2月24日，猫眼研究院发布《2026春节档数据洞察》（以下简称《洞察》）。《洞察》显示，今年春节档电影总票房达到57.52亿 元，总观影人次1.2亿。由于缺乏强流量高热度的爆款大片的带动，档期内整体表现平平，仅《飞驰人生3》票房表现符合行业预 期。《镖人：风气大漠》上映后凭借过硬口碑实现票房逆跌，带动假期最后两日大盘跌幅相对较小。 值得一提的是，今年春节档，由于影片平均时长缩短，带动了总放映场次大幅提升，一定程度上体现了影院终端放映能力的提 升。猫眼专业版数据显示，今年春节档总场次超435万，创春节档历史新高。其间初一至初七日均场次超55万，相比去年同期提 升15%，为观众提供更丰富的观影选择。与此同时，今年春节档平均票价降至近六年最低水平，三四线城市票价下滑幅度更为 明显，同比下降超6%，大幅降低大众观影门槛。 "流量+"模式效力衰减,过度依赖流量艺人不仅容易引 发舆论争议,同时也可能导致普通观众对影片本体质量产 生怀疑 总票房57.52亿,同比下降39.5% 总观影人次1.20亿,同比下降35.8% 平均票价同比下调5.9%，降至近年最低，三四线下 滑幅度大 -- 同比 = 总票房 (亿) 32.8% 1 ...

Core Insights - The 2026 Spring Festival box office reached 5.752 billion yuan with 120 million admissions, showing a significant decline compared to previous years [1][5] - "Fast and Furious 3" led the box office with 2.927 billion yuan, accounting for over half of the total box office, and became the only film to surpass 2 billion yuan during the period [2][4] Box Office Performance - The total box office for the Spring Festival was 5.752 billion yuan, a year-on-year decrease of 39.5%, and total admissions were 120 million, down 35.8% [5] - The first day of the festival saw a low attendance rate of less than 40%, marking the lowest average attendance in six years [5] Film Analysis - "Fast and Furious 3" not only dominated the box office but also achieved a single-day record of 641 million yuan on its premiere day, significantly surpassing previous entries in the series [4] - The film's success is attributed to its established IP, strong comedic elements, and engaging storyline, which resonated with audiences [4] Market Trends - The lack of blockbuster films with widespread appeal contributed to the overall decline in box office performance, as previous years featured standout films that drove family viewership [8] - The phenomenon of "late scheduling" for films reduced audience awareness and decision-making time, negatively impacting non-IP films [8] Audience Reception - The effectiveness of the "traffic + model" has diminished, as seen with "Silent Awakening," which relied heavily on star power but failed to deliver a compelling narrative [9] - "The Bounty Hunter: Wind Rises in the Desert" initially struggled but gained traction due to strong word-of-mouth and audience engagement, highlighting a shift towards quality content over star power [12]

Core Insights - The 2026 Spring Festival box office reached 5.752 billion yuan with 120 million admissions, marking a strong start for the annual film market [1] - The festival featured a diverse range of films, creating a market landscape characterized by leading titles and breakout hits [1] Group 1: Box Office Performance - The Spring Festival period from February 15 to February 23 saw the release of 8 new films, covering genres such as comedy, martial arts, and animation, catering to various audience demographics [3] - Total screenings exceeded 4.3508 million, setting a new record for the highest number of screenings during the Spring Festival in Chinese film history, with an average ticket price of 47.9 yuan, down nearly 3 yuan from the previous year [3] - "Flying Life 3" emerged as the clear winner, grossing 2.927 billion yuan, accounting for 50.8% of the total box office for the festival [3] Group 2: Film Highlights and Trends - Several films achieved differentiation through positive word-of-mouth, such as "Silent Awakening," which grossed 868 million yuan, filling a gap in the reality suspense genre [4] - "Biao Ren: Wind Rises in the Desert," adapted from a popular domestic animation, became a breakout hit with a total box office of 806 million yuan and a Douban score of 7.5, leading the festival in terms of audience ratings [4] - The family-friendly animation "Boonie Bears: Year of the Bear" continued to leverage its IP advantage, grossing 714 million yuan and becoming a top choice for family viewing [4] Group 3: Industry Implications - The 2026 Spring Festival box office data reflects the strong resilience of the Chinese film market, supported by quality content supply, affordable ticket pricing strategies, and improved cinema infrastructure [4] - The trend of "watching movies during the Spring Festival" has become a deeply ingrained custom, boosting offline entertainment consumption and promoting steady progress towards high-quality development in the Chinese film industry [4]

