Chongqing - The 2026 Spring Festival holiday movie season concluded Sunday with robust performance, as diverse film offerings and stable market demand generated over 5.7 billion yuan (approximately US$821 million) in box office revenue.
Screenshot of Spring Festival box office figures.
Total admissions exceeded 100 million for the eighth consecutive year, propelling China's annual box office past 82 billion yuan (about US$11.82 billion) and temporarily ranking it as the world's largest single-film market.
This year's Spring Festival slate featured multiple genres, including suspense, martial arts (wuxia), comedy, fantasy, and animation, catering to varied audience demographics. The top four films were Pegasus 3, Scare Out, Blades of the Guardians, and Boonie Bears: The Hidden Protector.
Pegasus 3, directed by HAN Han and starring SHEN Teng, led the box office throughout the holiday period. The film's success stems from its established intellectual property, relatable comedic elements, and inspirational storytelling.
Poster of Pegasus 3.
Scare Out, focusing on contemporary national security themes, demonstrated the market viability of mainstream thematic productions through accessible narrative approaches.
Poster of Scare Out.
The martial arts film Blades of the Guardians achieved notable critical acclaim for its production quality, action choreography, and character development. The film recorded box office increases for four consecutive days - a phenomenon known locally as "nì diē" (逆跌), which means "reverse decline" - confirming that quality content can sustain audience interest beyond opening weekends.
Poster of Blades of the Guardians.
"The return of martial arts cinema - a genre with distinctive Chinese characteristics - to mainstream success reflects how locally-rooted cultural content continues to resonate with domestic audiences," announced Ding Zhong, Vice Chairman of the Chongqing Film Association and Associate Professor at Sichuan International Studies University.
Dawa Imaging Technology (Dawa) is using a large screen for virtual shooting. (Photo/DENG Nan). (Photo/DENG Nan)
"This year's market performance suggests that live-action productions remain competitive alongside animation, which gained significant market share last year, partly due to AI integration in production. The key takeaway is that compelling content, properly timed and appropriately formatted, will find its audience," Ding added.
Behind the box office numbers lies strategic policy intervention. The "Film Economy Promotion Year 2026" initiative introduced 1.2 billion yuan in consumer subsidies, effectively lowering admission costs. Average ticket prices decreased to 47.8 yuan (US$6.89), while integrated "Film+" experiences transformed moviegoing from standalone consumption into comprehensive entertainment offerings.
In Chongqing, the Boonie Bears franchise partnered with local authorities for a drone light show, demonstrating how film promotion can integrate with urban branding to drive tourism-related spending.
The Boonie Bears film was showcased at the "Dynamic Chongqing" drone light show. (Diyiyan News)
"Although the Spring Festival season has concluded, these films continue their theatrical runs," said Lai Li, market analyst at Maoyan Entertainment. "We anticipate strong long-tail performance that will sustain market momentum."
Ding Zhong emphasized that sustained policy support, continued innovation in film-related business formats, and unwavering commitment to content quality could reduce seasonal market volatility.
"With appropriate mechanisms in place, the film market can achieve year-round vitality - providing creators with sustained motivation and audiences with diverse viewing options," Ding said. "This ultimately builds toward a healthy, sustainable industry ecosystem."
Together, these perspectives highlight a promising future for the industry, one that can weather seasonal shifts and continue to thrive through strategic support and innovation.
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