Is there any summer stall of 9.1 billion?

Summer passed, and the summer stall ended with a total box office of 9.134 billion (including service fees).

Compared with the 7.381 billion (professional version of the lighthouse) under the influence of the epidemic in the same period last year, 23.77%rose sharply, but it was far from recovering the level before the epidemic: the total box office of 2018 is 17.377 billion, 2019 The year was 17.778 billion, and the total box office of this year was even about 9.091 billion in service fees in the summer of eight years ago.

What's more noteworthy is that the 9.134 billion again was based on the highest fare of the same period in history. The average fare of 36.37 yuan last summer has a refresh record. The average fare of the summer and 2019 summer of 2018 and 2019 was 35.01 yuan and 35.39 yuan, but now this number has risen to 39.1 -high fare boosts are boosted. Behind the box office results, the loss of the movie viewers has become an irreversible fact.

The Professional Edition of the Lighthouse shows that the number of viewers this summer is 234 million, which is higher than 203 million last year as the lowest point of the same period (except 2020), but in 2017, 474 million, 2018 in 2018, 496 million and 496 million and in 2018 Compared with 502 million in 2019, it is still cut.

Three years ago, Poisonous Eyes (ID: DOMOREDUMOU) mentioned in the article that the number of viewers of 500 million summer files may be topped, but it is not the possibility of not digging an incremental audience. Now, this number returns to 2014 (the summer file was 256 million filmmakers), and it seemed to come back from scratch.

The decline in the number of movie viewers has continued for too long. In recent years, the schedule of the past few years inevitably shows the loss of the audience. But this situation continues to occur in the summer file that decides the box office throughout the year, or a very dangerous signal--

The explosive movies did not really cause the film to watch the movie, and the supply of high -quality films of medium volume did not keep up. In this summer, the audience is still not so interested in movies.

The lost audience wants to recover, the new audience wants to cultivate, the film market is retreated, and there are too many mission to carry the film. A "Lone Moon" with less than 3 billion box office is not enough. It is not enough.

Where is the difference?

In the traditional sense, the statistics of the summer stall include 6, 7, and 8 months. From the box office of these three months, the performance of the June market seriously dragged the hind legs.

Professional version of the lighthouse shows that the broader market closed at 1.918 billion (including service fees) in June, and the number of viewers was only 52.849 million, all of which were the lowest value since the statistics of data (the film industry was shut down in June 2020, and statistics are not included). You know, in June 2019, there were 4.1 billion box office outputs, and the history of the past few years was maintained on the horizontal line of over 3. billion. Even in June 2014, there were 2.825 billion box office. Compared with The next year is really a severe shrinkage.

Of course, this is also a helpless result under various factors. Since the Spring Festival, many cities across the country have been repeatedly affected by the epidemic, and the box office has undergone a stops in Shanghai, Beijing, and Northeast China. The operating rate of the national cinema has continued for a long time. The closure of the screening venue also intuitively affected the setting of the film. Professional version of the lighthouse showed that the last June of last year, with the worst history of the previous history, still has 62 films, but this year's number dropped directly to 29.

The end of the first third of the summer stall does not mean that the overall situation has been set. In such a period that is not formed by the atmosphere of the holiday atmosphere, the number of young audiences who are willing to spend for film consumption is large, the schedule is long, and the capacity is large, so it can still be hoped that there will be a "miracle" in July and August.

It was only in July that the main contributions to the box office did not expect the new film and blockbuster, but the "Life Event" released on June 24. After getting a good result of 497 million in June, the film fought in July and harvested 1.14 billion box office.

And in July's new film "Detective War", although he got more than 600 million box office in the month, the overall performance was relatively stable and did not become a competitive explosion -just in the industry, "Isn't it like this in July? At the moment of the end, "Lone Moon" was born at the end of the month.

The film was released on the third day in July, and the box office of 998 million was obtained in three days, and eventually became the second -ranked film in July. It ended the embarrassing situation of the audience that could only choose "Life" and "Detective War", and became the biggest surprise in July, and still had almost no opponent in August. It took 1.898 billion box office. At present, the cumulative box office reached 2.897 billion.

Throughout August, although the newly released "Battle of Tomorrow" followed the topic to help the box office rising, the box office still did not exceed 700 million. The animated film "New God List: Yang Yan" has only achieved more than 300 million results due to the controversy of word of mouth. After "Yang Yan", they all performed flat.

In other words, if there is no "Lone Moon", then the new film that can no longer play in this summer, the entire market may really be "finished".