陈晋分析指出，春节档新片整体质量受到观众广泛认可，特别是大年初六开始，一二线城市票房占比大幅上调，好口碑成功推动了"观影返城潮"。这意味 着大量返乡过年的观众在假期尾声返回工作城市后，仍选择走进影院继续观影，多部春节档新片有望在假期结束后仍保持强劲票房走势。 截至2月23日18时，2026年春节档（1月28日-2月4日）在延长放映周期后交出亮眼成绩单。据大麦娱乐旗下灯塔专业版数据分析师陈晋提供的最新数据显 示，今年春节档总票房突破56.08亿元，总场次达435.08万场，总人次1.17亿，平均票价47.9元。 平均票价下调3元 市场热度延续性强 今年春节档最显著的市场特征之一是亲民的票价策略。数据显示，档期平均票价较去年春节档的50.8元大幅下调接近3元，从大年初一开始大盘平均票价 保持连续下调趋势。这一"让利惠民"的策略有效激发了观影热情，使得春节档中后期每日大盘票房跌幅微弱，展现出强劲的市场韧性。 影片方面，档期内票房前五名依次为《飞驰人生3》：28.51亿元；《惊蛰无声》：8.48亿元；《镖人：风起大漠》：7.78亿元；《熊出没·年年有熊》： 7.04亿元；《熊猫计划之部落奇遇记》：1.90亿元。 其中 ...

● 本报记者 杨梓岩 猫眼娱乐市场分析师赖力对记者表示，尽管今年春节档缺乏超强头部"爆款"大片，但从票房成绩来看， 整体表现比较稳定，《飞驰人生3》《惊蛰无声》《镖人：风起大漠》几部相对体量较大的影片都有不 错的发挥，市场热度不断攀升。 "今年春节档以六部新片为主力，涵盖喜剧、武侠、谍战、科幻、动画等多元题材类型，影片整体口碑 得到市场认可。"大麦娱乐灯塔专业版数据分析师陈晋指出，档期内多人观影占比达25.1%，创下春节 档新高，今年家庭观影氛围更加浓厚。 据灯塔专业版数据，截至2月23日18时，2026年春节档总票房突破56亿元，总场次435.08万场，总观影 人次1.17亿，平均票价47.9元。其中，总场次大幅刷新中国影史春节档纪录。今年春节档从腊月二十八 持续到正月初七，被称作"史上最长春节档"，为票房释放提供了更充裕的时间窗口。 IP续作热卖 《飞驰人生3》是今年春节档的头号种子选手。该片由韩寒编剧并执导，沈腾领衔主演。截至2月23日18 时，该片以28.9亿元的票房成绩位列2026年春节档票房榜首位，贡献了大盘五成票房。沈腾也借此达成 个人全部电影票房400亿元里程碑。该片也打破了由《长津湖之水门桥 ...

| 奇遇记 | 19255.95 | 3.3% | 6.2% | 17.2% | | --- | --- | --- | --- | --- | | 2026-02-17上映 | | | | | | 星河入梦 | 8039.53 | 1.4% | 3.4% | 12.5% | | 2026-02-17上映 | | | | | | 夜王 | 7096.30 | 1.2% | 1.3% | 22.9% | | 2026-02-20上映 | | | | | | 疯狂动物城2 | 2802.42 | 0.4% | 2.6% | 5.1% | | 2025-11-26上映 | | | | | | 重返·狼群 | 1271.03 | 0.2% | 0.6% | 10.6% | | 2026-02-19重映 | | | | | | 阿凡达3 | 823.78 | 0.1% | 0.6% | 3.9% | | 2025-12-19上映 | | | | | 值得一提的是，从全年票房来看，2月23日下午，据央视新闻援引网络平台数据，2026年年度电影总票 房（含预售）突破80亿，暂列全球单一市场票房第一。此外，截至目前，2026 ...

Core Viewpoint - The 2026 Spring Festival film season is the longest in history, running from the 28th day of the twelfth lunar month to the seventh day of the first lunar month, leading to a total box office exceeding 4 billion yuan [1][5]. Group 1: Box Office Performance - The total box office for the 2026 Spring Festival films (including pre-sales) has surpassed 4 billion yuan, with "Flying Life 3," "Silent Awakening," and "Boon Year of the Bear" leading the box office rankings [1][5]. - "Flying Life 3" has achieved a box office of 2.1 billion yuan, while "Silent Awakening" and "Boon Year of the Bear" have reached 650 million yuan and 500 million yuan respectively [5][6]. Group 2: Film Supply and Demand - A total of 8 films are scheduled for the 2026 Spring Festival, marking a five-year high in the number of films released during this period, which indicates a balanced supply structure catering to diverse audience preferences [5][6]. - The films involve several listed companies, including Light Media, China Film, and Wanda Film, among others, indicating significant industry participation [5][6]. Group 3: Audience Engagement and Marketing - To attract more viewers, various regions have launched promotional activities, such as the "big gift package" for moviegoers in Hebei Province, which aims to benefit over 1.5 million viewers throughout the year [8]. - The film "Flying Life 3" combines comedy and racing elements, appealing to a broad audience, which is crucial for its high box office performance [8].

