毕竟，比起今年暑期档的数字，更值得作为谈资的，是一众映前被视为头部项目的作品票房失利，以及 许多被视为中间梯队的"黑马"涌现。 文｜毒眸 降本，降本，还是降本，在最近进行的一场电影公司论坛上，所有的电影公司老板都将话题聚焦在降本 上。这也是今年暑期档过后最值得讨论的话题。 从观众的视角看，这或许是良币驱逐劣币的欣喜现象，但从产业维度考量，这意味着大量的投资打了水 漂，后续的项目融资变得更加困难。由此，降本是行业上游必须面对的头号问题。未来的电影行业，除 《哪吒》《流浪地球》等极少数收益有保障的系列电影外，全部都需要面临成本收缩的境况。 可尽管投资失利，但暑期档的总体成绩尚可。在6、7月不如人意的情况下，靠8月的后程发力，暑期档 终于追上了去年的自己，而没有与疫情三年的市场坐一桌。不过，2023年暑期档的200亿高点，在连续 两年的回落之后，也被确证为"昙花"，就像《哪吒2》的150亿一样可遇不可求。 理性来说，今年暑期档还是有不少惊喜的，尤其是12.75%的观影人次涨幅，放在历年的档期中都是相 当少见的。 总票房基本持平的情况下，观影人次收获大幅提升，关键点自然出在票价上。2025年暑期档的平均票价 仅为37 ...

Core Insights - The article discusses the deceptive practices within the film production industry, highlighting how new entrants are often manipulated into fraudulent investment schemes disguised as legitimate opportunities [2][5][21] - It emphasizes the need for caution in the film investment sector, as many projects operate in a legal gray area and exploit the naivety of newcomers [5][21][22] Group 1: Industry Practices - The film production industry is characterized by a network of trust-based investment schemes, where personal connections are leveraged to attract funding [2][3] - Investment pitches often promise low risk and high returns, using carefully crafted narratives around successful past projects to build credibility [2][3] - A significant increase in film investment fraud cases has been reported, with a 217% year-on-year rise in the amount involved, particularly affecting recent graduates in the industry [2][3] Group 2: Market Dynamics - The Chinese film market has shown a fluctuating recovery post-pandemic, with total box office revenues experiencing significant variations from 203 billion in 2020 to 549 billion in 2023, followed by a drop to 425 billion in 2024 [17][20] - The summer box office of 2025 is projected to be significantly lower than previous years, indicating a lack of quality content and market saturation [18][21] - The industry is witnessing a shift towards a more integrated approach, focusing on the entire value chain rather than just individual blockbuster films [20][21] Group 3: Investment Considerations - The article warns that legitimate film production companies do not typically seek small-scale investments from individuals, and promises of guaranteed returns are often red flags [5][21] - The current landscape shows a rise in low-budget, reality-based projects, while high-quality content remains scarce, leading to a potential oversupply of mediocre films [21][22] - The future of film investment is expected to prioritize comprehensive industry strategies over speculative ventures, reflecting a more cautious and structured approach [20][21]

Core Insights - The summer film season has witnessed a generational shift in directors, with new talents like Shen Ao emerging as significant players, while traditional directors like Jiang Wen struggle to connect with contemporary audiences [1][3][21] Group 1: Market Dynamics - The film "Nanjing Photo Studio," directed by Shen Ao, has achieved a box office of over 2 billion yuan in just 16 days, with predictions suggesting it could reach 3 billion yuan [1][21] - In contrast, Jiang Wen's film "You Can! You Go!" has failed to surpass 100 million yuan in box office revenue after 26 days, highlighting a disconnect with current market trends [1][21] - The audience's preferences are shifting, with younger directors like Dapeng and Chen Sicheng demonstrating a keen understanding of commercial sensibilities and narrative techniques [3][14] Group 2: Director Evolution - The dominance of established directors like Zhang Yimou and Feng Xiaogang is waning, as their works are increasingly viewed as outdated or disconnected from modern audiences [4][21] - New directors are gaining traction by creating relatable content that resonates with younger viewers, thus redefining the film landscape [3][4][28] - The rise of directors like Shao Yihui and Jiaozi illustrates a trend towards innovative storytelling that appeals to contemporary sensibilities, moving away from traditional narrative structures [6][8][28] Group 3: Audience Engagement - The changing demographics of moviegoers are influencing the types of films being produced, with younger audiences favoring direct emotional engagement over complex narratives [19][25] - New directors are adept at utilizing modern marketing strategies and social media to create buzz around their films, leading to rapid box office success [27][28] - The industry is experiencing a shift towards a more inclusive ecosystem where diverse voices and styles can coexist, fostering a richer cinematic experience [42][43]

