传媒行业周报：AI应用增多推高线上营销，关注AI赋能线下场景-2025-03-15

Investment Rating - The report maintains a "Buy" rating for the media industry [7][23]. Core Views - In Q1 2025, the increase in AI applications is driving online marketing, while the empowerment of offline applications is a new focus for existing businesses. Key areas of interest include cinema chains and digital exhibitions as representative scenarios for AI application [6][20]. - The report highlights three investment dimensions: 1. Focus on large companies' AI capital expenditures and their impact on the supply chain (e.g., Alibaba, ByteDance, Tencent) 2. Attention to offline application scenarios empowered by AI, such as cinema chains and digital exhibitions 3. Investment in media sectors expected to recover in 2025 [6][7]. Summary by Sections Industry Overview and Dynamics - The media industry has shown varied performance, with the media sector down by 3.3% over the past month, while the Shanghai Composite Index increased by 1.7% [3][15]. - The report notes significant movements in the market, with top gainers including Jin Yi Film and Hubei Broadcasting, while Bilibili saw a notable decline [15][16]. Key Recommendations - Specific stocks recommended include: - Fengyu Zhu (603466) for its collaboration with the "Three-Body" sci-fi IP - Yaoyi Technology (002605) benefiting from AI-enabled marketing - Mango Super Media (300413) for its AI customer service initiatives [7][12]. - Other notable mentions include Wanda Film (002739) and Huace Film (300133) for their potential in the cinema and content sectors [7][12]. Market Performance - The report indicates that the cinema sector is in a recovery phase, with companies like Wanda Film and Hengdian Film expected to benefit from this trend [20][28]. - The digital marketing sector is also highlighted, with companies like BlueFocus (300058) and Zhejiang Wenlian (600986) positioned to gain from increased AI-driven marketing efforts [20][19]. Game Industry Progress - The report discusses the performance of mobile games in overseas markets, with notable titles achieving significant revenue milestones [22].