猫眼研究院大数据洞察2026春节档：总票房超57亿 总观影人次1.2亿

Core Insights - The 2026 Spring Festival box office reached 5.752 billion yuan, with total audience attendance at 120 million, reflecting a year-on-year decline of 39.5% and 35.8% respectively due to the absence of blockbuster films [6][7][8]. Box Office Performance - Total box office for the Spring Festival 2026 was 5.752 billion yuan, a decrease of 39.5% compared to the previous year [6][7]. - Total audience attendance was 120 million, down 35.8% year-on-year [6][9]. - The average ticket price fell by 5.9% to the lowest level in recent years, significantly impacting attendance in lower-tier cities [6][12]. Film Performance - "Flying Life 3" was the only film to meet industry expectations, while "The Bounty Hunter: Wind in the Desert" achieved a box office rebound due to strong word-of-mouth [2][38]. - The average duration of films decreased, leading to a significant increase in total screening sessions, which reached over 4.35 million, a historical high for the Spring Festival [16][21]. Audience Trends - The proportion of viewers from third and fourth-tier cities reached nearly 60%, the highest in six years, indicating the growing consumption potential in lower-tier markets [43][46]. - The average number of films watched per person during the Spring Festival decreased significantly, with a notable increase in the percentage of viewers watching only one film [26][29]. Social Media and Marketing - The discussion volume on social media platforms like Weibo decreased year-on-year, indicating a decline in audience engagement and pre-release awareness of films [31][34]. - "Flying Life 3" achieved a record opening day box office of 641 million yuan, benefiting from strong brand recognition and audience anticipation [63][69]. Conclusion - The 2026 Spring Festival box office performance reflects a mixed outlook for the industry, with strong IPs and quality films coexisting with challenges in audience engagement and market dynamics [102].