The 2026 Spring Festival film market concluded with a total box office revenue of 57.52 billion yuan (approximately $8.06 billion USD), attracting 120 million moviegoers, according to data released on February 24th. The success marks a return to normalcy for the Chinese film industry, with “Pegasus 3” dominating the box office charts. The total annual box office revenue for 2026 has already surpassed 83 billion yuan, and China’s film market has exceeded $1.2 billion USD, surpassing North America to become the world’s largest single film market.
The strong performance during the Spring Festival period signals a positive trend for the Chinese film industry, moving away from a focus on solely achieving high numbers during the holiday season and towards a more balanced and sustainable year-round development. This shift indicates a growing maturity in the market, prioritizing consistent growth over short-term spikes. The average ticket price during the festival was 47.8 yuan, the lowest since 2021, making cinema visits more accessible to a wider audience.
A report published by the Lighthouse Research Institute, a subsidiary of Damai Entertainment, highlighted key trends from the 2026 Spring Festival film market. Total screenings exceeded 4.35 million, a new historical high for the holiday period. Social viewing remained a key driver, with couples accounting for 48.5% of attendees and group viewings (three or more people) making up 22.2%, collectively representing over 70% of the audience. The increasing popularity of films in lower-tier cities is also noteworthy, with these markets contributing nearly 53% of the total box office revenue.
“Pegasus 3” led the box office with a remarkable 29 billion yuan, securing its position as the top-grossing film of the festival. “Shocking Silence” followed in second place with 8.67 billion yuan, while “The Legend of the Outlaw” garnered 8.06 billion yuan, benefiting from positive word-of-mouth and a sustained performance. The animated film “Boonie Bears: New Year’s Eve” rounded out the top four with 7.14 billion yuan.
Shifting Demographics and the Rise of Lower-Tier Cities
Interestingly, the demographic breakdown of the audience revealed a noticeable increase in male viewers compared to previous years (2023-2025), where female audiences consistently comprised over 60% of ticket sales. Chen Jin, a data analyst at Lighthouse Professional Edition, attributed this shift to the popularity of films like “Pegasus 3” and “The Legend of the Outlaw,” which successfully appealed to a broader male audience, creating a more balanced gender representation in the market.
The report also indicated a strengthening “downward trend,” with lower-tier cities (third and fourth-tier) contributing a significant portion of the box office revenue. “Pegasus 3,” “Shocking Silence,” “Boonie Bears: New Year’s Eve,” and “Tribal Encounter” all saw over 50% of their revenue generated in these markets, with “Boonie Bears: New Year’s Eve” demonstrating the strongest performance in lower-tier cities. The top-performing cities were Shanghai, Beijing, Guangzhou, Chengdu, and Shenzhen, while Shenyang and Foshan experienced the largest year-on-year increases in rankings.
“Film+” Consumption Experiences Gain Traction
Beyond the box office numbers, the 2026 Spring Festival saw a surge in “Film+” consumption experiences, blending cinema with other forms of entertainment and tourism. From AI-powered ticket purchasing to location-based tourism inspired by film settings, and even promotional tie-ins with beverage brands, the festival showcased innovative ways to engage audiences.
The integration of AI technology was particularly evident, with the Qianwen APP, integrated with Damai APP, experiencing a 66-fold increase in ticket sales. Approximately 80% of these orders were for “Pegasus 3” and “Shocking Silence.” “Shocking Silence,” which was filmed primarily in Shenzhen, spurred a wave of tourism to the city, with locations featured in the film becoming popular spots for visitors seeking immersive experiences.
Looking Ahead
The success of the 2026 Spring Festival film market provides a solid foundation for continued growth throughout the year. The industry’s ability to adapt to changing audience preferences, embrace new technologies, and foster innovative consumption experiences will be crucial in maintaining this momentum. The focus will likely remain on delivering diverse content that appeals to a broad range of demographics and capitalizing on the growing potential of lower-tier cities.
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