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2019年642億票房,優質內容是剛需
2020-01-11 18:48   来源:  www.kenclickrich.com   评论:0 点击:

2019年642億票房,優質內容是剛需在刚刚过去的2019年,虽受全球经济低迷、网络电影、短视频等多媒体视听业

  在刚刚过去的2019年,虽受全球经济低迷、网络电影、短视频等多媒体视听业态高速发展的影响,电影行业内部也迎来深层次的结构性调整,中国电影市场的增速较为缓慢,整个行业仍克服重重困难,以创作为中心的发展路径更加明确。去年年底收获了642亿的成绩单,但这个数字背后也留给了市场很多思考,例如观影人次上升幅度变小、四大档期战绩显赫、国产电影扬眉吐气……去年是中国电影市场更趋于成熟和完善的一年,充满了艰辛与振奋,新京报从全方位解读2019年的电影市场,探讨电影市场的经验与前景。

In the past 2019, despite the impact of the global economic downturn, the rapid development of multimedia audio-visual industry such as online film and short video, the film industry has also ushered in a deep structural adjustment, the growth rate of the Chinese film market is relatively slow, the whole industry still overcomes many difficulties, the creation-centered development path is more clear. At the end of last year,64.2 billion transcripts were collected, but this number also left a lot of thought behind the market, such as the increase in the number of people watching the film has become smaller, the four major stage of the war outstanding, home-made films raised eyebrows. Last year was a more mature and perfect year for China's film market, full of hardships and excitement, Beijing News from the full interpretation of the 2019 film market, to explore the experience and prospects of the film market.

  分档期来看,2019年的几大档期对于去年的总成绩的抬升效果明显,这些档期的共同发力无疑为全年总成绩的达成提供了强大助力。随着几大档期内观影人次持续上涨,占全年总观影人次的一半,看得出来,观影越来越成为人们不可缺少的娱乐方式。春节假期,中国内地电影票房达亿元,在春节档带动下,2月份中国内地电影票房超110亿,占全年总票房近两成,创全球影史单市场单月票房新高。暑期档《哪吒之魔童降世》实现了传统文化创造性转化和创新性发展;十一国庆档期间,在《我和我的祖国》《中国机长》《攀登者》等主旋律影片强力拉动下,电影票房突破50亿元,超过1亿人次观影,呈现翻倍增长,拉动了去年档期观影人次的增长,也成为史上最强国庆档,远超2018年的亿元票房。

In terms of the grade period, the 2019 big grade period for last year's total results to lift the effect is obvious, these grades of joint efforts to provide a strong support for the achievement of the year's total results. As the number of people watching the film continues to rise in several major periods, accounting for half of the total number of people watching the film throughout the year, it can be seen that watching the film is becoming more and more an indispensable form of entertainment. During the Spring Festival holiday season, China's mainland film sales amounted to 100 million yuan, and in February, China's mainland film sales exceeded 11 billion, accounting for nearly 20% of the year's total box office, hitting a single-month high in the global film history sheet market. During the 11th National Day, the film grossed more than 5 billion yuan, more than 100 million people watching the film, doubling the growth of last year's film viewing, and becoming the most popular celebration in the history of the country, more than 100 million yuan in 2018.

  从影片类型上看,动画类型电影成为去年最大亮点,数量、票房齐上涨。艺恩数据显示,按影片类型统计,截至11月30日,去年上映动画电影66部,比2018年增加13部,上映剧情片216部,比2018年增加78部。动画片的平均单片票房从亿元上升到亿元,即使除去《哪吒之魔童降世》50亿元的票房,其平均单片票房依然正增长。另外,科幻电影成为另一个类型热点,此前中国电影市场的科幻片一直被好莱坞大片霸占,直到去年春节档《流浪地球》以46亿的成绩创造了国产科幻电影的巅峰。次之,青春片遇冷是这几年市场的常态,早前凭借流量明星和千篇一律题材受宠的青春爱情剧情片票房成绩接连下滑,直到暑期档一部直面校园暴力等社会现实议题的《少年的你》大爆,一举拿下15亿的成绩,重新燃起了业内对青春片的希望;越来越多的国产现实主义题材也凭借过硬的口碑获得高票房。此外,喜剧片数量和单片票房都有所下滑,动作片单片票房亦有下滑。

In terms of film types, animated films became last year's highlight, with the number and box office rising. As of November 30,66 animated films were released last year, an increase of 13 over 2018 and 216 feature films by type of film, according to data. The cartoon's average single-chip box office rose from 100 million yuan to 100 million yuan, even though the box office of \"Nezha's Magic Child \"5 billion yuan, its average single-chip box office is still growing. In addition, sci-fi films have become another type of hot spot, after chinese film market sci-fi films have been dominated by hollywood blockbusters until last year's spring festival hit wandering earth with 4.6 billion results to create the peak of domestic sci-fi films. Secondly, the youth film is the normal market in recent years, with the flow of stars and the popular theme of the youth love drama movie box office has fallen, until the summer file a face to the campus violence and other social issues of the \"youth you\" explosion, a 1.5 billion results, rekindled the industry's hope for youth film; more and more domestic realism theme also with a strong reputation for high box office. In addition, the number of comedy films and single-chip box office has declined, action film single-chip box office has also declined.