As a burst of saving the summer season this year, the "explosion" of "Lone Moon" seems not so "explosive". In the previous summer, because of the large -scale box office volume such as "Nezha" and "War Wolf" appeared, it raised the explosive box office water level that could be born during the schedule, and the "most unsuitable" was also in 2018. "I'm Not the Medicine God" gets a box office of 3 billion during the schedule -why the most selling "Lone Moon" this year is not much different from the "Medicine God" box office in 2018, but the total box office of this summer will be compared to 2018 Half half of the same period?

The answer can be found since the performance of the 2018 summer film. In addition to the first "I am not a medicine god", there are "Western Riches of Xihong City" and nearly 1.7 billion "Jurassic World 2" in the schedule of 2.52 billion box office. In the "Good Show", the two -time box office broke 1 billion films -under the explosive model, the second echelon film was also very capable. Several films co -baked the hot market and formed a total of 17.377 billion.

The pattern of this year looks very dim. In addition to "Lonely Lunar", there are only two films of the box office of "Life" and "Jurassic World 3". The influence was not exerted, and the performance of the second echelon was not solid enough, so this year's summer file can only reach the current point where it is not good.

However, there are not enough attractive videos, and the results brought are not only a not beautiful box office figure. More importantly, there is no lively atmosphere of watching a few films. There are no more choices for the audience, that is, for the audience, in this summer, there are not many reasons to be close to the movie.

The audience will not care about the summer season

It is difficult to leave an impression in the hearts of the audience without the summer stall without a big explosive film.

For ordinary audiences, few people care about which schedule of the movie is in, and as a non -festive period for summer stalls, its sense of presence is high or low, and it only depends on one thing: the new film is enough, the film is enough, the film is enough, the film is enough, the film is enough, the film is enough, the film is enough, the film is enough, the film is enough not good enough.

First look at the number of new movies. The professional version of the lighthouse shows that 121 new films were released in three months this summer, 48 less than last year. Of course, there were multiple films on July 1 and August 1 last year. The quantity, if compared with 149 in 2017, 138 in 2018, and 134 in 2019, the number of new films of this summer is also small.

Although there are rumors in the industry, a large number of new films are fixed for various reasons, and they have missed the summer file. Regardless of the specific reasons, the end result is that the overall film number is decreased. There may be a box office capture ability that does not appear in large quantities, or it will still affect the enthusiasm of the audience into the theater.

Watch the film again whether it is good enough.

The case that the old -fashioned case left by us in the past summer is nothing more than: first, the national explosive models such as "War Wolf 2" appeared, and the audience was pulled back strongly, and users were tapped. Second, attractive outside The film also enters this period, such as "Transformers 5" and "Jurassic World 2" films to meet the audience's needs for visual effects. No matter what you choose, you feel.

Therefore, when discussing the summer season, the first thing that is first mentioned is the existence of super explosive models, because they often have the function of creating high box office with their own strength, to heat up the entire broader market and get the audience's attention to the movie's attention to the movie's attention to the movie. Essence This is also a blessing for other films released during the same period.

The best "Lone Moon" sold this summer, as mentioned above, the "War Wolf" and "Nezha" in the memory of the box office is so explosive. There is a certain gap between the word -of -mouth evaluation and topic discussion of "Medicine God" and "Nezha" -the explosive models are not explosive in word of mouth, and the audience's confidence in the movie has not been recovered to the greatest extent. Play.

At the same time, the imported film "Little Yellow Man" series of new works is defeated. Other domestic films are unprecedented, and there are films with great reputation. There is no such thing as a good film as a whole. The super -strong pattern formed by the summer file has not been copied this year, and the inertia of the audience and theater alienated has not completely reversed.

The direct result of inertia is not broken at the audience. It can be seen from the above figure that the number of viewers in the summer of 2017 rose more than 373 million in the same period in the previous year to more than 474 million, an increase of 27%, but in 2018 It rose to 496 million, and in 2019, it also rose slightly to exceed the 500 million mark. After that, the impact of the epidemic and the speed of the film market fell to the bottom of the valley. It was too difficult to walk from the bottom of the valley.

More than that, with the highest box office "I am not the medicine god" in 2018 and this year's "Lone Moon" as the case, the professional version of the lighthouse shows that the former of the former accounts for 10%, the latter is only 7.8%, in 20 -29-year-old audience proportion is much higher than the latter, while the proportion of audiences 30-39 years old in "Lone Moon" is higher than "I am not a medicine god"-

In the schedule that depends on the group of young audiences, head films have not mobilized the viewing action of young audiences as well as before. As an animated film that young audiences occupy the main force, the performance of "Yang Yan" is too mediocre, and it has not penetrated the target audience. Therefore, this summer file does not change the relative relationship between the audience and the theater, let alone the excavation of the incremental population.

