Special feature of 1905 film network "I read it myself first. After reading it, I think it is suitable for my parents to have a look, because it can improve their vigilance. Then I bought them tickets and urged them to see them. " In the summer of 2023, Jun Wei, a media person in Beijing, bought tickets for his parents in his hometown of Cangzhou, Hebei Province. This is also the first time that two 60-year-old people walked into the cinema together after the new century. Before that, he had seen it with his parents respectively.
In the summer of 2023, there are not a few young people like Junwei. In addition, many viewers will recommend it to their relatives, friends, colleagues and classmates after reading it.
Many of these recommended people lack the habit of watching movies, and some have never even walked into a modern cinema. They became the new faces of watching movies in this summer’s box office record-breaking summer file.
According to the data insight of summer movies released by Cat’s Eye Research Institute, the proportion of new audiences in summer movies in 2023 reached 17.9%. Among them, the proportion of new audiences choosing movies for the first time is from high to low, with 19.6% of her disappearing, 17.4% of her putting all your eggs in one basket, 11.5% of her films and 10.2% of her films.
Who is the new audience in the film market?
"The’ new audience’ here refers to the audience who bought tickets on the cat’s eye platform for the first time." In an interview with 1905 Movie Network, Yin Tengyu, a senior analyst at Cat’s Eye Research Institute, said that "all the portraits of ticket buyers in movies are related to the content of the movie itself".
For several films in the summer file, the proportion of female audience in Disappeared She is getting higher and higher because of the high degree of women-related topics and discussions after the screening. The movie "Feng Shen I" is also a similar trend. The proportion of men is higher in the stage of wanting to see the film before screening and the first day of screening. However, with the spread of word of mouth and the increase of popularity after screening, more and more female audiences have been attracted, and the crowd has been "broken", and finally the proportion of female audiences has surpassed that of men.
The anti-fraud theme work "Put all your eggs in one basket" is still dominated by young audiences, but compared with itself, the proportion of audiences over 40 years old is indeed gradually increasing. The portrait of Three Wan Li in Chang ‘an was intended for younger users before screening, but the portrait of ticket purchase after screening was ultimately intended for parents and children, because the film itself was "entertaining" and suitable for family viewing.
On the whole, the explosive movies in the summer of 2023 re-read the data of the audience’s sex ratio and age distribution, which are closely related to the film theme.
As the "nerve endings" in the downstream of China film industry, the managers of the first-line cinemas feel this more intuitively. Manager Zhang, who opened the Nanchang Economic Development Store in Yuemu Studios, admitted that the audience of "She Disappeared" in the store was mainly women. Many female viewers will accompany their colleagues and friends for two or three brushes after watching the movie for the first time. Although the opening box office of Three Wan Li in Chang ‘an is not ideal, with the word-of-mouth fermentation, it has attracted many parent-child groups to enter the market.
In the "put all your eggs in one basket" show in the store, some elderly viewers are often seen entering the venue. According to manager Zhang’s observation, this part of the elderly audience is mainly divided into two categories: one is the elderly brought by their children; The other is the elderly with rich retirement life. The latter learned about the movie information through the recommendation of the media and short video platform, and then went into the cinema.
During the summer vacation, many factories and streets around the store also organized a "put all your eggs in one basket" booking activity. Among them, the street organization’s charter activities are mainly for the elderly audience. In the communication with the street staff, Manager Zhang learned that about 20% to 30% of the elderly audience entered the modern cinema for the first time.
He believes that the main prevention population of this anti-fraud film is the elderly aged 55 to 65. Because the elderly in this age group have just retired, there is not much pressure on the economy, and they also want to use retirement wages for financial management.
Junwei strongly recommended his parents to watch "Put All Your Eggs in One Egg" together, and also wanted them to be alert. Parents’ feedback after watching movies is also different. The young man played by his mother is very distressed. Just after graduating from college, he was cheated and his family was ruined. The father has a better understanding of the specific routines and means of fraud.
Social topicality has become a magic weapon to attract new audiences.
In the summer of 2023, new audiences accounted for a large number of films, mostly realistic works with high reputation and high social topics. This phenomenon has also appeared in similar works in other golden periods, such as the Spring Festival in 2021.
Yin Tengyu admits that word of mouth is the main way for the film to influence new audiences and reach out to the crowd. This is inseparable from the audience’s continuous enthusiasm for the discussion and recommendation of the film after the screening. Therefore, high-quality word-of-mouth and strong empathy of the audience are necessary for the new film. The realistic theme works adapted from social hot events are more likely to cause social discussion in a wider range, and then realize the circle-breaking communication.
"There are many types of movies and many themes, but movies with social topics and close to real life are more likely to attract new audiences." Manager Zhang also gave a similar view. In his memory, the 2018 summer box office champion also attracted many new audiences.
In addition, the head prime file is also more conducive to the film audience market to pull new and promote life.
"In the big holiday schedule, the proportion of new audiences will generally be higher than that in the traditional off-season schedule. On the one hand, because the audience has a stronger demand for watching movies in the big schedule, for example, during the Spring Festival, family viewing has gradually become a habit, because in the big schedule, the audience’s active attention to movies has increased; This also drives high-quality films to be more willing to choose the golden schedule for release, and it is easier to reach the core audience, and then spread the good word-of-mouth to a wider audience to achieve the effect of breaking the circle, and even reach some incremental audiences who usually watch less movies or have no movie habits. " Yin Tengyu believes that prime time and high-quality films complement each other and jointly increase the proportion of new audiences. In the traditional off-season schedule, it may be more difficult for high-quality films to break the circle, but as long as they have the above two points, they will still attract a large number of new audiences to attend the movie.
In the eyes of Manager Zhang, the sustained and stable admission of new audiences cannot be achieved by one or two excellent domestic films. Only when the collective quality of domestic films is getting higher and higher, and watching movies has become the most basic leisure and entertainment way for ordinary people, can the film market maximize the exploration of new audiences.
With the increasing number of elderly people, how to bring this part of "new audience" back to the cinema should also be a question for filmmakers.
Jun Wei bluntly said that when his parents were young, they often went to the old auditorium-style cinema. With the development of the times, the number of old-fashioned cinemas has gradually decreased, and the film industry in China was in a downturn in the early 21st century, so the movie-watching habits of their generation were broken. At present, Junwei can clearly feel that his parents don’t have much emotional resonance with cinema movies. They also have a lot of inadaptability to modern directors’ narrative methods and expression techniques.
Yin Tengyu believes that with the industrialization of domestic films, the production level of domestic films has been continuously improved, and more and more excellent films can attract new audiences to enter the cinema. This is very important to enhance the confidence of the whole industry in the future development: on the one hand, it encourages the creative end to continue to deepen the content and continue to export fine products; On the one hand, it also stimulates the layout optimization of the terminal market, especially the cinema construction in the sinking market, forming a good cycle.
With the joint help of new and old audiences, the box office of the summer file in 2023 created a new high in China film history. China film market needs more new audiences’ support while cultivating more outstanding new directors and actors.
