Core Viewpoint - The Chinese film industry is facing significant challenges, with a sharp decline in box office revenues and a reliance on outdated marketing strategies, leading to concerns about the sustainability of the industry moving forward [2][3][18]. Group 1: Box Office Performance - The box office for May was just over 1.7 billion, a 40% decrease compared to the same month last year, which previously saw figures exceeding 4 billion [2]. - The current film market is experiencing a severe contraction, with only five domestic films surpassing 100 million in box office this year, and the overall market volume is reminiscent of pre-2015 levels [18][22]. - The film industry is struggling to recover from the pandemic, with many films failing to achieve even moderate box office success, indicating a systemic issue within the market [20][22]. Group 2: Marketing Strategies - The industry has shifted towards cost-cutting measures in marketing, with many companies attempting to achieve significant results with minimal budgets, leading to ineffective promotional strategies [5][12]. - The trend of using simplistic marketing materials, such as "big character posters," has emerged as a response to budget constraints, but these strategies have proven to be ineffective in driving audience engagement [6][8][9]. - There is an over-reliance on short video platforms for marketing, which has not yielded better creative outcomes and has led to increased marketing costs without substantial returns [12][15]. Group 3: Audience Engagement - The film industry is witnessing a significant decline in young audiences, with the proportion of viewers under 25 dropping for three consecutive years, indicating a critical loss of a key demographic [30]. - High-frequency moviegoers have decreased from 16% in 2018 to just 6%, suggesting that price sensitivity is not the primary factor influencing their viewing decisions [31]. - The industry must rethink its approach to audience engagement, moving away from price reductions and instead focusing on enhancing the overall viewing experience through diverse offline activities [32]. Group 4: Future Outlook - The upcoming summer film season is under scrutiny, with projections indicating a 44% decline in box office compared to the previous year, raising doubts about the industry's ability to recover [33]. - The industry's core strategies need to evolve; without significant changes, even a successful summer season may not lead to meaningful improvements in the long-term health of the market [34].