灯塔研究院春节档洞察：总票房57.52亿，三四线城市票房近53%

Core Insights - The report by Lighthouse Research Institute indicates that the total box office for the 2026 Spring Festival period reached 5.752 billion, with total audience attendance at 120 million, and the top three films being "Fast Life 3," "Silent Awakening," and "Bounty Hunter: Wind Rises in the Desert" [1] Group 1: Box Office Performance - The average ticket price during the 2026 Spring Festival was 47.8 yuan, marking a new low since 2021, which lowered the viewing threshold for audiences [3] - The total number of screenings exceeded 4.35 million, setting a historical high for the Spring Festival period [3] - "Fast Life 3" led the box office with over 2.9 billion, while "Silent Awakening" and "Bounty Hunter: Wind Rises in the Desert" followed with 867 million and 806 million respectively [7] Group 2: Audience Demographics - The proportion of female viewers during the Spring Festival from 2023 to 2025 exceeded 60%, while there was a notable increase in male viewers this year, attributed to the popularity of films like "Fast Life 3" and "Bounty Hunter: Wind Rises in the Desert" [7] - The distribution of box office revenue showed that nearly 53% came from third- and fourth-tier cities, indicating a strengthening trend towards lower-tier markets [5] Group 3: Consumer Behavior and Trends - The integration of AI ticket purchasing through the Qianwen APP led to a 66-fold increase in ticket sales, with nearly 80% of orders for "Fast Life 3" and "Silent Awakening" [9] - The films' popularity spurred a surge in offline tourism, with significant filming locations becoming popular spots for visitors, enhancing the "City Walk" experience [9] - The Dama APP launched various "movie+" promotional activities, connecting over 1,200 tourism service projects and more than 100 cultural events during the Spring Festival [10]