Expert analysis： Can the ＂post-New Year’s Day schedule＂ successfully deliver the Spring Festival file？

Special feature of 1905 film network The New Year’s Day slot ended with a total box office of 1.02 billion, but the afterheat of four main films of the New Year’s Day slot still lingered. In the next two weeks, we ushered in a number of new films of different types to be centrally booked as the transition period after the New Year’s Day slot. Will the "post-New Year’s Day slot" make a good start for the upcoming Spring Festival slot?

Every year, there is a slot between New Year’s Day and Spring Festival, which is close to one month. This slot is not popular in the traditional sense, but as a transition between the two big slots, many films with relatively less outstanding sales will choose to be released at this time.

Wu Yanyu, a film critic, mentioned: "Last year and the year before last, many domestic films were in a state of backlog, which was a stock, and it was also a storage period, so many films would choose to be released at this time. These films may be’ small and beautiful’ and don’t expect to be an explosion, but you can take a look at this schedule. "

Because it is during the winter vacation, the largest number of films released after the New Year’s Day this year are cartoons, such as those produced by Disney, and animated movies that have assembled many classic animated images in China.

For the "off-season" of this film market, there are also many small and medium-sized films, which are chosen to be released at this time: for example, the film with the theme of Northeast China, the first Chaoshan family comedy film, and the film focusing on ice and snow sports.

Among many films, as the first Hollywood blockbuster in the new year, it was the first to announce the final file, and now the number of people who want to see it has reached hundreds of thousands. The IP "Matrix" has a broad audience base, and it is also the only Hollywood blockbuster in this schedule. Can "Matrix Restart" set off a movie-watching craze?

Wu Yanyu is not optimistic about the box office performance of "The Matrix Restart": "On the one hand, the word-of-mouth of the film has slightly collapsed overseas, on the other hand, it has chosen a very bold distribution method, and the network is synchronized. This time, basically, it can be said that the bottom has been seen overseas, but because the audience base is indeed relatively large, the basic film should still be able to be maintained. It is really difficult to predict whether more people can enter the cinema by word of mouth. "

Every year after the New Year’s Day, New Year’s Day movies are the main growth force of the box office. This year, both "Hug You Through the Winter" and "Hug You Through the Winter" have a strong box office appeal, including the fact that the film continues to release materials on Tik Tok and other social platforms. It can be seen that the film still hopes to get more long tail effects in the future.

At the same time, the Spring Festival movies can be said to be menacing. So far, eight films of different types have been booked for the Spring Festival, and then there will definitely be a flood of promotional materials, which will impact the popularity of the films released in mid-January to some extent.

Huang Xiaomin, deputy director of the marketing department of UME Film Group, a Chinese cultural cinema line, mentioned the film arrangement in this schedule: "It will be relatively stable after New Year’s Day and before the Spring Festival. Now, January is definitely dominated by richness, and Hollywood blockbusters will definitely give themselves a reasonable space, especially on weekends. In terms of film arrangement, it will also give the family audience a certain space, and more customers will put the viewing opportunity on the Spring Festival later. "

For films after New Year’s Day, it is actually better for the overall market if the market can keep the two movie-watching enthusiasm of New Year’s Day and Spring Festival in a relatively stable state. However, from the perspective of the overall film market and the broader market, it is not the big schedule that leads to high box office, but there are also excellent films between the big schedule and the big schedule, and there are also relatively less cold market situations, which is more beneficial to the China film market.