Domestic films only account for 39% of the box office, lacking hot money, hoping that new directors will break the game

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As the second work directed by Su Youpeng, "the dedication of suspect X" has made outstanding progress compared with its debut, and has become a domestic film with a good box office reputation at the Qingming Festival. In the first half of 2017, 98 domestic films were released, accounting for only 39% of the box office.

In the first half of 2017, 98 domestic films were released, accounting for only 39% of the box office; 57 imported films were released, but 61% of the box office revenue was pocketed Original title: in the first half of 2017, the domestic film "bath fire" has been more than half of 2017. In the first half of the film box office competition, Chinese films achieved a total box office of 25.081 billion yuan (as of June 29), a slight increase from 24.585 billion yuan in the same period last year. However, the performance of domestic films alone is not optimistic: 98 domestic films were released, accounting for only 39% of the box office; 57 imported films were released, but 61% of the box office revenue was pocketed. The data of the first half of the year fully shows that "content is king" is not just an empty word, and the lack of sophisticated production and a good story is the biggest "pain point" of domestic films. Most practitioners said that the current slightly calm market environment did not affect their creative mentality. During this period, domestic films "are experiencing a heroic rebirth"

a sound

the number of imported films should be limited

a total of 65 films were arranged, 7 of which were for domestic films released at the same time, and 57 of which were for "Autobots" - Transformers 5. The number of films arranged was as high as 87.7%. On June 23, Li Minghui, the marketing director of the world city store of star beauty international studios, just took office and witnessed the great power of this Hollywood blockbuster on the day of its premiere. The box office results of that day made him even more stunned: the total box office revenue of the cinema was 81478 yuan, and "Transformers" contributed 78130 yuan, accounting for 96%

this fear of being crushed by imported films has been experienced by domestic films since the New Year Festival this year. In February after the end of the new year's festival, imported films began to work, "extreme agents: the ultimate return" and "biochemical crisis: the final chapter" ranked second and fourth in the monthly box office respectively. The whole March was almost dominated by imported films. The top five at the box office were all imported films, and domestic films accounted for less than 10% of the box office. "Speed and passion 8" hit in April, accounting for half of the total box office of the month with 2.34 billion yuan. In May, the dark horse of the Indian film "wrestle! Dad" rushed in, accounting for 27% of the box office, as well as pirates of the Caribbean 5: no proof of death and Galaxy guard, which were released that month. Four domestic new films in May 1st, despite their good reputation, are still in despair at the box office. In June, "Transformers 5: The Last Knight" swept cinemas across the country as a "demon king". At present, the box office has exceeded 1billion yuan, quickly ranking among the top ten box office lists in the first half of the year

so far, among the top ten films at the box office, there are only three domestic films, all of which are Spring Festival films. Among the films released in the first half of the year, the number of domestic films with a box office of more than 100million yuan accounted for 20% of the total number of domestic films, while the number of imported films with a box office of more than 100million yuan accounted for 40% of the total number of imported films. Domestic films lack the "blockbuster" with super high box office, which directly affects the performance of the total box office of domestic films

chenqingyi, vice president of Bona film, admitted that the performance of domestic films in the first half of the year was indeed ordinary after the Spring Festival, and there were few works that could be fully recognized by the market. Imported films occupied a lot of market space in the case of weak domestic films. "But it's still a bit outrageous to say that domestic films have been crushed. The current situation is that domestic films must experience a period of pain in order to develop in the long term." He believes that domestic films compete with imported films in the same market, so that domestic practitioners can be aware of the gap between works and the cruelty of the market, and promote Chinese filmmakers to be brave after they know their shame and stimulate their potential. "The current data may not be good-looking, but this must not make Chinese films bad. The current Chinese films are experiencing a heroic rebirth."

raoshuguang, Secretary General of the Chinese filmmakers Association, suggested that the government should limit the number of single films from the perspective of national cultural security. "Many countries have policies to protect local films. France stipulates that the single film layout rate should not exceed 35%, and we can set it at 38%. This is also in line with the provisions of the film industry promotion law to ensure the screening time of domestic films." He bluntly said that the quality of domestic films cannot reach the ideal state in a short time. If it is completely controlled by the market, the living space of domestic films is likely to face a huge squeeze

a glimmer of hope

make more "ticket value movies"

