完整早报音频，请点击标题下方小耳机收听 【 2025 年度电影总票房破 300 亿】 据网络平台数据，截至 7 月 8 日 11 时 38 分，历时 189 天， 2025 年电影大盘票房（含预售）突破 300 亿，相较去年提前 28 天。（人民日报） | 网 通眼专业版 | | --- | | 数据截至2025-07-08 11:43:58 | | | | | | --- | --- | --- | --- | --- | | 总出票6.59亿张 | 总场次7489.8万场 | | 平均票价45.4元 | | | ◎ 票房排名 | | | | | | 影片 | 年票房 | 票房占比 | 排片占比 | 上座率 | | | (万) | | | | | 哪吒之魔童闹海 | 1544614.30 | 51.4% | 18.0% | 16.6% | | 2025-01-29上映 | | | | | | 唐森 1900 | 361244.40 | 12.0% | 5.2% | 17.5% | | 2025-01-29上映 | | | | | | 封神第二部:战 | | | | | | 火西岐 | 123886.27 | ...

| 20 海眼专业版 | | --- | 据猫眼专业版数据，截至2025年7月8日11时43分，2025年度票房（含预售）破300亿元，创下中国影史近五 年来年票房最快达到300亿元的新纪录，并快于2024年28天到达。 | 八四叹 | 7998971 | 4.1% | 1.6% | 14.1% | | --- | --- | --- | --- | --- | | 2025-01-29上映 | | | | | | 熊出没 · 重启未来 | 82165.64 | 2.7% | 1.6% | 14.3% | | 2025-01-29上映 | | | | | | 射雕英雄传:侠 | | | | | | 之大者 | 68969.49 | 2.2% | 0.8% | 22.0% | | 2025-01-29上映 | | | | | | 误杀3 | 63472.44 | 2.1% | 3.6% | 3.6% | | 2024-12-28上映 | | | | | | 碟中谍8:最终 | | | | | | 清算 | 45977.23 | 1.5% | 2.5% | 3.9% | | 2025-05-30上映 | | | ...

Group 1: Box Office Performance - In May, the total box office revenue reached 1.538 billion yuan, a 48% decrease compared to 2.949 billion yuan in the same period last year [1] - The underperformance of new releases during the May Day holiday contributed to this decline, with only 750 million yuan generated compared to 1.528 billion yuan last year [1] - The upcoming summer season (June 1 to August 31) is expected to intensify competition, with 52 films already scheduled for release, including 10 animated films [1] Group 2: Regulatory Developments - The National Film Administration issued regulations encouraging Hong Kong and Macau service providers to invest in film production companies in mainland China [2] - The Ministry of Commerce and other departments released the 2025-2026 National Cultural Export Key Enterprises and Projects directories, recognizing 404 companies and 121 projects, including Migu Culture Technology Co., Ltd. [2] Group 3: Upcoming Film Releases - The upcoming Dragon Boat Festival film season will feature a variety of new films, including both imported blockbusters and domestic productions [3] - Companies like Maoyan Entertainment and China Film are heavily involved in the production and distribution of these films, which include genres such as action, suspense, and science fiction [3] - The film market is anticipated to show signs of recovery, supported by a diverse range of content and the upcoming summer season [3] Group 4: Related Companies - Key companies in the cinema sector include Maoyan Entertainment, Alibaba Pictures, China Ruiyi, IMAX China, Huayi Brothers, and Xingkong Huawen [4]

| 生 小土火又,可 | 55.75 | 5.5% | 8.7% | 0.4% | | --- | --- | --- | --- | --- | | 上映9天 8015.9万 | | | | | | 哪吒之魔童闹海 | 11.28 | 1.1% | 1.6% | 0.3% | | 2025-01 154.15亿 | | | | | | 潜艇总动员: | | | | | | 冒险岛 | 6.82 | 0.6% | 2.6% | 0.2% | | 上映首日 7.8万 | | | | | | 水饺皇后 | 5.37 | 0.5% | 2.0% | 0.2% | | 上映32天 3.95亿 | | | | | | 红嫁衣 | | | | | | 上映2天 39.8万 | 3.37 | 0.3% | 1.9% | 0.1% | | 情书 | 1.90 | 0.1% | 0.2% | 0.8% | | 重映12天 8608.5万 | | | | の情報は出景 | 据猫眼专业版数据，截至5月29日14时12分，2025年端午节预售票房破1000万，《碟中谍8：最终清算》 《哆啦A梦：大雄的绘画奇遇记》《时间之子》分列端午 ...

