scarcity and universality of theme. "Miracle Silly Child" takes "plot" as the only theme, which has more room for word-of-mouth fermentation under the continuous attention of the audience; Sihai combines comedy, action, love and other labels, and has obvious advantages in cognition and tendency.
According to the statistics of the total number of animated films in the last five years, it can be seen that the total scale of animated films in the Spring Festival (mainly for parents and children) has been stable at130,000 since 2065.438+09, and it is also a just-needed market that is less affected by factors such as ticket price and film quality. During this period, Bears also shared the same stage with Piggy Page, New God List, Pleasant Goat, Big Big Wolf and other IPs, and its domestic parent-child animation champion status has not been shaken for the time being. In the Spring Festival of 2022, the proportion of people in the animation market of "Bears Come and Go" rebounded to 83%, and 562 million people were seized during the Spring Festival, which set a new box office record for the Spring Festival animated films and will also create a new high for the series of films.
An important feature of the Spring Festival stalls is that the whole family watches movies together. After ten years of development, it has become a new custom to take the whole family to watch a movie during the Spring Festival. Affected by the epidemic in the past two years, although some viewers failed to go home, they also chose to buy a movie ticket for their relatives at home as a blessing. Comedy has always been a must-have dish in the Spring Festival. This year, movies such as Watergate Bridge in Lake Changjin and Sniper are also the choices for the whole family to watch movies. The essence of the layout around the fundamental characteristics of the schedule is to know what movies the audience wants to see during the schedule.
Judging from the number of accompanying movies, the characteristics of holiday schedules and couples' annual schedules are also very distinct. Matching movies according to the schedule characteristics meets the basic needs of the audience, but it is by no means a similar restriction. Youth love movies are not only suitable for couples, but also for summer vacation and weekends after college entrance examination. Only by correctly operating the schedule and treating the schedule reasonably can we avoid a series of problems such as further differentiation of the production capacity between the schedule and the non-schedule, lack of waist films, weakening the motivation to watch movies on weekdays, and rising fares.
Popular movies are shown in popular schedules, and the audience naturally focuses on popular schedules, so the cinema's dependence on popular schedules is naturally further improved. The fundamental way to break this cycle must be to increase the audience's watching frequency on weekdays, avoid the blind dependence of the market on the schedule, consider the full mobilization of viewing motivation from the project production level, and let the dominant popular movies be released continuously.
2022 Spring Festival file data insight into audience satisfaction 2 Year of the Tiger Spring Festival file transcripts released. The data shows that in 2022, the total box office was 65438+1365438+16.036 billion yuan on October 6, with tickets1.1.40 billion, and 3 1.28 million shows.
Along with the eight films in the Spring Festival, there are also "high ticket prices" and "declining attendance". In 2022, the national average ticket price in Spring Festival travel rush was 52.8 yuan, and 202 1 and 20 19 were 48.9 yuan and 44.7 yuan respectively. Although the price increase is obvious, the price increase is not "out of control" from the average fare alone. Then, an intriguing question appeared. Why did the "high ticket price" bring so much pain to the audience this year?
There are many voices in public opinion that the decline in the number of people watching movies is directly related to high ticket prices-the epidemic has caused consumers to reduce their expenses, and movie viewing has become the first object to be cut. However, the data of Networked Clearing Platform shows that in the first five days of the Spring Festival holiday, Networked Platform * * * handled 6.236 billion inter-agency online payment transactions, amounting to 4.2 trillion yuan, up 5.30% year-on-year and 1 1.58%. Catering, entertainment and shopping are the main scenes of holiday consumption. Generally speaking, mass consumption is not stingy this year. Although the ticket price in Spring Festival travel rush is high this year, compared with other consumption, it is still within the scope of "lipstick effect". There must be other hidden reasons for the audience to "look down" on movies besides expressing their dissatisfaction with "high ticket prices" most intuitively.
Judging from the rating of the ticketing platform, the Spring Festival file "One Super and Many Strong" has been verified, and most movies have reached more than 9 points; Judging from the reaction of social media, a large number of netizens in each film also said that "good-looking" is worthy of support; However, in the comment area of related news reports, most netizens feel that this year's Spring Festival movies are not good as a whole, which is not enough to attract audiences into the cinema. These three voices respectively correspond to the attitudes of the three groups, namely, ticket-purchasing audience, marketing audience and non-ticket-purchasing audience (abstemious consumption audience), towards the Spring Festival stalls. Among them, the attitude of the audience who didn't buy tickets and the abstemious consumers who only chose to watch a movie may help people to see the truth of the Spring Festival stalls and discover the real situation behind "high ticket prices" and "declining attendance".
The counterattack of Black Boy is not too cold, Four Seas at Home has been criticized because of car accidents and other plots, and Bear Return has rushed into the top four at the box office, which proves that the "family fun" attribute of the Spring Festival file still cannot be changed. Although Miracle Stupid Child has a good reputation, there are still many heavy inspirations and tears behind it, which may limit its box office outbreak. As war movies, Watergate Bridge in Lake Changjin and Sniper need to decide the past carefully. In recent years, various types of films often "scuffle" during the Spring Festival, which paved the way for war films to enter this period. However, during this period, the audience's desire to watch comedies and feel warm has never changed, and it is reasonable that the two war films cannot achieve high box office.
