Counting the Spring Festival files ｜ The Spring Festival files performed strongly, and the data reached a new high.

Special feature of 1905 film network The 2024 movie Spring Festival (February 10-February 17) officially closed, and the national movie box office was 8.016 billion yuan, up 18.47% year-on-year; The number of people watching movies was 163 million, a year-on-year increase of 26.36%, both of which set new records in the same period.

The top four films in the box office during the period are: 2.718 billion yuan, 2.398 billion yuan, 1.389 billion yuan and 1.34 billion yuan respectively.

Looking at this year’s Spring Festival file, there have been new changes in the audience structure and decision-making of ticket purchase. The box office trend of YOLO’s "Article 20" and other films has reversed. What kind of Spring Festival file is formed behind the data changes from the overall market to the popular single film? Let’s listen to data analyst Chen Jin’s interpretation of the data performance and thinking behind this year’s Spring Festival file.

The Spring Festival file performed strongly, and all the data reached a new high.

The performance of the Spring Festival stalls is booming, setting a new record for the box office and movie attendance of the Spring Festival stalls in China film history. This year is the longest Spring Festival file in history, with a screening time of 8 days, compared with 6 days in previous years, which is also a very big objective advantage of this year’s Spring Festival file, but according to the data of the first 6 days, this year’s Spring Festival file is basically the same as last year.

From the perspective of the broader market, the box office trend during the Spring Festival period is steady, and the box office broke 1 billion in four days during the period; The sinking trend of the Spring Festival file has been further strengthened, with the proportion of third-and fourth-tier cities exceeding 53%, setting a record high; Audience portraits are feminine and mature, with female users accounting for 63% and users aged 35 and over accounting for 39%, both reaching a new high since statistics; The Spring Festival file is superimposed on the Valentine’s Day file, with double and multi-person viewing accounting for 72.6%, and the average number of tickets purchased per ticket increased to 2.07.

From a single piece of data, Pegasus 2 won the first day box office championship with a score of 423 million yuan, and it is also the film with the highest proportion of men in the same period, the film with the strongest social attributes and the most "burning" during the Spring Festival.

However, YOLO, the champion of the Spring Festival in 2024, achieved a rapid rise in popularity after his appearance. After the film was shown, Weibo’s hot search list lasted more than 150 hours, reaching the top of Weibo’s hot search list for 27 times, and winning the daily box office title for the next 7 days.

As a series of 10th anniversary works, "Boonie Bears: Time Twist" once again set a new box office record with its excellent production and IP management for many years, and its box office share in the Spring Festival file increased to 17.3%.

"Article 20" will be more serious in the audience’s impression in the sinking market because of the theme, so it suffered in the early stage of the Spring Festival. However, with the spread of word of mouth, there are more and more "tap water". With the high word of mouth and laughter rate, the box office has repeatedly declined, and it has continued to exert its strength in the later stage.

After the heat, it brings new thoughts to the film market.

The fiery Spring Festival file made the movie box office in 2024 exceed 10 billion yuan on February 16, and the strong performance of the Spring Festival file broke records, which also injected strong confidence into the movie market.

The characteristics of this year’s Spring Festival files have also brought some new thoughts to the upcoming films. On the one hand, the box office performance of this year’s Spring Festival files in the pre-sale period is relatively average, but the explosiveness after the screening is very strong, indicating that the audience pays more attention to the word-of-mouth of the film; The box office share of head movies in third-and fourth-tier cities has increased significantly, which also shows that it is a key factor for movies to get high box office by stimulating the audience in the sinking market as a box office increment.

On the other hand, this year’s top four films accounted for 97% of the box office, and other films were in a very difficult situation. In the past, the first film of the Spring Festival was "eating meat" and other films could also "drink soup", but this year’s situation is more like a winner-take-all situation.

Although the two films in the Spring Festival file have a good reputation, they lack the attribute of family fun in the subject matter, so the box office during the Spring Festival file is rather bleak, while the two cartoons in the final file have not aroused any splash, and the box office results are far lower than expected.

This phenomenon also shows that the popular schedule is not necessarily the best choice for film release. For example, it was released in March and November last year, and it also achieved good box office results, including the film released at the end of last year. It is precisely because there was no blockbuster before the Spring Festival that it won the box office crown for more than 30 days.

Therefore, the film producers need to re-evaluate the pros and cons between the weekend slots and the popular slots, and choose the most suitable slot for film release, instead of "fighting" in the popular slots, so as to promote the virtuous circle of the film market and promote the prosperity and development of the film market in China.

During the Spring Festival this year, some people celebrated their victory, and some people miscalculated and left, but it also showed that film creation should respect market rules and respond to people’s expectations, because only by using the most sincere creative attitude and creating excellent content will more audiences be attracted to the cinema.