七夕档整活，为何观众不买账？

Core Insights - The current box office performance of romance films is significantly lower compared to previous years, with only two films, "念念相忘" and "燃冬," showing low attendance rates in 2023 [2] - The marketing strategies for romance films during the Qixi Festival have become increasingly elaborate, but their effectiveness in driving ticket sales remains questionable [6][31] Box Office Performance - In 2023, the total box office for romance films was 330 million, with "孤注一掷" and "学爸" leading the charts, while romance films struggled with single-digit attendance rates [2] - The 2024 box office is projected to slightly increase to 345 million, with "白蛇：浮生" featuring romantic elements but categorized as an animated film [2] - As of the Qixi Festival, the predicted box office is 210 million, with "7天" contributing 40 million and "有朵云像你" contributing 20 million [6][30] Marketing Strategies - Various marketing tactics have been employed for romance films, including special screening events like "彩带雨" and "玫瑰蜜语场," aimed at enhancing the romantic experience for couples [5][12][16] - The marketing for this year's Qixi Festival has expanded beyond traditional time-based promotions, incorporating unique experiences to attract audiences [9][20] - Despite the creative marketing efforts, many of these strategies have been criticized for lacking substance and failing to resonate with audiences [28][31] Audience Engagement - The younger generation, particularly Gen Z couples, seek shared experiences and social media-worthy moments from their movie outings, which has led to a demand for more interactive and immersive viewing experiences [20][21] - Special events like "牵手场" and "泡泡雨" have generated buzz, but the overall audience reception has been mixed, with some viewers feeling overwhelmed by the marketing gimmicks [25][28] - The effectiveness of these marketing strategies is contingent on the quality of the films themselves; if the film content does not meet expectations, the marketing may backfire [31]