In 2023, domestic films broke a new record, with a total box office of 46 billion yuan, accounting for 84% of the market. This unprecedented success has led to a year of turbulence and change in the film industry, with short video platforms playing a major role in the marketing and promotion of movies.
The increasing importance of short video platforms like Douyin has shifted the public opinion field and has become a major factor in determining the success of films. The use of short video marketing has led to the emergence of new box office myths and has created a new era of movie marketing.
However, not all films have benefited from this new marketing strategy. Some imported films have struggled to attract audiences and have failed to keep up with the changing tastes of Chinese viewers. Hollywood blockbusters have seen a decline in box office performance, with audiences preferring domestically produced films due to their emotional appeal and relatable storytelling.
Despite the challenges and changes in the industry, the year 2023 has marked a significant recovery in the film market, with an increase in the number of moviegoers and urban theater attendance. This renewed interest in movies is a positive sign for the future of the industry.
Looking ahead to 2024, the Spring Festival lineup promises an exciting array of new films, signaling a year full of hope and potential for the film industry. The success of domestic films and the emergence of new marketing strategies indicate a promising future for the industry, as creators and practitioners continue to innovate and adapt to the changing landscape of movie consumption.