As the box office of many films has greatly exceeded expectations, since late June, the summer vacation has changed from the previous "cold" state and has continued to heat up.

On July 16, the 92-day 2023 summer vacation officially passed halfway. The cumulative box office in the first half of this year's summer vacation reached 8.8 billion yuan, setting a box office record in Chinese film history.

"It's true that the summer schedule is quite good. At the beginning, "The Missing Her" performed well, but I didn't expect "In the Octagonal Cage" and "Three Thousand Miles of Chang'an" to explode, and good movies came one after another. "Three Thousand Miles of Chang'an" Such a long animated movie (168 minutes) can sell so well, and the whole market is on fire." Wen Te, a well-known film blogger, told the Securities Times·e company reporter.

"Originally, the box office performance of large-scale schedules has been relatively good for so many years, but the summer schedule is a little weaker. But this year, the summer schedule has 'come back'." Winter lamented.

For many practitioners, this year's summer holidays are a bit caught off guard.

In early June, the start of the summer vacation continued the cold state of the first few months of this year.

By mid-June, the single-day box office on weekdays was as low as 30 to 40 million yuan, and the box office on the weekends of June 17 and 18 was only slightly more than 100 million yuan.

But "She Who Disappeared", which was released on June 22, quickly broke this situation. The market climbed to 316 million yuan that day, of which "The Missing Her" won about 160 million yuan at the box office. At present, the latest box office of "She Who Disappeared" is close to 3.4 billion yuan.

The following "In the Octagonal Cage" almost copied the trend of "She Who Disappeared". At present, the box office of the film is close to 1.6 billion yuan, and Maoyan Professional Edition predicts that the box office of the film will exceed 2 billion yuan, significantly exceeding expectations.

"Thirty Thousand Miles of Chang'an", which was released on July 8, was originally an animation that received little attention. However, the film unexpectedly won by word of mouth. At present, the cumulative box office has exceeded 750 million yuan, and the estimated box office is close to 1.5 billion yuan.

"The improvement of the situation before and after the summer file this year is mainly due to the strong pull of several blockbuster films, especially "The Disappearing She", as the first blockbuster film of the summer file, has attracted many audiences into the theater, and let The topic of movies has returned to people's lives." Zhu Yuqing, director of the China Film Foundation's investment and financing special fund and founder of Juyinghui, told a reporter from Securities Times·e Company.

"If the topic of movies cannot enter everyone's daily life, it will be difficult for the movie market to revive, so I think "The Missing Her" is indispensable. The second is "In the Octagonal Cage" and "Thirty Thousand Miles of Chang'an" The films have achieved a counterattack, which has played a very important role in promoting the overall rise of the market." Zhu Yuqing said.

According to data from the Beacon Professional Edition, the total box office for the first half of the 2023 summer vacation (June 1 to July 16) will reach 8.8 billion yuan, exceeding the 7.316 billion yuan in the same period in 2018 and the 6.916 billion yuan in the first half of 2019. Yuan, greatly breaking the box office record for the first half of the summer file.

Among them, the movie "She Who Disappeared" also surpassed "I'm Not the God of Medicine" with a box office of 3.363 billion yuan, surpassing the 2.543 billion yuan of "I'm Not the God of Medicine", becoming the box office champion in the first half of the summer season of Chinese film history.

The Top Consulting report shows that in the 28th week of 2023 (July 10 to July 16), the total box office of domestic movies was 1.851 billion yuan. The market continued to be strong this week, and the box office has surpassed 2019 for four consecutive weeks same period.

The performance in the first half of the summer file laid a solid foundation for the box office in the second half.

With the outbreak of the box office in the first half, many people in the industry have also raised their expectations for the entire summer. "Expectations must have increased a lot. Now the box office has reached more than 8 billion. Now it looks at least 16 billion to 17 billion yuan." Winter told reporters.

"Before I thought that some films might become dark horses, earning more than one billion at the box office, but "The Missing Her" sold more than three billion, and "In the Octagon" was almost two billion. I hope that the following films can be picked up , especially "Fengshen Part I" and "Super Family" were originally the seed contestants of the summer file." Winter told reporters.

Judging from past experience, the market heat in the second half of the summer vacation may be even higher. In recent years, some high-grossing films were produced in the second half of the summer schedule.

Winter also said that the movies in the second half of this year's summer schedule are indeed "more intense", but the competition for the schedule will be more intense than the first half, so the box office may not be much higher than the first half.

Lighthouse Professional Edition data shows that there are still 33 films to be screened in the second half of this year's summer vacation. "Fengshen Part I" will be released on July 20, and "Super Family" will be released one after another on July 21. This year's summer movie viewing climax may follow.

Recently, "The First Part of Fengshen" led by Beijing Culture has started to be screened, and it has aroused heated discussions in the industry. Wen Te, who has watched the film, told reporters that many years ago, domestic films of this kind performed very well at the box office, and "Painted Skin 2" broke the record in film history, but in recent years, some films with relatively large investment have "overturned". .

"In general, there are relatively few such genres and themes. If word of mouth is better, the market for this type of film may be reactivated," Winter said.

On July 17, "The Super Family" starring Shen Teng and Allen held a grand premiere ceremony in Beijing, and the scene was very lively.

"I came to attend the premiere of "Super Family" today, and the lineup was very hot. There will be "Fengshen Part 1", "Enthusiasm", "Megalodon 2", "Assassination Storm", "School Dad" and so on. Being favored by the industry, I think this year's summer season may create a miracle, and the box office is expected to exceed 40 billion yuan at the end of the summer season, and I am very much looking forward to it." Zhu Yuqing said.