传媒：国庆档首日创新高，短剧市场上新数升温

Investment Rating - The industry investment rating is maintained as "Leading the Market" [1] Core Viewpoints - The National Day box office from October 1 to October 7, 2024, reached 2.104 billion yuan, with 52.09 million viewers, and domestic films accounted for 2.017 billion yuan, representing 95.87% of the total [1] - The top five films during the National Day period were: "The Volunteer Army: Battle of Life and Death" (0.805 billion yuan), "The Road of Bathing Fire" (0.359 billion yuan), "749 Bureau" (0.356 billion yuan), "Panda Plan" (0.215 billion yuan), and "Crisis Line" (0.17 billion yuan) [1] - The initial viewing sentiment during the holiday period was high, with female viewers accounting for 59.4%, a year-on-year increase of 5.2% [1] - The age distribution of viewers is maturing, with an increase of 10.5% in ticket purchases from the 30-40 age group and above [1] - The supply side saw the champion film "The Volunteer Army: Battle of Life and Death" contributing nearly 40% of the box office, with the top four films contributing over 80% of the total box office [1] - The report suggests that the film industry still has significant potential, with a stable supply of micro-short dramas contributing to industry growth [1] Summary by Relevant Sections Event Highlights - The National Day box office reached 2.104 billion yuan, with domestic films making up 95.87% of the total [1] - The top films contributed significantly to the overall box office performance [1] Demand Side Analysis - High initial viewing sentiment with a notable increase in female viewer participation [1] - Maturing viewer demographics with increased ticket purchases from older age groups [1] Supply Side Analysis - Major films contributed significantly to the box office, indicating a strong performance from top titles [1] - The micro-short drama segment is seeing a steady increase in supply and diversity of themes [1] Investment Recommendations - The report recommends focusing on companies such as Jiecheng Co., Huace Film & TV, Huayi Brothers, Tangde Film, and others for potential investment opportunities in the film industry [1]