黄金周看点 | 18亿票房创十年新低，国庆档“遇冷”背后，电影行业“谋变”正当时

Core Insights - The 2025 National Day film season generated a box office of 1.835 billion yuan, with over 50.07 million viewers, marking a significant growth point for the annual film market [1] - Despite this peak, the box office performance is notably lower than previous years, being the first time since 2015 that the National Day box office fell below 2 billion yuan [1][2] - The total box office for the year surpassed 42.52 billion yuan by October 2, exceeding the total for 2024, with total viewer numbers exceeding 1 billion [1] Box Office Performance - The top three films during the National Day period were "The Volunteer Army: Blood and Peace" (450.58 million yuan), "731" (344.92 million yuan), and "Assassination Novelist 2" (295.29 million yuan) [3] - The overall box office for the National Day period in 2025 was 1.835 billion yuan, a decrease from previous years, with no new releases surpassing 500 million yuan [1][2][3] Market Analysis - The decline in box office performance is attributed to two main factors: a lack of blockbuster films and a mismatch between film quality and audience expectations [4] - The highest-grossing film this year, "The Volunteer Army: Blood and Peace," did not exceed 500 million yuan, and only four films surpassed 100 million yuan during the period [4] Audience Preferences - The diversity in film genres and audience demographics was noted, with a variety of genres including historical war, fantasy action, comedy, and animation being represented [5] - Regional preferences were observed, with different cities showing distinct tastes in films, indicating a broader audience engagement [5] Emerging Trends - New directors brought fresh perspectives, with films like "The Sound of Thunder" and "The Proof of Bi Zhengming" receiving positive reviews despite average box office performance [6] - The average ticket price dropped to 36.6 yuan, a decrease of nearly 4 yuan from the previous year, potentially making cinema more accessible [7] Industry Adaptation - Cinemas are exploring non-ticket revenue streams through IP collaborations and experiential offerings to enhance profitability [8] - Wanda Cinemas, for instance, partnered with popular games to create themed experiences, significantly increasing non-box office revenue [10] Overall Market Dynamics - Domestic films accounted for approximately 90% of the box office, indicating strong internal market dynamics [11] - The National Day box office performance reflects a shift in audience expectations towards higher content quality and a move towards a more diversified consumption ecosystem in the film industry [11]