閲文集團迎開門紅漲幅逾5% 春節假期劇影雙豐收
格隆匯2月4日丨2月4日，閲文集團（00772.HK）在虎年首個交易日迎來開門紅，盤中漲幅一度逾5%。
據瞭解，由騰訊影業、新麗傳媒、閲文影視共同推出的現實題材大劇《人世間》已於1月28日在央視一套開播，首播收視率1.54，位列央衞電視劇黃金檔收視率第一、愛奇藝電視劇飆升榜第一，現列愛奇藝電視劇熱播榜第一。而該劇原著系著名作家梁曉聲的同名長篇小説，曾獲當代中國長篇小説最高獎項茅盾文學獎，本身具備極強的IP效應。同時《人世間》集結《人民的名義》導演李路，《中國式離婚》編劇王海鴒等業內翹楚，以及雷佳音、辛柏青、宋佳、殷桃等實力演員，製作班底雄厚紮實，預計將享受更長的春節假期紅利與更集中關注。
電影方面，新麗傳媒集團有限公司、天津閲文影視文化傳媒有限公司、西虹市影視文化（天津）有限公司、騰訊影業文化傳播有限公司等共同參與出品的《這個殺手不太冷靜》票房已突破7億元，位列春節檔票房第二。該電影講述了魏翔扮演的羣眾演員魏成功通過自己獨特的演技，吸引了馬麗扮演的大明星米蘭的注意，就此展開一系列啼笑皆非的故事。作為22年春節檔8部作品中唯一的喜劇電影，《這個殺手不太冷靜》較契合春節假期觀影訴求，具有高普適度，排片率從一開始的14.7%逆襲至當前的23.8%，且有不斷升高的趨勢。
值得一提的是，從21年春節票房黑馬《你好，李煥英》，到爆款影視劇《贅婿》，再到跨年熱播的《人世間》《雪中悍刀行》，及22年春節檔排片逆襲的《這個殺手不太冷靜》，閲文集團對影視IP的運營能力不斷提升，與新麗傳媒整合效應進一步凸顯。
基於此，光大海外發布研究報吿表示，閲文集團深度參與IP生態鏈佈局，三駕馬車對影視IP開發運營經驗豐富；旗下新麗傳媒運營漸入佳境，爆款影視將持續反哺網文市場，因此維持閲文集團“買入”評級，給予目標價77港元。
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