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Core Insights - The annual Qixi Festival box office is struggling to feature romantic films prominently, with 2023's total box office at 330 million, led by non-romantic films like "The Last Bet" and "Dad's Class" [3][5] - Marketing strategies for romantic films during the Qixi Festival have become increasingly elaborate, but their effectiveness in driving ticket sales remains questionable [6][21] Box Office Performance - The total box office for the Qixi Festival in 2023 was 330 million, with a slight increase to 345 million projected for 2024 [3] - Major films and their box office contributions include "The Last Bet" at 748 million, "7 Days" at 36.9 million, and "Cloud Like You" at 20.5 million [5] Marketing Strategies - Various marketing tactics have been employed, such as "rain of ribbons" and special screening events designed to enhance the romantic atmosphere [6][10] - The "Cloud Like You" film initiated a campaign allowing audience members to submit love letters that could be featured on the big screen, aiming to create a unique viewing experience [12] Audience Engagement - The younger generation seeks not just a film but a shared experience that can be showcased on social media, making the marketing of romantic films more about creating memorable moments than the film content itself [17] - Special screenings like "hand-holding sessions" and "rose ring events" are designed to engage couples and enhance the viewing experience [15][19] Overall Sentiment - Despite the elaborate marketing efforts, audience reception has been mixed, with many expressing dissatisfaction with the actual viewing experience compared to the promotional hype [21] - Predictions indicate that the Qixi Festival box office may fall short of last year's figures, with current estimates around 200 million [21]