近期，《哪吒之魔童闹海》（简称《哪吒2》）席卷全球，从纽约到东京，从雅典到悉尼，观众们为这个东方IP疯狂打call，电影也荣登全球动画票房榜第1名。有趣的是，在这场全球狂欢中，一个中国小县城“杀出重围”：山东德州乐陵，这座以金丝小枣闻名的农业县竟曾冲进过全国影院分账票房前5。该成绩打破了外界对中国县城消费力不强的刻板印象，这匹“票房黑马”背后，藏着怎样的逆袭密码？

　　Recently, the film “Ne Zha2” has taken the global box office by storm, topping the charts as the highest-grossing animated film worldwide. From New York to Tokyo, Athens to Sydney, audiences have passionately embraced this Eastern IP. Notably, amidst this global phenomenon, a small Chinese county has emerged as a surprise contender: Laoling, Dezhou, Shandong. Known for its golden-thread dates, this agricultural county surprisingly ranked among the top 5 in China’s box office revenue share. This achievement challenges the stereotype of limited consumer power in Chinese counties, raising questions about the secrets behind this “dark horse” success.

　　打破次元壁——当县城影院遇上顶流IP

　　Breaking the Dimension Barrier: When County Cinemas Meet Blockbuster IPs

　　乐陵巨幕影城（德百店）经理李霞正忙得脚不沾地。她身后的电子屏上，电影《哪吒2》排片表密密麻麻，从早9点到晚10点，每隔30分钟就有一场。“我们影院一共有5个厅，789个座位，往常即便是黄金档时间段观影人数也不过百十人，而在今年春节档期，基本每天都场场爆满，甚至早上9点钟都有游客早早赶来观影。”李霞还表示，春节档期的观影群体结构呈现出显著变化。与以往以情侣双人观影为主的模式不同，如今影院迎来了更加多元化的观众群体：既有父母带着两三个孩子举家观影的，也有朋友结伴而行的组合。这种变化使得影院人气高涨，单日最高观影人次突破了4000次大关，仅今年春节档《哪吒2》的票房便占到2024年其全年票房的一半之多。

　　At Laoling’s IMAX Cinema (Debai Branch), manager Li Xia is busier than ever. Behind her, the electronic screen displays a packed schedule for “Nezha 2”, with screenings every 30 minutes from 9 a.m. to 10 p.m. “Our cinema has five halls with 789 seats. Normally, even during peak times, we only see around 100 viewers. But during this year’s Spring Festival, every screening was sold out, with audiences arriving as early as 9 a.m..” Li explained. She also noted a significant shift in the audience demographic. Unlike the usual pattern of couples dominating viewership, the cinema now attracts more diverse groups, including families with multiple children and friends attending together. This change has driven a surge in attendance, with daily viewership peaking at over 4,000. Notably, “Nezha 2” alone accounted for half of the cinema’s 2024 box office revenue during the Spring Festival period.

　　“风火轮”提速器——“爆款+服务”的双轮驱动

　　“Wind-Fire Wheels” as Accelerator: Dual-Driven by Blockbusters and Services

　　影院集中火力打爆款！李霞表示，影院将近88%的超高场次押宝《哪吒2》，上演了一场精准的票房狙击战；在硬件升级方面，影院斥资全面更新放映设备，让观众在观影过程中享受极致舒适；工作人员开启“白+黑”工作模式，从清晨到深夜，全员在岗值守；同时推出“观影+周边”套餐，打造沉浸式观影体验，处处彰显匠心。

　　The local cinemas have focused their efforts on blockbuster films. Li Xia said that their cinema allocated nearly 88% of its screening slots to “Ne Zha 2,” achieving remarkable box-office success. In terms of hardware upgrades, the cinema invested in a comprehensive overhaul of its projection equipment to provide viewers with an extremely comfortable movie-watching experience. Staff members adopted a round-the-clock work mode, with everyone on duty from early morning to late night. The cinema also launched a “movie-watching + merchandise” package to create an immersive viewing experience, demonstrating meticulous attention to detail.

　　影旅融合健全服务体系！乐陵市文化和旅游局韩晓亮表示，乐陵市实行观影票与景区门票优惠互通机制，推出“观影+景点”联票等复合型消费套餐，并建立了“吃住行游购娱”全链条服务体系，提升了游客的二次消费转化率。乐陵德百广场副总经理周庆菊称，电影《哪吒2》上映以来，乐陵德百广场客流量比平时增长了30%以上，春节期间日客流量最多达到了10万人次，这也带动了整个商场的营业额增长，其中餐饮行业业绩增长达到20%以上，顾客观影后就地用餐，对百货消费起到了转化带动作用。

　　The integration of film and tourism has enhanced the service system. Han Xiaoliang from the Culture and Tourism Bureau of Laoling City said that the city has implemented a preferential interconnection mechanism between movie tickets and scenic spot tickets, offering combined packages such as “movie-watching + attractions.” A full-chain service system covering “eating, accommodation, transportation, sightseeing, shopping, and entertainment” has been established, increasing the rate of secondary consumption among tourists. Zhou Qingju, Deputy General Manager of Laoling Debai Plaza, said that since the release of “Ne Zha 2,” the plaza’s foot traffic has increased by over 30% compared to usual. During the Spring Festival, the daily foot traffic reached up to 100,000 people.This has also driven up the overall turnover of the plaza, with the catering industry’s performance growing by over 20%. Customers dining on-site after watching movies have also boosted consumption.

