The number of business cinemas for 25 days is expected to continue

This year's film summer stall has entered the second half. According to the professional version of the lighthouse, as of July 22, the total box office of this summer has exceeded 4 billion yuan, which is basically the same as the same period last year. The total number of operating theaters in the country has also exceeded 10,000 consecutive days, and the operating rate has remained above 80 %. Most urban theaters' operating rates have basically returned to the same period last year, and the overall recovery situation is good.

Since June, with the support of a series of central and local governments to promote consumption to accelerate recovery measures, various businesses of film enterprises have gradually recovered.

As of now, the total number of business theaters nationwide is 10119, and the operating rate of theater is 83.2%. From the perspective of the region, some new first -tier and second -tier cities, such as Wuhan, Changsha, and Foshan, have performed well. The box office share is more than 20 % higher than the year -on -year. This also shows that the supply of films in the domestic film market and the demand for audience viewing has been restored one after another.

The rebound of the theater's business rate has driven more high -quality films. As of now, 7 films have exceeded 100 million yuan in the summer file. Among them, the best performance is "Life". At present, the cumulative box office exceeds 1.48 billion yuan, ranking among the top three box office this year. Experts said that this shows that domestic films need to continuously broaden the scope of material selection, and find a password that is empathy with the public through a more fresh story and a more layered theme.

In the film to be released, "Tomorrow's Battle" and "Lone Moon" have large market potential. Among them, the crew of "Lone Moon" uses 15 studios with a total of more than 40,000 square meters. 95%of the lens involves special effects. At the same time, in order to simulate the real moon, the crew lays 200 tons of sand and gravel in the 6,000 square meters of the studio to simulate the moon simulation month. Flutes, 100%of the real -life setting up moon bases, the visual effects are shocking, coupled with the extensive audience foundation of comedy types, and the market expectations are high.

Summer films have the characteristics of diversified and differentiated audiences as a whole. Rao Shuguang, president of the Chinese Film Review Society, said that from the perspective of worldwide, summer is one of the most important periods for the year. It has the advantages of long duration, rich film types, and meeting multi -level movie viewing needs. However, judging from the current film, lack of head blockbusters, whether it can form a continuous viewing boom in the future is still to be observed.

In terms of film marketing, the summer films pay attention to connecting with users in the early stage of release. On Weibo, Douyin and other platforms, joint stars, creating topics, and intelligent positioning potential audiences; Media reviews, etc., promote hot interaction. For example, during the release of "Life's Event", the declaration team set off a wave of movie viewing with the topic of "big things in life".

Compared with previous years, the number of films released in the summer season this year is small, and small and medium -sized movies have a scheduled environment that stands out. According to the professional version of the lighthouse, since 2014, except for 2014 and 2020, the number of films released each year is more than 100, while only 56 are released this summer. Behind this is not only concerned about the epidemic, as well as watching the market environment. In this context, it is not easy to achieve the current box office performance in the summer season. This also reflects that the market demand is still strong, and the suppressed theaters are expected to be released.

In the short term, the epidemic has repeatedly impacted the domestic film market, but the experience accumulated in the prevention and control of the theater in normalized epidemic still guarantees the orderly release of a large number of high -quality films. In general, the film market crisis and new machine coexist. In the era of multi -screen competition, the audience's desire for high -quality content has never changed. The film creators need to keep up with the times and rejuvenate the big screen with high -quality content. (Reporter Jiang Tianjiao)

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