Core Viewpoint - The article highlights the challenges facing the Chinese film industry, particularly in the context of the upcoming summer film season, with concerns about the lack of blockbuster films and a significant decline in box office revenue compared to previous years [1][2]. Group 1: Current Market Conditions - In May, the box office revenue was just over 1.7 billion, a 40% decrease compared to the same month last year, and significantly lower than the pre-pandemic levels of over 4 billion [1]. - The film industry is experiencing a downturn, with many mid-tier films failing to perform, leading to a situation where the market data is worse than in 2015 [1][2]. - The current film market is characterized by a shrinking audience, with only five domestic films surpassing 100 million in box office revenue this year, and a significant drop in the number of films grossing over 10 million [10][11]. Group 2: Marketing Challenges - The trend of reducing marketing budgets has led to ineffective promotional strategies, with many films relying on simplistic marketing tactics that fail to generate significant audience engagement [4][6]. - The over-reliance on short video platforms for marketing has not produced better creative strategies, resulting in a lack of effective audience conversion [6][7]. - The article criticizes the current marketing approach, suggesting that it has become too focused on short-form content, which does not leverage the strengths of feature films [6][17]. Group 3: Audience Engagement - There is a notable decline in the younger audience demographic, with the proportion of viewers under 25 dropping significantly, indicating a loss of interest in cinema among this group [16][17]. - The average ticket price has slightly decreased, but this has not translated into increased audience attendance, suggesting that price is not the primary factor influencing viewing decisions [15][16]. - The film industry needs to rethink its approach to audience engagement, moving away from price reductions and focusing on enhancing the overall viewing experience through innovative marketing and promotional activities [17]. Group 4: Future Outlook - The article emphasizes the need for the industry to adapt its production and marketing strategies based on current market realities, suggesting that companies should set clear market goals and adjust their investment accordingly [12][13]. - The upcoming summer film season is under scrutiny, with expectations that it may not surpass the previous year's performance, highlighting the ongoing challenges within the industry [17][18].

Core Viewpoint - The article critiques the current state of the film industry, highlighting a significant decline in box office performance and a lack of genuine storytelling from filmmakers, leading to a disconnection with audiences [1][2][11]. Group 1: Box Office Performance - The box office for the recent May Day holiday saw a 50% year-on-year decline, reverting to levels seen in 2017, with only two films surpassing 100 million yuan [2][11]. - The underperformance of films this year, except for "Nezha 2," is attributed to the content itself rather than external factors like marketing or star power [2][11]. Group 2: Filmmaking Trends - There is a consensus that the techniques used by veteran Hong Kong directors have become outdated, leading to poor box office results for their recent films [4][5]. - The film "Water Dumpling Queen," despite its potential for a compelling narrative, is criticized for its lack of depth and reliance on clichéd storytelling methods [5][6]. Group 3: Audience Expectations - Audiences are increasingly discerning, with a higher standard for what constitutes a worthwhile film experience, as evidenced by the stark contrast in box office performance between "Nezha" and other films [11][12]. - The article suggests that filmmakers need to move beyond superficial trends and engage with deeper societal issues to resonate with contemporary viewers [10][12]. Group 4: Impact of Short Videos - The rise of short video content has influenced filmmakers to speed up their storytelling techniques, but this has not necessarily translated into better film quality [8][9]. - Films attempting to critique the short video economy often fail to deliver a coherent message, reflecting a lack of understanding of the complexities involved [9][10]. Group 5: Future Outlook - The film industry may face a prolonged period of adjustment, with a continued lack of innovative content and a polarized market where only a few films achieve significant success [13][14]. - There is hope for a resurgence of quality films in the future, but this will require a shift in how stories are told and a deeper connection with audience experiences [12][14].