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].