中国青年报的问卷调查结果显示，故事质量正在成为年轻观众选择观影的决定性因素。该调查共收集942份问卷，其中67.60%的受访大学生表示会因为故事质量而选择看电影[1]。调查发现，剧本扎实与情感共鸣已超越商业宣发、流量明星等传统票房驱动要素，成为观影的首要考虑因素[1]。
年轻观众对电影类型的偏好也反映出对优质内容的渴求。喜剧、动画和悬疑/犯罪类影片分别获得65.13%、52.24%和47.53%的受访者喜爱[1]。在2026年暑期档，电影总票房超过70亿元[1]，其中52.80%的受访者在暑期前往电影院1到2次[1]。值得注意的是，53.29%的受访者期待看到剧本扎实、故事有共鸣的电影作品[1]，57.54%的受访者则希望电影票价更加合理[1]。
对于过度营销现象，年轻观众表现出明显的抵触。50.21%的受访者认为流量、IP和大规模宣发应该靠内容本身说话[1]，而57.95%未观影的人直言缺少感兴趣的影片[1]。这反映出年轻观众将关注焦点转向故事深度、视听体验和主题质量[1]。
China Youth Daily surveyed 942 questionnaires and found that 67.60% of college students choose to watch films based on story quality, with solid screenwriting and emotional resonance emerging as the primary factors in moviegoing decisions—surpassing commercial promotion and celebrity appeal.[1] The 2026 summer film season exceeded 70 billion yuan in total box office revenue, with young audiences placing greater emphasis on script quality, audiovisual experience, and thematic depth while growing increasingly indifferent to excessive marketing and star-power tactics.[1]
Among the surveyed students, 52.80% attended the cinema one to two times during the summer season, while 31.73% did not go at all.[1] When asked about preferred genres, comedy ranked highest at 65.13%, followed by animation at 52.24% and mystery/crime films at 47.53%.[1] Notably, 50.21% of respondents believed that films relying on celebrity influence, intellectual property, and large-scale promotion should instead let content speak for itself.[1] Among those who did not watch films during the summer, 57.95% cited the absence of movies matching their interests.[1]
Looking forward, 53.29% of respondents expressed hopes for films with solid scripts and emotionally resonant stories, while 57.54% called for more reasonable ticket pricing.[1]