Core Viewpoint - The film market is facing increasing risks, with significant declines in box office revenue and audience attendance during the May Day holiday period in 2025 compared to previous years [1][4][9]. Group 1: Box Office Performance - The box office for the May Day holiday in 2025 reached 747 million yuan, a year-on-year decline of 51.1% [1]. - Daily average box office during this period was 150 million yuan, marking the lowest in nearly a decade, excluding 2020 and 2022 [1]. - The number of moviegoers was 18.9 million, down 50% year-on-year, with a total of 2.33 million screenings, a slight decrease of 2% [1]. Group 2: Cinema Operations - The number of cinemas during the May Day holiday reached a historical high of 12,500, an increase of 2.0% year-on-year, while the number of screens was 75,500, up 2.2% [3]. - The average ticket price dropped to 39.54 yuan, falling below 40 yuan for the first time in three years [4]. - Average revenue per cinema per day was 12,000 yuan, a decline of 52.0% year-on-year, indicating a challenging survival environment for cinemas [4]. Group 3: Film Supply and Quality - The May Day holiday featured a sufficient supply of films, but no major hits emerged, with the top films grossing below 200 million yuan [8]. - The films "Water Dumpling Queen," "Hunting Game," and "Princess Mononoke" led the box office with 192 million yuan, 135 million yuan, and 69.59 million yuan, respectively [8]. - The overall content supply was deemed lackluster, leading to a significant drop in cinema revenues [9]. Group 4: Market Trends and Challenges - The film industry is experiencing a pronounced polarization, with only a few films generating substantial profits [10][11]. - The success of "Nezha: Birth of the Demon Child" has led to a significant increase in revenue for its production company, with a 177.87% year-on-year growth in Q1 2025 [11]. - The rise of short video platforms is impacting traditional cinema attendance, with short video users reaching 1.04 billion by the end of 2024 [12]. Group 5: Cost Management and Production Strategies - Film companies are focusing on cost control and project management to attract investment and address the issue of film shortages [19][20]. - The production cycle is lengthening, with more emphasis on script refinement and cost compression [20]. - The increasing project risks are leading to tighter control over productions, limiting directors' creative freedoms [20]. Group 6: Industry Transformation - The film industry must undergo a more rigorous industrial transformation to survive in the changing market landscape [21]. - This transformation is seen as a necessary cost for survival in the current environment [22].

Core Insights - The film market is undergoing a significant transformation, with a notable polarization effect driven by the impact of short videos and changing audience preferences [3][2]. Company Strategy - New Classics Media, backed by the Reading Group, is carefully evaluating its project selection process, ensuring a steady approach rather than aggressive expansion or reduction [6][4]. - Investment levels in film projects remain stable, with a focus on maintaining quality and control over content and production processes [7][8]. - The company emphasizes the importance of selecting suitable creators and actors, maintaining high standards in project approval [9][10]. Market Dynamics - The overall number of film projects being initiated has decreased, leading to a reduction in opportunities for mid-tier actors, while top-tier actors still have ample opportunities [11][12]. - The costs associated with top-tier actors are being scrutinized, with a shift towards collaborative project financing when actors are particularly interested in a script [13]. Marketing and Distribution - Marketing costs have not decreased significantly, but the approach has become more specialized and detailed, particularly in leveraging short video channels and word-of-mouth strategies [14][15]. - The timeline for marketing has shifted, with a shorter pre-release period and an extended post-release marketing phase [15]. Future Opportunities - The potential for market growth lies in innovation, including new storylines and unique audiovisual experiences, supported by a rich selection of intellectual properties from the Reading Group [17].