转自：大众报业·齐鲁壹点 齐鲁晚报·齐鲁壹点 记者 王颖颖 电影市场的热度与院线运营的创新，在这个国庆档达成了完美的融合。万达电影凭借其独特的电影基 因，将游戏IP转化为可体验的沉浸式场景，为行业提供了增量密码。影院，早已不再是电影的终点站， 而是超级娱乐的起点。 随着国庆中秋假期结束，电影市场交出最新成绩单。据国家电影局数据显示，10月1日至8日，我国2025 年国庆档电影总票房为18.35亿元，观影人次为5007万，国产影片票房占比为98.93%。本次国庆档票房 大盘表现稳健，多元影片供给满足了不同受众的观影需求。当行业将目光聚焦于票房排位之时，一些更 具长期价值的模式探索正在头部院线公司中悄然展开。作为行业龙头，万达电影创新打造了备受追捧的 超级场景，为影院带来新一批年轻客群。这已经成为万达电影"超级娱乐空间"战略下一套可复用的新模 式。 行业新视角：从放电影到"造梦"现场 国庆档一直是观察消费趋势与行业风向的关键节点。今年国庆档，十余部新片集中上映，涵盖了战争历 史、奇幻动作、合家欢动画及悬疑犯罪等多种类型。丰富的供给是拉动大盘的基础，而客流是影院的生 命线。如何让更多观众走进影院、延长停留时间、提升 ...

Core Insights - Wanda Film reported strong financial performance in the first half of the year, with revenue of 6.689 billion yuan, a year-on-year increase of 7.57%, and a net profit of 536 million yuan, up 372.55% [2][3] - The company is focusing on diversifying its revenue streams beyond box office income, implementing a new "1+2+5" strategic framework to enhance its entertainment offerings [6][8] Financial Performance - The box office revenue in February reached 16.09 billion yuan, accounting for 55.1% of the total box office for the first half of the year, while the second quarter saw a significant decline with only 4.82 billion yuan, a year-on-year decrease of 34.7% [3][4] - Wanda Film's domestic theaters achieved box office revenue of 4.21 billion yuan in the first half, a year-on-year increase of 19.2%, capturing a market share of 14.4% [3][4] Strategic Initiatives - The new management team, led by Chen Zhixi, is exploring non-box office revenue opportunities and has introduced the concept of "super entertainment spaces" [2][6] - The "1+2+5" strategy includes focusing on domestic and international markets, with five key business areas: cinema operations, film and television production, strategic investments, trendy toys, and gaming [6][8] Technological and Service Innovations - Wanda Film is enhancing its cinema experience through technology upgrades and innovative service models, including the introduction of "five-star cinemas" to improve service quality [4][5] - The company has expanded its IMAX offerings, increasing its market share in this segment to 58% with a year-on-year growth of 3.3 percentage points [4][5] Non-Box Office Revenue Growth - Wanda Film is actively developing non-box office revenue streams, including merchandise sales and partnerships with IP brands, which have shown promising results [7][8] - The company has successfully launched various themed events and collaborations with popular gaming IPs, attracting significant audience engagement and conversion rates [8][9]