As the Chinese New Year approaches, new films debuting during the Spring Festival holiday season have collectively amassed over 1 billion yuan ($138 million) in pre-sales as of Tuesday afternoon. This milestone, achieved since pre-sales began just over a week ago, signals a vibrant return to cinemas for audiences across the Chinese mainland.
This year’s lineup showcases unprecedented diversity, with the top five pre-selling titles spanning genres such as wuxia (martial arts), mythology, animation, suspense, and action. The average runtime of these films exceeds 137 minutes, setting a new record for the longest average duration in Chinese New Year cinematic history. Despite the extended runtimes, the minimum ticket prices for most blockbusters remain unchanged from last year.
Leading the pre-sale charts, The Legend of the Condor Heroes: The Great Hero has swiftly surpassed 100 million yuan in pre-sales. Other anticipated titles, including Ne Zha 2, Detective Chinatown 1900, Creation of the Gods II: Demon Force, and Operation Hadal, have each exceeded 20 million yuan in pre-sales.
Data indicates a growing trend in group viewings. “Over 25 percent of tickets purchased on the first day of pre-sales were for groups of three or more viewers—a five percent increase compared to last year,” said Wang Shu, a film data analyst, in an interview with China Media Group. “This suggests that films during this year’s Spring Festival season hold stronger appeal for family or group outings.”
Many of this year’s films are based on well-known intellectual property (IP), leveraging established content brands to attract audiences. “The Guochao (China-chic) trend has amplified movie market consumption,” noted Wei Pengju, dean of the Culture Economics Institute at the Central University of Finance and Economics. “Whether through traditional cultural themes or patriotic narratives, films infused with Guochao elements attract audiences not just to watch a movie, but to experience and affirm cultural identity.”
High-quality production is crucial in drawing audiences to theaters. “Advancements in special effects technology and the widespread application of AI-generated content are reshaping the entire film ecosystem—from pre-visualization and production to the viewing experience itself,” said Hu Ruiyan, deputy director of the Qingdao West Coast New Area Film and Television Industry Development Center. “These innovations are redefining modern cinematic storytelling.”
As the Spring Festival approaches, the surge in pre-sales reflects the enthusiasm of moviegoers eager to celebrate the holidays with captivating stories and shared experiences in cinemas nationwide.
Reference(s):
China's Spring Festival box office pre-sales surpass 1 billion yuan
cgtn.com