Group 1 - The core viewpoint of the article highlights the success of the film "Nanjing Photo Studio," directed by Shen Ao, which has significantly contributed to the summer box office, achieving a total of 18.98 billion yuan, accounting for 24.6% of the total summer box office of 77.07 billion yuan as of August 7 [1] - "Nanjing Photo Studio" is based on real evidence of Japanese war crimes during the Nanjing Massacre, focusing on a refuge called "Jixiang Photo Studio," where civilians initially seek to survive but end up documenting war crimes through photographs [1] - Shen Ao has emerged as a market benchmark for a new generation of directors, with his previous film "All In" grossing 38.51 billion yuan, showcasing a strong trend towards realism in his works [1] Group 2 - Shen Ao emphasizes the complementary relationship between micro-short dramas and films, suggesting that both can coexist and cater to different audience needs, rather than competing against each other [2] - He believes that films possess unique technical and narrative advantages, such as the ability to construct complete stories and explore complex themes, while also highlighting the immersive experience of watching films on the big screen [3] - In discussing the international expansion of films, Shen Ao suggests diversifying into various genres beyond established ones like martial arts and action films, including mystery, youth, science fiction, and romance [3]

Group 1 - The year marks the 120th anniversary of Chinese cinema, with a meeting held by the State Council Information Office featuring five industry representatives sharing their explorations in film creation, distribution, and technology [1] - Young director Shen Ao's film "Nanjing Photo Studio," released last month, commemorates the 80th anniversary of the victory in the Chinese People's War of Resistance Against Japanese Aggression, focusing on the Nanjing Massacre in 1937 [1] - Shen Ao's previous work "All In" highlights the dark industry chain behind telecom fraud, raising public awareness about fraud through interviews with victims and police [1] Group 2 - Shen Ao emphasizes that micro-short dramas and films are not in simple competition but are complementary, each holding irreplaceable value in the entertainment landscape [2] - The rise of micro-short dramas does not hinder the traditional performance market, indicating that different art forms can coexist and thrive [2] - Future collaborations between micro-short dramas and films could enhance production quality and narrative pacing, creating a diverse video ecosystem to meet varying audience needs [2]

Core Viewpoint - The current downturn in the film market cannot be solely attributed to audience behavior or the quality of works, indicating a more complex phenomenon that requires deeper analysis [1][6]. Box Office Performance - As of July 29, 2023, the total box office for the summer season (June 1 - August 31) exceeded 5.5 billion yuan, with "Nanjing Photo Studio" grossing 536 million yuan in its first five days and projected to reach 3.246 billion yuan [2]. - By mid-July, the box office was only 3.412 billion yuan, lower than the 3.848 billion yuan earned by the 2023 summer box office champion "All In," highlighting the industry's pressure [2]. - The 2023 summer box office total is projected to be significantly lower than the 20.62 billion yuan in 2023 and 17.653 billion yuan in 2019, raising concerns among industry professionals [2]. Film Quality and Audience Engagement - "Nanjing Photo Studio" has a high Douban rating of 8.6, but its box office performance needs a significant boost to be considered a true "dark horse" [3][4]. - The film's serious historical theme may deter some viewers due to emotional weight, similar to the past performance of "1942," which had a high rating but low box office [5]. - Despite the overall quality of films this summer being commendable, audience engagement remains a challenge, as seen with "The Lychee of Chang'an," which, despite good ratings, is projected to earn only 660 million yuan [5]. Market Dynamics and Future Outlook - The film industry is facing a complex set of challenges, including shifts in consumer spending, public psychological expectations, and changes in the entertainment environment [6]. - The industry must focus on creating films that resonate with audiences on a deeper emotional level, as past strategies relying on emotional triggers are no longer as effective [6]. - Regardless of the summer box office outcome, filmmakers should strive to create timeless classics that can ensure the industry's future survival and growth [7].

Core Viewpoint - The summer box office for 2025 has reached over 5.5 billion yuan, but the market is under pressure due to low ticket sales compared to previous years, raising concerns among industry professionals [1][2]. Group 1: Box Office Performance - As of July 29, 2025, the total box office for the summer season (June 1 - August 31) exceeded 5.5 billion yuan, with "Nanjing Photo Studio" grossing 536 million yuan in its first five days and projected to reach 3.246 billion yuan [1]. - The summer box office has only reached 3.412 billion yuan by mid-July, which is lower than the 3.848 billion yuan earned by the 2023 summer box office champion "All In" [1]. - The current summer box office performance is significantly below the 20.62 billion yuan total from the 2023 summer season and the 17.653 billion yuan from the pre-pandemic 2019 summer season [1]. Group 2: Film Quality and Audience Engagement - "Nanjing Photo Studio" has a high Douban rating of 8.6, but it faces challenges in attracting a broader audience due to its serious historical theme, which may deter some viewers [2]. - The film industry has produced quality films this summer, such as "Lychee of Chang'an," which has a Douban rating of 7.6, yet it is projected to earn only 660 million yuan, lower than previous works by the same director [3]. - The current market situation reflects a complex new phenomenon where the quality of films does not necessarily translate into audience enthusiasm, indicating a shift in consumer behavior and expectations [3]. Group 3: Industry Challenges and Future Outlook - The film industry must adapt to changing audience sentiments and provide deeper emotional connections to alleviate consumer hesitance towards movie spending [4]. - Industry professionals are encouraged to focus on improving their craft and creating timeless classics that can withstand the test of time, ensuring the industry's future viability [4].

