The news of the animated film "Slam Dunk" was found on the Cat Eye APP. The 42 -year -old citizen Yang Xu excitedly "wanted to see", but he embarrassed that as a domestic film marketing professional APP, his age classification has been from 20 The age to 40, every 5 years of age, is divided into one gear, and "over 40 years old" is directly divided into one category. Those who are more "worried" may come from the industry statistics: The proportion of film audiences around 40 years old accounts for less than 1%, and although the age span of "over 40 years old" is far more than 20 to 40 years old, the overall overall among movie audiences accounts for The ratio is still not high. After 40 years old, is it really farther away from the cinema?

"40+" audience accounted for 14.7%

A few days ago, the reporter visited Poly International Studios Shanghai World Expo shop for two consecutive nights and found that most of the audiences who came to watch movie were young people under 30 years old. In addition, a mother said "accompanying her daughter", and a "post -70s" couple "children went to school." Cinema such as UME Studios, SFC Film Studios, and other movie theaters in Xintiandi are also mainly young audiences.

Data from Cat Eye's 2022 ticket purchase user data shows that audiences 20 to 24 account for 24.2%, and audiences from 25 to 29 years old account for 22.2%. They are the two main ages of the film market. By the age of 39, 18.3%and 13.9%were occupied. The audience under the age of 20 has not continued the rise in the past two years, from 8.5%in 2021 to 6.7%, but the "post -00s" audience continued to improve. Essence In contrast, although the "over 40 years old" people have a large age span and a total population, they only account for 14.7%as film audiences.

According to Liu Zhenfei, an analyst at the Cat Eye Research Institute, from the current statistics of the age data of the audience, the proportion of audiences from 17 to 18 years old has increased rapidly. Fast decline, a single age of about 40 years of age has dropped to less than 1%. "From the perspective of the trend, the focus of life around the age of 30 to the family is the core reason for the change of audience entertainment consumption habits. A billion parent -child movie reflects the strong potential of the parent -child market. At the age of 40, the cultural consumption of audiences has gradually shifted to other markets. "

"40+" why don't the audience go to the theater

"I really don't have time to go to the cinema." Mr. Wu, a 45 -year -old educational industry practitioner, has two sons. "This age is a 'sandwich layer' in the enterprise, and there are many things. Every weekend, the whole family parent -child activities are arranged. The first choice is outdoors, and the time is very full. "In the impression of Mr. Wu, the last time I watched the movie was" My and My Motherland ".

Since last year, 41 -year -old Liu Xiao watched two movies. "One is that many friends say it is good. My wife and I have been looking for a child for a night to rest. As a result, we both fell asleep in the cinema." The recent scene was to take the child to watch "Bear", "I fell asleep again." He is engaged in the foreign trade industry.

The light and shadow stimulation and deafening sound effects in the cinema are the reasons why some audiences no longer enter the cinema. "The current movie screen is very large, some visual effects are deliberately irritating, and there are sound effects. It is like knocking on my heart." Ms. Liu, 54, has not entered the cinema for many years, although the child often encourages her to go to Feeling, but she still feels that the closed environment is "uncomfortable." In addition, some audiences over the age of 40 believe that some popular movie themes are no longer attractive to them.

Attract the "40+" audience to rely on the subject matter

Are you really unwilling to enter the cinema again? But this is not the case from the analysis of the audience portrait of Maoyan.

According to statistics, in the film in the history of Chinese film, the box office exceeded 1 billion yuan, the "Changjin Lake" series, "My and My Motherland", "Fanghua" and "Cliff" and other movies. One of the shadow crowds. In the portrait of "My Motherland", there are 21.2%of people over 40 years old, second only to the ages of 25 to 29; the box office "Changjin Lake", which is 22.1%; "Cliff On the "Fanghua", these audiences account for more than 24.5%and 30%, becoming the most age group for the audience. In Liu Zhenfei, as long as there is a favorite subject, audiences over the age of 40 will still enter the cinema.

What themes who love to read in the age of 40 may be a glimpse of the three films of the Spring Festival this year. The historical background "Man Jianghong" attracted 17.4%of the audience over 40 years old, the number of domestic science fiction blockbusters "Wandering Earth 2" dropped to 15.7%, and the animated film "Deep Sea" was only 12.5%. Extending the timeline to 2022, "Sniper" with the background of the War of Resistance and Aid North Korea, with 33.7%of the audience over 40 years old in the user portrait, far exceeding the other age groups. History, war, realistic theme and classic IP are still liked by audiences over 40 years old.

Looking forward to more diversified cultural value -added services

"Don't underestimate the consumption power and enthusiasm of Chinese people." Recently, Yang Xu has always recommended the movie "Slam Dunk" to the surrounding people. However, when a colleague recommended him a set of "Slam Dunk", he was disliked.

"From the perspective of income, the first choice of the project is still aimed at people under the age of 35." Mr. Wu, who is engaged in film and television production, said, whether from the box office of film and derivatives to the IP continuation. . For example, how many people over 40 years old are purchased in the derivatives of "Wandering Earth 2" crowdfunding? "

After 40 years of age, Yang Xu's cultural consumption focus has turned to stage play, concerts, etc. "Although the unit price is much high, on the one hand, you can experience the charm of the work on the spot, and on the other hand, there are cultural activities to participate. For example, some stage play can communicate with the main creator, some exhibition supporting expert lectures, etc. Sex. "In his opinion, the film is the most popular cultural product, but the farthest from the public." The roadshow may be the only channel that can communicate with the creators, but ordinary audiences cannot buy tickets at all. " Many viewers said that in addition to watching the movie itself, there can be more value -added services.