Abstract: Nowadays, under the condition of vertical separate structure of Chinese film industry, low quality films have more advantages in the game of film making, publishers, and exhibitors in the box office income division game, resulting in the phenomenon of stealing box office. This problem will make the marginal quality profit and the marginal quality cost deviate from the profit maximization condition, so that the quality of the movie market will deteriorate and the inferior movies will drive out the premium movies. Finally, the lemon effect will appear in the movie industry. Therefore, it is necessary to reconstruct the vertical structure of the film industry, reshape longitudinal control mode, improve technical supervision means, and build the market mechanism of regulating stealing box office.

Key words: film industry, stealing box office, lemon effect, supervision countermeasures