It is undeniable that the National Day holiday was almost supported by the film " Changjin Lake ".
According to the latest data from the Special Investment Office, the 2021 National Day holiday received a total of 4.386 billion yuan, second only to 4.466 billion yuan in 2019, ranking second in the National Day holiday in film history, and is only 80 million yuan away from the historical record.
Among the eight new films, "Changjin Lake", which was once highly expected to "save the market", lived up to expectations. It won 3.2 billion yuan in a single film, and its total box office was among the top ten in Chinese film history on its eighth day of release. Compared with other National Day films horizontally, the advantages of "Changjin Lake" are still obvious. According to Maoyan Professional Edition data, the box office of "Changjin Lake" period accounts for 73% of the total box office. In 2019 and 2020, the box office champion during the National Day holiday was only 43.8% and 47.2%.
"Changjin Lake" is not surprising. As "the largest film invested and produced in the history of Chinese film", "Changjin Lake" is co-directed by three well-known directors, Chen Kaige, , Tsui Hark, and Lin Chaoxian, . "Hollywood Report" said that the film cost is about 1.3 billion yuan, and the subtitles at the end of the film show that the staff has reached 12,000.
's huge size makes "Changjin Lake" almost unmatched in the entire National Day holiday. At the beginning of September 30, the film won 200 million box office, leaving behind " My Father and " released on the same day (65.15 million on the first day), and has since achieved a box office downturn for six consecutive days, and reached a single-day box office peak of 513 million on October 6. At the same time, the film's Douban score also reached 7.6 points, which means that this 176-minute video has also gained a good reputation. In addition to the high box office and high reputation of
, "Changjin Lake"'s driving force on audience emotions should not be underestimated. Similar to popular films such as "Hello, Li Huanying" and "My Sister", "Changjin Lake" also caused strong discussions on social media platforms with the strong emotions contained in the film itself and further expanded the audience. According to Maoyan's National Day insights, since the release of "Changjin Lake", the ticket purchase group has quickly promoted from older men to females and audiences aged 30-39, and has further attracted third- and fourth-tier cities and low-frequency viewers, and has even attracted comedy, animation and parent-child viewers. The number of viewers during the period reached 65.72 million, accounting for more than 70% of the total number of viewers during the National Day.
"Changjin Lake" predicts that the box office will continue to rise, from the initial 4 billion+ to the current 5.5 billion+, directly challenging the top three box offices in Chinese film history. However, behind "Changjin Lake" set one box office after another, other new films released during the National Day holiday face different degrees of "cold acceptance".
ranked second in the schedule for the main theme film "My Fathers and Me" won 964 million yuan in a seven-day holiday, accounting for 21.9% of the schedule for the box office. This seems to be a good result, but when the first two works of the same series, " My Motherland and HTML " and " My Hometown and HTML " both had the box office close to 2 billion during the National Day holiday that year, "My Fathers and Me" paled in comparison. Compared with the box office champions of the previous two years, which had a box office of nearly 2 billion yuan and a 40% box office share, there is also a certain gap. The total box office of the two main theme works of
has accounted for nearly 95%, while the remaining films can only share the remaining 5% of the box office. The " 28 effect " of the scheduling period was directly reversed into the "19 effect" during the National Day holiday. From the youth film " Five Boys " of Light, to the big IP adaptation of Wanda " Pipilu and Lu Xixi: Canned Little Man ", to several young animated films, none of them have exceeded 100 million yuan in box office.
was strongly overwhelmed by the halo of "Changjin Lake" and "My Fathers and Me". These new films account for less than 5% of the National Day schedule, but there are also many films with high reputation. The Douban scores of films such as "Five Boys Who Fight" and "Pipi Lu and Lu Xixi: Canned Little Man" are both above 7 points, which means that the film is of good quality. In the "post-National Day" era, whether these new films can gain popularity and then gain more box office, or whether the audiences pulled back to the theater by "Changjin Lake" really ignited their enthusiasm for the movie.
After the National Day holiday of "second in history", is the film market ushering in a "movie viewing craze" or a "watching craze in Changjin Lake"?
The previous article mentioned that "Changjin Lake" almost supported the entire National Day box office with one force, and also attracted some low-frequency movie viewing users to enter the theater. However, it is worth noting that at least during the National Day holiday, the popularity of "Changjin Lake" only belongs to "Changjin Lake", and it seems that the audience has not yet attracted the interest of the entire film market. Maoyan National Day data insights show that the total number of viewers in the National Day holiday in 2021 was 93.58 million, a significant decrease from 118 million in 2019, but the total number of viewers in the seven days before the National Day holiday in 2020 increased by 280,000. The more intuitive data of
is the decline in the number of movies per capita year by year. The per capita movie viewing in 2019 was 1.18 movies, and in 2020 it was 1.12 movies, while the per capita movie viewing this year was only 1.08 movies. The proportion of viewers who have "only watched 1" film during the National Day holiday is also increasing year by year. It is true that there are reasons why the length of a single film has increased and the audience focuses on the top videos, but the phenomenon of "not watching other videos when you watch one video" is still worth noting.
Since 2019, before the outbreak of the epidemic, the growth rate of theater movies has slowed down and the growth of moviegoers has weakened. The cumulative comprehensive box office in 2019 exceeded 30 billion yuan, 174 days later than in 2018; the number of moviegoers in 2019 was 1.728 billion, an increase of only 10 million compared with 2018. Against the background of the gradual saturation of moviegoers, increasing the number of moviegoers per capita may be the next growth point.
In other words, it is not enough to just hope that the super hot-selling products like "Changjin Lake" will bring more audiences to hype the market. How to make an audience willing to spend time and money to watch more movies during the schedule, perhaps it should be considered in order to increase the total box office during the schedule.
The October film market, which has strong films taken over, seems to have no worries about box office performance. In late October, two high-box office movies, "Dune" and "007: No Time to Die", have been scheduled for the launch. This month, domestic films with high attention such as " Lanxin Theater " directed by Lou Ye , "Turandot: The Origin of the Curse" directed by Zheng Xiaolong , and " First Incense " directed by Ann Hui, have been released one after another. However, it seems that there is not much time left for the new films in the National Day holiday to ferment and increase the box office.
