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as the last movie ticket was spit out from the ticket machine on august 31, the 2024 summer movie season came to an end.

according to data from lighthouse professional edition, the total box office for the summer season from june to august this year was 11.643 billion yuan, and the total number of moviegoers was 285 million.

among them, "catching dolls" starring shen teng and ma li took the lead with a box office of 3.26 billion yuan and won the summer box office championship; the second-ranked movie "the silent war" had a box office of only 1.35 billion yuan, and the third place was the imported film "alien: taken" with a box office of 660 million yuan.

this figure is almost half of the overall box office of 20.63 billion yuan in the 2023 summer season, and the gap is really too big; but judging from the recent mixed film market, perhaps this figure is not surprising.

"catching dolls" stands out, "real fire" and "fake fire" are both good from the results

it rained a lot this summer, and the continuous rainfall could not extinguish the summer heat, but the hearts of many people working in the film industry were probably "chilled to the core."

"catch the dolls", the 2024 summer box office champion, has earned 3.265 billion yuan in box office since its release on july 16. it has not only become the top1 of the summer movie, but also successfully ranked third in the 2024 annual box office so far, closely following "hot" (3.46 billion yuan) and "speeding life 2" (3.398 billion yuan).

ma li, one of the leading actors of "catch the dolls", said at the premiere: "ten years ago, when "charlotte's troubles" was released, not many audiences knew us. ten years later, we are standing here, and everyone is looking forward to us."

the success of "catching dolls" is certainly due to the reputation and traffic of the leading actors shen teng and ma li, but the most important thing is that the film targets the current problem of "raising children" and faces the social dilemma that "raising children is difficult, and raising children well is even more difficult". it has jokes, reversals, and is down-to-earth. both parents and children can find resonance in it, and it caused heated discussions on the internet for a while.

the hit movie "catch the doll" was thought to be the beginning of the summer season, but it turned out to be the "end". before and after "catch the doll", except for the sudden suspense film "the silence" and the imported sci-fi film "alien: taken", this year's summer season movies can be described as "dismal".

"under the aliens", directed by wuershan and adapted from a well-known chinese comic, only earned a little over 100 million yuan at the box office; xu zheng's highly anticipated new film "reverse life" had a mediocre box office; even "a small shop at the edge of the cloud", which won the pre-sale box office champion in the summer season, only earned less than 500 million yuan at the box office, far below industry expectations...

these movies may have been hotly searched and had continuous traffic in the early stage, and the audience's expectations were full. under the heated discussion, it seems that a kind of illusion that "this movie will definitely be a hit" is created. however, "it's a mule or a horse that is taken out for a walk", after the release, the audience's reaction is real, the box office results are also real, "real hit" and "fake hit" are obvious at a glance.

more than 30 films scheduled for september, "emotion" is the key word for watching movies

the summer vacation has just ended, and the mid-autumn festival is coming. this year's mid-autumn festival is finally "alone", separated from the national day. the three-day holiday is not only the first choice for many people to go out and relax, but also many films have taken advantage of this opportunity.

as of now, more than ten films have been scheduled for the mid-autumn festival, including "the wandering earth 2", "i am nezha 2: hero returns", "everyone is a suspect" and other highly anticipated popular films.

generally speaking, the mid-autumn festival is not as popular as the summer and national day seasons, but it also has its own unique advantages. the family viewing atmosphere is strong and the box office potential is relatively stable... in this case, animations and "family-friendly" films targeting children and families can easily stand out.

but from the actual situation, the mid-autumn festival schedule is blocked by "wild child" starring wang junkai, deng jiajia and others, and the national day schedule with many blockbusters already scheduled is eyeing it. whether "breaking through the siege" can become a reality remains to be discussed.

it is reported that more than 30 films have been scheduled for release in september. the concentrated release of these films reflects the industry's expectations and efforts for the market recovery. however, looking back at the performance of the summer season, the phenomenon of the market cooling down cannot be ignored. the 2024 summer season may be just a microcosm of the film market throughout the year. this is not only a problem of a single season, but also a concentrated reflection of the deep-seated contradictions in the current film industry.

on september 1, lighthouse research institute released the "2024 summer movie market insight report", which analyzed the supply and demand relationship of the summer movie market from a professional perspective. the report pointed out that it is necessary to understand "audience needs" from the "movie-watching experience", and laughs, tears, reversals, and shocks have become the four key words of the audience's movie-watching experience.

"catch the doll" is hilarious and touching, "the silence" is full of suspense and twists and turns, and "alien: resurrection" became a hot topic because it scared children, but it immediately attracted many young people who prefer excitement. looking at these leading films in the summer season, we can find that what they have in common is that they capture the emotions of the audience.

compared with other audio-visual media, the big screen in cinemas provides consumers with a unique immersive viewing experience and a social activity venue that strengthens emotional connections. at the same time, for many viewers, cinemas have become a haven to escape from daily stress and seek spiritual comfort. here, they can temporarily forget their troubles, release stress, get healed, and gain emotional satisfaction and pleasure.

on the contrary, some movies are boring, the plot is predictable, and even the sentimental parts are contrived because they have no emotional basis. when watching such movies, although you may not leave the theater because of the high ticket price, in the eyes of the audience, the plot on the screen may not be as interesting as the popcorn bought by the neighbor.

from the demand side to the supply side, the core value of movies lies in telling stories, conveying emotions and triggering resonance. although pre-marketing can increase the popularity of the film and the audience's expectations to a certain extent, what can really attract the audience to the theater and leave a deep impression is the quality and content of the film itself.

in the film market, the audience is king. only by carefully polishing every detail and creating truly infectious and influential works can we stand out in the fiercely competitive film market and win the love and recognition of the audience.

rather than delving into marketing strategies, the key point that the filmmakers should consider and work hard on is how to connect with the audience's emotions in just two hours, so that the audience can resonate with the characters under the impetus of the plot and experience joy, anger, sorrow and happiness together. (reporter xu yitong of zhengguan news)

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