On January 28, the working day of the seventh day of the Lunar New Year, the "Chinese Movie Audience Satisfaction Survey" for the 2023 Spring Festival was released. The survey was conducted by the China Film Art Research Center in conjunction with the data intelligence service provider Entrance. It is a comprehensive film evaluation system independent of box office, ticket sales and social networking sites.

According to The Paper reporter, this satisfaction survey uses methods such as on-site sample surveys in theaters, online surveys of front-line practitioners and experts, and big data capture and analysis to comprehensively evaluate domestic films with three major indexes: appreciation, ideology, and dissemination. , and introduce the freshness index to evaluate the innovation of the film. The survey samples are divided into two groups: general audience and professional audience, covering first-, second-, third-, and fourth-tier cities across the country. As of the Spring Festival in 2023, the Chinese movie audience satisfaction survey has completed 49 surveys.

The survey results show that the audience satisfaction score of the Spring Festival stalls was 87.1 points, a year-on-year increase of 1.8 points, which is the highest score for the Spring Festival schedule since the survey began in 2015, and also ranked third in the satisfaction of all schedules in the historical survey. The 6 films in the schedule survey all entered the "satisfactory" range (≥80 points), of which 4 films had a satisfaction score of more than 85 points ("Manjianghong" 88.4 points, "Wandering Earth 2" 88.0 points, "Deep Sea" 85.3 points, "Bear Infested: Stay with Me "Bear Core"" 85.2 points), the number is the most in the Spring Festival over the years.

2023 Spring Festival file satisfaction and historical survey schedule comparison

The 2023 Spring Festival file fully meets the audience's viewing needs with a diversified and professionally created film matrix. The first wave of the recovery of the film market.

Fast-paced, strong reversal, "hardcore sci-fi romance", four films with over 85 points of satisfaction

Compared with the same period in previous years, the types of films for the Spring Festival in 2023 are diverse and the professional characteristics of creation are highlighted, demonstrating the improvement of film workers' ability to control major schedules.

The six films surveyed in the schedule include not only comedy and animation genres that meet the needs of family viewing during the Spring Festival, but also cover suspense, science fiction, spy wars, history and other multi-theme elements, fully meeting the segmented viewing needs of the audience in the schedule. Among them, the suspenseful comedy "Man Jianghong" and the science fiction film "The Wandering Earth 2" ranked the top two in the schedule with 88.4 points and 88.0 points, and respectively ranked sixth and ninth in the satisfaction of 397 films in the historical survey.

"Man Jianghong" properly incorporates comedy elements into the fast-paced, strongly reversed suspenseful thriller story, conveys the mainstream values and family and country feelings of sacrificing one's life for righteousness, eradicating rape and eradicating evil in a relatively light way, and better balances commercial and artistic expression , was highly recognized by audiences during the Spring Festival stalls, and became the highest-grossing film directed by Zhang Yimou in mainland China.

"The Wandering Earth 2" shows the "hardcore sci-fi romance" in the Chinese context through realistic special effects and in-depth expressions. The level has made new breakthroughs, and the film satisfaction is 2.4 points higher than that of the previous work, leading Chinese science fiction films to a more mature stage of development.

2023 Spring Festival film single film satisfaction ranking

The satisfaction scores of the two animated films "Deep Sea" and "Bear Infested∙Bear Core" were 85.3 and 85.2 points respectively. Although the scores are not much different, their completely different positioning and creative styles satisfy different ages and different needs. Each type of audience needs to watch movies, and each has its own love. The adult-oriented "Deep Sea" uses the innovative "particle ink" technology to create a feast of visual effects under the sea, explores and portrays the "spiritual dilemma" with a calm and delicate style, and arouses high resonance. Unlike "Deep Sea" which focuses on "minority" groups, "Bears Infested" is the ninth series of big movies "Bears Infested·Stay With Me "Bear Core"" which focuses on the eternal theme of love and family affection. Over 10 years of warm companionship to young children has become a successful example of "precise customization" of exclusive IP during the Spring Festival.

In addition, the suspense drama "No Name" has a satisfaction score of 84.3 points. The overall expression of the film is restrained and depressing, heavy and affectionate, and the author's characteristics are higher than commercial elements; The comedy story is the only pure comedy work in the schedule. As a "Jelly Bean" movie, it brings relaxation and joy to the audience, but it is not as good as the young director/screenwriter Su Lun's previous work "Cohabitation in Time and Space" (satisfaction 82.1) points) there is a certain gap, the film satisfaction is 80.9 points.

