Onsocialmedia,"SevenfilmsarescreeningonLunarNewYear'sDay"becameatrendytopic,andmanynetizenshavealreadyscheduledtheirmovie-watchingplansduringtheChineseNewYearholiday.Thenewsof"MoviesscheduledduringtheChineseNewYearhavereachedapresalerecordofover500millionyuanin10days"alsoseemstoindicatethatthemoviemarketwillbeboomingduringtheChineseNewYearholiday.Duetotheimpactofthepandemic,manypeopledecidedtocelebrateSpringFestivalinplaceandalone.Patternsofconsumptionrevolvedaroundtheunitsoffamilyorfamilyclanwillfacesomechangesthisyear.Underthiscircumstance,watchingmoviesbecomesasaferandmoresuitableformofculturalconsumption.Movie-watchingisaformofculturalconsumptionwhere"everyonesharesjoytogether"insteadof"onepersonsharesjoyalone".Thismeetspeople'sculturalandspiritualneedsduringtheChineseNewYear.Comparedwith"onepersonsharesjoyalone"whichmanypeopleareaccustomedto,suchasreadingathome,watchingTVshows,orsweatingatthegym,watchingmovieswillallowanindividualtobeimmersedinacollectiveculturalspace.Evenifthepeoplearoundyouarestrangers,everyonewillsharejoyinarelativelyfixedtimeandspace.ThespiritualsatisfactionfromacollectivejoyfulatmospherewillalleviatethelonelinessanindividualmightfeelforbeingunabletogohomeduringtheChineseNewYear.Inaddition,watchingmoviesisalowbudgetculturalconsumptionpatternthatwillbringimmensespiritualsatisfaction.Theenormousnumberofpeoplegoingtothecinemawillmakeupalargemovie-goingpopulation,whichwillacceleratethefilmindustry’srecovery.Inthepast,atthementionofculturalconsumptionpatternsduringSpringFestivalholiday,peoplewouldthinkofplayingcardsordrinking,visitingrelativesandfriendsandother"culturallabels".Whilethesehavetracesoftraditionalculture,however,etiquettesloadeddownwithtrivialdetailsandhandlinginterpersonalrelationshipscausemanypeople,especiallyyoungpeople,tofeelpressurizedwithsocialintercourses.Theincreasinglypopularmovie-watchingpatternduringSpringFestivalcanmakepeoplerelievetheirpsychologicalburdens.Evenifthesearefittedintothegapsofbusyschedules,theywillstillbeabletoenjoycomfortandrelaxationforamoment.Fromthealreadypublishedinformation,themajorityofSpringFestivalmovieswillbeheart-warmingcomediesorfantasyandmythicalthemed.Therearerealisticreasonsbehindthehighattentionthetopic"SevenfilmsarescreeningonLunarNewYear'sDay"hasreceived.Inthelongrun,weshouldgraduallyadjusttothechangesinculturalconsumptionpatternsduringtheSpringFestivalperiod.Watchingmoviesisaculturalhighlightinrecentyears,butitwillnotbetheendpointtothechangingtendency.Peoplewanttoseemorehigh-qualityChineseNewYearfilmsofbothcriticalacclaimsandboxofficesuccess.Whilethemarketingabilitiesoffilmsaresignificant,whatismoreimportantisthequalityofthefilms.Thisisnotjusttheaudiences'expectations,butisalsoaninevitablerequirementforthedevelopmentoftheChinesefilmindustry.Currently,upgradeandupdateoftheChineseculturalindustryisproceedingvigorously.Thefilmindustryisaforcethatcannotbeneglected.Perhaps,withthehelpofthespecialSpringFestivalholiday,filmswillbecomeaculturalconsumptionpatternwithapowerfulaftereffect,andwillcontinuetorevealitsremarkablecharismaandimpact.PeoplemightworrythataftertheSpringFestivalholiday,themovie-watchingcrazewilldrop.Inreality,wedon'thavetoworryaboutthis.SpringFestivalholidayisalwaysa"primetime"forthefilmindustry,andagradualcoolingaftertheholidayisareflexofmarketpattern.Incontrast,howthemovieindustrymaintainsitshighgearsisabetterquestiontoponder.FilmandtelevisionpractitionersshouldfurtherimprovethesophisticationofChinesefilms.Theyshouldtreatfilmswithprofessionalisminsteadofwithamentalitytojustmakequickmoney.Thisshouldbethefundamentalimpetustokeepthewarmthofthefilmmarket.Inrecentyears,filmswhichmaintainedlastingpopularitywereallworksofgreatoriginality.Roughmanufacturinganddeliberatelyseekingattentionmightattractcapitalforsometime,butcannotbringlastingpublicinterest.Iffilmmakerscannotgetridoftheirimpetuousmentalityandexcessiveutilitarianism,thenmarketstimulationduringholidayandfestivalperiodswillonlybea"booster"oftemporaryeffects.ContributedbyHuangXimeng,MediacommentatorTranslatedbyZhangJunye