Pre-sale broke 500 million! The 2021 Spring Festival movie preview report was released.
Special feature of 1905 film network Here it comes! Here it comes! The 2021 Spring Festival stalls are coming to us!There is less than a week before the Spring Festival. I believe that the audience can’t wait to rush into the cinema. Seven blockbusters will also appear at the same time on February 12, bringing a light and shadow feast to fans.
On this occasion, the 1905 Film Network and the Film Channel Media Center jointly released the "Preview Report of the 2021 Spring Festival Movies", which made an all-round prospective analysis of the 2021 Spring Festival Movies from three dimensions: market, word of mouth and industry.
Click here to browse the 2021 Spring Festival Movie Preview Report.
On January 29th, 2021, seven films released on the first day of the Spring Festival started to be pre-sold, and the first day’s pre-sale box office lasted 32 hours. As of February 7, the total box office has reached 448 million, which has created a good start for the Spring Festival.
In 2021, the number of movies to be watched by each platform for the Spring Festival exceeded 16 million, creating the highest expectation value in recent years. Among them, Detective Chinatown 3’s total platform wants to see more than 11 million.
In 2015-2019, the number of Spring Festival movies on Douban platform wanted to see a steady increase. Since 2017, the number of tickets purchased by Cat’s Eye and Taobao Film has increased rapidly, and the marketing effect is fully reflected, which relatively broadly represents the audience’s desire to see.
According to statistics, the distribution of the expected value of the 2021 Spring Festival movies is not completely consistent with the proportion that the ticketing platform wants to see. Although Detective Chinatown 3 is far ahead in pre-sale and viewing, its comprehensive social media discussion is not far behind that of Hi, Mom and A Writer’s Odyssey. The Spring Festival movie "One Super and More Strong" has great box office potential.
In the past five years, the film market in the Spring Festival has released great potential, and the box office proportion in the whole year has increased year by year, reaching more than 9%, surpassing the Lunar New Year file and the National Day file to become the first schedule for holidays.
In the Spring Festival of 2021, the attendance rate of cinemas in China was limited to 75%, and the audience’s response to the "celebrating the New Year on the spot" initiative brought uncertainties to the film market. However, judging from the pre-sale situation this year, the attention of the whole people and the demand for watching movies, there is still a lot of room for growth.
In recent three years, the box office contribution rate of champion films has exceeded 30%. In 2018 and 2019, the box office of the top three films exceeded 1 billion, and the fourth and fifth films at the box office were about 500 million. The trend of box office tilting towards "head movies" is more prominent. Among them, all of them entered the top three box office during the release period.
In the past five years, there have been frequent explosions during the Spring Festival. During this period, it is normal for about 7 new films to be released, showing a collocation pattern of 3 comedies +2 fantasy and sci-fi genres +2 animations. The distribution of seven major films in the Spring Festival in 2021 is similar to that in previous years.
In the past five years, the word-of-mouth scores of Spring Festival movies were concentrated at 6-8, and 22 movies with word-of-mouth scores exceeding 7, accounting for 61.1%, with good overall strength. The eight films with high reputation and high box office area were all released after 2017, and the word-of-mouth of the Spring Festival movies rose overall.
In 2017-2019, the word-of-mouth of the box office champion films in the Spring Festival has increased year by year, and the proportion of the harvested box office to the total box office of the films has also increased year by year. High-word-of-mouth movies can not only win the top spot in the Spring Festival, but also have more and more room for box office improvement after the holiday.
In 2018 and 2019, Operation Red Sea The Wandering Earth, although the proportion of first-day film scheduling was not dominant, caused a heated discussion with its high reputation. During the screening period, the film scheduling and attendance rate continued to increase, and finally achieved high box office results. The average proportion of films is the intuitive embodiment of box office revenue. So, how big is the role of high word-of-mouth in driving the rise of film arrangement?
The Wandering Earth leads in word-of-mouth and average film arrangement, and wins the championship of the schedule. The first day of the second word of mouth ranked first, but the box office did not exceed it in the end. Word of mouth and box office performance do not always correspond completely.
The box office with higher reputation overtook the box office, while the box office with higher reputation in Operation Red Sea ranked third, and the growth space extended to the post-holiday. High-word-of-mouth films need certain conditions to quickly exert their potential to drive the box office.
