The 2026 Spring Festival box office exceeds 5.5 billion yuan, with over 100 million viewers, and movie merchandise is in hot demand.

Securities Times Reporter Wu Zhi

From comedy, science fiction, martial arts to spy thrillers and animation, the 2026 Spring Festival film lineup is diverse and rich, attracting over 100 million viewers to theaters. Data from Lighthouse Professional Edition shows that as of 4 p.m. on February 23, the total box office for the 2026 Spring Festival films is approximately 5.53 billion yuan (including pre-sales), with about 115 million viewers (total tickets sold).

Driven by the Spring Festival box office, as of 4 p.m. on February 23, China’s annual box office revenue for 2026 has reached about 8.06 billion yuan (including pre-sales), ranking first globally among single markets.

There are 8 films released for the 2026 Spring Festival. As of 4 p.m. on February 23, “Flying Life 3” leads the box office chart with about 2.82 billion yuan, accounting for over 50% of the total box office. This is also the highest-grossing film in the “Flying Life” series during the Spring Festival period.

The spy thriller “Silent Alarm” earned about 840 million yuan, and the martial arts film “Dartman: Wind Rising in the Desert” nearly 800 million yuan. The “Boonie Bears” series is a regular at the Spring Festival box office, with this year’s release “Boonie Bears: Year of the Bears” earning about 700 million yuan.

This year’s Spring Festival films are relatively short, allowing for more flexible scheduling in theaters. On February 17, nearly 600,000 screenings were scheduled nationwide, setting a new record in Chinese film history. By 4 p.m. on February 23, the total screenings for the 2026 Spring Festival had reached 4.35 million, breaking the same period record.

Overall, due to blockbuster films like “Nezha: The Devil’s Child Comes to the Sea” in the 2025 Spring Festival, the box office base was high. Although the 2026 Spring Festival box office declined year-on-year compared to 2025, movie-going remains a key entertainment activity during the holiday, maintaining a lively consumer atmosphere.

During the Spring Festival, Securities Times reporters visited several cinemas in Shanghai. Some popular showtimes on the first day of the Lunar New Year sold out early, with long queues for ticket checks; from the second to the sixth day of the Lunar New Year, many cinemas maintained high occupancy rates.

To enhance the festive atmosphere and attract more viewers, many cinemas decorated anew and launched Spring Festival activities. Shanghai Film’s Shanghai Cinema not only dressed up in a full “Year of the Horse” theme but also collaborated with high-quality merchants to create an immersive “watching + shopping” experience. Movie tickets could be used for discounts at partner stores.

Zhao Shuai, manager of Wanda Cinema at Wujiaochang Wanda Plaza in Shanghai, told Securities Times that this year Wanda Cinema focused on creating a festive atmosphere and upgrading service experience to attract audiences with quality activities and thoughtful service. The lobby features a “Year of the Horse Spring Festival Check-in Area,” and in collaboration with popular IPs like My Little Pony, they created themed setups and sold derivative products. Customers can also purchase related merchandise while watching movies.

“From recent years’ Spring Festival operations, we see three clear trends, which also reflect the upgrade of movie consumption,” Zhao said. First, movie-going is gradually becoming an important way for families to gather, shifting from individual entertainment to family social scenes, with increasing penetration. Second, word-of-mouth effects are significant; Spring Festival films are moving from primarily comedies to diverse genres, with audiences valuing reputation and innovation in themes. Third, audience experience needs are upgrading; viewers seek high-quality audio-visuals and pay attention to scene and service details.

The holiday is also a peak period for trendy toy consumption, especially related to movies. From February 16 (New Year’s Eve) to February 23, Securities Times reporters visited many trendy toy stores in Shanghai, where consumers flocked to buy products featuring Spring Festival elements.

A representative from 52TOYS, a trendy toy brand, told Securities Times, “Characters from ‘Boonie Bears’ are cute and appealing, perfect for plush toys, gift boxes, and accessories. The martial arts characters from ‘Dartman’ are highly recognizable and naturally suited for collectible and movable figures.”

Historically, popular films significantly boost sales of trendy toys and derivatives. According to 52TOYS, the company plans ahead for IP derivative product development. For example, the “Boonie Bears” series was planned a year in advance in collaboration with the IP owner.

To ensure products are well-received, the company conducts research on IP audiences and their consumption habits, especially during the Spring Festival. “From design to production, we achieve efficient coordination, launching a variety of products such as static and movable figures, plush toys, transforming toys, and accessories, covering different consumption scenarios and needs to quickly meet market demand during the film’s hot period,” the representative added.

(Edited by: Wen Jing)

Keywords: Box Office Movies