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]

证 券 研 究 报 告 传媒行业周观察（20250512-20250516） 市场震荡下建议布局互联网/游戏/出版核心 推荐（维持） 资产，看好 AI/IP 产业逻辑不变 【市场观点】 【投资建议】 行业研究 传媒 2025 年 05 月 18 日 华创证券研究所 证券分析师：刘欣 电话：010-63214660 邮箱：liuxin3@hcyjs.com 执业编号：S0360521010001 行业基本数据 | | | 占比% | | --- | --- | --- | | 股票家数(只) | 140 | 0.02 | | 总市值(亿元) | 15,522.06 | 1.56 | | 流通市值(亿元) | 14,078.84 | 1.78 | 相对指数表现 | % | 1M | 6M | 12M | | --- | --- | --- | --- | | 绝对表现 | 4.1% | 1.0% | 19.1% | | 相对表现 | 1.0% | 3.0% | 12.3% | -19% -1% 18% 36% 24/05 24/07 24/10 24/12 25/03 25/05 2024-05-20~2025- ...

Group 1 - Domestic box office reached 26.8 billion yuan as of May 18, with six of the top ten films coming from the Spring Festival period, indicating a weak performance post-Spring Festival [1] - The upcoming summer and National Day holidays face increased market pressure, but there are expectations for a recovery in performance with several high-potential films set to release [1][2] - A total of 15 films are anticipated to achieve box office revenues of 1 billion yuan or more in the second half of the year, covering various genres including history, war, suspense, fantasy, animation, and period dramas [1] Group 2 - "Liao Zhai: Lan Ruo Si" is backed by four listed companies and produced by a well-established animation studio, which has previously released successful films [1][2] - The animation industry is seeing a shift with companies like Pursuit Animation planning to increase their output from one film per year to two by 2026, reflecting growing market demand [2] - The number of film registrations decreased in 2025, with only 449 films registered in the first quarter, indicating potential content supply shortages in the near future [3] Group 3 - Film companies are increasingly focusing on nurturing young talent in directing and screenwriting to diversify the market and stimulate innovation [3] - There is a pressing need for the film industry to develop a more industrialized production system and reduce costs while exploring opportunities in derivative markets to expand revenue [3]

2025 年第 19 周（实际交易日为 2025.5.12-2025.5.16）上证指 数上涨 0.76%，沪深 300 指数上涨 1.12%，创业板指数上涨 1.38%。恒生指数上涨 2.09%，恒生互联网指数上涨 2.1%，行业 领先恒生指数 0.01pct。SW 传媒指数下跌 0.77%，落后创业板指 数 2.14pct，在申万一级 31 个行业涨跌幅排名中位列第 29 位。 子行业中互联网服务、广电和体育位列前三位，分别为上涨 1.86%、上涨 0.37%和上涨 0.1%。 ► 核心观点&投资建议 证券研究报告|行业研究周报 [Table_Date] 2025 年 5 月 18 日 [Table_Title] [Table_Title] 中美关税谈判取得重大进展，三大外卖平台被约 谈 传媒行业周报系列 [Table_Title2]2025 年第 19 周 ► 市场行情回顾 [Table_Summary] 中美关税谈判取得重大进展，后续保持谨慎乐观。本周，据新华 社，中美经贸高层会谈于瑞士日内瓦达成实质性共识，双方宣布 将分阶段调整加征关税：美国暂停24%中国商品关税90天，保留 剩余 10%，并取消此 ...

Group 1 - The film market is experiencing a significant downturn, with the box office for the May Day holiday reaching 748 million yuan, a 51% drop from last year's 1.527 billion yuan [1][2] - The lack of blockbuster films following the success of "Nezha 2" indicates structural issues within the market, as evidenced by the poor performance during the Qingming Festival [3][8] - The May Day box office expectations were not met, with the first day grossing only 165 million yuan, falling short of the anticipated 198 million yuan [6][8] Group 2 - The strategy of relying on holiday periods for box office success is failing, as audiences are overwhelmed by too many new releases during these times, leading to a "choice paralysis" effect [8][9] - Marketing efforts for films during the May Day holiday were lackluster, with pre-release engagement metrics significantly lower than the previous year [9][26] - The quality of new content is perceived as insufficient, with many films following formulaic patterns and lacking innovation, which fails to meet audience expectations [27][28] Group 3 - Consumer entertainment preferences are shifting, with increased travel and the popularity of short dramas diverting attention away from traditional cinema [28]