Explore the film market consumption subject, the era of the coming?

The main object of this paper is the audience of cinema consumers.

State Press and publication of SARFT, deputy director of the film Bureau in an interview on August 5, 2014, said that China now has 4,677 cinemas, the first half of 2014, the Chinese city added 2785 movies, movie screen number has reached 20980. China has become the second largest film market in the world after the United States. This shows that the film has become an important pillar of the cultural industry, to explore the film market consumption of the subject, has become one of the current hot topic.

The film consumers are mainly divided into: cinema consumers, non-cinema audio-visual products consumption, other media film consumers, internet film consumers, film derivative consumers, and cinema consumers are mainly divided into public audiences and professional fans. The main object of this paper is the audience of cinema consumers.

The evolution of the composition of film consumers

Film industry in China's development process is mainly three stages, the first industrial period is 1922-1937. In the second year of the Birth of the World film, the film market was characterized by pure commodity, combined with the influence of China's national conditions, the main consumption of the middle class, and has many limitations. The second industrial period was after the founding of New China, in the minds of generations of people this is a "revolutionary literary era", while the industry's talent preparation and technical preparation is maturing, and the film has gradually become the national propaganda and enrich people's cultural life is an important means, in this stage, most of the audience for the workers and peasants, Cadres and intellectuals. The third industry period after the 1980s, in China's rapid economic growth of the rapid changes in the background of the environment, the film system has undergone major reforms, from self-financing to fully market-based reform, film products are gradually enriched, subject matter and style also with the times, more respect for the rules of entertainment.

Analysis of consumer behavior in film market

1, the movie audience's viewing habits (the following times refers to the audience age level)

(1) The 60 's--collective view of the memory, master-level works (including art films).

2 70 's-Hong Kong film, Police bandit type film (influenced by the video hall ERA)

3 80 's-The taste of commercial films.

4 90 's--visual culture, network jokes, the most direct emotional statement.

2, the income group distribution in accordance with monthly income will be divided into Chinese cinema audience: no income, lower income (below 1000 yuan), middle and low income (1000-3000), Medium and high income (3000-6000 yuan), high income (6000 yuan). According to statistics, no income accounted for 18. 30%, the lower income accounted for 14. 3%, middle and low income accounted for 40. 4%, medium and high income accounted for 21. 3%, high income accounted for 5. 7%.

3, the analysis of the frequency of observation

According to the cultural and educational level and income two, I did a market survey in Beijing and the southwest, combined with the 2012 statistical data analysis, the highest frequency of the two groups are higher vocational (college), graduate groups and employees. This has a certain relationship with the high price of film, making the enjoyment of film culture needs to have a certain economic and time basis.

4. Consumer demand

According to the 2014 video consumption demand data show that 72.22% people to seek a better viewing experience before going to the cinema to see a movie, 61.11% to accompany friends and family entertainment, 27.78% of the people when they have the same favorite type of film, will choose to go to the cinema to watch the film.

What is the consumption subject of the film market?

In the 2014, the film industry entered a completely different "new Era", marked by the successful market success of two young directors of Han and Guo. The resulting box-office marvel and network Buzz, to the film industry has a huge impact, some people think "has not read the Chinese film Market", "film Subject 95", "Chinese film impetuous Debris era" and other topics triggered market volatility, more and more companies choose to study 90 or even 95 consumer behavior. But is the question so simple? These two films can attract such a sensation, more depending on the fan effect and star effect, from these two subjects to drive the audience into the cinema, the two typical cases should be more comprehensive data analysis and social investigation.

, the film consumer age is mainly the characteristics of young and middle-aged audiences, due to the 90,95 after the work rhythm, life pressure and other factors (especially the first-tier city), the frequency of entering the cinema is not fixed, it is difficult to jump to the conclusion that this generation has formed a complete and stable market factors, More observation and sampling analysis shows: working-class (80-90) This interval of the group, as the age, these people will not lose the enjoyment of the film, if we are simple fans of the economic phenomenon, blindly in accordance with the so-called standard after 90.95, in the values, materials, Artistic too much accommodation in this crowd, by the bubble of the box office economy Temptation, may outweigh the gains.

The film world, sooner or later will come (also coming), but should make a more comprehensive rational analysis, film market is not a group can occupy, can not simply from the network phenomenon summed up the absolute conclusion. Adhere to the art standards, inherit the excellent tradition of Chinese and foreign excellent films, "content is King" "Guide for the King" is always the best film research and development standards.

Data reference "Research on the group characteristics of Chinese film consumers based on multivariate statistical analysis"