In early July, the major television stations began rolling out their summer dramas one after another.
But without a new Su Yan series in the lineup, ratings were lukewarm. The best premiere rating among them was only 4.52%. A few years ago, that would have been an excellent result. Now, however, it felt merely average—like when the tiger's away, and the monkeys call themselves king.
Meanwhile, in the film market, as primary school, middle school, and university students across Xia Nation began their summer holidays, daily box office revenue steadily climbed. Even without heavyweight releases, the national daily total rose from thirty to fifty million to nearly 100 million per day.
Under such circumstances, the first major summer blockbuster— the military-themed film 'Assault'—was released.
Unlike in Su Yan's previous life, however, audiences in this world weren't particularly enthusiastic about military films.
The Xia Nation here had always been a powerful country, historically dominating its neighbors. As a result, the public generally showed less interest in such themes.
On its opening day, 'Assault' received 37% of screenings, yet its first-day box office was only 61 million.
Over the weekend, revenue dipped to 53 million on Saturday and rebounded slightly to 59 million on Sunday. Its first-week total failed to reach 180 million.
While that result was enough to ensure the film would recoup costs through revenue sharing, a massive breakout hit was clearly out of reach.
In truth, when a film releases alone during a quiet window, competition may be minimal—but so is media attention, and audience excitement tends to wane.
Xia Nation's moviegoers loved the buzz.
They might only watch one film per trip to the cinema—but they certainly didn't want there to be only one film worth watching.
On July 16, four major productions would release simultaneously.
From media coverage to cinemas to online discussion, all attention centered on these four films—who would take the lead, who would become July's box office champion, perhaps even the king of the entire July–August summer season.
That level of hype greatly stimulated audience interest.
Five days before '5 Centimeters per Second' premiered, Su Yan—already back in Tokyo—brought Shinozaki Ikumi to Sakura Island for the film's final promotional push.
At the same time, the film industry was rife with undercurrents.
The marketing investments poured into these four blockbusters—and the anticipation among moviegoers—were directly reflected in preliminary screening allocations.
Of course, screening allocation involved plenty of behind-the-scenes financial maneuvering.
But when everyone had money and was willing to spend it, money alone didn't decide everything.
Ultimately, screening ratios still depended on market expectations and film quality.
Ordinary audiences would only see the films on release day.
Cinema executives, however, had already watched all the final cuts.
And honestly—
Among the four films, the one that left the deepest impression on industry insiders was undoubtedly '5 Centimeters per Second'.
Its emotional impact wasn't limited to young viewers. Audiences of all ages would feel a lingering ache after watching it.
'A Sad Family' was a standard, competent comedy.
'Black Mist' started brilliantly but eventually devolved into a cliché monster-fighting narrative.
'Windmill' was excellent—a textbook commercial romance film.
The problem?
It was too textbook.
Every element was handled well, but nothing exceeded expectations.
Only '5 Centimeters per Second' stood apart.
In the history of Xia Nation's romance films, there had never been another like it.
Its thematic depth invited contemplation—and sorrow.
But such a distinctive film—
How would it perform at the box office?
Would audiences embrace it?
Or would fans flood review platforms with negative reactions after opening night, causing its box office to collapse?
After weighing many factors, cinemas gave 'Windmill'—featuring award-winning actors and the largest investment of the season—the highest opening-day allocation.
21%.
Safe. Stable. Reliable.
Meanwhile, '5 Centimeters per Second' and 'Black Mist' tied for second place at 16%.
'A Sad Family' received 12%.
The remaining 35% was split among 'Assault'—which had earned only 270 million after one week—and various smaller productions.
When the nationwide screening allocation data was released on Thursday, fan communities erupted.
Especially Su Yan's fans.
["Why? Pre-release search trends show '5 Centimeters per Second' isn't losing to 'Windmill' at all. Why is the screening gap so big?"]
["Maybe you didn't spend enough on marketing? You Su Yan fans getting triggered over 16% for a film newcomer in this season? If the first-day results aren't good, what then? You'll explode."]
["Don't celebrate too early, 'Windmill' fans. Wouldn't it be hilarious if you got the highest allocation and still lost opening-day box office?"]
["Stop fantasizing. Who's beating 'Windmill' on opening day? That film with no clear protagonist? A bunch of famous actors with no real lead—sounds like a scattered mess."]
["Spoken like someone who's never watched Su Yan's work."]
["I never watch TV dramas. Boring. And don't think film works like television. Just because he dominated TV ratings doesn't mean cinema's his ATM. This summer market will bring Su Yan back to reality. Stick to TV and stop embarrassing yourself in film."]
["You fans of Yu Jingyao shouldn't get too smug either. 'Best Actress'? She hasn't released a film in three years—washed-up. Think she'll revive her career with 'Windmill'? Dream on."]
["Is it a mule or a horse? We'll find out tomorrow. I've booked the 7 p.m. screening of 'Windmill'. Can't wait to see '5 Centimeters per Second' collapse in reviews."]
Late at night, Qiao Yueling was still fiercely arguing online.
Before release, thanks to media and fan momentum, '5 Centimeters per Second' matched 'Windmill' in buzz.
Same release date.
Same genre.
One backed by the king of TV popularity.
The other features a lineup of film-industry heavyweights.
Of course, their fanbases clashed.
Especially 'Windmill' supporters, who openly looked down on Su Yan.
A TV screenwriter winning the summer box office?
As if it were that easy.
Where there was profit, there was conflict.
Perfectly normal.
But for diehard fans like Qiao Yueling, who took things seriously—
She simply couldn't swallow it.
At 2 a.m., she finally shut down her computer.
She had work tomorrow.
And a 7 p.m. premiere to attend.
She needed rest.
The next morning, she dragged herself to the office on time, lethargic all day.
But when the clock struck six and work ended, she instantly perked up.
She rushed to the cinema near her company, collected her pre-booked ticket, and finally took in her surroundings.
Tonight, the theater wasn't overflowing—but it was packed.
More than half were students on summer break.
In this large Hudu cinema, Qiao Yueling could instantly spot Su Yan fans.
After all, anyone dressed as characters from 'Puella Magi Madoka Magica', or wearing traditional Sakura Island kimono while carrying a sword to cosplay Kenshin from 'Rurouni Kenshin', was unmistakable.
Some exchanged approving nods.
Others sat quietly, waiting for the showtime.
After grabbing some quick mall food for dinner, she checked the time.
Almost 7 p.m.
Under staff guidance, the 7 p.m. screening hall for '5 Centimeters per Second' began ticket checks.
Qiao Yueling took a deep breath and walked inside.
The auditorium wasn't full—
But at least 80–90% of the seats were occupied.
And most of them—
Were couples.
She suddenly felt awkward.
"Wasn't there a rumor that all Su Yan fans were single? If this movie really ends in heartbreak, let's see how you couples handle it!"
She thought to herself as the film was about to begin.