According to the data from Lighthouse Professional Edition, as of 17:15 on October 2, the total box office (including pre-sales) of the 2022 National Day holiday (October 1-October 7) exceeded 500 million. Among them, the box office on the first day was 266 million, with a total of 442,000 shows and a total of 6.39 million moviegoers.
There are seven new films released during this year's National Day holiday, with 4 and 3 main theme films and animation films respectively. "0,000 Miles Homecoming ", released on September 30, has a gap in box office with other new films. As of press time, the box office of " Back to Homecoming" has exceeded 400 million yuan, while " Ordinary Hero " and " Steel Will " have a box office of 63.8 million and 29.31 million respectively, respectively.
Most of the animated movies in the National Day holiday are IP sequels, mainly for parent-child movies. "Big Head Son and Little Head Dad 5: My Alien Friend" leads " I Am Tyrannosaurus Rex " and "New Cinderella 2", with a box office of over 10 million.
Compared with last year, the demand for watching movies on National Day this year is sluggish. The box office on the first day of the National Day holiday in 2021 was 630 million yuan, with a total issuance of more than 13 million tickets. This year, with the total number of events exceeding 80,000 last year, the box office on October 1 was less than half of last year, and the number of viewers and attendance rates were far less than last year.
This year's National Day holiday "0,000 Miles Journey " is unique and carries most of the movie-watching needs. Of the 500 million box office, "The Road Back" accounted for 331 million, and 66.2% of the audience during the National Day holiday chose to watch this main theme film. Other new films have scattered box offices. The highest-grossing "Ordinary Hero" accounts for only 11% of the total box office, while "The King of the Sky", which originally had a pre-sale box office of over 30 million, was temporarily withdrawn. Although " Changjin Lake " was the only one in the National Day holiday, " My Father and I " still won 1.477 billion yuan in box office. In contrast, this year's National Day holiday lacks strong second-tier new film support.
In addition, the 2022 National Day issue is very special compared to previous years. The new film was released only on the week before the release of the film. The exact schedule of the film was released on September 30 only reported around the 23rd. The upcoming "Search and Rescue" will be released on October 3rd, even the release date will be set on the 27th. The chain result caused by the extreme schedule is extreme promotion and distribution, the film marketing cycle is highly compressed, and pre-sales will be started on the next day.
insufficient preheating time has resulted in the film not showing enough attractiveness and appeal, and the pre-sale and final box office may be affected. For example, "Ordinary Heroes", which was scheduled for September 23, has been full of trailers, highlights, theme song MVs, and premieres in the past week, and new materials are released every day, but the cumulative number of people wanting to watch in the Lighthouse Professional Edition is only 20,000, and the marketing conversion effect is mediocre. With the absence of new films in the second echelon of
, summer and Mid-Autumn Festival films still show strong box office endurance during the National Day. "Hello, Brother", released on the Mid-Autumn Festival on September 9, squeezed into the top three box offices, and as of the box office, it exceeded 500 million. "Hello, Brother, Brother" scored more than 5 new films during the National Day holiday of 25.67 million. "New God List: Yang Jian" and " Loneliness Moon " are also leading some new films into the top seven today's box office after 45 days and 66 days respectively. In addition, these three films maintain a higher attendance rate compared to the new films, among which "New God List: Yang Jian" has an attendance rate of 12.3% today, second only to "The Road to Return".
Old-schedule movies performed relatively strongly in the new-schedule, which is not entirely a good thing. On the one hand, this shows that the new films in the National Day holiday are lacking in genre and subject matter, and the choices are limited; on the other hand, it also shows that movies in the old period with a long period of reputation fermentation and stable ratings are a safer choice for the audience, confirming that extreme promotion and distribution are indeed not conducive to the new film's box office appeal.
Looking ahead to the entire National Day holiday, the leading position of "The Road to Return" will be difficult to shake. According to the prediction of Maoyan professional version, the total box office of the film is expected to exceed 1.6 billion, and may surpass "Miracle Stupid Kid" to enter the top five movie box office list in 2022. However, the hope of "The Road to Return" is still slim to drive the box office of the National Day with its own strength. "The Road to Return" is not "Changjin Lake". The predicted box office of 1.6 billion is only half of the total box office of "Changjin Lake". Judging from the first day's 266 million yuan vs. the average daily average of 600 million last year, the box office of this year's National Day holiday is likely to be difficult to surpass last year and may return to the box office level in 2018.
But "Search and Rescue" which will be released on the 3rd may bring some changes to the box office landscape.Judging from the trailer released so far, this film has commercial elements such as family affection and disaster, which may give the audience some new movie viewing options beyond the main theme and animation.
