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As an ambitious leader in Chinese film production and marketing, Maoyan Entertainment held a press conference in Beijing on Wednesday to share insights on the performance of the domestic film market over the past year, and how the industry will develop in 2024. I predicted what would happen.
Zhang Bo, vice president of Maoyan Entertainment and president of Maoyan Pictures, speaks on stage at a press event held in Beijing on January 10, 2024. [Photo courtesy of Maoyan Entertainment]
According to the China Film Administration, China’s film market showed a strong recovery in 2023, with total box office revenue exceeding 54.91 billion yuan and total attendance reaching nearly 1.3 billion.
“Behind the numbers, what made us even happier was seeing the success of more diverse films,” said Zhang Bo, vice president of Maoyan Entertainment and president of Maoyan Pictures. Ta. “Furthermore, we found that the number of high-quality films that received both positive word-of-mouth and box office success has increased, increasing the credibility of the Chinese film market in the minds of audiences. Now, people are willing to spend the money and the two hours it takes to watch a movie in a theater, which will ultimately drive the ecosystem and future development of the industry. ”
Maoyan is China’s leading platform for ticket sales, box office revenue tracking, and big data analysis, as well as an entertainment company involved in the production and marketing of film projects. During last year’s record-breaking movie season, Mao Yan actively contributed to the success of numerous hit films. These include box office champion Full River Red, released during last year’s Chinese New Year, as well as summer releases Creation of the Gods I: Kingdom of Storms and Never “Say Never” is included. In addition, Maoyan is “Johnny Keep Walking!” “Shining for One Thing” was released at the end of the year. Of the top 10 grossing films in 2023, Maoyan produced seven of them, five of which he served as the main producer, and four of which he oversaw marketing.
Mr. Chan shared examples of the company’s incredible success through innovative solutions for film marketing and promotion. For example, director Zhang Yimou’s Full River Red employed a suspenseful and interactive marketing strategy, leveraging the power of apps, online and offline integration, and live streaming to promote Creation of The Gods I: Kingdom. of Storms” conducted an intensive roadshow. , trending topics, variety shows, short videos, and various other technologies, approaches, and solutions. Recently, by organizing the “Shining for One Thing” movie event, we not only increased the celebration and festive mood of young audiences for the new year, but also the symbolic snowflakes of the movie and its related online series. I recreated the scene. Artificial snow will be scattered inside the theater. For “Johnny Keep Walking!,” we planned a special screening and an online discussion to resonate with as many white-collar people as possible.
The future is bright. At the press conference, Maoyan presented a list of 40 future film projects for 2024, including director Han’s long-awaited “Pegasus 2”, which is scheduled to be released during the upcoming Chinese New Year holiday.
Liu Peng, director of Maoyan Research Institute, emphasized that the box office revenue in 2023 will reach the peak in four years, and the overall market performance is worthy of praise. Significant year-on-year increases in box office revenue and attendance have significantly increased confidence in the industry.
Mr. Liu believes that behind the continuous improvement of the market is the joint efforts of all parties in the industry working together to promote the sustainable development of the film market. Through the implementation of policies such as public welfare screenings and continuous subsidies from the special fund for the development of the film industry, the habit of watching movies has been effectively cultivated among the audience. On the supply side, as content creators accurately grasped audience demand, many excellent domestic films in a variety of genres were produced, and the average number of movie theater admissions per person increased significantly compared to the previous year. . In terms of promotion and distribution, several films are exploring diverse marketing strategies and selective release methods, further increasing the demand for tickets.
At a press event held in Beijing on January 10, 2024, Liu Peng, director of the Mao Yang Institute, looks back at the highlights of the Chinese film market over the past year. [Photo courtesy of Maoyan Entertainment]
In terms of content, Maoyan’s research points to the growing empowerment of women in society and shows that viewers are increasingly interested in nuanced and diverse portrayals of female characters. Globally, ‘women’ and ‘gender’ issues have emerged as important trends in film and television content, with ‘Barbie’ taking the title of world box office champion in 2023. In Japan, movies that center on female characters are attracting attention. For example, “Lost in the Stars” and “The Last Suspect” received widespread attention. Another notable trend last year was the popularity of realistic dramas inspired by social themes that resonate with the general public, such as No More Betts.
“Whether it’s the success of women-centered films or the popularity of topical films, these reflect audiences’ growing interest in the connection between film content and their own lives,” Liu said. In the face of rapidly changing market conditions, he added: , the film industry must focus on the audience, continuously innovate, and iterate in a timely manner.
Li Rui, head of the Maoyan Pro app, talked about how the company has invested heavily in artificial intelligence to help predict box office results and generate content and approaches for movie marketing. . We are also introducing innovative features such as exclusive cloud screenings, allowing filmmakers, partners, and movie fans to collectively purchase virtual screenings online and distribute tickets to invite friends. I did. Attendees can redeem these virtual tickets for physical screenings at their convenience. Maoyan also acts as a promoter of the selective release model, connecting interested distributors with theater chains.
Other new features, based on Maoyan’s big data platform, introduce a search function for registering film projects with China’s film authorities, box office maps showing market competition, profiling of ticket buyers, and real-time city box office reports. Service has been introduced. Highlights and achievements of mid- and low-budget films. In addition, Maoyan is also expanding into the field of his TV series and plans to provide more indicators for TV and online series marketing.
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