For many people, summer is incomplete until they have bitten into a sweet and juicy lychee. Last Friday, the fruit leapt from dining tables to the silver screen through The Lychee Road, a historical drama adapted from a bestselling novel. As of Sunday, the 122-minute film had grossed 200 million yuan ($27.88 million) at the box office, with its total earnings estimated to exceed 660 million yuan. Its success is a reminder that in an age of streaming and short videos, audiences still appreciate thoughtful cinema.

While some worry about the long-term future of the movie industry, China's film market tells a more complex story. According to data released by the National Film Administration, the country's total box office revenue exceeded 29.23 billion yuan in the first half of 2025, a 22.91 percent year-on-year increase. These numbers reflect strong underlying demand. People still want to go to the movies. The real question is: what are we giving them to watch?

Beyond a few hits this year, such as the best-known Ne Zha: Demon Child Conquers the Sea (Ne Zha 2), and now The Lychee Road, many recent domestic releases have underperformed. Audiences have become increasingly selective. With a world of cinema to choose from, they do not go to theaters to watch just about any film. They look for stories that intrigue them, move them or reflect something meaningful about their lives.

Younger audiences are particularly discerning. With access to global content, they demand higher standards, more originality and stronger emotional resonance. Unfortunately, many domestic films still rely on outdated formulas, safe storytelling and commercial packaging that no longer resonate with modern audiences.

Often, it is the creation process that is the problem. Some films are rushed into production despite having weak plots, while others prioritize a celebrity cast over content. Marketing budgets can be higher than the actual cost of production. Meanwhile, genre diversity remains limited, with historical epics and romantic dramas dominating screens. Audiences want more sci-fi, black comedy, psychological thrillers and social realism, but the industry has been slow to respond.

Some may argue that the Chinese movie industry is booming because Ne Zha 2 has grossed more than 15.44 billion yuan this year, which makes it the biggest hit anywhere in the world in 2025. Yet the success of that one film belies the poor performance by just about every other film.

To ensure that Chinese movies are better received by audiences, several changes are needed.

Invest more in storytelling. This means supporting screenwriters, allowing time for script development and resisting the temptation to cut corners in pursuit of trends. The script is the foundation of a movie; no amount of special effects can compensate for a weak story.

Give more space to emerging voices. Young directors and creators often understand their peers far better than executives chasing market data. Funding mechanisms, talent incubators and coproduction platforms can help cultivate the next generation of filmmakers.

The theatrical experience itself should evolve. Instead of relying solely on the draw of the film, cinemas can create a sense of occasion through curated screenings, live discussions, influencer events or themed series. This turns moviegoing into a cultural activity, not just a passive habit.

Finally, policy support should continue, but with focus. Instead of shielding the market, emphasis should be laid on rewarding quality, encouraging innovation and fostering global competitiveness.

Just as the humble lychee became a summer sensation on screen, China's movie industry needs more stories that blend cultural authenticity with universal appeal. When creativity, not complacency, drives production, the next global blockbuster may well come from the East.