Core Insights - The 2026 Spring Festival box office has surpassed 3 billion yuan, with "Flying Life 3," "Silent Awakening," and "Boon Year of the Bear" leading the charts [3][5] - The absence of blockbuster films has led to a normalization of box office performance, with a noticeable decline in ticket sales after the initial days of the festival [3][6] - "Bounty Hunter: Wind Rises in the Desert" is gaining traction, showing an upward trend in box office despite initial low screenings [6] Box Office Performance - "Flying Life 3" has achieved a remarkable box office of 1.519 billion yuan, accounting for 50.6% of the total box office and 30.8% of the screenings [5] - "Silent Awakening," directed by Zhang Yimou and featuring popular actors, has attracted a younger audience, contributing to its strong performance [5] - The "Boon Year of the Bear" film has not met expectations compared to previous installments, with a decline in daily box office [6] Audience Trends - The audience turnout this year is lower than last year, attributed to the absence of a major hit like "Nezha 2" from the previous year [7] - The Spring Festival box office is experiencing a steady increase, with fluctuations in daily performance but overall positive trends [7][8] - Three and four-tier cities are becoming the main contributors to the box office, with a significant increase in ticket orders from these regions [8] Market Dynamics - The 2026 Spring Festival box office is expected to show a noticeable decline compared to the previous year due to various factors, including the lack of blockbuster films and a high base from last year [8] - The film market is undergoing a rational adjustment after a period of explosive growth, with ticket sales reflecting a more stable demand [8]

Core Insights - The total box office for the 2026 Spring Festival period (February 15-23) has exceeded 3.1 billion yuan as of February 21, with Sichuan province ranking sixth in regional box office distribution at 162 million yuan [1][4][6] - The first day of the Spring Festival (February 17) set a record for single-day box office at 1.278 billion yuan, with a total of 595,000 screenings, contributing to an overall box office of 5.624 billion yuan for the year by February 19 [4][6] - The performance of films during the Spring Festival has shown fluctuations, with initial strong performances followed by a drop on the second day, but a rebound on the third day, indicating a generally upward trend [8][9] Box Office Performance - As of February 20, the leading film "Fast and Furious 3" has grossed 1.595 billion yuan, accounting for over 50% of the total box office for the festival [3][9] - Other notable films include "Silent Awakening" with 513 million yuan, "Boonie Bears: Year of the Bear" with 398 million yuan, and "The Courier" with 364 million yuan [3][9][11] - The film "The Courier" has shown potential for growth, being the only film to increase its daily ranking on the third day of the festival [11] Regional Box Office Distribution - Sichuan province's box office reached 162 million yuan, ranking sixth nationally, while Chengdu city contributed 58.82 million yuan, ranking third among cities [6][8] - Other top-performing regions include Zhejiang province with 223 million yuan, Henan province with 187 million yuan, and Hebei province with 149 million yuan [6] Market Analysis - Analysts from Maoyan Entertainment noted that despite initial poor pre-sales for new films, the strong performance on the first day provided a positive start for the festival [8][9] - Predictions for total box office revenues have been adjusted upward for several films, with "Fast and Furious 3" expected to exceed 4.3 billion yuan [11]

Core Insights - The total box office for the 2026 Spring Festival period has exceeded 3 billion yuan, reaching 30.82 billion yuan as of February 19, 2026 [1] - This year's Spring Festival is noted as the "longest Spring Festival" in history, providing a longer window for box office revenue [1] Box Office Performance - The total number of tickets sold is approximately 62.73 million, with a total of 3.45 million screenings and an average ticket price of 49.1 yuan [2] - "Flying Life 3" leads the box office with a revenue of 15.65 billion yuan, accounting for 50.8% of the total box office [2][4] - "Silent Awakening" ranks second with a box office of 5.08 billion yuan, while "Boon Bear: Year of the Bear" is third with 3.93 billion yuan [5][6] Film Highlights - "Flying Life 3" has set multiple records, including the highest opening day box office for a drama film in Chinese history, and is projected to reach a total box office of 50.43 billion yuan [4] - "Silent Awakening," directed by Zhang Yimou, features a modern espionage narrative and has attracted a strong cast including Yi Yangqianxi and Zhu Yilong [5] - The "Boon Bear" series has surpassed 8.5 billion yuan in total box office, with the latest installment appealing significantly to family audiences and lower-tier cities [6] Market Analysis - The film market for this Spring Festival is characterized by a balanced supply structure, catering to diverse audience preferences across different age groups [6] - On the first day of the new year, the number of screenings reached a record high of 564,600, with an average ticket price decrease from 51.3 yuan to 49.7 yuan compared to the previous year [6] - Analysts note that despite a lack of blockbuster hits, the overall pre-sale performance is stable, with several films showing strong potential for box office growth [7]