Core Insights - The report highlights the significant growth and diversification of China's film consumption market, with 57.67% of respondents prioritizing movie watching as their main cultural entertainment activity in 2024, an increase of 11.44 percentage points from 2023 [1][17][20]. Group 1: Market Trends - The film consumption market is experiencing high enthusiasm, with 21.97% of respondents considering cultural entertainment consumption to be vibrant, ranking fourth among 15 categories [1][15]. - Southern regions are showing greater enthusiasm for movie watching compared to northern regions, with a 7.69 percentage point lead in 2024 [1][25]. - The growth in film consumption is notable in both urban and rural areas, with nearly 70% of new cinemas being established in lower-tier cities [1][32]. Group 2: Consumer Demographics - The film consumption demographic is broadening, with significant engagement across all age groups, marking the arrival of a "universal viewing" era [1][36]. - Male viewers have increased significantly, particularly in southern regions, where the proportion of male respondents watching movies rose by 18.4 percentage points [1][41]. - High-income households are showing a marked increase in film consumption, with a notable 18.51 percentage point rise among families earning over 1 million yuan annually [1][44]. Group 3: Regional Insights - The report indicates that the South and Northwest regions are leading in film consumption growth, with the South's proportion rising from 35.96% in 2023 to 61.97% in 2024 [1][30]. - Qingdao, recognized as a "City of Film," has a striking 71.43% of respondents prioritizing movie watching, significantly above the national average [1][20][21]. Group 4: Industry Implications - The film industry is closely linked to the pursuit of a better quality of life, with movie consumption serving as a cultural glue for families and communities [1][2]. - The report emphasizes the need for the film industry to align with public demand by producing high-quality content and enhancing consumption experiences [1][2].