Core Insights - Yunnan Province has launched a significant initiative to enhance cultural life by providing movie viewing subsidies during the National Day holiday [1] - The "Enjoy Yunnan: Light and Shadow Build Dreams" special event is organized by the Yunnan Film Bureau in collaboration with various partners, allowing audiences to redeem government-subsidized movie vouchers at any cinema [1] Movie Offerings - The event features a diverse lineup of films catering to all age groups, including genres such as war epics, comedies, sci-fi, and animated films [1] - Notable films include: - War Epics: "The Volunteer Army: Blood and Peace," "Feng Lin Huo Shan," "Red Boy: King of the Flame Mountain" [2] - Family-friendly: "Panda Plan 2," "Pig Pig Hero: The Reversal of an Old Pig" [2] - Suspense: "The Proof of Bi Zhengming," "Assassination Novelist 2" [2] - Sci-fi Adventure: "The First Part of the Starry Sky of the Three Kingdoms," "Extreme City" [2] - Realistic Themes: "Life of Stray Dogs," "Deafening," "Crazy Computer City" [2] Market Observations - Films like "Mountains and Rivers as Evidence" and "Nanjing Photo Studio" continue to perform well, providing audiences with more viewing options [1] - Industry experts predict that the diverse genres and rich themes in this year's National Day holiday films may lead to record box office revenues [1]

总的来说《风林火山》就是一部很难让人看得起劲的电影，它更像群星云集的秀场表演就是了。 ...

Core Insights - The National Day box office in 2025 has significantly underperformed, with total earnings of 1.835 billion yuan over eight days, which is comparable to 2015's earnings of 1.862 billion yuan over seven days, leading to media reports of a "box office collapse" and a return to ten years ago [1][3][19] Box Office Performance - Five films surpassed the 100 million yuan mark, with an average ticket price of 35.8 yuan and over 50 million attendees [1][21] - The box office performance reflects a notable decline in audience engagement compared to previous years, with attendance dropping from over 100 million in 2019 to just over 50 million in 2025 [17][19] Audience Behavior - Audience attention and spending habits have shifted, with more focus on travel and dining rather than cinema, indicating that movies are no longer the central narrative during holidays [5][19] - Social media has contributed to this shift, as platforms are filled with travel and food content rather than film discussions, leading to a lack of collective engagement around movies [19][20] Film Quality and Themes - Despite significant promotional efforts, films like "The Volunteer Army: Blood and Peace" and "Assassination Novelist 2" failed to generate substantial audience interest or discussion [3][5] - The emotional impact of patriotic films has diminished due to repetitive themes, leading to a decline in audience emotional tolerance for such narratives [8][10] Industrial Challenges - The industrialization of filmmaking has led to a structural emptiness in content, as seen in "Assassination Novelist 2," which, despite high production quality, lacked depth in storytelling and character motivation [11][13] - The focus on visual spectacle over emotional storytelling has alienated audiences, who now seek more genuine narratives rather than mere technical achievements [16][14] Future Outlook - The future of patriotic narratives in cinema may require a shift in storytelling approaches to reignite audience interest, as evidenced by the success of films that adopt more personal perspectives [10][8] - The overall decline in box office performance during the National Day holiday signals a need for the film industry to adapt to changing audience preferences and emotional needs [20][19]

Core Insights - The 2025 National Day film market showed a rich supply of new films and diverse genres, but lacked blockbuster hits, leading to a relatively subdued market performance [1][2] - Total box office for the National Day period reached 1.835 billion yuan with 50.07 million admissions, reflecting a decline compared to the previous year [1] - The average ticket price was the lowest in five years, with several new films reducing their release prices to attract audiences [1][2] Box Office Performance - No film surpassed 500 million yuan in box office during the National Day period, with the top film, "The Volunteer Army: Blood and Peace," earning 450 million yuan [1] - The sequel "Assassination of Novelists 2" ranked second with a box office of 295 million yuan, indicating a general lack of excitement for new releases [1][2] Audience Engagement - The long gap between sequels can weaken the appeal of established IPs, as seen with "Assassination of Novelists 2," which failed to significantly attract viewers from its predecessor [2] - The performance of older films like "731" remained strong, showcasing the importance of thematic relevance and audience interest [2] Regional Insights - The share of box office from first-tier cities was at its lowest in five years, with "Wind Forest Fire Mountain" having the highest share among new films [2] - Regional distribution of box office remained stable, with "Wind Forest Fire Mountain" performing well in South China due to its Hong Kong film attributes [2] Market Trends - The current film market emphasizes content quality and audience reviews over traditional IP or star power, reflecting changing consumer habits [3] - The industry faces the challenge of understanding diverse audience preferences and creating high-quality, innovative content to stimulate viewing enthusiasm [3]

