《南京照相馆》海报 今年你看了几部电影？是闲暇时随意走进影院，还是参考线上线下风评，深思熟虑后才买了一张电影票？这些个人化的选择，勾勒出2025年中国电影市场与 观众人群的整体轮廓。 根据国家电影局的统计，截至2025年12月13日，全年总票房已达500.03亿元，稳中有进，总观影人次达11.94亿，再创新高。 EXPERIENCE T 《哪吒之魔童闹海》海报 日前，中国电影家协会联合大麦娱乐灯塔研究院共同发布《2025中国电影市场及观众变化趋势报告》（以下简称报告）。报告显示，年度观影人次创近5年 新高，更多新用户进入影院，但人均观影频次为2.02次，较去年有所回落。 1 头部影片带动作用强大 今年，观众的选择审慎而挑剔，约六成观众在2025年仅走进影院观看了一部影片。 为何观影总人次攀升至新高，人均频次却有所下降？大麦娱乐灯塔研究院院长牧晨认为，这与头部影片的强大带动作用有关。他指出，如春节档上映的《哪 吒之魔童闹海》等现象级影片，成功带动大量新观众及低观影频次观众进场，但相当一部分观众之后未再走进影院观看其他电影。他强调，吸引低频用户持 续走进影院应是未来电影行业发力的重点之一。 中国电影评论学会会长饶 ...

《南京照相馆》海报。 今年你看了几部电影？是闲暇时随意走进影院，还是参考线上线下风评，深思熟虑后才买了一张电 影票？这些个人化的选择，勾勒出2025年中国电影市场与观众人群的整体轮廓。 根据国家电影局的统计，截至2025年12月13日，全年总票房已达500.03亿元，稳中有进，总观影人 次达11.94亿，再创新高。 日前，中国电影家协会联合大麦娱乐灯塔研究院共同发布《2025中国电影市场及观众变化趋势报 告》（以下简称"报告"）。报告显示，年度观影人次创近5年新高，更多新用户进入影院，但人均观影 频次为2.02次，较去年有所回落。 2025年10月4日，云南蒙自喜悦国际影城，观众从国庆档电影海报前经过。 薛莹莹摄（新华社发） 《哪吒之魔童闹海》海报。 大片带动 今年，观众的选择审慎而挑剔，约6成观众在2025年仅走进影院观看了一部影片。 为何观影总人次攀升至新高，人均频次却有所下降？大麦娱乐灯塔研究院院长牧晨认为，这与头部 影片的强大带动作用有关。他指出，如春节档上映的《哪吒之魔童闹海》等现象级影片，成功带动大量 新观众及低观影频次观众进场，但相当一部分观众之后未再走进影院观看其他电影。他强调，吸引低频 用户 ...

Core Viewpoint - The article discusses the evolving landscape of the film industry during the National Day holiday, highlighting the increased number of films, diverse genres, and changing audience preferences, which complicate predictions for box office success [5][27]. Film Quantity and Types - This year's National Day holiday features 13 films, a significant increase from 9 films last year, indicating a more competitive environment for box office success [5][6]. - Traditional genres like patriotic and comedy films are less prevalent this year, with only "The Volunteer Army: Blood and Peace" as a main patriotic film and "Life of the Waves" as the sole comedy [5][6][27]. Box Office Predictions - "The Volunteer Army: Blood and Peace" is expected to lead the box office, with a projected total of 814 million, while "Life of the Waves" is forecasted to earn 381 million [15]. - The article suggests that audience demand for patriotic films remains strong, which may help "The Volunteer Army: Blood and Peace" maintain its lead despite concerns about its content [15][27]. Emerging Contenders - Among the remaining films, seven are considered potential box office contenders, including "Assassination of the Novelist 2," "Wind Forest Fire Mountain," and "The Proof of Bi Zhengming," each with distinct strengths and weaknesses [16][27]. - "Assassination of the Novelist 2" has a strong fan base and visual appeal, while "Wind Forest Fire Mountain" features a star-studded cast but has received mixed reviews for its narrative [20][22]. Audience Trends - The audience is becoming more discerning, with a shift from relying on star power to valuing word-of-mouth and reviews, as evidenced by the slower pre-sale ticket sales compared to previous years [30][32]. - The demographic profile of viewers is also diversifying, with different films appealing to specific age groups and interests, indicating a more segmented audience [28][29]. Overall Market Outlook - The film industry is transitioning from a model of genre saturation to one that focuses on accurately targeting specific audiences, which may lead to a more sustainable box office environment [27][30]. - Despite a slow start to ticket sales, the overall demand for films remains strong, suggesting that the industry has significant potential for growth and adaptation [27][34].

Group 1 - The core viewpoint of the article highlights the emergence of potential "dark horse" films during this year's National Day holiday, driven by factors such as film quality, market dynamics, and changes in promotional strategies [1][2][3][5][6][8][16] Group 2 - The first reason for the concentration of potential dark horses is the unexpected quality of the films, with audiences becoming more discerning and valuing genuine word-of-mouth over big IPs or productions [3][5] - The second reason is the reduced monopolistic effect of top films in this year's National Day period, allowing more opportunities for mid-tier films to gain traction [5][6] - The third reason involves a significant adjustment in promotional strategies, moving away from an over-reliance on short video marketing to a more balanced approach that emphasizes both traditional and innovative promotional methods [6][7][8][9] Group 3 - The article emphasizes the importance of maintaining regular promotional activities to ensure films gain visibility, which is crucial for both large and potential dark horse films [9][11] - It also discusses the role of short video marketing, which remains a key channel for reaching younger audiences, but highlights a shift in strategy towards more differentiated content [11][13] - The most significant change in promotional strategy this year is the increased focus on word-of-mouth marketing, with early screenings and audience interactions becoming critical for a film's success [13][15][16]