猫眼发布2025国庆档成绩单：新片供给类型丰富，市场期待爆款口碑佳作

Core Insights - The 2025 National Day film market showed a rich supply of new films and diverse genres, but the absence of blockbuster hits led to a relatively lackluster performance, with the overall market showing signs of decline [1][4] - The total box office for the 2025 National Day period (October 1-8) was 1.835 billion, with total attendance at 50.07 million, both showing a year-on-year decline [3][4] - The average ticket price reached its lowest in five years, with many new films reducing their release prices starting October 4, yet this did not significantly boost attendance [3][6] Box Office Performance - The total box office of 1.835 billion represents a 13% decrease year-on-year, while the average daily box office was 229 million, down 24% from the previous year [4][3] - Total attendance of 50.07 million marked a 4% decline year-on-year, with average attendance per screening at 13.7, down 15% [4][5] - No film surpassed 500 million in box office during this period, marking the first time in five years that no film achieved this milestone [11][12] Film Analysis - The leading film, "The Volunteer Army: Blood and Peace," grossed 450 million, while the sequel "Assassination of the Novelist 2" earned 295 million, indicating that large-scale series films can maintain a certain audience base, but long gaps between releases can weaken IP advantages [11][19] - The audience demographic for "The Volunteer Army" series showed a higher retention rate compared to "Assassination of the Novelist," with 26% of viewers having seen the previous installment [20][19] - The film "731" performed well due to its subject matter and historical significance, ranking second in box office during the National Day period [11][12] Audience Behavior - The trend of weak social attributes continued, with a decrease in the proportion of dual-viewing and an increase in single-viewing, reaching the highest level in five years [30][38] - The average number of films watched per person remained stable compared to previous years, with 91.9% of viewers watching only one film [32][40] - New user engagement was slightly higher than last year, primarily driven by "731," while films like "The Pig Pig Hero" and "The Deafening" attracted a higher proportion of new and low-frequency viewers [30][32] Market Trends - The film market is increasingly focusing on content quality and audience feedback, moving away from reliance on single IP effects or star power for box office success [40][41] - The industry faces challenges in meeting audience expectations for high-quality "blockbuster" films, indicating a need for more innovative marketing strategies and content creation [40][41] - The geographic distribution of box office revenue remained stable, with films like "Wind Forest Fire Mountain" performing well in southern regions due to its genre appeal [34][36]