The attendance of movie theaters in China is experiencing an unexpected resurgence that deserves attention. While the release of the animated film Nezha 2 has thrilled the hearts of movie lovers and achieved impressive box office results, the overall picture presents a troubling paradox. Indeed, the Chinese film market, despite being rich in theaters with more than 11,000 complexes, seems to be on the verge of collapse, returning to attendance levels not seen in thirteen years. Between the euphoria of a box office hit and the worrying decline in box office numbers, it is time to decipher the causes of this phenomenon. The reasons for this situation are multiple, ranging from the public’s excessive expectations to the competition from home consumption, not to mention a wavering economy.
- The impressive earnings of Nezha 2 🎉
- A struggling film market 📉
- Wavering economy and public choice 💰
The blockbuster of successful films and the paradox of plummeting attendance
The film Nezha 2 is much more than mere entertainment: it is a true cultural phenomenon. Released on January 29, it has successively dominated the Chinese box office for four consecutive months. With global earnings reaching 15.7 billion yuan (approximately 1.9 billion euros), this Japanese feature film now ranks among the most profitable films in history, coming in at fifth place. An undeniable success that contrasts with the film industry as a whole, which is suffering from a significant drop in attendance.
Yet, this meteoric rise raises a key question: why are other films struggling so much to attract viewers? The current dynamic is such that, despite the presence of over 11,000 theaters in China, attendance figures have become alarming. For instance, revenues in April 2025 capped at 1.1 billion yuan (about 133 million euros), a level that many are calling “historically low.”
| Month | Earnings (in billions of yuan) | Number of theaters |
|---|---|---|
| January 2025 | 3.2 | 11,000 |
| February 2025 | 2.5 | 11,000 |
| April 2025 | 1.1 | 11,000 |
The contrast is striking. The theaters are not only open but in good working order; so why this minimal attendance? 🤔 The answer lies in viewer fatigue and a growing cynicism towards the cinematic offerings.
The impact of content on attendance
The audience appears increasingly demanding and difficult to convince. There is a real fracture between successful films like Nezha 2 and the rest of the industry, creating a somewhat gloomy atmosphere. Cinema operators are suffering and find themselves in an endless quest for content capable of attracting the crowds. Nevertheless, the majority of new releases struggle to find their place in the hearts of moviegoers.
The numbers speak for themselves. On a day in April 2, projections were numerous – a total of 342,000 projections for just 347,000 yuan (about 42,000 euros) in revenue. This means that, on average, each theater had only one spectator. We reach a degree of absurdity here! 😱
An economy under pressure and the choice of streaming
Meanwhile, the overall economy continues to exert considerable pressure on the purchasing power of citizens. Moreover, the formidable rise of streaming platforms has redefined the cinematic experience. Chinese people are increasingly turning to the comfort of their homes, where they can watch movies at their own pace, thus avoiding queues 🍿. Indeed, who can blame them? Watching new releases via streaming at home has undeniable advantages.
- Comfort at home 🛋️
- Economy on transportation costs 💸
- Direct access to a vast catalog of films 📚
Industry giants such as Cinemax, Gaumont, and UGC are facing this shift in dynamics. On their part, cinema chains like Cinépolis, Kinépolis, Mega CGR, and Cinemark are struggling to find solutions suitable for this new landscape. 3D screenings, special events, and immersive experiences are now part of their arsenal. Who knows, maybe even a return to outdoor screenings to reinvigorate the audience? 🌌
The challenges of a changing sector
The cinematic landscape of today is no longer that of yesterday. Traditional movie theaters must double their efforts to attract an audience that prioritizes the comfort of home. Initiatives such as outdoor cinema sessions have proven effective in bringing distinct experiences appreciated by younger generations.
Faced with the public’s disaffection, the sector must also innovate and adapt. Chains like Pathé and Le Grand Rex are competing with ingenuity, offering interactive screenings or features that allow social media interaction. A real boost for them to stay in the hearts of viewers! 💖
The efforts of the authorities to revive attendance
Despite the alarming situation, Chinese authorities are not overlooking the film sector. The current initiative, “the Year of Chinese Film,” aims to create enthusiasm around movie theaters, with the promise of providing more than 1 billion yuan (about 121 million euros) in subsidies aimed at reducing ticket prices 🏷️.
- Incentive programs for viewing 🎫
- Subsidies for film promotion 💵
- Increased advertising budget for cinema 📢
Unfortunately, these efforts, as commendable as they are, may not be enough. Many experts believe that the contribution of these subsidies is insufficient to reverse the current trend. The gap is widening between high-budget spectacle films and low-cost productions, whose visibility is diminishing. This results in a climate of mistrust from the public, which is left wondering if a trip to the cinema is still worthwhile.
| Actions | Objectives | Budget (in millions of yuan) |
|---|---|---|
| Promotion of Chinese films | Stimulate revenues | 1,000 |
| Support for the reopening of cinemas | Regain the audience | 300 |
| Attendance incentives | Increase the number of admissions | 500 |
The future of movie theaters in China
The future seems uncertain for the cinema industry in China. While some films like Nezha 2 are box office hits, the rest of the industry appears to be stagnating. Movie theaters face a major challenge: to attract an increasingly fickle audience. To do this, they must redouble their efforts to offer an enriched experience for viewers.
The challenge is significant: transforming movie theaters into community and interactive spaces rather than mere screening venues. Reading lounges, cafes, and even spaces to discuss the psychology of films could make all the difference. Who said the cinematic experience couldn’t be lived beyond the screen? 🍿📖
A new era for cinema
The traditional paradigm of going to the cinema simply to watch a film is now obsolete for many. The cinemas of tomorrow will need to be bold, test new concepts, while taking into account the trends of today’s audience. No more Le Grand Rex and CinéLand as mere screening venues, but rather destinations where the audience can invest themselves, engage, and discuss with creators! 💬
Theme film festivals, outdoor screenings, and even genuine dialogue between the audience and artists could rekindle the public’s love for cinema. But a shift in mindset is necessary. The path may be rough, but the love for cinema and its potential remains intact.
FAQ
Why is cinema attendance in China declining?
The decline in attendance is due to several factors, including the rise of streaming platforms, increased competition, and economic difficulties that reduce families’ budgets for outings.
What is the success of the film Nezha 2?
Nezha 2 has achieved immense success with global earnings reaching approximately 15.7 billion yuan, placing it among the most profitable films in history.
What efforts are being made by authorities to revive the sector?
The authorities have launched the initiative “the Year of Chinese Film” with 1 billion yuan in subsidies to encourage cinema outings.
Can movie theaters compete with streaming?
To compete with streaming, theaters must offer immersive and engaging experiences that go beyond simple film screenings.
What is the importance of the cinematic experience?
The cinematic experience must be transformed into a social and interactive event to attract viewers, incorporating community activities.
