CCTV News: The movie "Nezha: The Devil Child's Trouble" will be fully released in more than 60 cinemas in Hong Kong and Macao starting from February 22. According to online platform data, the global cumulative box office of "Nezha: The Devil Child's Trouble" (including pre-sales and overseas) has now exceeded 13.2 billion yuan. From the popularity of "Nezha 2", what vitality and potential can we discover in the consumer market? Let’s take a look at the visit and analysis of CCTV reporter Wang Lei - Finance Lao Wang.

Lao Wang came to the China Film Museum, which is one of the most difficult cinemas to grab tickets. Let’s see what everyone is looking for. "There are giant screens in the movie museum, let's experience it." "A very satisfactory movie viewing experience, very shocking." ...

Liu Jun, deputy director of the China Film Museum, said: "Because everyone watches "Nezha 2", it feels unsatisfactory to watch on ordinary screens, and they all have to watch the giant screen."

Basically, everyone comes for the huge screen. In order to bring the upgraded movie viewing experience with super clear and super delicate picture quality, I couldn't help but come here to watch the movie twice and thirdly.

The hottest thing in the country is not the Chinese Film Museum, but Guiyang! Guiyang's Cross-Border Cinema has been the number one in the box office of theaters in the country for six consecutive days since February 17. It depends on the experience upgrade brought by IMAX GT cinema. In addition to locals, it also attracted audiences from surrounding provinces such as Hunan and Sichuan. This cinema has been closed for a while before, and now it has not only come back to life, but has also begun to renovate the facade.

Of course, when you come to Guiyang, you can’t just watch a movie. The theaters and surrounding businesses quickly collaborated and launched a complete set of discounts on movies, accommodation and food, and the occupancy rate of surrounding hotels increased by 40%.

This Spring Festival period, movies have become a travel guide and food guide for many people. During the movie’s popularity, the number of hotel searches around the theater increased by more than three times year-on-year. Searches for "food near the cinema" increased by 376% month-on-month from the week before the Spring Festival.

So much consumption can be stimulated just by surrounding the cinema, and the movie-related IPs are even more amazing.

The development of derivative products of "Nezha 2" has formed a large market of over 10 billion yuan. Clothing, stationery, picture books, and especially blind box figures will be sold out as soon as they are launched. A toy manufacturing company in Hunan has accumulated sales of 250 million yuan based on the orders of "Nezha 2". The small figure also drives a long industrial chain such as laser engraving, 3D printing, and packaging design. Recently, in addition to the film and television sector, toy concept stocks and IP concept stocks have also risen.

This year's six Spring Festival films, with nearly 120 joint brands. On e-commerce platforms, the overall sales of popular movie-related products increased by more than 5 times year-on-year. In mature film markets such as the United States, the general derivative revenue is more than twice the box office revenue, which shows the potential of this market.

From upgrading from film consumption to traveling with movies and enjoying food with movies, the Spring Festival movies can be said to be "prosperous".

Since the beginning of the year, not only movies, but the Spring Festival Gala has driven the tourism fever of branch venues, the Asian Winter Club activates the ice and snow fever, and service consumption is "heating". The State Council Executive Meeting on the 21st made new arrangements to implement the action to improve the quality of service consumption and benefit the people, which will further increase the supply of high-quality services and better meet everyone's needs for service consumption.