嚴遠
The pre-sale of the movie Qingming file is a bit cold
Segmenting your audience may be a better marketing strategy
據燈塔專業版上映日曆顯示，2025年清明檔共有16部影片定檔(4月3日—6日上映或重映)，包括《不說話的愛》《向陽·花》《我的世界大電影》等。據燈塔專業版數據，截至4月2日19時30分，2025年清明檔新片(含重映)預售總票房(含點映)已達4310.9萬元，其中《不說話的愛》以1915.9.3萬元領跑票房榜，重映影片《熱烈》預售票房也達395.5萬元。
Judging from the current pre-sale situation, this year's Qingming file may lack some heat. March and April have always been a cold period for movies, and after the explosion of "Nezha: The Demon Boy in the Sea", the problem of unsustainable market popularity is worth considering.
今年清明檔上映的16部影片中，不乏知名演員、大牌導演和熱門IP。比如沙漠執導、張藝興主演的劇情片《不說話的愛》淘票票想看超19萬，想看熱度最高。該片根據綜藝《開拍吧》中同名短片改編，講述聾人小馬(張藝興 飾)和女兒木木(李珞桉 飾)彼此為伴的故事。梁朝偉、段奕巨集主演的犯罪動作片《獵狐·行動》由上影集團第一出品，影片根據真實案件改編，起底174億百姓血汗錢一夜蒸發背後的驚天內幕。由全球知名遊戲IP改編的進口奇幻冒險片《我的世界大電影》，以及時隔六年再登內地大銀幕的高達系列動漫電影《機動戰士高達：跨時之戰》都受到粉絲群體的期待。此外，馮小剛執導、趙麗穎主演的劇情犯罪片《向陽·花》展現刑滿釋放女囚困境求生的故事，也受到不少觀眾期待。
Li Han, manager of Shanghai Xingyi Cinema (Baoshan Riyueguang Store), introduced that the number of Qingming films this year is relatively large, "At present, the pre-sale is okay, and the types of films in Qingming are relatively rich, basically covering all ages, and the whole schedule should have a good performance."
2024年清明檔檔期票房達8.225億元，刷新影史清明檔檔期票房紀錄，檔期冠軍《你想活出怎樣的人生》在預售時就已破億。在上海社科院文學所副研究員、上海電影評論學會理事劉春看來，去年清明檔能夠創造紀錄，很大程度上歸功於《你想活出怎樣的人生》的帶動，而該片的票房成功更多得益於宮崎駿的個人號召力，尤其是這部作品被視作他的“告別之作”。如果該片選擇五一檔、國慶檔甚至某個週末上映，票房表現可能同樣出色。“現在，大家已經有意識地利用檔期效益，但如何在傳統的三四月冷檔期中製造新的營銷熱點，需要更多思考。”
The phenomenon of "small films getting together" is released, which to a certain extent reflects the market ambiguity of Qingming files. Different from the summer file dominated by young audiences, the National Day file with the main theme film, and the Spring Festival file with the main theme of family fun, the Qingming file is still in the exploration period. The traditional customs of the Qingming Festival, such as ancestor worship and outing, may distract the audience's viewing time, and the three-day holiday also makes it difficult for them to form a stable viewing habit.
In recent years, works with life and death issues as the core such as "Life Events" fit the atmosphere of the Qingming Festival and have a good box office performance. Horror films that combine folk culture, industrial attributes, and artistic expression are also the types of content worth exploring in Qingming Documents.
(Source: Jiefang Daily reporter Zhong Han)