Two days before the opening of May Day, the total box office of the May Day Movie pre-sale officially exceeded 100 million yuan. In addition, this year’s “May Day” show also set a record of “the most crowded in history”, with more than 10 domestic blockbusters coming together for filing. According to a recent analysis report released by the lighthouse Research Institute, the box office scale of “May 1” is no less than 1.8 billion yuan in five days. It seems that the new record of “May 1” box office is certain.
Fierce pre-sale competition
According to the real-time data of Lighthouse professional edition, as of 5:50 p.m. on April 28, the total pre-sale box office of “May Day” films (including new films released on April 30) officially exceeded 100 million yuan.
Among them, “your wedding” continued to lead with over 41 million yuan, followed by “on the cliff” with 25.677 million yuan, and “secret visitors” with 10.062 million yuan ranked third.
A small cost love movie has become a big dark horse, how much surprising. This is your wedding starring new actors Xu Guanghan and Zhang Ruonan.
Previously, the film was announced to be scheduled for May 20. Later, fans called for a lot of support. With the schedule of “speed and passion 9” scheduled for May 21, “your wedding” was announced to be promoted to April 30, becoming the only pure love film in the “May Day” category.
Among the professional box office apps such as lighthouse and cat’s eye, the number of people who want to see your wedding is also far ahead. In cat’s eye, the number of people who want to see your wedding exceeds 1 million, while the number of blockbuster movies such as on the cliff and secret visitors is only over 100000.
Although the number of people who want to see “your wedding” is far less than the millions of people who want to see the head movies of each major schedule, it is quite amazing.
Why is “your wedding” so full of black horses? According to a person in the film industry, “the official launch of your wedding was just before the” I want to see you “was over. Xu Guanghan was hot at that time. Many fans of” I want to see you “paid attention to it in the first round. Zhang Ruonan, as an artist whom ray has been advocating in recent years, also has some fan base.”.
“In terms of themes, from the perspective of released materials, the audience is partial to the campus, and the penetration of light distribution in the campus channel is relatively strong, especially in the sunken city campus, which is also in line with the ticket warehouse of the film.”
“Your wedding” is directed by director Han Tian. Among the films directed by him, Douban’s highest score is “model youth”, with a score of only 7.6. Therefore, the popularity of the film basically stems from the love movies like the actors themselves. It can be predicted that as long as the word-of-mouth of “your wedding” does not go wrong after its release, winning the “May 1st” title will become a probable event.
Looking back on the box office records of May 1 in previous years, we can find that the box office of May 1 is increasing year by year. Except for the year 2020 when cinemas were closed due to the epidemic, the box office of May 1 in 2019 was RMB 1.527 billion, that in 2018 was RMB 1.006 billion, that in 2017 was RMB 784 million, and that in 2016 was RMB 650 million.
According to the “China film market trend analysis report” jointly released by lighthouse Research Institute and Baidu app, in the past five years, domestic films are more and more likely to be released in big time, and the domestic films with box office of 1 billion + are mostly concentrated in the Spring Festival, summer vacation, National day and new year’s celebration.
For the “May Day” stalls, the average daily box office in the past two years is more than 300 million yuan, which is in a steady upward trend. The report also makes forward-looking: in 2021, the five-day box office is expected to be no less than 1.8 billion yuan.
The films are coming out in droves
Cat’s eye data shows that in 2021, there will be 11 films (including new ones on April 30) on May 1 (may 1-5). In previous years, there were 9 films in 2015, 2016 and 2019, 6 in 2017 and 8 in 2018.
“There are so many films this year that many viewers don’t know which one to watch.” On April 27, the manager of a studio in Shenzhen said that for the time being, the “May Day” holiday is relatively long, and the films that get more exposure in advance during the publicity period and whose overall quality and lineup are fairly good have a chance to get a better box office.