after filming "love sage", directors song Xiaofei and Dong Xu went to other things. They didn't care about the box office at first. "I don't expect much box office. I want to do a good job in the story. The audience likes to see it. It's OK to have 300million yuan at the box office." But what Dong Xu didn't expect was that this low-cost comedy, which was released on the penultimate day of 2016, began to counter attack at the box office on the first day of 2017. With solid stories and dense laughs, it made a way in the new year's day with a large number of blockbusters, and finally earned a box office of 620million yuan. At present, this film ranks 18th at the box office this year, second only to the four films released during the Spring Festival in domestic films

for the box office success of love sage, Dong Xu was very modest, "what we did can only be called passing, and we caught up with the schedule with good luck." However, browsing this year's box office rankings will find that how many productions, stars and schedules are not the decisive factors affecting the response of the domestic film market, "content is king" is more in line with the current audience's appreciation taste

most of the domestic films that have achieved good box office this year are excellent works with outstanding public praise: Kung Fu yoga, the first domestic film at the box office, was at a disadvantage in the competition of the Spring Festival at the beginning, but it was because of its interesting story, wonderful fighting drama and conscientious production standard that it finally climbed to the championship of the Spring Festival; "Love saint" has no big star scene, and has no advantage in publicity. It has achieved excellent results by relying solely on word-of-mouth fermentation; As the second work directed by Su Youpeng, "the dedication of suspect X" has made outstanding progress compared with its debut, and has become a domestic film with a double harvest of box office reputation at the Qingming Festival...

although domestic films are difficult to find "blockbusters" in the first half of this year, a number of films with solid quality have won audience votes with their feet, and public praise and box office are forming a virtuous circle. Audience Ma Wei watched more than 30 films in the cinema in the first half of this year. His overall feeling is that the quality of domestic films this year is better than last year. He was deeply impressed by the dedication of suspect x, memory master and love sage

if you want to get a higher box office on the basis of good reputation, Chen Qingyi believes that the future direction of domestic films should be to make more "films worth ticket prices". "Comedy, action, martial arts, magic, love and other themes have sold out cases, but observing the market, we can find that the consumption concept of Chinese film audiences is relatively real. For a blockbuster, a good lineup in front of and behind the stage is worth the ticket price, a fresh and surprising theme is worth the ticket price, a shocking scene special effect is worth the ticket price, and a well-known quality is also worth the ticket price. Chinese audiences are good at comparison and pondering, and the future of Chinese films is even more important Can afford to compare and ponder. "

a touch of bright color

young directors bring new breakthroughs

at the 53rd Taiwan Film Golden Horse Awards ceremony at the end of last year, 35 year old Zhang Dalei became the most unexpected winner that night. When he received the highest award for "best drama", the gum in his mouth had not even been spit out. Taking advantage of the awards, "August" successfully entered the cinema in March this year. Although the final box office was just over 4million yuan, it was a memorable progress for literary and art films and new directors

the brave breakthrough of the new director has become a bright spot for domestic films in the first half of this year. Whether commercial films or art films, these newcomers who have just embarked on the film journey have brought freshness to domestic films with sincere original intention and serious attitude. In terms of commercial films, although song Xiaofei and Dong Xu have worked for many years, they are still directors for the first time; Love film "like you", the first at the box office at present, is also director Xu Hongyu's debut; Li Yuhe's first suspense film "holding your heart in suspense" cost only 2million yuan, and the final box office of 13million yuan was enough to surprise. In terms of art films, in addition to August, Huang Jin's a thought without understanding, Liu Ziwei's my heart leaping, and Xiang Guoqiang's young Babylon all have outstanding artistic styles

Wang Changtian, President of ray media, was quite optimistic about the emergence of new directors. "I have been saying for the past two years that China is short of two or three hundred mature directors. Now it seems that the speed of change is very fast. It is no problem to have twenty or thirty directors a year." In his view, the problem of director talent shortage will be solved within five to ten years

"it is an afterthought analysis to say that the new director has affected the film market and film culture. But as long as everyone still insists on making films, whether commercial or artistic, it is inevitable to revitalize domestic films after carefully completing their works." Zhang Dalei said

box office ranking of mainland films in the first half of the year (unit: 100 million yuan)

1 "speed and passion 8" 25.2

2 "Kung Fu yoga" 16.5

3 "journey to the West subdues demons" 15.7

4 "wrestle! Dad" 11.9

5 "Pirates of the Caribbean 5: no proof of death" 11.0

6 "King Kong: Skeleton Island" 11.0

7 "extreme agents: ultimate return" 10.5

8 biochemical crisis: final chapter 10.3

9 Transformers 5: The Last Knight 10.1

10 riding the wind and waves 9.8

(so far)