Box Office, Person-time and Number of Plays all set new records. Analysis of ＂the strongest May 1st file＂

Special feature of 1905 film network It’s May Day again. After the "strongest Spring Festival file" and "the strongest Qingming file" in history, this year’s May 1st file once again set a new box office record. According to the statistics of M Big Data of 1905 Movie Network, the box office of May 1st movie in 2021 has exceeded 1.67 billion by May 5th, an increase of 9.4% compared with the same period in 2019.

This year’s May 1st file is known as "the most crowded May 1st file". During a short five-day holiday, more than ten movies were arranged. And the types of movies cover almost all popular types, such as love, suspense, spy war, police and bandits. In this May Day film, the top three at the box office are,, and.

This year’s May 1st file handed in such a satisfactory report card. Zhang Jinfeng, the deputy editor-in-chief of China Film Newspaper invited by this issue, mentioned that the May 1st box office results are inseparable from these three effects.

Holiday effect

The publisher probably expected that more people would choose to walk into the cinema during this short holiday than when they were away from home!

@ Zhang Jinfeng: Especially after the epidemic, it has become a common phenomenon for the film market to choose holidays to enter the cinema in the process of recovery. Moreover, in the absence of imported blockbusters this year, the number of people watching movies has increased by 25.9%, which can explain the effect of holidays.

Head effect

The May 1st movie should be My Love and Above the Cliff. The box office of the two films has reached more than 60% of the total box office, which is a big cake at the box office of May 1st.

@ Zhang Jinfeng: My Love may still have a gap in the quality of creation, but this film wins by accurately grasping its mainstream audience — — Young female audience. And it still has comedy and touching plot settings, which has a good connection with the target audience of the film in terms of emotion.

@ Zhang Jinfeng: Speaking of Above the Cliff, all aspects of this film actually reflect a creative level of China-style films, which should be regarded as the first choice of the market audience.

Word of mouth effect

Although the pre-sale of My Love reached more than 74 million, it could not escape the ultimate judgment of film quality — — Word of mouth. My Love didn’t get a good reputation in the later word of mouth, and the Douban score was only 5.1.

In just five days, two films have achieved box office counterattack through good word of mouth.

Above the Cliff, the first runner-up, won a good reputation because of its solid output. The box office of the film Above the Cliff has been on the rise since May 1, and the cumulative box office has reached 627 million, surpassing My Love and ranking as the box office champion.

In addition, another film with a good reputation is "Decisive Fight Against the Black", which is more grounded. Many real cases are adapted to face the ills of corruption, and the interpretation of powerful actors such as,, and so on adds points to the film.

At present, although it didn’t get a box office jump in the initial stage, its high reputation contributed to the continuous benefit of the film, which jumped from the humble sixth place on the first day of release on May 1 to the third place at this week’s box office, with a cumulative box office of 146 million.

Many movies have seen the holiday effect of May 1st, thinking that getting together may be able to gamble on attention. Now, the May 1 ST file is over, and some people are happy and worried on the report card. It is true that intercepting the short-term box office cannot be used as a yardstick for judging a film, but the word-of-mouth gained in five days is enough to show the quality of the film.

After all, the success of the film is not limited to the box office.

Today’s film reviewDirector’s observation:The rare issue is not a summary program from the beginning to the end. The guests did not praise the "strongest May 1st file in history" in a routine way, but raised hidden dangers and problems under the high box office, and analyzed and discussed the phenomenon of excessive contrast between the previous holiday box office and the weekday box office. I hope that after reading it, I can have more understanding of the schedule arrangement of the current China film market, and I also hope that I can see high-quality domestic movies not only during the holidays, but also on weekdays. (Director of Ma Hongyu’s Today’s Film Review)