On the eve of the Spring Festival in 2018, the heat index of "Catch the Demon 2" led and won the first day of filming. During the release period, Catch the Demon 2 dropped rapidly, while the popularity of Chinatown Detective 2 continued, reaching its peak in the middle and late Spring Festival. Operation Red Sea’s word-of-mouth effect played a slow role, and failed to surpass Chinatown Detective 2 within the schedule.
In 2019, The Wandering Earth’s M-Talk Index rose rapidly since its release, and the fermentation effect of word-of-mouth was remarkable. The word-of-mouth score of "Flying Life" is 8.1, which is slightly higher than the score of "Crazy Alien" of 7.7, but the hot discussion has been lagging behind. It can be seen that the continuous hot discussion during the release period is the key factor to improve the film arrangement and finally achieve box office success.
From 2015 to 2019, China Film Co., Ltd. took the lead in the number of films produced during the Spring Festival and the box office, followed by Bona Film. Most of the listed institutions are traditional film groups.
The multi-faceted layout of many film and television institutions in the Spring Festival of 2021. China Film Co., Ltd. participated in the production of three films, Huayi Brothers and Lianrui Film Co., Ltd. participated in the production of two films, and (Free Cool Whale Film Co., Ltd.) and the companies associated with the two directors also participated in the production of two films. In addition, Kung Fu Film, Light-chasing Animation, and Shanghai Yiyantang are all the first time to master the production of Spring Festival movies.
In the Spring Festival of 2021, some movies "New Forces" also tried to "enter the game" and participate in the "competing for the best" in this most important schedule of the year.
01
The ticketing platform is fully involved.
Of the 7 blockbusters released during the Spring Festival in 2021, 6 were jointly produced and distributed by Cat’s Eye and Taobao Film ticketing platform. "Crowd" is the only film that the two platforms are not directly involved in, and currently ranks fifth in pre-sale.
02
Internet film group is active.
In 2019, Alibaba Pictures ("Piggy Peggy’s New Year") entered the Spring Festival file as the first producer. In 2021, Alibaba Pictures was still active, and Youku Film, Netease Film and Lechuang Film also joined the production and distribution of the Spring Festival file in 2021.
03
New forces in the entertainment industry enter the market
ByteDance series was broadcast in 2019 and joined the Spring Festival again in 2021. ByteDance participated in the production of Detective Chinatown 3, Tik Tok (Xiamen) jointly produced A Writer’s Odyssey, and Tik Tok’s subsidiary Beijing Micro Broadcasting Vision jointly produced Boonie Bears:The Wild Life. For the first time, Billie Billie Films participated in the production of Spring Festival movies, and POP MART jointly produced the animated film "New Nezha", which brought fresh strength to the Spring Festival movie market.
In 2021, some new phenomena emerged in the announcement of the Spring Festival.
01
Try "Cloud Roadshow", which has a wider coverage and remarkable effect.
Hi, Mom invited thousands of audiences from 11 cities across the country to enter cinemas to watch the live situation of the cloud road show through the screen, and the cloud road show was also broadcast live online in Tik Tok. The topic of live broadcast exceeded 7 million, with a total of 1.567 million people watching, and the online sales platform wanted to see a substantial increase.
02
Short video and live broadcast are highly popular, becoming an emerging marketing platform.
On the vibrato short video platform, the cumulative number of seven major films in the Spring Festival in 2021 exceeded 9.22 billion times, and this figure was only 5.335 billion times in 2019. Except for two animations, the other five films of the Spring Festival in 2021 were promoted and sold through the live broadcast rooms in Li Jiaqi and Viya.
03
The release quantity of traditional materials is improved and the functionality is enhanced.
The number of trailers, MVs, specials and poster stills released in the Spring Festival in 2021 decreased compared with that in 2019. According to the statistics of Cat’s Eye Platform, the cumulative number of materials announced by seven films in the Spring Festival in 2019 was 102 times, while in 2021, this figure was only 26 times so far, which may be understood as the focus of the film’s announcement shifted to emerging platforms such as short videos. In 2021, seven major films added pre-sale (and countdown) posters for the first time, and the functionality of the released materials was enhanced.
04
The blind box around the movie appeared and warmed up.
In the Spring Festival of 2021, POP MART, as one of the producers in New Gods: Nezha Reborn, launched a blind box around the film on the eve of the Spring Festival to warm up the publicity for the film. This is also the first time that the peripheral products of the film have appeared in the announcement stage.
