China’s theatrical market is losing younger audiences while Vietnam emerges as a breakout territory for pan-Asian content, according to industry executives speaking at the JAFF Market .

Eric Lin, general manager of international content at Alibaba ‘s Damai Entertainment, revealed that Chinese audiences under 24 now represent only 15% of total moviegoers, down from 38% before the pandemic. “We’re losing half of them in five or six years,” Lin said, noting that core frequent audiences have shifted to the 30-49 age bracket. While the year saw “ Ne Zha 2 ” generate more that $2 billion at the box office, the market struggles to retain younger demographics competing with short-form vertical content AKA microdramas.

Vietnam has established itself as a crucial territory for Asian films, w

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