The "cooling" film market or the new normal of Chinese film after the spring tide of ticket subsidy recedes

If we can promote the business entities to return to products (works) and services, it is really a blessing in disguise. This should be the path dependence that China's film power really needs May day kicked off today (April 29). Before welcoming a new round of market heat wave, I believe that most industry observers and film lovers have noticed the biting chill felt by the mainland film market in the past 60 days

since mid March, the weekly box office of the mainland film market has fallen for six consecutive times, from 1.104 billion from March 14 to March 20, almost halved to 623million from April 18 to April 24. Although the successive release of "Batman vs Superman" and "my spy grandpa" and "hotpot hero" before the Qingming Festival (March 28 to April 3) gave theater managers a boost, stopping the downward trend of weekly performances, and then was obviously promoted to 1.41 million by theater managers (April 4 to April 10), the audience reaction was still cold, and Zhou Renci was affected by the three-day Qingming Festival holiday, After a small promotion, he immediately went down without looking back, which ran counter to the good wishes of the theater managers

for theater managers, the chilling data goes far beyond this. In the six weeks since mid March, not only has the average person time increased negatively month on month, but also compared with the same period last year, the average person time fell by more than 40% year-on-year in the three consecutive weeks after April 4

compared with the frenzy of the film market in February this year, the coming cold in March and April can be called a bitter cold for theater operators, especially in April. Judging from the current situation, it will be the first single month of negative growth in the past 12 months. Although the market will generally experience a trough period or adjustment period after the Spring Festival, why is the market unable to stabilize

although it is difficult to verify the following three reasons with data, based on the reasonable speculation of basic facts, the author believes that the cold wave in the film market in the past 60 days probably came from this

the box office fraud of Ye Wen 3 was kicked out, "involving" the whole industry and squeezing out the market water

first, the dazzling 44billion year-round box office report of the film market last year, followed by the record 3billion box office in the seven days of the Spring Festival in February, and the market situation was so good that the whole people reveled. However, in early March, the box office fraud of "Ye Wen 3" gave the market a basin of ice water, which made public opinion wake up to doubt how much the box office surprise of domestic films in the Chinese film market in the past was, and this doubt even spread to the imported film "crazy animal City" that was released later

a leader of the special funding office once said not long ago that last year's high box office movies were flooded with box office. Although the official quickly denied this annotation on the high growth of China's film market last year within 24 hours, the truth behind the "Oolong" has long been known in the industry

the regulators' thunderous response to "IP MAN 3" certainly made other film producers, distributors and ticket companies dare not easily surpass the thunder pool in the short term, and the market moisture was squeezed out - it is difficult to say that this is not part of the reason why the box office of the film market has remained depressed in the past two months

2. Batman is disappointing, hotpot hero is unbearable, and Batman vs. Superman: Dawn of Justice (hereinafter referred to as Batman), which was released at the end of March, was expected by the market, but eventually its reputation declined, making it almost unable to see the dawn of the Qingming holiday and quickly faded out from April. In terms of domestic films "my spy grandpa" and "hotpot hero", it is a pity that in the face of this heaven given opportunity, they failed to turn it into a large-scale advantage and lost the window period to jointly detonate the market around the Tomb Sweeping Day holiday

last year's two phenomenal films "war wolf" and "speed and passion 7" were the fundamental reasons for the record box office in April, but this opportunity can not be met, and the recurrence of miracles is originally a small probability event

before the Tomb Sweeping Day holiday, it is a window of inflection point for the market. If the decline can be stopped and stabilized, coupled with the enlargement of the Tomb Sweeping Day holiday, the market will pick up and heat up naturally. But "batchao" failed to become the locomotive driving the follow-up films. Although Douban scored 7.4, it is not reasonable to expect it to become a blockbuster as a genre film with black and no humor. From "pancake man", "Hong Kong embarrassment" to "Charlotte troubles" and "Mermaid", comedy or nonsense comedy is a more obvious pop gene

3. The weak fire of the movie market with hot ticket subsidies faded, but it was found that cinemas were addictive and difficult to quit. < / strong >