Core Insights - The film "731" has surpassed 1.3 billion yuan in box office revenue, significantly boosting the traditionally slow September movie market and extending this momentum into the upcoming National Day holiday [2][5] - The pre-sale box office for new films during the 2025 National Day holiday has reached 15.74 million yuan, with "Assassination of the Novelist 2" leading the pre-sale rankings [2][3] Box Office Performance - September's total box office has exceeded 2.3 billion yuan, far surpassing the same period last year, largely due to the success of "731" [2][5] - "Assassination of the Novelist 2" is currently leading in pre-sale ticket sales, indicating strong audience interest based on its predecessor's success [4][6] Film Diversity and Audience Engagement - The National Day film lineup features a diverse range of genres including fantasy, action, war, drama, animation, history, comedy, and crime, catering to various audience preferences [3][4] - "Assassination of the Novelist 2" has a significant presence in IMAX screenings, with 753 showings on its opening day, and a notable 22.7% of its box office coming from lower-tier cities [3][4] Competitive Landscape - Other films in the National Day lineup, such as "The Volunteer Army: Blood and Peace" and "The First Part of the Stars of the Three Kingdoms," also show strong pre-sale performance and audience engagement [2][4] - "The Volunteer Army: Blood and Peace" has a high proportion of viewers aged 40 and above, indicating strong family viewing appeal [4][6] Industry Trends - The trend of film sequels and IP series is becoming mainstream, with several films in the National Day lineup being sequels, reflecting a shift towards more mature and industrialized film production in China [6][7] - The box office performance of sequels shows a mixed trend, with some films exceeding expectations while others fall short, highlighting the importance of quality and audience reception in determining box office success [8]
「长镜头」国庆档鏖战在即，IP续作成主流，《刺杀小说家2》《志愿军3》双雄领跑格局初显