Core Viewpoint - The article highlights the vibrant community engagement through outdoor movie screenings in the Gumei area, emphasizing the cultural and social benefits these events bring to residents. Group 1: Community Engagement - The "Hi! Gumei" initiative provides a platform for residents to access new cultural experiences and community activities starting from April 25 [1] - Outdoor movie screenings have become a popular social event, transforming how residents interact, with conversations shifting from "Have you eaten?" to "What are we watching tonight?" [17] - The community atmosphere is enhanced by the presence of families and friends gathering to enjoy films together, fostering a sense of belonging [3][8] Group 2: Movie Experience - The screenings feature a mix of mainstream and diverse films, catering to various audience preferences, including family-friendly options and critically acclaimed titles [10] - The flexibility of the screening locations allows for quick adjustments in case of weather changes, ensuring uninterrupted cultural services [5] - Unique experiences, such as a sudden rain leading to an indoor screening, create memorable moments for attendees [8] Group 3: Cultural Impact - The outdoor movie events serve as a bridge between different generations, with older residents expressing nostalgia for classic films [12] - The integration of music and film events, such as the special screenings during the Qixi Festival, enhances cultural consumption and community life [15] - The initiative contributes to building a "15-minute cultural life circle," promoting creativity and discussion among residents [17] Group 4: Upcoming Events - The article announces upcoming outdoor movie screenings scheduled for June, inviting residents to participate and enjoy the summer nights [22] - Additionally, a drone skills competition is set to take place, showcasing the community's engagement with technology and innovation [23]

Group 1 - The core issue in the film marketing industry is the lack of creativity and effective strategies, leading to ineffective promotional campaigns that fail to resonate with audiences [1][9][19] - Traditional film marketing companies have faced significant challenges due to talent loss during the pandemic, resulting in a shift towards short video marketing while struggling with limited budgets [4][5][26] - The current marketing landscape is characterized by a decline in the effectiveness of traditional promotional strategies, as they increasingly detach from the film content itself [9][10][27] Group 2 - The rise of short video marketing has created a competitive environment where established companies dominate, while smaller firms struggle due to lower conversion rates from views to box office sales [7][21] - The audience's perception of film marketing has shifted negatively, with many feeling deceived by misleading promotional tactics, leading to a general distrust of marketing efforts [23][24][32] - There is a pressing need for the film marketing industry to return to content-driven strategies, focusing on multi-dimensional promotion to attract the right audience and enhance word-of-mouth [27][32][33]

Core Viewpoint - The article discusses the disconnect between promotional activities for films and their actual content, highlighting the ineffectiveness of current marketing strategies that prioritize entertainment over meaningful engagement with the audience [6][20][39]. Group 1: Promotional Activities - The promotional event for the new drama "In the Name of Beauty" featured actors Yao Chen and Jia Jingwen performing a dance unrelated to the show's theme, raising questions about the effectiveness of such marketing strategies [1][6]. - The awkwardness of the performance contrasted sharply with the characters they portray, leading to mixed reactions from the audience, with some finding it amusing while others felt it was forced [2][6]. - This incident is not isolated, as actors have previously expressed discomfort with being required to engage in similar promotional antics that detract from genuine audience interaction [3][4]. Group 2: Marketing Trends - The article identifies a trend where promotional events have devolved into superficial entertainment rather than substantive discussions about the film's content, resulting in a lack of meaningful audience engagement [9][20]. - Various types of promotional chaos are categorized, including forced performances, influencer interactions, and fan meet-and-greets, which often bear little relevance to the films being promoted [10][15][18]. - The commercialization of promotional events has led to a focus on generating viral content for social media rather than fostering authentic conversations about the films [32][33]. Group 3: Audience Engagement - The decline in valuable exchanges during promotional events has been noted, with audiences increasingly disengaged from the content and more focused on entertainment gimmicks [8][21]. - The article emphasizes the importance of returning to meaningful discussions about film content to rekindle audience interest and drive ticket sales [39][40]. - Successful films in recent years have managed to connect their content with broader social issues, demonstrating that engaging narratives can still attract audiences despite the current marketing chaos [34][38].