The National Day holiday ended and the movie schedule closed. This year's film market gave a dismal result. From the overall box office perspective, revenue almost regressed to 2016, and from the number of viewers, it even regressed to 2014 levels. The reason is related to factors such as too few movie types, lack of blockbusters and dark horses, the withdrawal of extreme formats, and inadequate publicity and distribution. However, with good narrative, the main theme movie "0,000 miles home " still exceeded 1 billion, making Huace Film and Television a winner.
"The Road to Return" Poster/Official Weibo
New films in the National Day holiday are deserted
This year's National Day holiday is probably the most deserted in recent years. There are fewer films released, and the box office of the new films is also relatively bleak. Ms. Chen, a producer of a film and television company, sighed: "Although it is said that it is affected by the epidemic, this year can be said to be the most difficult year in the past three years."
has released a total of seven new films throughout the entire schedule. Except for the leading "The Road to Return" and the newly surpassed 100 million " Ordinary Hero ", the other movies have not exceeded 100 million. For example, " Steel Will " has a box office of only more than 40 million, and "Search and Rescue" has a box office of only more than 14 million, while the other three are animated movies, with an overall box office of just over 100 million. One of the parent-child movies "New Big Head Son and Little Head Dad 5" has created a box office of 66.85 million.
's new film overall weak, which has made the old film trend good. "Hello, Brother" released in early September, broke through 400 million box office with the support of National Day, and achieved profitability; "New God List: Yang Jian" even broke through the 500 million mark; " Lone Moon " released for 70 days has continued to be hot, breaking through 3 billion... But old films can't support the market in the end.
According to the data from Lighthouse Professional Edition, as of 21:00 on October 7, the box office of the 2022 National Day was 1.494 billion, the total number of visitors was 36.029 million, and the total number of games was 2.711 million. The top three box offices in the period were 1.021 billion (1.081 billion box office); "Ordinary Hero" was 118 million (133 million box office); "Hello, Brother" was 78.228 million (425 million box office).
From the overall box office, its revenue almost regressed to 2016, and from the viewer count, it even more regressed to the level in 2014.
Comparing the box office of 4.389 billion yuan, the number of viewers in 2021, and the box office of 93.68 million yuan in 2020, as Ms. Chen said, this is the most difficult time in the film market this year. "I hope that it won't be like this year in the future. This situation is really due to frequent situations."
"Ordinary Heroes" poster/official Weibo
Industry insiders analyze the reasons for the market depression
As many industry insiders commented, the reasons for the depression this year's National Day holiday are worth analyzing from multiple perspectives. Although there have been continuous ups and downs in previous years, and even due to the impact of the epidemic, many theaters have been facing closure, the enthusiasm of the audience can still be felt during the National Day holiday. In summary, the reason for this situation this year is that, first, the new film that has attracted much attention is absent; second, the film is limited to the release and withdrawn, and the publicity is not in place; third, the film type is single, causing the audience's desire to watch movies to decline.
Judging from the absence of new films, the previous calls were high, and the rumors that " Deep Sea " and " Chinese Table Tennis " that will be released on National Day have not been released, which has disappointed the audience who were originally expected. In particular, the anime movie "Deep Sea" has high expectations and has even been rated by netizens as "promising to match Pixar animation".
Judging from the withdrawal of the video's extreme release, "Ordinary Heroes" was almost naked; "Search and Rescue" was released in a hurry on the fourth day of the National Day holiday, and there was almost no promotion.
Furthermore, it is the single type of video that has been criticized by many viewers. This year's films are obviously visible. The market lacks commercial films, imported films, etc., and only main theme films and animation films.
high preheated blockbuster movies are absent, the type of movies is single, and the lack of stunning dark horse movies... Various factors have affected the audience's enthusiasm for watching movies, which has also made the overall viewing atmosphere of this year's National Day holiday.
"Deep Sea" poster/official Weibo
High-quality main theme can still attract the audience's enthusiasm
0 Although there are no videos that have broken the circle in previous years during this year's National Day holiday, this does not mean that the audience does not buy into the main theme movies. From "The Road Back" which achieved a counter-slump in the National Day holiday and created a box office of 1 billion, it can be seen that the audience is still enthusiastic about high-quality main theme movies.
Mr. Li, a film and television company, also commented in an interview with reporters: ""The Road Back" tells the story of evacuation of overseas Chinese well, and the presentation of each character is also real and vivid, thanks to good actors, and more importantly, the story is presented. No matter what type of movie, it is the most important to do this well. Pay special attention to not ignore the story itself for the sake of sensation and to move the audience."
In contrast to this are "Ordinary Heroes" and "Iron Will". The former is too stereotyped by film critics to evaluate the characters, while the latter is considered to be chaotic and clichéd.
However, some industry insiders believe that "The Road Back" is just right and the reason why it has become the best film in the schedule is, on the one hand, because the film has better quality during the same period, and on the other hand, because of the dividends and fewer competitors. "From the cast to the story, it's actually quite normal. Compared with "Homecoming to the past years, "Hangjin Lake ", "Hangjin Lake ", and even "Hangml1 My Motherland ", there has been no breakthrough in the circle. With this achievement, there is luck, because other movies are not very 'can't fight'. Look, this movie has been scheduled by more than 40%, basically accounting for more than 60% of the market share."
Whether "The Road Back" is due to the lack of competition and occupies the dividends of schedule, or is creating a hot box office with its own power in the miserable situation, in short, we can see that the main theme movie itself needs more and more good narrative and good quality.
It is worth mentioning that Bona Film , which is highly anticipated and famous for its main theme movies, brought this time the films are "Ordinary Heroes" and "Iron Will". The former is produced and distributed by the company, and the latter is jointly produced. The main investor of "The Road Back" is Huace Film and Television, and the company can be said to be the only winner of the National Day holiday.
Nandu Aoyi News Reporter Liu Jie
