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电影业不改变,年轻人退场将更坚决
经济观察报· 2025-11-12 12:38
Core Viewpoint - The film industry must prioritize the engagement of younger audiences by rejuvenating the mainstream creative community, recognizing the value of young viewers, and making necessary changes across the entire industry chain from creation to promotion [1][5]. Group 1: Audience Demographics - The proportion of moviegoers under 24 years old is projected to drop to 15% by 2025, down from 38% in 2019, indicating a significant decline in the appeal of film content to younger audiences [2]. - By 2025, the 30-39 age group is expected to account for 40% of moviegoers, suggesting that current film content is more aligned with middle-aged audiences [2]. Group 2: Creative Direction - The success of the "Nezha" series highlights a missed opportunity for the Chinese film industry to pivot towards younger audiences, revealing a structural imbalance in creative authority dominated by older directors and actors [3]. - The so-called "uncle circle phenomenon" in the film industry reflects a disconnect between creators and younger audiences, leading to a lack of empathy for the younger generation's emotional and aesthetic needs [3]. Group 3: Market Trends and Challenges - Young audiences have specific viewing desires and perspectives on films that portray history, reality, and culture, but they are unlikely to support repetitive themes and outdated expressions [4]. - The loss of young consumers poses a significant threat to the film industry, as generational shifts in consumption habits can lead to a "break" in consumer engagement with film products [4]. Group 4: Global Context - The decline in support from younger audiences is a global issue, with North America's box office hitting a 27-year low of $425 million in October 2025, attributed to fundamental changes in consumer viewing preferences [5]. - The film industry must abandon reliance on past successes and adapt to the evolving preferences of younger audiences, which is a challenge faced by both Eastern and Western film markets [5].