The acting skills of the actors in "Manjianghong" are amazing, and the visual effects of "The Wandering Earth 2" are amazing

In the 2023 Spring Festival, different types of films will show their strengths. General audiences and professional audiences have similar overall evaluations of the films, but they each have their own preferences in the evaluation of subdivision dimensions. Satisfaction evaluations for the two films "Deep Sea" and "No Name" There is also an inversion in sorting.

From the perspective of subdivision dimension evaluation, in the general audience evaluation system, "Man Jianghong" received the highest score in the schedule in terms of story liking, main actors' performance, positive energy, and communication methods. The highest score in each index of sexuality and ideology. "The Wandering Earth 2" has received the highest praise from ordinary audiences in terms of visual effects, music effects, freshness, not boring, and profound thinking. Highest rating.

In the evaluation system of professional audiences, "Man Jianghong" got the highest score of 9 out of 11 indicators of appreciation and ideology. Among them, the performance of the main actors and the score of not boring all exceeded 87 points. The strength score is over 85 points. The visual effects, healthy and positive values of "The Wandering Earth 2" and the communication method of "Bear Infested∙Stay with me "Bear Core"" all scored the highest in the schedule. In addition, the visual effects of "Deep Sea" were given the second highest score by general audiences and professional audiences.

General audience and professional audience subdivided evaluation index score TOP2

Judging from the ranking of general audiences and professional audiences, "Man Jianghong" and "Wandering Earth 2" have been unanimously recognized by general audiences and professional audiences. It ranks seventh and sixth among historical survey films; the latter ranks ninth among historical survey films with a score of 88.1 points for general audience satisfaction and 85.5 points for professional audience satisfaction.

At the same time, the rankings of general audiences and professional audiences for "Bear Infested∙Stay with Me "Bear Core"" and "Exchange Life" are also consistent, ranking fourth and sixth respectively. What needs to be explained here is Chinese movies The audience satisfaction survey sample currently does not cover children under the age of 12. In terms of evaluation differences, ordinary audiences ranked third for "Deep Sea" and professional audiences for "No Name", and vice versa ranked fifth.

The 2023 Spring Festival file owner survey film general audience and professional audience satisfaction comparison

"Very good, very rich", the atmosphere of viewing and discussion continues to be hot

The diversified and high-quality film content of the Spring Festival in 2023 has been highly recognized by the market. With the strong support of high satisfaction, the audience's enthusiasm for sharing and dissemination is high, and the atmosphere of watching movies and discussing continues to be hot. In the survey, in response to the question "What do you think of the space for movie viewing options", the proportion of ordinary audiences and professional audiences who think that the movie viewing options are "very good and rich" is the highest since 2019.

2019-2023 Spring Festival viewers' cognition comparison of movie viewing options

Among the three major indexes of schedule satisfaction, the dissemination rate was 88.5 points, the highest among the three major indexes, a sharp increase of 5.8 points year-on-year. Among them, except for "Exchanging Lives", ordinary audiences scored more than 84 points for the communication methods of other films in the schedule, and professional audiences scored higher than 90 points for the communication methods of ordinary audiences. The sharing enthusiasm of the two films of "My "Bear Core" even reached a perfect score of 100 points.

2021-2023 Comparison of the Three Major Indexes of Satisfaction During the Spring Festival

During the Spring Festival, the atmosphere of movie viewing and discussion in the film market continued to be enthusiastic, and the audience’s active sharing and dissemination heated up the market. The box office trend of the schedule remained stable. According to incomplete statistics, the box office on the sixth day of the first day had reached 940 million yuan as of 22:00 that day, forming the most stable single-day box office curve for the Spring Festival stalls in recent years, and the overall performance is full of stamina.

2023 Spring Festival movie day box office trend comparison

As the first important period after the adjustment and optimization of epidemic prevention and control measures, as of 22:00 on January 27, the cumulative number of movie viewers from the first day to the sixth day of the Spring Festival in 2023 exceeded 128 million, an increase of 14 million compared with last year's Spring Festival schedule (from the first day to the sixth day of the Spring Festival in 2022). The total number of people on the sixth day of the new year was 114 million), the atmosphere in the theater market has picked up, and the theory that movie audiences have been lost is self-evident. The Chinese film market will welcome audiences back with more high-quality movies that meet the audience's viewing needs.