According to Beacon Professional Edition, as of 21:00 on January 1, the box office for the 2024 New Year's Day period (December 30, 2023-January 1, 2024) reached 1.517 billion, setting a new record for the New Year's Day box office in Chinese film history. The Chinese film market in 2024 A good start! "Twinkle Twinkle Star" "The annual meeting cannot be stopped!" ”, “Goldfinger”, “Stealth” and “If You Are the One 3” rank among the top five at the box office.

Compared with the 550 million box office for the entire New Year's Day period in 2023, the New Year's Day period in 2024 has nearly quadrupled, and on December 31, 2023, the total box office for the New Year's Eve period also set a new record and exceeded 700 million yuan.

From the number of new movies being released, to the unique tactics each company uses to announce and release, to the unique marketing tactics used by theaters, the audience has done enough preparations to match the sense of movie rituals. This New Year's Day schedule can be called "crazy." . New and old filmmakers are working together to bring blockbuster masterpieces, and new ways of playing movies have entered cinemas to further activate the social nature of offline viewing, which have become important reasons for the good start of this year's New Year's Day.

Data source: Lighthouse Professional Edition

"Snow resort" is embarrassing, "annual meeting" counterattacks

The biggest contributor to the popularity of the New Year's Day release is undoubtedly "Twinkle Twinkle Star". The film earned more than 600 million in box office in three days. Beacon analyst Chen Jin said that the single-day box office of "Twinkle Twinkle Star" on the New Year's Eve holiday accounted for 44.6% of the overall box office. This is also the first New Year's Eve movie to break 300 million. Film. The film performed amazingly in the pre-sale stage, with a score of over 300 million, making it the pre-sale box office champion in 2023. It can be seen from the background user data that the film is deeply loved by young female audiences, with nearly 60% of the audience aged 24 and under. It is also the film with the highest proportion of young audiences aged 24 and under in 2023.

However, it is worth noting that this movie, which was the most popular on New Year's Day, also saw the most obvious box office decline during the period. The three-day box office trends were 220 million, 320 million and 50 million respectively. There is a five-fold difference in box office from December 31, 2023 to January 1, 2024. A large part of the reason is the collapse of the film's reputation.

This fan-oriented movie, which was originally aimed at viewers of the series, was released to the mass market. Most viewers who lacked understanding of the characters in the film could not sympathize with it. Although the fantasy settings of parallel universes and time travel were added, and the procrastinating and chronicle plot and Forced reversal still cannot make most people buy it. There is even a significant proportion of drama viewers who are dissatisfied with the "sugar" in the movie.

The snowy creative idea that stole the show during the pre-sale stage sold out so much that many theaters purchased their own snow machines or snow cans to join the "snowing" bandwagon. However, the final implementation effect was completely different due to the specific facility conditions and implementation capabilities of each theater. On the first day of the film's release, the entry "Awkward in the snow" once topped the list of hot searches on Weibo.

It is reported online that some theaters are experiencing embarrassing snow conditions

On January 1st, "The Annual Meeting Can't Stop!" starring Dapeng and Bai Ke! 》 overtaken the counterattack and became the single-day box office champion, and also swept the "Grand Slam" of various indicators such as the number of movie viewers, attendance and pre-sales on that day.

As the only film to open a large-scale advance screening on New Year's Day this year, the film demonstrates its confidence in its own quality even though the pre-sale popularity is not optimistic. The Douban score has risen from the initial score of 8 to the current score of 8.1, which also proves that the film has made a counterattack based on word-of-mouth.

Data source: Maoyan Professional Edition

Judging from the box office analysis data, the theme of "workers" is more suitable for office workers in first-tier cities. The top three box office rankings of the film are Beijing, Shanghai and Shenzhen. At the same time, "The Annual Party Can't Stop!" " also became the box office champion in Beijing's New Year's Eve this year.

Collective "revitalization" activates the social attributes of the theater

I have to admit that it is difficult to attract audiences to the cinema these days without some innovation. There are many entertainment activities during the holidays. If the reason for going to the cinema is just to watch a movie, it will seem a bit thin during this New Year's Day.

Ever since the love movie "Twinkle Twinkle Star" launched its pre-sales, which sold out in the snow, the minds of film promoters have been opened up. New Year's Day film promoters have joined the ranks of "organizing work" ——

In addition to the snow field in "Twinkle Twinkle Star", the rich field in "Goldfinger" gives away a golden bucket of popcorn, with the slogan "The first bucket of gold in the new year, a bucket of riches"; "Stealth" At the lottery venue, the audience can take back their lottery tickets to redeem their own prizes; at the disco support venue of "Taylor Swift Era Tour", the audience can bring light-emitting bracelets and hand lamps to the theater to enjoy the fun. The fans sang happily together; "The annual party can't stop!" 》The beer hall distributes beer to the audience, and they can drink beer while watching the comedians' National People's Congress Gala; and "If You Are the One 3" even set up an orange field, using the homophones of non-"Orange" Do Not Disturb to add new baggage to the audience outside the screen. .

Video promotion content of the whole job

It is worth noting that as a movie that combines the two major festival "rigorous" genres of "romance" and "comedy", "If You Are the One 3" did not perform satisfactorily. As the pioneer of Lunar New Year movies, Feng Xiaogang returns to the big screen this time, bringing "The Big Killer" full of sincerity and emotion. The film constantly flashes back to the scenes and characters of the national love comedies, but the new generation of young people of viewers no longer buy it. As of January 1, the box office of "If You Are the One 3" has dropped to even lower than "old movies" such as "The Third" and "Aquaman 2".

As a box-office veteran, the dedicated Andy Lau presents two Hong Kong film masterpieces to the audience on New Year's Day: "Goldfinger" with his old friend Tony Leung Chiu-wai once again "falling in love" after 20 years; and "Stealth" 》played a long-lost villain, embracing the Internet and playing dark web and live broadcast drug trafficking in a graceful manner. The two films are also evenly matched in terms of box office performance, with both earning a good box office of over 200 million. Although they are not big hits, steady performance is also a consistent feature of Hong Kong films in popular periods.

The hot start of "Taylor Swift: The Age of Concert Tour" provides new ideas for leveraging the social attributes of cinemas. The film studio has chosen a release date of December 31, 2023, and the peak theater screening time is at 21:17, which is just enough for the audience to see the fireworks blooming on the big screen when the New Year's bell rings. This concert movie grossed over 40 million at the box office on its first day. The audience celebrated the New Year together in the theater, and the warm atmosphere brought a unique warmth to the theater.

Viewing scene of the New Year’s Eve concert in the Thousand-person Hall of Shanghai Cinemas