Ticket compensation is back, service fees are included in statistics for the first time, Spring Festival box office hits a new high

Regarding the 3.3 billion yuan box office during this year's Spring Festival, industry insiders unanimously expressed the need to treat it calmly: First, unlike in previous years, starting this year, when purchasing tickets on e-commerce platforms, the service fees paid by netizens have also begun to be included in box office statistics. However, the service fee is still the same as in previous years. It will neither participate in the final film division nor be included in the film special fund.

Original title: The box office figure of 3.3 billion yuan for the Spring Festival set a record again, but the growth rate in recent years has been included in the statistics for the first time, reaching a new high for the Spring Festival box office,

"Journey to the West","Kung Fu Yoga","Wind and Waves","Big Tough","Six new films released on the first day of the New Year drive the box office this year's Spring Festival. From the first day to the sixth day of the lunar calendar, the total box office nationwide exceeded 3.3 billion yuan, exceeding last year's 3 billion yuan. Although there has been an increase, there is also no lack of "moisture".

Numbers: Box office growth of 3.3 billion yuan, the lowest in recent years

. Different from last year's Spring Festival box office of "Mermaid", this year's six new films, except "Forgetfulness Village", have achieved win-win results. As of 23:00 p.m. on the sixth day of the lunar new day, data showed that "Journey to the West to the Demon" won the box office championship with approximately 1.152 billion yuan,"Kung Fu Yoga" ranked second with approximately 871 million yuan,"Troubles in India" ranked third with approximately 572 million yuan, and "Ride and Ride the Waves" ranked fourth with 412 million yuan. "Bear Infested·Fantasy Space" ranked fifth with nearly 300 million yuan.

According to incomplete statistics, the box office of the Spring Festival in 2013 was 765 million yuan, an increase of 86.5%; in 2014, the Spring Festival continued to maintain a high growth rate of 89.5%, with the box office reaching 1.45 billion yuan; in 2015, the box office of the Spring Festival was 1.82 billion yuan, a year-on-year increase of 25.5%; In 2016, the year-on-year growth rate of the Spring Festival box office reached 67%, exceeding the 3 billion mark for the first time. The growth rate for this year's Spring Festival is about 10%, the lowest in history.

Word-of-mouth: "Kung Fu Yoga" counterattacked "Ride and Waves" for the best

Spring Festival in 2016."Mermaid" directed by Stephen Chow was a great success and ultimately won 3.4 billion yuan at the box office. This year, Stephen Chow and Tsui Hark teamed up with "Journey to the West". The film grossed 349 million yuan at the box office on its first day of release on the first day of the Lunar New Year, setting multiple records; it is also the only film in the Spring Festival this year that has exceeded 1 billion yuan. However, after the film was released, word of mouth was polarized, and many netizens even said,"If Stephen Zhou and Tsui Hark are short of money, they can actually give them Alipay. There is no need to do this." The criticized word of mouth dragged down its box office.

Starting from the second day of the Lunar New Year,"Kung Fu Yoga" jointly released by Huace and others began to counterattack, surpassing "Make a fuss in Tianzhu" and "Kung Fu Yoga" in a single day; on the fourth day of the Lunar New Year,"Ride and Waves" overtook "Make a fuss in Tianzhu" and became the one with the best reputation among several new films. The film directed by Han Han has both smiles and tears, playing a beautiful sentimental card.

The French-Canadian animated film "The Great Felice", which was released on the fifth day of the Lunar New Year, box office nearly 15 million yuan in three days and has a good reputation. The audience praised "the picture is very beautiful, the dance is very lively" and "the whole film is filled with a strong French 19th century style, and it makes me feel excited. It is a family fun movie."

Analysis: Ticket compensation is back. Online ticketing service fees have been included

in the box office of 3.3 billion yuan during this year's Spring Festival. Industry insiders unanimously expressed the need to treat them calmly: First, unlike in previous years, starting from this year, when purchasing tickets on e-commerce platforms, the services paid by netizens have also begun to be included in box office statistics. However, the service fee is still the same as in previous years. It will neither participate in the final film division nor be included in the film special fund. According to statistics, the 3.3 billion yuan box office from the first day to the sixth day of the lunar new year included nearly 200 million yuan in service fees-that is, after deducting this service fee, compared with last year's 3 billion yuan, the 3.3 billion yuan box office during this year's Spring Festival can be said to have almost no growth. Many people in the industry expressed dissatisfaction with this policy: "It is of no use at all except to increase the data. There are still a lot of bad effects. For example, how to determine the box office line for signing a guaranteed contract in the future? How to calculate the box office of the ladder division?"

In addition, ticket subsidies, which were greatly reduced in 2016, appeared during this year's Spring Festival. Before the Spring Festival, many e-commerce platforms appeared on "14.9 yuan to watch movies","19.9 yuan to watch movies", and even 8.8 yuan and 6.6 yuan. Ultra-low price promotions. Film companies or e-commerce platforms give profits to cinemas and use "ticket compensation" to lower ticket prices to attract audiences. This caused many films to become popular before they were released. The pre-sale results of "Journey to the West to the Demon" even reached 176 million yuan, setting the highest pre-sale box office record in the history of China films. The pre-sales of "The Big Tough in Tianzhu" also reached more than 40 million. After deducting the ticket compensation, the actual income of each film company will shrink a lot.

Aftermarket outlook: Various films will continue to roadshow after the festival. The battle for Spring Festival stalls is not over

. The Spring Festival has just passed. After a short break, the film creators started roadshow promotion again. On February 1, the fifth day of the first month, director Han Han led "Brotherhood" members Xiao Fan, Ma Rila, Hainan, and Han Chunping to raid three movie studios in Shanghai: Jinshan Wanda, Songjiang Bona, and Qingpu Daguangming. Han Han said on Weibo: "Because we were busy producing in the early stage," Ride and Waves "was not able to do a single roadshow. Starting today, we will meet with the creators and the audience and thank you for the votes." This Weibo post also stated that the "Wind and Waves" roadshow has officially opened. Han Han said,"Please leave a message and let me know which city the audience wants us to come to."

Starting from February 2, the national roadshow of "Journey to the West to the Demon" and "Love Fu Tour" will start again. Zhou Xingchi and Tsui Hark will continue to visit Taiyuan, Yinchuan, Chongqing, Hangzhou, Shenzhen and other movie stars along with Wu Yifan, Lin Xinxin and other film stars to interact with fans in many cities across the country.

"Kung Fu Yoga" exposed the MV of the promotion song "Ma Nihong" on the first day of construction on February 3. The name of the song comes from the homophonic meaning of money home, which contains good wishes for good luck in the New Year. It also means that on the first day of construction, the new year will start again. I wish everyone peace, joy and prosperity in 2017. Written by our reporter Xiao Yang

Editor: Nancy