作為春節之後的第一個小長假，三天清明假期為國內電影市場迎來了一波小熱潮，單日票房重回億元以上。據國家電影專資辦數據，清明檔（4 月 4 日 -4 月 6 日）三天票房 3.78 億，其中由遊戲 IP 改編的動作奇幻片《我的世界大電影》檔期票房破億排名第一，馮小剛執導、趙麗穎主演的劇情片《向陽 · 花》檔期票房超 8000 萬位列第二，已上映 68 天的《哪吒之魔童鬧海》再度迎來票房小高峰，檔期票房 7178.82 萬進入清明檔票房前三，沙漠執導、張藝興主演的劇情片《不說話的愛》排名第四，檔期票房達 5263.22 萬。
今年清明檔期共有十部中外影片上映，類型豐富，題材多元，能夠滿足不同觀眾的觀影需求。但是，缺少具有強大吸引力的重磅佳作，導致與往年相比，今年清明檔的票房成績呈現下滑趨勢。
A number of industry insiders pointed out that the box office performance of this year's Qingming schedule was affected by multiple factors such as the tourism boom, the high release of enthusiasm for watching movies during the Spring Festival, the upcoming May Day holiday, and the lack of films with strong topics, resulting in mediocre box office results. But beyond the box office, we have seen a change in Chinese moviegoers. Chen Jin, a data analyst at Lighthouse Professional Edition, pointed out that compared with previous years, the proportion of female viewers and viewers over 6 years old in Qingming this year has increased; Xiang Yang · Flowers" and "Love Without Talking" female audiences are prominent close to 0 percent, and they are also loved by young audiences; "Nezha's Demon Boy in the Sea" (hereinafter referred to as "Nezha 0") and "Minecraft Movie" have a multi-person viewing rate of 0.0% and 0.0%, which is much higher than that of films released on other schedules, and has become the choice of most families to watch movies.
Small- and medium-cost films should provide "emotional value"
"Nezha 2" continues to exert force
Although the box office of the schedule is not satisfactory, as Hu Jianli, secretary general of the China Film Critics Society, likened, "Small schedules such as Qingming files and weekend schedules are like human capillaries, and the major arteries (major schedules) are of course important, but small schedules are also important for the smooth development of the Chinese film market." It can start the film market, get rid of the excessive dependence of the film market on major schedules, and enrich the audience's viewing choices with genre films and differentiated supply. ”
In addition to being able to regulate the market and meet the diversified viewing needs of the audience, Qingming Document has gradually become a "test field" for small and medium-cost domestic films. Such as 2021 years of "Grass and Trees in the World" and "Yellow Sparrow is Behind!" Films such as "Hachiko the Loyal Dog" in 0 years, "Edge Walker" in 0 years, and "The Eleventh Round" in 0 years all have certain artistic pursuits and artistic values, and they provide "emotional value" for the audience. On the one hand, more and more young creators can use the small schedule to hone their creative skills and display ability; On the other hand, the emotions of the audience are also released and relieved.
Hu Jianli starts from the particularity of the Qingming file, and believes that "the Qingming file is different from other schedules, and its tradition of recalling the ancestors makes more films in the schedule adopt the method of 'moving people with emotion'". This year, directed by Feng Xiaogang and starring Zhao Liying, Lan Xiya, Tinni, Wang Ju, Cheng Xiao, etc., the movie "Xiangyang · "Flowers" focuses on a group of female characters who are struggling to survive at the bottom; Directed by Desert, produced by Chen Guofu, and starring Zhang Yixing, Li Luoyu, etc., the film "Love Without Speaking" uses the silent dialogue of deaf-mute families to interpret family bonds; "The Sun Shines on Youth" tells the story of the living conditions of the mentally ill. However, "these films are all from the perspective of marginalized groups, and the homogeneity is more obvious, and there is a lack of films that can inspire the audience to make 'tap water'." Hu Jianli suggested that the filmmaker should make full use of the Qingming file to create more films that are closely related to ordinary people and can arouse the emotional resonance of the public, so as to help the Qingming file present a new look.