Three years ago, we can also imagine the 3 months of 500 million viewers ceiling. Perhaps we can make breakthroughs Back to the horizontal line in 2014, the recovery of the audience can almost be said to have to return to the starting point and come from scratch.

On the small screen, the situation is completely opposite. According to the concept of the summer season of the movie, the episodes have released the three hit dramas of "Menghua Records", "Agarwood Like Dedication", "Star Han" during the summer. Regardless of the degree of discussion, attention, or data, a huge enthusiasm for viewing and discussion is formed. And this kind of grand occasion has not happened on the big screen for a long time.

If episodes, games, and short videos are more suitable for young audiences who are accustomed to home office and online classes. So what is the attractiveness of the film to ordinary audiences and what is the reason to go to the cinema. These questions have not been answered this summer. The sense of existence of movies and cinemas in this summer is too weak.

Important, not just summer

No one cares about the movie, so do you give up the summer season? of course not.

The summer file was once a super large period that can make more than 17 billion box office and account for nearly one -third of the total box office of the year. How can its performance largely determine the final result of the year's market; secondly, this period is large enough to be large enough The front of the front is long enough, and the type of film is not picky. Basically, as long as it is a high -quality film, there will be a chance to glow and heat up -in any case, this is not an optional and abandoned period.

The audience is not completely far away. The existing people watching movies in the summer are relatively fixed. They have a fixed movie viewing habit and are the base of the summer stalls. The incremental people are relatively fixed. It is just that the epidemic is three years old, and the power of the schedule has been weakened a lot. To reorganize, it is necessary to make strong strength in June, and the supply of domestic films to create big explosions and various types of films must be rich and balanced. These conventional methods can stabilize the summer stall and give a guarantee for the year's box office.

But it does not stop there. For the domestic film market, it is not possible to rely on the large period of the summer and the Spring Festival. As a commodity, the core audience is a younger generation, and the characteristics of such consumer groups are pursuing freshness, so the release of the new film should be daily behaviors rather than festivals and schedules.

Poisonous eyes once mentioned in the article that mobile games like "Glory of the King" have become a social behavior and daily pastime. The same is true for passers -by who is average. The movie is still a choice of ritual sense in the schedule, which is obviously not stable enough. The industry needs to break through the original fixed schedule to a certain extent, and cultivate consumers' daily movie viewing habits -to eat "dumplings" that only eat a meal of New Year and the New Year, and become a "rice" that usually eats.

In 52 weekends a year, there are attractive films every weekend that allows the audience to enter the cinema to watch. Summer stalls, Spring Festival, National Day, every weekend is a lively daily period.

When this situation is really formed, we no longer need to worry about "the box office in the first half of the year has shrunk sharply, can it be supplemented in the second half of the year".

The law has existed and repeated many times. The key is whether we can follow the law and cultivate market demand. Of course, everyone knows that this is not a few films and a few companies that can be completed. Only the cakes are bigger, the competition space is activated, and consumers think about it. ) Only in the industry can there be more source of living water, and movies can become part of people's lives -otherwise the lack of goodness of this summer will become a normal state.

And the reason why we don't have to be too pessimistic is that we still believe that the audience is interested in movies, but the current way of mobilizing this interest has not worked. It has been released for 55 days, but "Hidden Dust Smoke", which has risen in row and a single -day box office, is a good metaphor. After the film was launched on the streaming platform, because the protagonist's "Eat Egg" clip was fermented on the short video platform, which touched the public's ability to perceive the poor, desperate and true feelings of others, and the emotions of ordinary people, for ordinary people, for the film in the cinema market. A fire came out of the rising box office curve again.

Behind the "counterattack" of "Hidden Dust and Smoke", the essence that cannot be ignored is that, as a product, the film needs to be made good -looking and spend money to buy tickets for the audience. This is a logical and simple consumption behavior, but Some things outside the business are often produced in the middle: movies are also an art form that communicates and communicate with people, making people emotional and thinking.

The film has soothed the hearts of many people, and it can still be done now and in the future.After experiencing the hit, of course, the domestic film market needs time to restore vitality. It is not time to surrender, and the alienation relationship between the audience and the film is not the final ending.However, I missed this summer, and I can't miss the spring, autumn and winter and summer.

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