The supply of movies for the Spring Festival this year seems to be abundant, but it is incompatible with the overall needs of hundreds of millions of viewers. There is only one possibility that the audience can accept non-comedy, non-warm-hearted movies, that is, blockbusters, masterpieces and classics that can really break the definition of the schedule and refresh the audience's cognition. Ticket buyers think that the Spring Festival movies are not bad because there is no higher standard. They just chose the former between "being able to score high and scoring low" and "being able to watch or not". On the one hand, the calmness of the audience who didn't buy tickets can be seen as a rational consumption concept at work, on the other hand, they feel that there are not enough movies in this schedule, which leads to a desire to watch.
Judging from the experience left by Spring Festival travel rush this year, there are two points that need special emphasis. First, we should really understand the characteristics of the schedule, plan the types of films in advance, scientifically allocate the types of films to be released, and let the works more suitable for the Spring Festival file appear in the cinema; Second, while providing entertainment and emotional comfort, Spring Festival movies must seek to become classics. Only classic movies can make people unforgettable, and only real masterpieces can make a golden schedule not fade.
2022 Spring Festival movie data insight into audience satisfaction 3 Lighthouse professional edition data shows that as of February 6th, 2 1: 9, the total box office of 2022 Spring Festival movie exceeded 6 billion yuan, setting a good record for the Spring Festival movie in China movie history. At the same time, the topic of "high ticket price" in Spring Festival travel rush stalls has also been hotly searched. The data shows that the average fare on New Year's Day is 56. 1 yuan, and the fare in some places of Lake Changjin Shuimen Bridge exceeds 100 yuan. Generally speaking, the ticket price is positively related to the audience's psychological expectation of the film. The more expensive the ticket, the higher the audience's expectations for the content and quality of the film. Then, can the movies in the Spring Festival of the Year of the Tiger be "worth the fare"?
To answer this question, let's analyze several popular movies first.
Watergate Bridge in Lake Changjin is a well-deserved blockbuster during the Spring Festival. The film conquered the audience with realistic and grand war scenes. In the process of shooting, the film side insisted on not using a one-second data lens, and each snowflake should be shot by itself. This refined production standard shows the industrial level of China films to a great extent, and opens up a new realm of domestic war films. Judging from the current box office and word of mouth of the film, it is enough to prove the audience's recognition of this film.
The epic war scenes are breathtaking, and the original artistic imagination is also worthy of respect. As a film with the same theme to resist US aggression and aid Korea, Sniper chooses to see the big from the small, vividly portrays the process of the volunteers fighting with their powerful opponents, and shows the audience a small but beautiful artistic expression. There should be more possibilities for the creation of the main theme. Sniper is the innovation and breakthrough of the main theme film, which represents the progress of the current film narrative in China.
In the past, most of the Spring Festival files relied on family comedies and commercial films. In the Spring Festival of the Year of the Tiger, a realistic film "Miracle Stupid Child" won a good box office and word of mouth. Based on the new era background, the film shows the struggle of ordinary people, observes, thinks and cares about reality, conveys full positive energy, and successfully arouses the emotions of the audience. Miracle Silly Child is a bold attempt to diversify the track of the Spring Festival movie, which shows that the film industry pays attention to realistic movies.
The entertainment function of movie content is still the primary factor for the audience to choose movies during the Spring Festival. This killer is not too cold and quiet, and it is the only pure comedy family happy New Year movie in the Spring Festival of the Year of the Tiger. The laughter in the cinema also adds a touch of moving bright color to this Spring Festival. However, humor has never been the only attraction of comedy to the audience. The carefully polished plot and inspirational story core behind this movie comedy make the audience know that "success only persists once more than failure" after laughing. In a short time, the box office of the film exceeded 65.438+0 billion yuan, which shows that good word-of-mouth has a strong driving force for the box office.
Undeniably, the Spring Festival movies in the Year of the Tiger are more diverse in types. War movies, comedies, cartoons and dramas can be described as a hundred flowers blooming, covering the audience's viewing needs during the Spring Festival. Judging from the single-chip word of mouth, the audience also showed high satisfaction. Even some viewers who complained about the high ticket price before will sincerely admire the "ticket value" after watching the movie.
In the case of strong market demand, it is reasonable for movie tickets to rise slightly. Today, the Spring Festival Gala has been promoted to the number one slot in the Mainland. Head projects have rushed to the beach for the Spring Festival, and the audience has also formed a certain habit of watching movies during the Spring Festival. During the Spring Festival, the number of people watching movies is large, the cost of cinemas is high, and the ticket price is higher than usual, which is different from the ticket price increase in holidays and the ticket price in the off-season of scenic spots. However, reason cannot be willful. For the cultural market, movies are not irreplaceable consumer goods. The income of cinemas can not be generated only by price increase, but also by improving service quality, optimizing viewing environment and promoting reasonable film arrangement in order to retain audiences for a long time. In addition, as the Spring Festival draws to a close, ticket prices should be gradually lowered to meet the needs of more price-sensitive audiences and give full play to the comprehensive effects of high-quality movies.
It should also be noted that the lower the movie ticket price, the better. In the early years, the explosive movie Avatar generally cost two or three hundred yuan on the IMAX screen, but it is still hard to get a ticket. For those films with bad reputation, even 9.9 yuan is still neglected. With the continuous improvement of the level of film industrialization, a high-quality film cannot be separated from high investment. Only when the film has enough box office income can it form positive feedback to the upstream of the industry. Audiences are willing to use real money to support the high-quality development of the film industry, and they also hope that filmmakers will use this as a driving force to create more masterpieces that are "worth the fare" and create a bright future for the film industry in China.