A screenshot of the film Yolo

Chinese film producers should place greater emphasis on addressing the deeper psychological needs, value orientations, and evolving expectations of contemporary audiences as a recent national report on film audience trends has highlighted the challenges of attracting and retaining cinema-goers, an analyst told the Global Times on Sunday. 

Audiences seek out films with captivating stories and emotional value. From 2018 to 2024, the proportion of ticket buyers aged 20-24 in China dropped from 30 percent to 17 percent, according to the newly-released 2024 Report on Trends in Chinese Film Audiences in Xiamen, East China's Fujian Province.

As of October, the estimated number of moviegoers in the Chinese film market was 411 million, with an average viewing frequency of 2.2 times a year per person. Compared to previous years, both the number of moviegoers and the average frequency of attendance have seen a slight decline, the report said. 

Shi Wenxue, a film industry expert, told the Global Times that in recent years, the number of cinemas in China has led the world, and the quality of their facilities has improved. However, he noted that there is still a lack of "distinctive features in cinema design and services." This is largely due to a narrow emphasis on the role of cinemas as venues and spaces.

"Instead of complaining about or being puzzled by the decline in cinema attendance, the Chinese film industry should reflect on how to create works that are worth watching in cinemas and inspire positive word of mouth," Shi said. 

In terms of genre preferences, audiences showed a strong liking for comedies, sci-fi, and so forth.

As of October 1, the top-grossing films of 2024 in the Chinese market were YOLO, followed by Pegasus 2 and Successor. These films reflect modern tastes of audiences. 

The report reveals that audiences are drawn to films with captivating stories, intense emotional impact, and strong thematic resonance. Key motivations for moviegoers include the appeal of the plot and subject matter, the immersive impact of visuals, and the thrill and satisfaction of watching engaging content.

According to data from online platforms, as of October 31, the domestic Chinese film market has generated total box-office revenue of 38.3 billion yuan ($5.29 billion).

However, this marks a decline compared to the same period in 2023, with the summer season and National Day box office revenues dropping by 44 percent and 23 percent, respectively.

Professor Zhi Feina from the Chinese National Academy of Arts called for a more diversified film market and a better-integrated market ecosystem, the Beijing Daily reported.

Currently, China's film market is highly concentrated around holiday periods, while regular periods see sparse attendance, Zhi said. 

To address this, Zhi suggests strategies such as tiered distribution, regional distribution, audience-specific targeting, language-specific releases, and genre-specific launches, which would help balance market dynamics and enhance overall sustainability.