晶采观察丨银幕亮、年味足 文化消费激活新春新气象

Core Insights - The 2026 Spring Festival film season is referred to as the "longest in history," with pre-sale box office exceeding 1 billion yuan as of February 10, 2026, at 14:45 [1] - The extended duration of this film season, lasting from the first day of the Lunar New Year to the fifteenth day, allows for a diverse array of films to be released daily, transforming it into a cultural feast rather than a mere competition among a few films [1][2] - The shift in consumer behavior reflects a broader cultural consumption upgrade, with families increasingly prioritizing shared cinematic experiences over traditional material purchases during the holiday [1][2] Industry Trends - The film market is experiencing a concentrated effort, showcasing a growing willingness among consumers to pay for high-quality content and cultural experiences [2] - The pre-sale box office milestone signifies a strong desire for a culturally rich lifestyle, emphasizing the importance of cultural flavor during the New Year celebrations [2] - Recent initiatives linking films with tourism, gastronomy, and intangible cultural heritage are enhancing audience engagement and excitement for the Spring Festival film season [2] Audience Engagement - The current Spring Festival film season features a more segmented approach to genres and targeted audiences, catering to families, children, and friends with various film types [3] - Cinemas are evolving into social spaces that foster emotional connections, allowing for shared experiences that resonate with familial and cultural sentiments [3] - The modern cinematic experience is redefining traditional family gatherings, offering a richer and more contemporary way to celebrate togetherness [3]