台灣電影映演市場研究：以1994年為例

A Survey of Taiwan Film Exhibition Industry

為了解台灣電影映演市場之現況，以及台灣電影觀眾觀影型態，本文收集了台北市41家主要首輪電影院，79放映廳，於1994年全年的票房資料，共306,250種。經逐類分析統計後，獲致如下發現：一、暑假、元旦、農曆新年假期為全年觀影人口最多之日期，其他國定假日亦吸引相當觀眾。觀眾習於假日觀影，片商亦安排大片於少數重點假日映演，造成集中競爭的現象。此外，觀影率亦顯然深受學校行事曆之影響，可見學生仍是台灣電影市場的主要消費人口。二、在一週之間，週日吸引最多觀眾，其次為週六與週一，週三則為電影票房最淡之日，此與國外經驗相當不同。三、全年裡，前10％的高票房影片（共三十七部）攫取了69％之收益，其他近三百部影片則分刮剩下的三成票房。這說明了台灣電影觀眾過度集中於欣賞少數影片，對產銷之健全發展有嚴重影響。四、全年裡，台灣生產之影片上映18部（佔全部上演影片4.83％），吸引三十萬觀眾(2.29％)，總票房四千七百餘萬(2.05％)。香港影片138部(37％)，觀眾近一百四十萬(10.64％)，票房二億二千多萬(9.62％)。外國影片（主要為美商八大影片）217部(58.18％)，觀眾一千多萬(87.07％)，票房二十億餘(88.33％)。這些數字證明好萊塢電影確已壟斷台灣電影市場，其程度遠甚於過往之臆測。

To survey the structure of Taiwan film exhibition market and to study the moviegoing pattern, the box office performances of 41 major theaters (79 screens) in Taipei during 1994 were analyzed. The major findings from this research were listed as below: 1. Summer, new year and Chinese new year holidays attract most audiences. Moviegoers find it most convenient to see films during vacation, Thus the industry tends to concentrate most of its important film releases within just a few weeks of the year. The fluctuation of film attendance is highly correlated with school schedule. This proves that students are still the primary audience group. 2. By days of the week, Sunday attracts most audiences, followed by Saturday and monday. Wednesday is the worst. This is quite unlike what happened in many other countries. 3. In a year run, 69% of total boxoffice for all films is generated by the top 10% of separate films (37); the rest 300 films partake 31% gross. Taiwan moviegoers tend to swarm for relatively few films. 4. In 1994, 18 Taiwan domestic films are showned (4.83% of total screened films), which attract 300 thousand audiences (2.29%) and generate 47 million dollars income (2.05%). Hong Kong: 138 films (37%), 1.4 million viewers (10.64%), and gross income 220 millions (9.62%). Foreign films (mainly Hollywood majors): 217 films (58.18%), 10 million viewers (87.07%), and gross income 2 billions (88.33%). This proves that Hollywood is getting close to a sweeping victory.