China Focus: National Day film slate builds momentum: can golden week ignite box office records?

by Xinhua writer Zhang Yunlong

BEIJING, Sept. 26 (Xinhua) -- As China's film industry gears up for the lucrative week-long National Day holiday, starting on Oct. 1, anticipation is building for a potential box office rebound following a weaker-than-expected summer season.

With advance sales for 10 diverse titles already underway, industry insiders are cautiously optimistic that the lineup could help boost the world's second-largest film market.

GENRE VARIETY

The holiday slate boasts a mix of genres, ranging from war epic and disaster actioner, to sci-fi thriller, comedy and historical dance drama.

High-profile entries include Chen Kaige's war movie sequel "The Volunteers: To the War 2," starring box office draws Zhu Yilong and Wu Jing, the Andy Lau-led disaster film "High Forces," Lu Chuan's sci-fi offering "Bureau 749," and crime drama "Tiger Wolf Rabbit," featuring Xiao Yang and the newly crowned Feitian Award winner Zhao Liying.

"The lineup is strong, diverse in genre and rich in themes, capable of meeting the varied demands of the broad audience," said Rao Shuguang, president of the China Film Critics Association.

Exploring the impact of child abduction on parents, "Tiger Wolf Rabbit" follows three individuals on a harrowing journey to search for their lost children and seek revenge. As of 12 p.m. Thursday, it topped the preview and advance sales charts for the National Day titles on film data platforms Maoyan and Beacon, with "Bureau 749" close behind in second.

Third place was "The Volunteers: To the War 2," which aims to build on the success of its predecessor -- earning 868 million yuan (123.38 million U.S. dollars) after its release around last year's holiday.

"High Forces" is also generating buzz. Set aboard a double-decker luxury aircraft, it follows a security expert played by Andy Lau as he faces off against hijackers single-handedly. Marc Ma, an actor and director, praised the movie for its seamless blend of crisis and character emotional development, as well as its impressive special effects. "The tension kept me on edge throughout the viewing," he said at the debut ceremony on Wednesday.

A unique addition to the lineup is "A Tapestry of a Legendary Land," a historical drama blending elements of dance and music. The film explores the creation of the famous Northern Song Dynasty painting "A Thousand Miles of Rivers and Mountains," offering audiences a fresh take on traditional Chinese culture.

The National Day slate also includes lighter fare, such as Jackie Chan's action-comedy "Panda Plan" and the comedy "The Hutong Cowboy" starring Ge You and Li Xueqin.

CHALLENGES

Noting that the holiday slate is diverse, Chen Jin, an analyst at Beacon, pointed out that this year's lineup features eight live-action films, two more than last year, and represents the strongest mix of top-tier and mid-range productions in recent years during the holiday period.

Maoyan analyst Lai Li said that several directors and stars are National Day box office veterans, which could bode well for overall performance.

However, Lai stressed that this year's lineup still lacks a "true tentpole" release to lead the charge, adding, "The final box office results will depend on whether these films can withstand market scrutiny and win audience favor."

The industry is banking on the golden week to reverse recent trends, as the summer box office saw a drop from 20.6 billion yuan in 2022 to 11.6 billion yuan this year.

The market's recent poor performance stems from a lack of high-quality, buzz-worthy films that can capture audience interest and drive overall market heat, according to Lai.

Echoing this sentiment, Rao acknowledged that the industry faces competition not just from within but also from other entertainment forms, such as short videos and micro-dramas. He emphasized the need for filmmakers to innovate and adapt to changing audience preferences.

The success of the National Day slate could have far-reaching implications for the Chinese film industry. As Rao noted, "Cultivating young audiences and encouraging the habit of moviegoing is a long-term strategic task crucial for the sustainable development of Chinese cinema."

The eight-day National Day holiday (linked with Mid-Autumn Festival) in 2023 generated total revenue of over 2.7 billion yuan, up from approximately 1.5 billion yuan during the same holiday the previous year. ■