　　影旅“乾坤圈”——内外氛围组合拳促消费

　　The “Universal Ring” of Film Tourism: A Dual Strategy to Boost Consumption

　　在当今提振消费的大背景下，如何通过创新手段激发市场活力成为了各地探索的重点。乐陵巨幕影城的案例或许能带来一些启发：通过影院内部氛围打造和外部消费环境的优化，实现了春节期间票房的显著增长。

　　In the current climate of stimulating consumption, exploring innovative methods to invigorate the market has become a key focus for many regions. The case of Laoling IMAX Cinema offers some inspiration: through a combination of enhancing the cinema’s internal ambiance and optimizing the external consumer environment, the cinema achieved a significant increase in box office revenue during the Spring Festival.

　　在影院氛围感打造方面，影院进行了精心的设计与布置。影院内植入了众多宣传海报及影视元素玩偶等装饰品，使观众一踏入影院即能感受到浓郁的电影文化气息。

　　In terms of creating a cinematic atmosphere, the cinema underwent meticulous design and decoration. Numerous promotional posters and movie-themed figurines were placed throughout the venue, immersing visitors in a rich film culture as soon as they stepped inside.

　　在外部，乐陵针对“影旅大联动”打出一套组合拳。乐陵市提前制定了100多条提升计划，42个部门协同作战，设立春节活动期间现场指挥部，在交通疏导、环境卫生等方面做好充分的准备，例如，通过安装200多个影视城周边的旅游交通指示牌，以及推出便捷的微信小程序，极大地方便了游客出行，提高了他们的满意度和停留意愿。正因为对全市范围内的餐饮、住宿以及交通情况进行了全面摸底和对接，这才使游客在享受高质量旅游服务的同时，也愿意将逛影视城、就地观看电影纳入其行程中。

　　Externally, Laoling implemented a comprehensive strategy for “film-tourism integration.” The city formulated over 100 improvement plans in advance, with 42 departments collaborating to establish a command center for the Spring Festival activities. Preparations were made in areas such as traffic management and environmental sanitation. For instance, more than 200 tourist traffic signs were installed around the cinema, and a convenient WeChat mini-program was launched, greatly facilitating travel for visitors and enhancing their satisfaction and willingness to stay. By thoroughly assessing and coordinating the city’s dining, accommodation, and transportation services, visitors were not only able to enjoy high-quality tourism services but were also inclined to include cinema visits and movie-watching in their itineraries.

　　此类经验是否可复制？韩晓亮称，比如五一期间围绕当地有影响力的影城开展沉浸式体验活动，并联动影院推出假期专属观影套餐，或可吸引更多的游客前来打卡、体验。“我们保持着敢闯敢试、勇于担当的斗志，以及饺子导演精益求精、死磕到底的精神。”韩晓亮表示：“在以后的影视文旅发展道路上，我们有百倍的信心，不遗余力地朝着这条路坚定地走下去！”

　　Is this experience replicable? Han Xiaoliang suggested that during holidays like Labor Day, immersive experiences could be organized around influential local cinemas, coupled with special holiday movie packages, potentially attracting more tourists to visit and experience. We maintain the spirit of bold exploration and responsibility, as well as Director Jiaozi’s pursuit of excellence and persevering to the end. Han Xiaoliang stated. “We have full confidence in the future development of film tourism and will spare no effort to steadfastly pursue this path.”

　　“哪吒”的混天绫舞进了活力“枣乡”，乐陵如今正以影视文旅为引擎，推动经济转型升级，再上新台阶。或许未来海外媒体报道中国县城时，画面不再是稻田与自行车，而是恢弘整洁的影视城里，人流如织、摩肩接踵；是巨幕影院中，观众们沉浸在光影交织的世界里。乐陵用行动证明，即使是一座小城，也能凭借创新与实干，在时代的浪潮中焕发出璀璨光芒。

　　Ne Zha’s red armillary sash has swept into the vibrant “Jujube county”. Laoling is now leveraging film tourism as an engine to drive economic transformation and upgrade, reaching new heights. Perhaps in the future, when overseas media report on Chinese counties, the imagery will no longer be of rice fields and bicycles, but of grand, clean film cities bustling with crowds, and of audiences immersed in the world of light and shadow within giant screen cinemas. Laoling has proven through action that even a small city can shine brightly in the tide of the times through innovation and hard work.

　　无限工作室&大众网德州站联合出品

　　策划：魏鹏 辛然

　　文案：杨晓 武玮佳

　　拍摄、剪辑：张一帆

　　采访、翻译：杨晓

　　配音：武玮佳

　　统筹：武玮佳 张晓琳