What is the strength of the "strongest summer season" for the 2023 summer film box office to reach a historic high?
With more than 500 million movie viewers and 20.6 billion yuan at the box office, this summer Chinese film has a brilliant performance and is praised as "the strongest summer film in history". Through the hot film market, we can see not only the soaring consumption enthusiasm of Chinese film audiences, but also the growth of Chinese film local creative power and the rising Chinese film industry.
"Content is king" is the hard truth
Movies are the art of creating dreams, and the principle of "content is king" is the absolute truth. In the summer of 2023, more than 100 films competed to make their debut, with many domestic films achieving both good reviews and box office success. The topics and marketing were full of enthusiasm, providing audiences with a variety of viewing options and even breaking the previous box office curve. Despite being released for several days, they still achieved excellent box office results. Among them, "In the Octagonal Cage" focuses on struggle and hard work, "Warmth" focuses on the growth process of ordinary people, "Learning Dad" focuses on the choices of different family education... Rooted in real life, the story directly touches people's hearts.
Hu Ting, the manager of Hunan Xiaoxiang Youth Cinema Changsha Impression City Branch: At the end of the summer season, there are still 14 movies that are currently being released. We receive nearly 4000 viewers every day, and our daily screening has also reached an average of 40 shows.
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Among the many film events and forums held in China this year, how to attract audiences back to the cinema has become the most concerned topic for Chinese filmmakers. During this summer season, more than 500 million viewers walked into the cinema, of which 52% were the first time this year.
Mu Chen, a research practitioner in the film industry, said that summer domestic films provide audiences with a richer variety of genres and higher quality assurance in terms of content supply, with a variety of genres blooming.
Cultural confidence is a powerful core
Rooted in local culture, "Chinese flavor" is the fundamental essence of Chinese cinema. This summer season, excellent traditional Chinese culture has become the "IP" treasure trove of Chinese cinema, demonstrating strong market appeal on the big screen.
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"Chang'an 30000 Miles" depicts the prosperous Tang Dynasty with a unique narrative, while "Fengshen First Part" uses advanced film techniques and contemporary interpretation to present "the Chinese people's own mythological epic" on the big screen. Nowadays, more and more creators are turning their attention to Chinese stories and endowing traditional culture with contemporary value. The emotional connection between Chinese films and Chinese audiences is increasingly strengthened, and they are running in both directions, reflecting the achievements of high-quality development of domestic films and the growing cultural confidence of Chinese audiences.
Zhou Xing, Director of the Asia and Chinese Language Film Research Center at Beijing Normal University: Chinese movies have entered a very good period, and box office is just a data. Chinese people have an instinctive emotional preference for watching Chinese movies, entering the market to watch Chinese movies, and seeing the attraction of movie content rather than targeting a certain star.
The film industry is an important support
The implementation of art requires technical support, and the increasingly mature industrialization system of Chinese cinema provides first-class visual presentation for good content. Taking domestic animated films as an example, whether it is character modeling, scene visuals, action design, etc., they are all realistic and vivid, striving to provide audiences with an "immersive" audio-visual experience. From the continuous subdivision of job types to the continuous improvement of production processes, after more than a hundred years of development, China's film industry chain and industrialization level have now been on par with world-class.
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Zhou Xing, Director of the Asia and Chinese Language Film Research Center at Beijing Normal University: The younger generation is the hope of Chinese cinema, especially in terms of creativity. Regardless of the genre, theme, and form of expression, their creativity is refreshing.
A strong film country not only depends on the number of screens and box office, but also on the ability of artistic innovation, market expansion, technology application, and the influence of resulting film works and the soft power of film culture.
Since the beginning of this year, domestic films such as "Wandering Earth 2", "Fengshen Part 1", and "Chang'an 30000 Miles" have achieved world-class visual effects; The China Film CINITY high-tech format film projection system with independent intellectual property rights has been highly recognized by the international film industry and has successfully entered the European cinema equipment market; The first international standard proposed and led by China to the International Organization for Standardization, "Technical Requirements and Measurement Methods for Digital Cinema Stereoscopic Projection," was officially released in May this year, filling the gap in China's international film standards and enhancing the international discourse power of China's film technology standards.