The summer stall box office tens of billions of sprints, 100 million yuan view consumer coupon "add fire": The National Day file is "activated"?

(Yu Jin Photography)

China Times (chinatimes.net.cn) reporter Yu Yujin Beijing reported

As the film market recovered, the National Film Bureau took out another 100 million yuan viewing consumer coupon to further stimulate the potential of film consumption and promote the orderly recovery of the film market.

On the evening of August 11, the National Film Bureau issued the "Notice of the National Film Bureau on the 2022 Film and the People's Consumption Season" (hereinafter referred to as "Notice" "), with" Love Movies · Love Life "as the slogan, from 8 to 8 to In October, the 2022 film -benefit consumer consumption season was launched. The focus of the "Notice" includes promoting more new movies to accelerate the release, and the movie ticketing platforms such as Cat Eye, Tao Tickets, Douyin, etc., and issued 100 million yuan in movie consumer coupons.

Zhu Zhu, chief analyst of Huaxin Securities Media, analyzed the reporter of the Huaxia Times: "The box office of the summer vacation in 2022 was low and high. In August, the box office was happy with the" Lone Moon ". The consumer season is from August-October. The window period is the summer vacation and National Day.

The consumer coupon of 100 million yuan is on the road

One of the four measures indicated in the "Notice" is to issue 100 million yuan viewing consumer coupons in the United Cat's Eye, Amoy Tickets, and Douyin, and set up "Love Movies · Love Life" in 2022 Film Huimin Consumer Consumer Season The area column will subsidize the cost of buying tickets for the audience and stimulate the enthusiasm for consumption.

The reporter noticed that Cat Eye and Amoy Tickets launched the "2022 Film Benefit Consumption Season" area on August 11.

Cat Eye told the reporter of Huaxia Times on August 12, "In order to facilitate consumer discounts, cat eyes are on the Cat Eye APP, WeChat-Pay-'Movie Performance Competition' Channel, WeChat Mini Program-'Cat Eye Movie Performance 丨 Movie Tickets The concert drama ', Meituan APP movie performance channel, the public review app movie performance channel and other omnichannel have all launched the area. After the new movie is set, the movies in the area will be more abundant. "

The "Notice" also pointed out that the production of film production and distribution units actively launch high -quality films to enter the market, promote more new films to speed up, and actively carry out online and offline films such as road show live broadcast and main creative connection to further improve the coverage of publicity coverage And consumption conversion rate, attract more audiences to enter the theater to watch the movie.

However, the reporter learned that the current period of some films that are hoped for by the market can not be determined. For example, Light Media (300251.SZ) stated on the investor interactive platform on August 9 that "Deep Sea" is still under trial. The specific release file needs to be arranged according to the approval and market conditions.

It is reported that "Deep Sea" is directed by Tian Xiaopeng, supported by Light Media, and Tian Xiaopeng has also directed "The Return of the Great Saint". The film is a very important project of Light Media. Large, long production cycle. Some fragments of "Deep Sea" were broadcast as the end of "Jiang Ziya".

In addition, Light Media's "Struggle Rock", "Sweeping Pornography · Duanyun Seeing the Day" is expected to be released within the year, and the specific release period has not yet been determined; "Transparent Heroes" will be released in the New Year's Eve in 2022. At the same time, there are other projects in Light Media in negotiations, preparations, and production. The last film "Anonymous" of the "China Victory Trilogy" in Bona Films in the process of listing is expected to be released within the year.

In addition, during the summer season this year, many films such as "Learning Dad" and "Sky Rescue" also announced that the Chinese youth drama writers and directors analyzed the reporter of the Chinese youth drama and director that some high -quality movies were to be released, and the content party was still lingering It is worried that the prevention and control of the epidemic affects the final box office results, but the film side should still be more bold. The epidemic situation of important ticket warehouse cities is currently doing well.

Can the summer stall exceed 10 billion?

The professional version of Cat Eye shows that as of 13:30 on August 12, the total box office of 2022 summer stalls (including pre -sale) was 7.224 billion yuan, and only 154 million yuan was left to the box office of 2021 in 2021, surpassing last year's box office performance Already nail on the board.

Among them, "Lone Moon", "Life Event" and "Jurassic Century 3" are the top three box office this summer. The box office results are temporarily 2.235 billion yuan, 1.683 billion yuan, and 1.06 billion yuan, respectively. However, due to the decline in word of mouth, the box office growth rate of "Lone Moon" slowed down.

With the issuance of 100 million yuan of film consumer coupons, will it continue to stimulate the film market and summer stalls hope to exceed 10 billion yuan? Xiang Kai analyzed the reporter of "Huaxia Times" that although there were only more than 10 days left in the summer season, and 100 million yuan of movie consumption vouchers were not very promoted in the country, it would stimulate some viewers to consumption. At the same time, August this year is the protection month of domestic films. After looking at it, there is still hope for the box office of this summer to exceed 10 billion yuan.

Liao Xuhua, a senior analyst at an illusion analysis cultural consumer industry, believes that "the possibility is very small," Lone Moon "is insufficient. There are only three weekends left in the summer season, and it can reach 8.5 billion yuan."

Liao Xuhua also said that watching movies has never been a price -sensitive consumption. Consumer coupons can only be added on the cake, and you cannot send charcoal in the snow.

So, is there a guarantee for this year's National Day? Zhu Zhu believes that if there is a domestic blockbuster "Return to Wanli", "Anonymous" and "Deep Sea", the National Day file can be expected.

"The box office of this year's National Day file will be more difficult to surpass 2021. In 2021, the audience's patriotic enthusiasm is high. The National Day file has the support of" Changjin Lake ". In contrastDuring this period, I will be more willing to choose tourism consumption, "Xiang Kaijin said further. The reason why this summer file can have better expectations is that the previous backlog of viewing demand was released.When you return to normal life, people are more willing to travel."The most critical factor in the future is the prevention and control of the epidemic. A few" desperate "filmmakers can not save the city. The sign of a comprehensive recovery is a" lively "period with multiple 500 million -level films.30%of word -of -mouth blockbusters; "Liao Xuhua further stated, that is, in the current social and economic context, the National Day file should not be too high. The real recovery may still have to wait until the New Year's Day or the Spring Festival.

Editor -in -chief: Editor -in -chief Huang Xingli: Han Feng

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