传媒行业周报：电梯广告领涨户外广告，海南积极推进“游戏出海”试点

Investment Rating - The report maintains an "Accumulate" rating for the media industry [1]. Core Insights - Elevator advertising leads the growth in outdoor advertising, with significant benefits expected for related sectors. In the first eight months of 2024, elevator LCD and poster advertising expenditures increased by 24.3% and 16.9% year-on-year, respectively [4][17]. - Hainan is actively promoting the "game export" pilot program, which is expected to benefit related sectors. Currently, 186 games have been deployed, covering over 100 countries and regions [4][15]. - The film industry saw a diverse range of films during the National Day holiday, with box office earnings reaching 2.104 billion yuan and 52.09 million viewers [4][16]. Summary by Sections 1. Core Insights and Investment Recommendations - Elevator advertising is leading outdoor advertising growth, with related sectors likely to benefit. The first eight months of 2024 saw significant increases in advertising expenditures [4]. - Hainan's "game export" pilot program is expected to benefit the gaming sector, with 186 games deployed and a focus on enhancing international player experience [4][15]. - The film industry is benefiting from diverse offerings during the National Day holiday, with significant box office earnings reported [4][16]. 2. Market Review - The A-share media index fell by 8.57% from October 7 to October 11, underperforming the CSI 300 index by 5.31 percentage points [6]. - Among the media sub-sectors, the film and television sector saw the largest decline at 12.39%, while the education sector performed relatively better with a decline of 5.3% [9][10]. 3. Industry News - Hainan's initiative to promote "game export" is a significant development, with the deployment of 186 games and support from government policies [15]. - The National Day box office figures indicate a strong performance for domestic films, with a notable lead from the film "The Volunteer Army: The Battle of Survival" [16]. 4. Company Dynamics - Huayi Brothers reported revenue from the film "749 Bureau" ranging from 11.94 million to 15.51 million yuan, and from "The Volunteer Army: The Battle of Survival" between 900,000 and 1.17 million yuan [18]. - Gigabit plans to launch a special server for "Wandao Mobile Game" in November and is adjusting two new products for better market fit [19]. 5. Company Announcements - Key announcements include a new financing round for a subsidiary of Youzu Network and box office data for the film "749 Bureau" [20].