The box office of the Mid -Autumn Festival is not good, but it just needs to be still

21st Century Business Herald reporter He Hongyuan Beijing report

The film market is still in the off -season.

Lighthouse data shows that in the mid-autumn file in 2022 (September 10th-September 12th), the national film box office revenue was 373 million yuan, a year-on-year decrease of 25.36%; the number of viewers was 9.39 million, a year-on-year decrease of 30.67%.

This is the minimum box office at the same time since 2018.

"Limited blockbuster"

Specifically, as of 21:00 on September 12, the newly released comedy film "Brother, Hello" won the box office of 143 million yuan, ranking first; "Lone Moon" won 44.354 million yuan and 39.613 million yuan, respectively, and separated two or three.

The newly released female theme "Mom!" "There are her in the world" won 30.27 million yuan and 28.69 million yuan, ranking fourth and fifth.

In general, this Mid -Autumn Festival shows the lack of explosive models, and the waist film is limited. The two old films won the top three, which exposed a limited dilemma of commercial blockbusters.

Of course, there are no shortage of highlights this year, and the effect of the comedy film market is prominent. Starring Ma Li, "Brother, Hello" produced by Wanda Films won the box office champion; produced by happy twist, "Lone Moon" starring Shen Teng and Ma Li was released 47 days after its release, and his results were still bright. As of September 13 At 16:30, the film has won 2.997 billion yuan in box office.

It is worth noting that the film is still wasteful.

In August, at the relevant forum of Beijing International Film Festival, Huang Qunfei, executive deputy general manager of Huaxia Film Distribution Co., Ltd., said that the biggest problem in the market is that the film supply is insufficient, and this issue will exist for a long time.

"In June, the cinema movie was only launched in 6, and 7 in July. Compared with May last year, it decreased by 71. If the number of project filing this year is so small, what should the market do next year? This is the biggest problem and problem currently facing. "He said.

Huang Qunfei also emphasized that the content is the core part of the film industrialization, and the "film shortage" will affect the entire chain. "If there is no content and the subsequent investment, I hope that capital can invest in the content. Not only the investment head, but also to invest in small and medium -sized films, diversified, only the market can prosper." He said.

Liu Hongtao, the chief producer of "Lone Moon", also said on the same occasion that "Lone Moon" encountered difficulties in the early days of financing. "Previously, a movie used the existing deposits. I have found a bank, but it is more difficult. "

However, according to the 21st Century Business Herald reporter learned from the core of the project party, this difficulty was temporary and was quickly resolved.

"Ready to welcome the next dividend period"

In addition, due to a new round of epidemic, the cinema was suspended in many places.

Lighthouse data shows that as of September 12, the total number of business theaters nationwide was 8,689, a decrease of 91 from the previous day, and the national theater operating rate was only 73.2%.

Among them, the operating rate of Sichuan, Tianjin, and Heilongjiang is less than 40%, and the operating rate of Guangdong is only 67%.

This objectively forms a reverse cycle, which affects the financing of film projects. This has led to the shortage of the film, which once again exacerbates the tension of the terminal.

A number of heads of the head film investment admitted to the 21st Century Business Herald reporter that "film shortage" increased its operating pressure.

But life has to continue. Some film investment chooses to open more services in theater, such as cafes. "Need to redefine theater, more like a small complex. This is very helpful for our revenue." A person in charge of a Beijing head film investment.

In addition, under the pressure of "film shortage", some theaters chose to find a way out from the classic film. However, the person in charge of several film investment said that this is a "niche demand" and it is difficult to implement in low -line cities.

Giant Wanda Film also chose to promote and launch script killing, talk shows, cross talks, concerts and other innovative business business in subordinate theaters for self -rescue. In the first half of the year, the company's revenue was 4.938 billion yuan, a year -on -year decrease of 29.79%; net loss was 581 million yuan, and the net profit of the same period last year was 639 million yuan.

The market has not disappeared. The person in charge of a number of film investment believes that the success of films such as "Life" shows that the observation of the movie still needs to exist, and the key is to solve the shortage of the film.

"We need to prepare to welcome the next dividend period, and we need to solve many problems in the Chinese film industry. At present, I personally think that the two most important things should be done: one is the policy level, to vigorously encourage film industrialization and encourage the production of film production To create a hundred flowers, to make a hundred flowers, to respect the law, respect the laws, the audience, and the market. I am confident in the future of Chinese movies, but we need time. At present, we must hold the group to warm up, unite, and survive in the gap. "Huang Qunfei said.

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