Core Insights - The 2025 summer movie season concluded with a box office of 11.966 billion yuan, showing positive growth compared to the previous year, despite a lackluster overall performance in the past decade [1] - The upcoming National Day holiday film season is seen as a critical observation window for the industry, with pre-sales already surpassing 100 million yuan, although lacking explosive growth compared to last year [1][3] - The diversity of film genres in this year's National Day lineup is notable, with 13 films competing, indicating a balanced and competitive market [1][8] Box Office Performance - The top three films in pre-sales for the National Day season are "Thunderous" (303.2 million yuan), "Assassinate the Novelist 2" (198.5 million yuan), and "The Volunteer Army: Blood and Peace" (162.6 million yuan) [7][4] - "Thunderous" has gained significant traction, achieving over 30% of the pre-sale market share, and is expected to potentially exceed 1 billion yuan in total box office [4][9] Market Dynamics - The pre-sale performance serves as a key indicator of market vitality and trends, with "Thunderous" emerging as a surprise hit due to its unique subject matter and strong fan engagement [3][14] - The competition among films is intense, with no clear frontrunner, leading to a scenario where multiple films are vying for audience attention [8][13] Genre Diversity - This year's National Day films cover a wide range of genres, including war history, action, fantasy, comedy, and animation, catering to various audience preferences [9][11] - "Thunderous" stands out for its innovative approach, featuring 30% of dialogue in sign language, which has generated significant buzz and anticipation [9][11] Marketing and Distribution Trends - The high proportion of sequels in this year's lineup reflects a trend towards franchise-based films as a strategy to mitigate investment risks [14][16] - Fan-driven marketing strategies have proven effective, with organized efforts to boost pre-sales and cinema attendance for "Thunderous," demonstrating the growing influence of fan communities [16][18] Conclusion - The National Day film season is poised to be a competitive battleground, with a diverse array of films and a focus on quality and audience engagement likely to shape the future of the film market [18]