Core Insights - The 2025 National Day film season saw a total box office of 1.835 billion with 50.07 million admissions, indicating a diverse supply of new films but lacking blockbuster hits to drive audience interest [3] - Two IP sequels dominated the box office, with "The Volunteer Army: Blood and Peace" leading at 450 million and "Assassination Novelist 2" following at 295 million, highlighting the importance of established franchises [3] - Audience behavior showed a decline in average number of films watched per person, with a notable increase in solo viewings, suggesting a shift in viewing preferences [4] Film Performance - "The Volunteer Army: Blood and Peace" performed steadily, while "Assassination Novelist 2" struggled due to a four-year gap since its predecessor, affecting audience engagement [3] - Older films like "731" maintained strong performance due to their themes and popularity, ranking second in overall box office [3] Audience Demographics - The proportion of new users increased slightly compared to last year, primarily driven by "731," while new films attracted a higher percentage of new and low-frequency viewers [4] - "Wind Forest Fire Mountain" had the highest share of first-tier city viewership, while "Pig Pig Hero: A Pig's Counterattack" appealed to lower-tier cities [4] Market Trends - The current film market emphasizes content quality and audience feedback over traditional IP and star power, reflecting changing consumer habits towards more refined and diverse viewing preferences [5] - The industry faces the challenge of understanding different audience segments and leveraging innovative marketing strategies to enhance viewer engagement [5]

Core Insights - The National Day film market this year saw a total of 10 films released, with a box office gross of just over 1.7 billion yuan by October 7, falling short of last year's 2 billion yuan and the previous year's 2.7 billion yuan, indicating a decline of approximately 500 million yuan and 1 billion yuan respectively [1][21] - There is a noticeable trend of "big names failing, new blood emerging," where established directors and star-studded casts are underperforming, while new directors and emerging actors are gaining traction through positive word-of-mouth [1][21] Box Office Performance - The top three films in terms of box office were "The Volunteer Army: Blood and Peace," "Assassination Novelist 2," and "Life of the Stray," but their quality did not meet audience expectations [4][6] - "The Volunteer Army: Blood and Peace" was criticized for its formulaic storytelling despite its patriotic themes, while "Life of the Stray" failed to deliver a cohesive narrative [4][6][12] - "Assassination Novelist 2" was particularly disappointing, as it shifted away from the successful themes of its predecessor, leading to a lack of emotional connection with the audience [8][12] Audience Expectations - Audiences are increasingly seeking relatable stories rather than being swayed by marketing hype or visual spectacles, indicating a shift in viewing preferences [1][21] - The failure of high-concept films and star-studded casts suggests that established filmmakers may be out of touch with contemporary audience sentiments [12] Emerging Trends - The best-reviewed films of the National Day period were "Deafening" and "The Proof of Bi Ming," both of which are crime dramas directed by newcomers and featuring fresh talent, achieving a Douban score of over 7.4 [14][18] - "Deafening" is noted for its compelling narrative about a lawyer from a deaf family, which resonates with audiences due to its themes of social justice and personal struggle [15][16] - "The Proof of Bi Ming" explores the 90s thief underworld, showcasing a unique narrative that surprised many viewers, although it struggled with box office performance due to its title and lack of star power [18][19] Industry Outlook - The National Day film market is evolving towards a more balanced genre representation, moving away from a dominance of patriotic films to include a variety of genres such as crime, comedy, and animation [21] - Future films that succeed are likely to do so based on their quality and emotional resonance with audiences rather than relying solely on established titles or star power [21]

Core Insights - The 2025 National Day box office surpassed last year's total by October 2, reaching 437.6 billion yuan by October 8, with over 10.34 billion admissions, indicating a strong annual performance despite a lackluster holiday season [7][8] Box Office Performance - The National Day box office (including pre-sales) exceeded 1.8 billion yuan, but is expected to fall short of last year's 2.105 billion yuan due to an additional day of holiday this year [1] - The average ticket price decreased to 36.7 yuan from 40.4 yuan last year, making cinema attendance more affordable [1] - The top three films during the holiday period were "The Volunteer Army: Blood and Peace," "731," and "Assassination Novelist 2" [1] Film Analysis - "The Volunteer Army: Blood and Peace," directed by Chen Kaige, focuses on the Korean War and features a female protagonist, but has underperformed with a cumulative box office of 477 million yuan, with projections lowered to 602 million yuan [3] - "Assassination Novelist 2," a sequel, has also seen disappointing results, with a current box office of 290 million yuan and a projected total of 413 million yuan, significantly lower than its predecessor's 1.035 billion yuan [3] - In contrast, "731," which premiered on September 18, has shown strong performance with a cumulative box office of 1.864 billion yuan and a projection of 1.922 billion yuan [5] Audience Preferences - Audience preferences vary by region, with lower-tier cities favoring "731," while first and second-tier cities prefer "The Starry Sky of the Three Kingdoms" and "The Proof of the Unknown" [7] - Despite mixed reviews, films like "The Proof of the Unknown" have shown potential for long-term success due to positive ratings [7] Future Outlook - Anticipation builds for upcoming films, including two Hollywood blockbusters set to release on October 17, which may impact the box office landscape [8][9] - The year-end schedule includes several high-profile releases, including sequels to popular franchises, which could further influence box office performance [9]