In addition to the advantage of the length of the May Day holiday, relevant policies have also helped. On March 15, the Ministry of culture and tourism issued a notice that in areas with low epidemic risk, there will be no unified restrictions on the number of people receiving consumers in theatres and other performance places, Internet service places and entertainment places, and the 75% restriction will be cancelled.
“The deep-seated reason behind this year’s more than 10 films being put on the May Day show is that since the resumption of work in the mainland film market last year, the efficiency of the schedule and the market share have become higher and higher. Both the choice of the audience and the supply of the industry are more focused on the schedule. As a result, this year’s may day show is more competitive than the Spring Festival show.” Some people in the industry said.
It is worth noting that at the beginning of the May Day show, more than 14 films were announced to be on sale. In addition to the films that entered the pre-sale stage, there were also films such as antiques Bureau, she in the world and dogfruit theorem.
Among them, “antique Bureau Middle bureau” has a strong lineup. It is produced by the king’s film, directed by Guo Zijian, and starred by Lei Jiayin, Li Xian, Xin Zhilei and ge you. However, there is no publicity action at present, and the release period is yet to be determined.
“The competition for May Day is fierce, and it is expected that some films will be withdrawn.” According to a person in the film industry, among these films, the evaluation and popularity of “the middle Bureau of antiques” and “the world has her” are not low, but one schedule can not hold several blockbusters, so there may be some opportunities to change the release time.
A number of film and television companies bet
At the same time as the film is released, the film producers are also rubbing their hands behind it.
It is found that in 2021, the producers and distributors of “May Day” films include more than 100 enterprises, such as ray media, Huayi Brothers, China film, Xinli media, Shanghai film, king film, etc.
Most popular films come from powerful producers. Among them, the most popular “your wedding” is mainly invested and distributed by ray media and jointly distributed by Huaxia Film Distribution Co., Ltd.
“On the cliff”, which is second only to “your wedding” in pre-sale and popularity, is adapted from the original story of secret agents. It is a spy film directed by Zhang Yimou and starred by Zhang Yi, Yu Hewei and Qin Hailu. It covers investment from producers such as Chinese films, British films and Shanghai films, and co productions such as Alibaba film, Zhujiang film and Anaya film.
As the third pre-sale film, “secret visitor” is jointly produced and distributed by Xinli media, Alibaba pictures, Tencent pictures and iqiyi pictures.
In addition, the producers behind the film are iqiyi film and Chinese film《 “Sunshine robber” is produced by Laurie pictures, and CO produced by Huayi Brothers and Donghai Xuri pictures《 “Chasing the tiger and catching the dragon” is jointly produced by Erdong film and King’s films.
In this process, the performance of most film and television companies continues to be sluggish, even for the producers who frequently make money, the profit is still a problem in recent years.
In 2020, the revenue of ray media was 1.16 billion yuan, a year-on-year decrease of 59.04%, and the net profit attributable to parent company was 291 million yuan, a year-on-year decrease of 69.28%. From 2015 to 2020, the performance of ray media has declined twice, of which, the year-on-year decline in 2018 was 19.09%, and 2020 has become the most serious year of performance decline of ray media in recent years.
Huayi Brothers announced in the evening of April 27 that its performance continued to suffer losses. In 2020, Huayi Brothers’ operating revenue was about 1.5 billion yuan, a year-on-year decrease of 33.14%, and its net loss was 1.048 billion yuan, compared with 3.978 billion yuan in the same period of last year.
China film released a performance warning announcement, revealing that the net loss in 2020 is expected to be 465 million yuan to 675 million yuan. In 2020, the revenue of Shanghai films was only 309 million yuan, a year-on-year decrease of 72.05%; The net profit was -431 million yuan, a year-on-year decrease of 414.44%.
Xinli media, as a loss “burden” of Yuewen group, will make Yuewen group lose 4.5 billion yuan in 2020 under the condition of one-time loss.
And it seems that a good “May Day” file, whether it can become a lifesaver for various companies, depends on the box office and the audience’s response.
Comprehensive report of Beijing Business Daily
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