Core Insights - The National Film Administration reported a 13% year-on-year decline in box office revenue for the 2025 National Day holiday period, totaling 1.835 billion yuan, marking the second-lowest performance in five years [1] - The overall contraction in this year's holiday box office is comprehensive, with total audience attendance dropping by 4% to 50.079 million and average attendance per screening decreasing by 15% [1] - Domestic films accounted for 98.93% of the box office during this period, with the top five films grossing below 500 million yuan for the first time in five years [1] Box Office Performance - The box office for the National Day holiday in 2025 was 1.835 billion yuan, down 2.7 billion yuan from the previous year [1] - The top five films were: "The Volunteer Army: Blood and Peace" (450 million yuan), "731" (345 million yuan), "Assassination Novelist 2" (295 million yuan), "Life of the Lost" (219 million yuan), and "Deafening" (175 million yuan) [1] - The average ticket price dropped to a five-year low of 36.6 yuan, but this did not significantly boost attendance [4] Market Trends - The enthusiasm for movie-going in first-tier cities has continued to decline, with their box office share dropping to a historical low of 13.4%, while the share from third and fourth-tier cities has increased to nearly 44% [6] - Major film companies are facing operational pressures, with "The Volunteer Army: Blood and Peace" struggling to recoup its high investment, accumulating only 488 million yuan by October 9 [6] - The overall film market saw a 34.73% year-on-year decline in box office revenue in the second quarter of this year [6] Industry Challenges - The animation film "The First Part of the Stars of the Three Kingdoms," produced by Light Media, grossed only 74.71 million yuan during the holiday, indicating financial strain [7] - The film "Sauce Garden Case" featuring major stars grossed only 375 million yuan, leading to significant losses for its production company, Huanyi Media [8] - Investment in film projects is becoming increasingly cautious, with a noted decrease in the influence of major directors [8] Alternative Entertainment Growth - During the same holiday period, domestic tourism saw 888 million trips, an increase of 123 million from the previous year, with total spending reaching 809 billion yuan [9] - Cultural and entertainment activities in lower-tier cities have seen a 34.1% increase in performance events, while online viewing time has risen by 23%, particularly in animation [9] Industry Adaptation - Major film companies are redefining their strategies, with Wanda Film collaborating with gaming IP to create new cinema experiences, attracting over one million players during the holiday [10] - The film industry is exploring new distribution models and integrating other forms of entertainment into cinemas [10] - Financing for film projects is becoming more challenging, prompting industry leaders to seek support from regulatory bodies [11]