Core Insights - The total box office for the 2025 National Day film season has surpassed 1.8 billion yuan, including pre-sales, with "The Volunteer Army: Blood and Peace," "731," and "Assassination Novelist 2" leading the charts [1] Film Variety and Audience Engagement - The 2025 National Day film season features a diverse range of genres, including historical war, fantasy adventure, and family comedy, catering to both family audiences and individual preferences [5][7] - "The Volunteer Army: Blood and Peace" resonates emotionally with audiences by honoring historical heroes, while "The Life of the Lost" offers humor and warmth for family viewing [7][13] - Animated film "The Starry Sky of the Three Kingdoms" attracts parent-child audiences with its innovative take on a classic IP [7] - "Assassination Novelist 2" continues the imaginative storytelling of its predecessor, providing a visually immersive experience [11][12] Box Office Impact and Tourism - The film season has positively impacted tourism, with locations featured in films experiencing increased visitor numbers and spending [18][19] - For instance, the filming location for "Assassination Novelist 2" in Chongqing welcomed 5.65 million tourists in the first three days of the holiday, generating over 5.3 billion yuan in spending, a 7% increase year-on-year [19] - The filming site for "The Volunteer Army: Blood and Peace" in Jiangxi is expected to see a 50% increase in daily visitor numbers compared to the same period last year [20] - The synergy between films and tourism has created a win-win situation, turning audience flow into consumer spending [21] Promotional Activities - Various regions are offering discounts on scenic spots and hotel accommodations for movie ticket holders, enhancing the overall experience for audiences [22] - A collaboration between China UnionPay and Maoyan Entertainment has introduced a "Follow the Movie to Taste Delicious Food" ticket map, providing food discounts near cinemas [23]

Core Insights - The National Day box office performance has been disappointing, with a total of 1.678 billion yuan, only slightly better than 2016, and no films surpassing 500 million yuan in earnings [1][23] - Four films crossed the 100 million yuan mark, but the overall performance fell short of expectations, particularly for anticipated titles like "Assassination Novelist 2" and "The Volunteer Army: Blood and Peace" [1][2] Box Office Performance - The total ticket sales for the National Day period reached 45.658 million tickets sold across 3.618 million screenings, with an average ticket price of 36.7 yuan [2] - "The Volunteer Army: Blood and Peace" led the box office with 413.3 million yuan, accounting for 24.6% of the total box office [2] - "731," which had been released for over two weeks, surprisingly became the second highest-grossing film of the period, indicating a shift in audience preferences [3][16] Audience Insights - The audience's lack of interest in the National Day film lineup suggests a disconnect between filmmakers and viewer preferences, with many expressing dissatisfaction with the available options [4][16] - "731" attracted a significant audience from lower-tier cities, contributing 22.2% of its box office from these regions, highlighting the importance of this demographic [19] Film Quality and Reception - Several films, including "Wind Forest Fire Mountain" and "The Proof of Bi Zhengming," received poor audience ratings, with the latter struggling to achieve even 50 million yuan in box office despite decent reviews [9][12] - "Assassination Novelist 2" failed to meet expectations, with its total box office forecast dropping from around 900 million yuan to approximately 600 million yuan [2][13] - "The Sound of Thunder," despite being the only film likely to turn a profit, faced challenges in attracting audiences due to its late release strategy [23] Future Outlook - The upcoming months may see a shift in box office dynamics with the anticipated releases of "Zootopia 2" and "Avatar 3," both expected to perform well and potentially boost annual box office figures [24]

Group 1 - The core viewpoint highlights the diverse and exciting lineup of films for the 2025 National Day holiday, catering to both family audiences and individual preferences [2][4] - The historical film "The Volunteers: Blood and Peace" resonates emotionally with viewers by honoring heroes and depicting history [4] - The comedy "Life of the Stray" has become a popular choice for family viewing due to its humorous and warm themes [4] Group 2 - The animated film "The First Part of the Stars of the Three Kingdoms" attracts parent-child audiences by reconstructing a classic IP from an innovative perspective [4] - The fantasy film "Assassination Novelist 2" continues the imaginative storytelling of its predecessor, providing an immersive visual experience [4] - The drama films "Wind, Forest, Fire, Mountain" and "The Proof of Bi Zhengming" focus on real-life issues, prompting audience engagement through detailed narratives [4] - The sci-fi adventure animated movie "Crazy Computer City" features a cyberpunk setting with anthropomorphized computer programs, creating visually striking scenes [4]