国庆档“所有新电影输给老电影”，观众都去哪儿了？

Core Insights - The recent National Day film market saw new releases underperform against older films, leading to disappointment among industry stakeholders [1][5] - Despite setbacks, the film "Good Things" emerged as a surprise hit in 2024, grossing over 700 million with a high rating of 9.0 on Douban [2] - The overall film market in 2023 rebounded strongly, achieving a total box office of 40 billion, driven by high-quality films [5][6] Industry Analysis - The failure of "Proof of Evidence" during the National Day period raised questions about the correlation between high ratings and box office success, as it had top ratings on multiple platforms but performed poorly [5][16] - The film market is experiencing a shift where high ratings do not guarantee high box office returns, indicating a change in audience preferences [12][24] - The entertainment landscape is becoming increasingly competitive, with alternative activities like concerts and travel drawing audiences away from cinemas during peak periods [26][27] Future Outlook - Upcoming films such as "Zootopia 2" and "Avatar 3" are expected to perform well in the holiday season, potentially boosting the overall box office to meet the annual target of 50 billion [6][33] - The industry is encouraged to adapt marketing strategies and engage audiences more effectively to maximize box office potential [30][31] - The sentiment in the industry may improve with the arrival of the holiday season, as major releases are anticipated to attract viewers back to theaters [32][35]