  随着电影市场的进一步扩容与发展,优质的内容越来越成为发展与票房收割的关键,多数专家认为,如今电影质量的好坏越来越明显且直接快速地反映在票房表现上,优质内容成为市场发展核心驱动力越来越得到印证,票房分析师罗天文表示,去年整体来说票房前十名的电影都具有很强的口碑,其中不乏诞生了《哪吒之魔童降世》(豆瓣评分分)、《少年的你》(豆瓣评分分)这类爆款,这些电影的票房贡献了超过65%,头部高口碑效应愈加凸显,从而也进一步加速了票房两极化,质量不好的电影不到一两天就会被市场和观众淘汰。观众对影片的评价也从以往的明星加持、特效护体、画面华丽变成了剧情经得起考验、内容经得起推敲,单片爆款凭借强硬的题材带动其他题材突破,优质的口碑逐渐发酵创造更多可能。

With the further expansion and development of the film market, quality content is becoming more and more the key to development and box office harvest, most experts believe that the quality of the film is becoming more and more obvious and directly reflected in the box office performance, quality content is becoming the core driving force of market development more and more confirmed, box office analyst Luo Tianwen said that last year, the top 10 films in the box office as a whole have a strong reputation, including the birth of \"Nezha magic child \"(Douban score),\" juvenile you \"(Douban score) this type of popular style, these film box office contributions more than 65%, the head tablet effect is more prominent, thus further accelerating the box office polarization, the quality of the film will be eliminated by the market and the audience. The audience's evaluation of the film also from the past star blessing, special effects protection, gorgeous picture into the plot can stand the test, the content can stand the scrutiny, single-chip popular style with tough theme to drive other themes breakthrough, high-quality word of mouth gradually ferment to create more possibilities.

  目前,中国电影市场的银幕数已经接近7万大关,银幕数量的增长是市场活跃和积极的标志,同时也反过来进一步刺激和推动了市场的发展,培养了观众的观影习惯和热情。从事多年院线工作的院线经理李玉霖说,看电影越来越成为人们的一个重要的娱乐休闲生活方式,改编自真实事件的《烈火英雄》和现实主义题材的《少年的你》在各自档期的激烈竞争中成为爆款,显示出观众的观影选择更加多元化。有从事动画电影制作的导演称《哪吒之魔童降世》的爆红对于动画电影有帮助,但目前来看更像阶段性的现象,动画制作的融资依旧很难。李玉霖提到,头部影片和爆款可遇而不可求,腰部内容才是市场基石,“要诞生一部爆款是很难的,全年赚钱的电影也不是很多,投资方越来越趋于小而精的投资,总体投资量也在下降。”

At present, the number of screens in the Chinese film market is close to the 70,000 mark, and the growth of the number of screens is the symbol of the market activity and positive, but also in turn further stimulate and promote the development of the market, and cultivate the audience's viewing habits and enthusiasm. 'It's becoming more and more an important entertainment and leisure lifestyle,'says Li Yulin, a line manager who has worked for many years.'The \"Fire Hero\" adapted from the real story and the realistic theme \"Young You\" have become popular in the fierce competition of their respective seasons, showing that the audience's choice of viewing is more diverse. There are directors engaged in animation film production called \"Nezha's magic child world\" explosion of help for animated films, but now more like a stage phenomenon, animation production financing is still very difficult. Li mentioned that head film and popular style cannot be met, waist content is the cornerstone of the market,\" to give birth to a popular style is very difficult, the year is not a lot of movies, investors are becoming smaller and more sophisticated investment, overall investment is also declining.\"

  2019年的中国电影关键词,“改档”是其中之一。进口片档期表现平稳,国产片改档、撤档现象较多,如暑期档《小小的愿望》、《八佰》临时撤档,不少影片从延期上映、提前上映,到临时撤档、空降定档,再到改档之后又辟谣,反反复复的档期变动背后有各种原因。“对于市场和观众来说,这些频繁的变动只会带来宣发资源的大量浪费和观影的混乱。”电影市场专家蒋勇表示,“频繁的档期变更仍体现出影片发行方和市场环境及机制方面的不够规范,给院线排片造成很大程度的困扰。”另外,从去年的电影预售规划情况来看,点映口碑对于影片后续上映也有显著的影响。同时,越来越多的电影也开始开启预售,首日预售票房占比更是由2018年的36%提升至37%。

The key words of the Chinese film in 2019,\" changing gear \"is one of them. The imported film period performance is stable, domestic film shift, withdrawal phenomenon is more, such as summer file \"small wish \",\" eight hundred\" temporary withdrawal, many films from the extension of release, early release, to the temporary withdrawal, airborne fixed file, and then to the change of file after the rumors, repeated changes in the file period behind a variety of reasons. \"For the market and the audience, these frequent changes will only lead to a lot of waste of publicity resources and chaos in viewing.\" Jiang yong, a film market expert, said:\" frequent schedule changes still reflect the film distribution and market environment and mechanisms are not standardized, causing a great deal of trouble to the cinema line.\" In addition, from last year's film pre-sale planning, point of view word of mouth has a significant impact on the film's subsequent release. At the same time, more and more films are starting to sell, with the first-day box office up to 37% from 36% in 2018.


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