On May 4th, the "Chinese Movie Audience Satisfaction Survey" for May 1st in 2023 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 results of the survey, the audience satisfaction score of the schedule movie was 83.3 points, which is the highest satisfaction value for the spring and May 1st schedules surveyed in the same period in recent years. The 7 films in the schedule survey all entered the "satisfactory" range (≥80 points), "The King of the Sky" led with 84.7 points, "Unfamiliar Life" and "Shocking Rescue" ranked second and third with a satisfaction score of over 83 points. three. The supply of scheduled films is sufficient, the themes are rich and diverse, and the volume is relatively balanced. The differentiated content structure brings diversified viewing choices to the audience during the "May 1st" holiday when cultural and tourism consumption is hot.
In 2023, the number of newly released films on the "May 1st" file will reach 18, which is the highest in the same period. The 7 films covered by the main satisfaction survey cover military, comedy, love, disaster, suspense and other diverse genres, fully satisfying the audience's detailed needs. According to the viewing needs, the overall creative quality has also been evaluated as "satisfactory" by the audience, and the satisfaction of each film exceeds 80 points. Among them, "King of the Sky", "Unfamiliar Life", "Shocking Rescue", and "Changsha Nightlife" have four films with satisfaction scores exceeding 82 points. The top ten of May 1st investigation films.
Air Force test pilots are known as the people closest to death in peacetime. "The King of the Sky" focuses on the air force pilots in the new era for the first time, telling the behind-the-scenes story of the birth of the latest fighter jet. The overall quality of the film has been highly recognized, with a satisfaction score of 84.7. Ranked first in the schedule. The advantages of the subject matter, visual impact, the audience's love for the young actors who played the leading role, and the full dedication of the main creative team in the announcement process kept the film's popularity high before the screening and during the "May 1st" period.
Travel and fireworks are important keywords for the "May Day" holiday in 2023. Both "Unfamiliar Life" and "Changsha Nightlife" are healing films created with daily life as the background, which are highly compatible with the current holiday atmosphere. "Unfamiliar Life" is the only comedy film in the schedule. The "truck trip" with laughter and tears made the audience heal easily. The audience satisfaction score was 83.3, ranking second in the schedule. "Changsha Nightlife" focuses on the city's customs and customs, echoing the hot topics of this year's "May 1st" holiday, with a satisfaction score of 82.3, but the film's too "straightforward" city naming may limit the audience to a certain extent.
The main survey films in the schedule include two industrial genre films "Shocking Rescue" and "Prosecutorial Storm" that are similar in type and style to the director's previous work, and both are adapted from real events. "Shocking Rescue" focuses on fire rescue. In terms of subject matter and cast, it is similar to "Heroes of Fire" released in the summer of 2019. The satisfaction score of the film is 83.2 points, which is 2.1 points lower than that of "Heroes of Fire". . "Prosecutors" is directed by Hong Kong director Mak Siu-fai. It is a creative exploration of Hong Kong style combined with mainstream themes. The satisfaction rate is 81.3 points, which is 0.5 points lower than the director's last film "Integrity" which is also about litigation and crime. These two films are relatively low in both the recognition of the titles and the fit with this year's "May Day" atmosphere.
Romance movies are an important type of just-needed genre in the spring and "May 1st" schedules over the years. This year's "May 1st" file conducted a survey on the two romance films "So Many Years" and "Say I Love You Countdown". These two films are both starring well-known young actors. "So Many Years" is the final chapter of August Chang'an's "Zhenhua Trilogy" produced by the youth romance film "label" Guangguang, with a stable and unified creative style Formed a certain support with the IP audience base, the film satisfaction score was 81.0 points; "The Countdown to Say I Love You" is a fantasy love work directed by Taiwanese director Lin Xiaoqian.
As of May 3, all 15 films in the Chinese Movie Audience Satisfaction Survey from March to May 2023 had a score of more than 80 points, and 11 of them had a score of more than 82 points. The demand for globalization is being gradually met through diversified supply.
The seven films surveyed on the "May 1st" file in 2023 have their own advantages in terms of creation. The satisfaction rankings of ordinary audiences and professional audiences are the same, but the differences are recognized by their respective audience segments. Judging from the ranking of evaluations, both ordinary audiences and professional audiences gave "The King of the Sky" the highest rating for the schedule, and at the same time, the evaluation rankings of the last three films with single-film satisfaction are also completely consistent; Among all the films, "Shocking Rescue" ranked third in terms of satisfaction. In addition, general audiences rated the comedy "Unfamiliar Life" relatively high, and professional audiences rated the relatively special "Changsha Nightlife" even higher. .
From the perspective of the film, the popularity of "The King of the Sky" and "Unfamiliar Life" ranked first and second in the schedule, and the relatively high degree of communication can improve the movie-watching atmosphere to a certain extent and activate Viewing potential, as of now, the cumulative box office of the two films has exceeded 500 million yuan. Among them, among ordinary audiences, "Unfamiliar Life" ranks first in the distribution mode index and is the only film with a score exceeding 80 points (80.9 points). The single-day box office of the film exceeded the schedule on the third day of the festival The first one. As for the other two films in the schedule, "Changsha Nightlife" and "Shocking Rescue" with satisfaction scores exceeding 82 points, although many subdivision indicators have been recognized by audiences at different levels, the indicators of communication methods are relatively low, and the film's high-quality word-of-mouth has not yet reached the target level. Reach a wider audience, thereby restricting the rise of the box office. This also shows that when the quality of the film passes the standard, how to trigger the audience's enthusiasm for sharing and dissemination through efficient publicity and distribution is still a difficult problem faced by all links in the industry chain.
On the whole, in the "May 1st" file in 2023 and the previous March-April film market, a sufficient and relatively balanced supply of high-quality films will help activate the potential of the market and further promote the overall recovery of the market. However, the popularity of traveling during the "May 1st" holiday is high, and the number of films in the schedule is fiercely competitive. How to optimize the rhythm, highlights and impact of publicity and release, and compete for the limited attention resources of the audience in a short period of time, so that the word-of-mouth of high-quality films can be effectively spread, is worthwhile. Practitioners think.
