The hot summer film market is expected to add another fire! On August 11, the state film administration released the notice on launching the 2022 film consumption season on its official website. The notice proposes to launch the 2022 film consumption season from August to October this year. The main contents of the activity include issuing 100 million yuan of film consumption coupons, promoting the release of more new films and promoting the implementation of relief policies. Since the beginning of this year, many regions have successively issued a certain number of film consumption coupons, which has effectively enhanced the enthusiasm for watching films. The notice of the state film administration shows that the main purpose of this activity is to promote film consumption and accelerate the recovery of the film market. The main principle is to adhere to systematic planning and key promotion, give full play to the overall pulling effect of the two hot seasons of summer and national day on the film consumption market, and promote high-quality films to achieve social and economic benefits. There are four specific activities: first, enrich the film supply. Film producers and distributors are encouraged to actively put high-quality films into the market, promote the release of more new films and blockbusters, and actively carry out online and offline film publicity activities such as live roadshows and main creators' connections, so as to improve the publicity coverage and consumption conversion rate, and attract more audiences to enter the cinema. The second is to issue movie consumption coupons. In conjunction with film ticketing platforms such as cat's eye, taopiao and Tiktok, we will issue 100 million yuan of film viewing consumption coupons, and set up a special column of "love film and love life" for the 2022 film consumption season, which will subsidize the audience's ticket purchase expenses and stimulate consumption enthusiasm. Third, tap rural consumption potential. Continue to vigorously support the construction and operation of township cinemas, improve the film viewing experience and service quality, and organize and carry out rural film consumption promotion activities in combination with rural characteristic festivals. Fourth, promote the implementation of relief policies. We will do a good job in publicizing and implementing preferential policies for enterprises in the film industry, such as tax reduction and tax refund, social security fee deferment, rent reduction and so on, so as to realize that film enterprises and film employees should know and enjoy everything. The notice mentioned that the film authorities at all levels should be supported to actively communicate and coordinate with the development and reform departments to promote the implementation of phased preferential policies for power consumption in the film industry. Support film authorities at all levels to actively communicate with the banking and insurance regulatory authorities, and encourage film enterprises to voluntarily purchase business interruption insurance and public liability insurance. Three important periods will benefit. At present, the detailed rules on the issuance of consumption coupons and other specific activities have not been published, but the notice mainly mentions that it is necessary to seize the favorable opportunity for the film consumption market to enter the summer and National Day archives, actively organize film enterprises, e-commerce platforms and media units to participate in the film consumption season, incorporate film consumption promotion measures into local consumption brand activities, and ensure that all measures are effective. As the event spans from August to October, it will cover three important periods, namely, summer, mid autumn and national day. From the data of previous years, these three slots are basically the important slots with the highest box office in the whole year except for the Spring Festival. Especially during the epidemic period, important holidays played a significant role in supporting the annual box office. Take the National Day file as an example. In recent years, the proportion of the National Day file in the annual box office has been on the rise. From 2018 to 2021, the National Day box office was 1.9 billion yuan, 4.47 billion yuan, 3.97 billion yuan, 43
Edit：Wei Li Bin Responsible editor：Yin Bing
Source：Securities Times
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