猫眼研究院数据洞察：2025年国庆档票房18.35亿元 观影消费更趋理性

Core Insights - The 2025 National Day film season saw a total box office of 1.835 billion yuan and 50.07 million viewers, reflecting a decline compared to the previous year [1][2] - The average ticket price during this period was the lowest in five years, with several new films reducing their release prices to attract audiences [1][2] - Despite a rich supply of new films, the lack of blockbuster hits led to a relatively lackluster market performance [1][3] Film Performance - No film surpassed 500 million yuan in box office during the holiday, with "The Volunteer Army: Blood and Peace" leading at 450 million yuan [2] - "Assassination of the Novelist 2" followed with a box office of 295 million yuan, indicating that long gaps between sequels can diminish audience interest [2] - Older films like "731" performed well due to their compelling themes and audience engagement [2] Audience Behavior - The average number of films watched per person decreased year-on-year, with a notable rise in solo viewings, reaching the highest level in five years [2] - Films like "Deafening" attracted a significant proportion of solo viewers, while others like "The Volunteer Army" had a stronger family viewing demographic [2] - The proportion of new users increased slightly compared to last year, primarily driven by the performance of "731" [2] Regional Insights - The share of box office revenue from first-tier cities was at its lowest in five years, with "The Wind Forest Fire Mountain" performing best in these areas [3] - Regional distribution of box office revenue remained stable, with "The Wind Forest Fire Mountain" performing particularly well in South China due to its Hong Kong film attributes [3] - "The Laughing Life" gained a higher box office share in Northeast China due to its comedic elements [3] Market Trends - The current film market is shifting towards a focus on content quality and audience reviews, moving away from reliance on IP effects or star power [3] - As consumer habits evolve, the market is becoming more refined, segmented, and rational, highlighting the need for targeted audience engagement strategies [3] - There is an expectation for the emergence of more high-quality, high-heat, and diverse films to drive the healthy development of the industry [3]