The encyclopedia · Product & Design · Strategic decision · 2025
Bona bet its entire cash flow on a ¥1B submarine film that grossed ¥393M
Bona's chairman said the company had 'welded' all its cash onto Operation Leviathan. The ¥1B epic grossed ¥393M; Bona lost ¥1.06B in six months.
Bona Film Group · 2025-01-28
What happened
Bona Film Group built China's blockbuster business on patriotic action films — Operation Mekong, Operation Red Sea — and pushed the formula to its limit with Operation Leviathan (蛟龙行动), the country's first nuclear-submarine film. Chairman Yu Dong said at a Beijing film forum in April 2024 that Bona had concentrated all its money on the picture: the company's cash flow was 'welded' to it, and smaller films had to stop until it was finished. Public reports put the budget at ¥1B, five times Operation Red Sea's.
Released into the Spring Festival window on January 28, 2025, the film faced Ne Zha 2, which took ¥10.27B. Operation Leviathan reached ¥378M after 17 days; on February 14 the distributor announced it was leaving theaters to return as a re-edited 'special edition' — two weeks after Yu Dong had declared the film would never be pulled. The special edition opened August 30 after six months of rework; Bona's half-year report put the film's total box office at ¥393M.
The bill landed in Bona's accounts: a net loss of ¥1.056B for the first half of 2025, down 661.93% year on year, which the company attributed to the market performance of films it had invested in. The full-year 2025 loss was ¥1.46B — a third consecutive annual loss.
Why it happened
- Bona concentrated essentially all production capital on one title and paused its slate to fund it; when the film failed there was nothing else to absorb the blow.
- The Spring Festival window belonged to Ne Zha 2 (¥10.27B); the other films split what was left, and entering with the window's most expensive title maximized exposure to that squeeze.
- The studio dismissed criticism as paid attacks and publicly ruled out withdrawal, then withdrew two weeks later — no contingency plan survived contact with the audience.
The lesson
Never weld the company to one title. Bona paused its slate to fund a single ¥1B film, so one bad window became a ¥1.46B year — a box-office miss became a balance-sheet crisis.
Sources
- 博纳影业 2025 年半年度报告(归母净利 -10.56 亿元;《蛟龙行动》票房 3.93 亿;特别版定档 8 月 30 日)— 巨潮资讯
- 博纳影业 2025 年年度报告(2025 年归母净利 -14.64 亿元)— 巨潮资讯
- 《蛟龙行动》撤档,耗资10亿票房不足4亿!总制片人曾称"绝不撤档" — 澎湃新闻
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