Film box office hits 60 billion yuan "urgent" industry development shortcomings have emerged

The end of the first half of the year means that the results of the annual high school entrance examination in the domestic film market will gradually be released. Although the box office of movies is still growing compared with the same period last year, the growth rate has slowed down significantly, especially in the second quarter, which has made the industry's previous forecast of achieving the goal of 60 billion yuan in box office for the whole year within reach. Gradually moving away.

The end of the first half of the year means that the annual high school entrance examination results in the domestic film market will gradually be released. Although the box office of movies is still growing compared with the same period last year, the growth rate has slowed down significantly, especially in the second quarter, which has made the industry's previous forecast of achieving the goal of 60 billion yuan in box office for the whole year within reach. Gradually moving away.

Market performance is like roller coaster

data shows that the national movie box office closed at 24.6 billion yuan in the first half of this year, a year-on-year increase of about 21% compared with last year. However, by comparing box office data in recent years, we can find that the national box office growth rate in the first half of last year reached nearly 50%, and the box office growth rate in the first half of this year was the lowest level since 2012.

It is worth noting that the box office performance in the first and second quarters of this year was like a roller coaster, with a sharp rise and then a sharp decline. At the beginning of this year, the hot market presented by the New Year's Day and Spring Festival stalls not only set new records for previous years, but also appeared the first movie "Mermaid" to break the box office of 3 billion yuan, making the domestic movie box office in the first quarter of this year reach 14.5 billion yuan, a year-on-year increase of more than 50%. At the same time, it only took 54 days for the box office to break 10 billion yuan. However, since the second quarter, the domestic film market has experienced a decline in box office. Box office revenue from April to June was 3.111 billion yuan, 3.138 billion yuan and 3.81 billion yuan respectively. Among them, box office in April and May dropped by 25% and 2%. In June, due to the release of films including "X-Men: Apocalypse" and "Warcraft", the box office reversed to a year-on-year increase, with an increase of 13.6%. But overall, box office in the second quarter still fell 5.8% year-on-year from last year to 10.06 billion yuan, a month-on-month decline of more than 30%.

Industry analysts show that compared with other months of the year, April and May are relatively weak periods, and after the craze of the Spring Festival, it is inevitable that an adjustment period will occur in the future. Coupled with the overall lack of strong blockbusters in the second quarter, the appeal to the audience has declined, resulting in poor performance at the national box office.

Multiple factors have caused the slowdown in growth

. Due to the box office performance of 44 billion yuan last year, a year-on-year increase of nearly 50%, and the popularity of New Year's Day and Spring Festival stalls at the beginning of this year, capital from all walks of life has poured into the film industry, including Internet companies, Games companies, publishing companies, and investment companies are competing to set up film business departments or subsidiaries, while traditional industry companies are also deploying the film industry across borders. Based on the above situation, the industry has predicted that the box office for the whole year is expected to reach the 60 billion yuan mark based on the box office growth rate last year and the beginning of this year.

However, judging from the fact that only 24.6 billion yuan in box office was achieved in the first half of the year and the growth rate slowed down, if we want to achieve the box office target of 60 billion yuan for the whole year, we need to achieve at least 35 billion yuan in box office in the second half of the year, which also means that the box office growth in the second half of the year needs to reach nearly 50%, returning to the best level at the beginning of the year.

Rao Shuguang, secretary-general of the China Film Association, said that the slowdown in growth in the first half of this year is the result of a combination of multiple reasons."In addition to the relatively weak period in April and May, since the beginning of this year, many parties, including the government and the market, have intensified supervision over chronic diseases such as box office theft, gradually standardized the market, thereby squeezing out the bubble that existed in the previous market. At the same time, many domestic first-line stars have joined variety shows some time ago, resulting in a lack of market-competitive blockbusters in the country, resulting in the number of movie-goers and frequency of movie-goers unable to keep up with the development of the screen."

The shortcomings of industry development

have now officially entered the second half of the year. The domestic film market will also usher in popular periods such as summer, National Day, and New Year. Among them, more than 90 Chinese and foreign films have been released during the summer season alone, including "Teenage Ninja Turtles 2: Breaking Out" and "Chills 2" and other blockbusters, making the industry have high expectations for box office performance in the second half of the year.

But at the same time, some industry insiders still say that the box office growth rate will reach 50% in the second half of the year, making it difficult to achieve the annual box office of 60 billion yuan, and it is very likely that this goal will not be achieved. Among them, Tu Biao, founder of the China Film Box Office, believes that achieving 50 billion yuan in the box office for the whole year is a relatively rational figure.

Although the box office target of 60 billion yuan may be difficult to achieve this year, Rao Shuguang said that there is no need to worry about the figure of 60 billion yuan. After the rapid growth in the early stage, the domestic film industry has exposed the shortcomings of insufficient industrialization standards and lack of professional talent teams. It cannot support the rapid development in the past, and a growth rate of 20%-30% is a reasonable range for the development of the domestic film market. Moreover, this growth rate can also gradually wake up capital and filmmakers and restore their rationality, rather than being blinded by the high popularity of the film market and blindly developing layout, otherwise it will eventually hurt the domestic film market, film creators, and investors. harm.

Editor: Nancy