With a total box office of 42.502 billion yuan and a total of 1.01 billion moviegoers, the Chinese film market in 2024 is mixed. The concern is that the total box office of the film market has decreased by 22.6% year-on-year, the number of viewers has decreased by 22.3% year-on-year, the number of top films has decreased, and the per capita number of viewers has decreased... These "reductions" and "decreases" reflect that the effective supply of products in the film market is still insufficient, high-quality content is scarce, and cannot meet the needs of audiences. Furthermore, the decline in data is only an external manifestation, and what is more important is how to face the overall decrease in audience enthusiasm for the movie. The joy lies in the increasing attempts at diversification, which has brought surprises to the market. The crime genre "cool films" such as "Silent Kill" highlight the encirclement, the new form Hong Kong films "Breaking Hell" and "Misjudgment" perform well, and the female perspective films "Determination to Run Away" and "Good Things" are well received and popular. Not only the theme, but also the film industry is exploring innovation. From entering the cinema to watch the Olympics and concerts, to following the trend of checking in and filming locations with movies, the screen has become more diverse and the consumer scene is richer. Some people are also concerned that competitors such as streaming media, television, mobile devices, and other platforms have provided massive viewing spaces for movies and dramas, and their development is booming. Will anyone still go to the cinema to watch movies? In fact, in the diversified and fast-paced era, the overall consumption of the audience is becoming more rational, and cinemas are no longer the only "favorite" of people. It is worth noting that industry reports show that despite the increasing diversity of entertainment consumption choices among audiences, 33% of people still prioritize movies. It can be seen that it's not that no one is watching movies anymore, but rather that the audience's expectations have become higher. At present, the growth space of the Chinese film market is still enormous, and it is even more necessary to provide more current, fresh, and highly compatible works with the needs of the audience according to further changes and segmentation, in order to win the "double harvest" of box office and reputation. How can we seize the opportunity and keep it hot and scorching? The audience's psychology and preferences change every year. An interesting comparison is that imported films have not produced works worth over 1 billion yuan for two consecutive years, while domestic films occupy the top seven of the annual TOP10 new films. In the past, big productions, big directors, and big IPs were the only way for fans in the film industry. However, in 2024, many well-known films directed by famous directors and actors such as "If You Are the One 3", "Hot selling Good Person", and "749 Bureau" have also failed to achieve the expected results, which is worth pondering. According to relevant statistics, the audience who only watch a movie once a year in 2024 has risen to 57%, with 58% of female audiences and 67% watching movies together. The single line market for 39 films has exceeded 100 million, and 84% of "new audiences" come due to movies released during popular periods... Data reveals new opportunities: young and light frequency users have become the growth space for box office, and themes that female audiences are interested in and suitable for sharing and watching movies together may bring box office surprises. Cultivating the habit of audiences entering cinemas on a daily basis and enhancing movie watching stickiness may be the key to the revival of the film market. Between joy and sorrow, between questions and answers, the conclusion is clear: the Chinese film market still has potential, and film practitioners need to actively respond and work together. Only by facing challenges can they seize opportunities. Focusing on content creation, actively facing and seeking innovation and change, immersing oneself in life, and rooting oneself in the people, is the key to producing more high-quality products. This not only meets the growing spiritual and cultural needs of the people, but also further promotes the prosperity of China's film culture market. It should also be noted that the economic value that movies can bring goes far beyond box office. The film industry can drive surrounding consumption and cultural tourism, and even enhance the added value of the entire industry chain. This also requires the concerted efforts of all links in the industry chain to unite and move forward. There are still more than ten days left until the opening of the Spring Festival in 2025, and many blockbuster films are ready to go. Looking forward to a strong start to 2025 during the Spring Festival period, and even more looking forward to the steady growth and expansion of the Chinese film market. (New Society)