虛擬人亮相跨年慶典，元宇宙內容有望加速滲透
本文來自格隆匯專欄：國泰君安證券研究，作者：陳筱、陳俊希、張昱、李芓漪
虛擬人、虛擬派對、AR燈光秀爲跨年夜畫龍點睛
多位虛擬人在主流跨年晚會中亮相，成爲節目全新亮點。12月31日，在江蘇衛視跨年演唱會上，國內頂尖虛擬偶像團體VSinger家族與硬糖少女303同臺表演《卡路裏》《普通Disco》，還原鄧麗君形象及音色的虛擬人“鄧麗君”與周深同臺合唱《小城故事》《漫步人生路》和《大魚》，極具創意的虛實融合舞臺使江蘇衛視成爲首個收視率破3的頻道，東方衛視、嗶哩嗶哩亦將虛擬人元素融入跨年晚會。1月1日，在湖南衛視《你好星期六》中，虛擬主持人小漾登臺與衆人互動。
除了虛擬人以外，虛擬派對、AR燈光秀爲跨年夜注入新活力。12月31日，QQ音樂推出國內首個虛擬音樂嘉年華TMELAND，用戶可創建虛擬形象暢遊海螺迪廳、音樂廣場等場景，與其他用戶一齊聊天、舞蹈、欣賞百大DJ帶來的電音舞臺以及五月天演唱會；國外方面，Decentral Games在《Decentraland》內舉辦跨年狂歡派對，用戶可在派對上看錶演、看煙花、玩NFT尋寶遊戲。在各地的跨年燈光秀中，AR技術亦得到初步應用，如廣州塔、天府熊貓塔、青島電視塔分別在2021年除夕夜、元宵節、元旦跨年夜上演AR燈光秀，爲民衆帶來震撼的視覺盛宴。
元旦檔首日票房位列影史第二，平均票價呈現可觀漲幅
元旦檔票房略弱於2021年同期，但平均票價呈現可觀漲幅。2021年12月31日單日票房達5.35億元，僅次於2020年同期的5.37億元，位列中國影史第二，但在元旦檔第二日未能如2021年同期一樣逆跌。截至1月2日20:30，2022年元旦檔票房達13.1億元，表現略弱於2021年同期，主要系因爲局部地區疫情反覆導致上座率偏低。從平均票價來看，2022年元旦檔整體高於上年同期，以票價最高的電影爲例，《穿過寒冬擁抱你》43.2元的均價高於《拆彈專家2》的40.7元。鑑於頭部影片仍有優異表現且疫情逐步得到控制，推薦標的：光線傳媒、閱文集團；受益標的：華錄百納、萬達電影、中國電影、上海電影等。
風險提示
政策監管趨緊，其他可選消費對文化娛樂需求的影響與衝擊超預期等。
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