At the end of 2007, the film market was surprising. Luxurious productions of "Assembly Number", "Report", and "Blueberry Nights" came one after another. I wanted to watch a movie on a non-festive weekend, so I went to two theaters in a row, but was told that the theaters were full before 8 p.m. I craned my neck to see what other movies were available, and I was pleasantly surprised to find many fresh faces such as "Movie 2.0", "Bang Bang Tiger Chicken", and "Phoenix". The gathering of Lunar New Year movies did not start in recent days. Open the screening list of a certain first-tier theater in Beijing: at the end of November 2007, the domestic films "Call Transfer", "Apple" and the Sino-Japanese co-production "Phoenix" began to be screened. Previously, the domestic films "Blind Mountain" and other films had begun to be screened; 12 A week after the release of "The Call to Action" in mid-month, "Assembly Number" entered theaters, and new works by newcomers such as "Movie 2.0" and "Bangzi Tiger Chicken" also followed suit and entered the "year-end release". Another batch of new works such as "My name is Liu Yuejin", "Save Me", "Butterfly Flying", "All Year Long", "Yangtze River No. 7", "Slam Dunk" and so on have already been released in January 2008. The extended thermal effect provides a variety of choices. If "Red Zone" starring Jackie Chan entered the mainland in 1995 as the source, "Lunar New Year movies" have entered the mainland of my country for more than 10 years; starting with "Party A and Party B" directed by Feng Xiaogang in 1997, to Today is also 10 years old - "Lunar New Year movies" are not new. However, this time, there was something a little different. One of the characteristics is that the Lunar New Year schedule is "extended forward and then extended". "Since the beginning of November 2007, the film market has begun to heat up. In previous years, the heat effect that only appeared near the New Year has been advanced by one month. A batch of new films will enter the market in early and mid-January this year, so that the heat effect in the film market will almost continue. 3 months long," said Zhang Hongsen, deputy director of the Film Bureau of the State Administration of Radio, Film and Television. The second feature is that there are rich types of movies and many styles. Audiences can either watch "blockbusters" such as "Assembly Number", "Voucher", and "Yangtze River No. 7" jointly invested by big investors, famous directors, and famous actors, or they can choose to watch medium-sized movies with medium-sized investments. Works directed by emerging young people, such as "My Name is Liu Yuejin" and "Bang Zi Tiger Chicken". A big gathering of domestic films like a family portrait not only enriches the choices of different audiences, but also showcases my country's increasingly rich film product system. What’s particularly valuable is that this movie debut at the end of the year and the beginning of the year is not only a flourishing scene for everyone to see, but also earns a good reputation at the box office; entering the Lunar New Year period is no longer just a unique advantage for a few people. , many young directors were also able to make a concentrated appearance, such as Ma Liwen, Wang Guangli, and Jin Chen; both film creators and audiences focused more on the film art itself, giving the Lunar New Year festival a more peaceful and gentle feel. With the advancement of industrialization in the past five years, China's Lunar New Year movies are maturing on a stable basis. Zhang Hongsen said, "The win-win reputation and box office success of Lunar New Year films, the market's ability to accommodate multiple styles, and various forms of publicity and marketing methods indicate that the film market is becoming more and more perfect." The variety of genres is becoming increasingly diverse, which is certainly a good thing for the audience. At the same time, after entering this golden period, can those who have declined compared to the "blockbusters" gain their due market share and fully release their market energy? Taking a certain first-tier theater in Beijing as an example, in their respective schedules, "Assembly Number" and "The Movie" were screened an average of nearly 30 times a day; "Big Movie 2.0" was scheduled to show 4 times a day; "Blueberry Nights" was screened a day Li Ze met the audience three times. "This situation results in the market value of some films not being fully realized in a short period of time, which is a bit wasteful. We liken the 'Lunar New Year stall' to a highway. When there are only a few cars on the road, each car can run as fast as possible. Fast; when there are many cars and traffic jams, most cars can't move," said Wu Hehu, deputy general manager of Shanghai United Cinema Line, "Take "Movie 2.0" directed by Forrest Gump as an example. This work of his is better than the one in 2006. "Movie 1" is much smoother, but this time it is preceded by "Vote" and "Assembly", and followed by "Blueberry Nights", so its market returns will definitely suffer.

It would be ideal if the relevant departments could build a platform for coordination between all parties, and the producers could coordinate their schedules and evenly distribute their films throughout the holidays in order to achieve maximum success. "The young director's work "Bangzi Tiger Chicken", which was released at the end of December 2007, also faced similar problems. "The year-end period is the time when the box office is the highest, and there are many good movies. If the relevant departments coordinate and announce the release date of each 'blockbuster' and even the number of copies they invest in as early as possible, others can accordingly arrange their own schedules according to local and film conditions. "The relevant person in charge of the film producer suggested. "The government encourages the film market to meet the diverse needs of audiences and encourages the diversification of film works. At the same time, how to help various types of videos coordinate with each other is a problem we need to solve in the future. "Zhang Pimin, deputy director of the Film Bureau of the State Administration of Radio, Film and Television, said, "The government will continue to promote the construction of theaters so that more films have sufficient space for screening; producers need to make more accurate judgments, improve marketing methods, and cooperate with distribution, screening, etc. Coordinate good relationships. " According to reports, in 2006, my country built one new cinema a day on average; in 2007, it exceeded the average rate of two new cinemas every three days, which provided a hardware foundation for the movie boom that occurred at the end of 2007. Over the years, my country's film industry The process of globalization and the year-by-year advancement of the government’s plan to support young directors have also made this gathering of domestic films possible at the end of the year and the beginning of the year. Zhang Hongsen emphasized: “More and more outstanding domestic films have returned. It has ignited the audience's enthusiasm for going to the theater, and we will work hard to promote this popular period of Lunar New Year movies throughout the year. ”

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