值得關注的是，《哪吒 2》依舊能夠在檔期內發力。該片創造了票房超 151 億、3.1 億觀影人次的成績，熱度從春節檔一直持續至今。檔期內，影片以 12.7% 的排片佔比收穫票房 7177.42 萬元，可見其話題性和觀眾黏性極高，長尾效應明顯。觀眾李先生表示，“清明假期里，沒有選擇看新電影，反而是帶著女兒‘二刷’了《哪吒 2》，孩子還是很喜歡。”不過，胡建禮表示，“《哪吒 2》能夠取得如此成績令人可喜可賀，但是當中國電影市場回歸常態，缺乏持續優質內容供給會影響觀眾觀影熱情。”同時，他進一步分析指出，由於動畫電影天然具備闔家歡以及適合帶孩子一起觀影的特徵，因此這類電影往往在週末和公休日時能夠有較高的票房收入。
《我的世界大電影》破億
Re-releases supplement the market
Looking back at the Qingming file in the past few years, imported films have always had a good performance. 2021 years "What kind of life do you want to live", "Godzilla vs. Kong 0: Rise of the Empire", "Kung Fu Panda 0", 0 years "Lingbud Journey", "Loyal Dog Hachiko", 0 years "Elf Hotel 0: Transformation Adventure", "Moonfall", 0 years "Godzilla vs. Kong" and other films are among the top three at the box office during the period.
《我的世界大電影》以破億的成績奪得檔期冠軍，但是對比往年清明檔進口片的市場表現，該片確實存在差距，如 2024 年《你想活出怎樣的人生》《哥斯拉大戰金剛 2：帝國崛起》分別產出 3.91 億元，2021 年《哥斯拉大戰金剛》產出近 3 億元等。儘管影片有大 IP、強類型的加持，但是其在中國和北美的表現差距較為明顯。北美方面，該片首映連奪北美單日和週末票房冠軍，以約 1.57 億美元成為 2025 年迄今北美首映週末票房最高的影片。胡建禮認為，《我的世界大電影》未能撐起清明檔主要原因是影片與中國觀眾有一定的文化差異。
The Japanese animated film "Mobile Suit Gundam: The Battle of the Span" performed mediocre, with a prominent proportion of young male audiences in East China, and a box office of 03.0 million yuan, failing to rank among the top five in the schedule. However, these imported films have played a role in supplementing the market and giving audiences more choices, especially in the traditional "cold period", imported films are still an important part of the film market.
In addition, this year's Qingming also has re-screens of the films "Warm" and "Broken · Inferno: Thanksgiving Special Edition replenishes the market. In recent years, re-screening high-grossing films has become a common strategy for small schedules, which can not only supplement the market supply to a certain extent, but also satisfy the nostalgia of some audiences.
Pay attention to creation and look forward to May 1st
"Although the Qingming file does not reflect the previous box office appeal, compared with the market situation before the Qingming Festival, it does help the revenue of the cinema to a certain extent." Ding Xiukun, head of Shandong Qina Cinema, said. Li Bin, another person in charge of the cinema, added, "Audiences choose to travel short distances and worship their ancestors during the Qingming holiday, and watching movies is not the main choice, and the attraction of films during the schedule is weak, and the box office will decline compared with previous years." ”
在該影城的兩位負責人看來，目前面臨的主要問題在於缺乏具有強大吸引力和話題性的影片。但他們對電影市場依然保持信心，今年新增了一家影院，達到 26 家。在他們看來，《哪吒 2》已經證明了觀眾的觀影熱情和消費能力。同時，他們也提到，目前觀眾的年均觀影次數有所變化，更多的觀眾一年內只有 1-2 次的觀影習慣，因此如果想要讓電影市場持續火熱，那就需要有更多的高品質影片、更新的內容供給；影院做好為觀眾提供好排片、服務、放映等工作，上下游齊心協力，才能把電影市場越做越熱。
After Qingming, May Day also came quietly. At present, there are nine new films scheduled for May 1st, with a variety of themes, including the feature film "Dumpling Queen" starring Ma Li based on real people, Zeng Yi's first road comedy movie "My Love at the End of the World", the youth family-themed film "Unique", the suspense drama movie "Gold Hunting Game" and "Wind Killing", the animated film "Happy Superman: Rescue Against the World", "Little Column Under the Sea: Tsunami Crisis", "Bear Child Adventure Bear Soldier", Marvel's new film "Thunder Strike Team*", etc. Hu Jianli is full of expectations for the upcoming May Day, "This year's May Day is still a five-day holiday, and I believe that movies will also become their choice when the audience enjoys a relaxing holiday, especially comedies, which should be able to have a different performance in the May Day file." "I look forward to the film market being able to reproduce the hot box office performance of the long holiday period, and also build market confidence for the next summer season.
Text / Li Jialei
Editor / Pang Kangjing
Editor-in-charge / Du Simeng
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