2026 春节档电影市场大盘 2026年春节档 电影市场洞察报告 (营) 灯塔研究院 档期票房57.52亿，场次破纪录 女性占比近五年首降，结伴观影再破七成 2026年春节档票房57.52亿,平均票价 六年来最低 2026年春节档票房57.52亿,场次435.1万破纪录,观影人次 1.20亿,上座率22.2%,平均票价47.8元创下2021年以来最 低价: 2018-2026年春节档票房/亿 ■ 票房 |大年初一票房 95.1 80.2 78.4 67.7 60.4 59.1 57.7 57.5 18.1 16.9 14.6 14.5 3.6 13.5 12.8 12.8 2018年 2019年 2021年 2022年 2023年 2024年 2025年 2026年 场次/万 435.1 2018 2019 2021 2022 2023 2024 2025 2026 平均票价/元 52 8 52.3 2018 2019 2021 2022 2023 2024 2025 2026 观影人次/亿 19 1 6 1.5 1.2 2018 2019 2021 2022 2023 2024 2025 2026 上座率 ...

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 [2][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 [3][4] Box Office Performance - "Fast and Furious 3" maintained the top position in daily box office rankings, achieving a single-day record of 641 million yuan on its premiere day, significantly surpassing previous records for the series [4] - The overall box office for the Spring Festival decreased by 39.5% year-on-year, with total admissions down by 35.8%, marking the lowest average attendance in six years [5] Market Dynamics - The lack of blockbuster films with strong word-of-mouth effects contributed to the disappointing box office performance, as previous years featured standout films that drove family viewing trends [5] - Films like "Silent Awakening" and "Biao Ren: Wind Rises in the Desert" failed to meet expectations, leading to a significant drop in box office revenue after the initial days of release [5] Audience Engagement - The phenomenon of "late scheduling" for films reduced audience awareness and decision-making time, negatively impacting non-IP films like "Star River in Dream," which only grossed 80.58 million yuan [6] - The effectiveness of the "traffic +" model diminished, as films relying heavily on star power, such as "Silent Awakening," received criticism for lack of plot depth and innovation [7] Emerging Trends - "Biao Ren: Wind Rises in the Desert" gained traction later in its release due to strong martial arts action and character development, demonstrating a shift in audience preferences towards quality content over star power [7]

哀鸿一片 从2月24日，A股与港股市场的表现看，涉及春节档的影视传媒公司，几乎都在下跌，从上游制作、出品，到中游的 发行，再到下游的放映，鲜有幸免者。 2026年春节档票房冠军《飞驰人生3》共有9家出品公司，其中已上市的包括猫眼娱乐、大麦娱乐、万达电影、博纳 影业、中国电影、横店影视、中国儒意（00136.HK），这7家公司在2月24日均出现了股价下跌。其中在港股上市的 猫眼娱乐、大麦娱乐、中国儒意于2月20日就开始了交易，仅有中国儒意在2月23日出现了2.82%的反弹上涨，其余时 间也都在下跌。 据记者统计，在今年春节档全国范围内上映的新片中，中国电影是参与出品最多的公司，其次是大麦娱乐、猫眼娱 乐。中国电影出品了《飞驰人生3》、《惊蛰无声》（8.67亿元）、《镖人：风起大漠》（8.06亿元）、《熊出没·年 年有熊》（7.13亿元）、《星河入梦》（8057.87万元）。 2月24日，春节假期结束后的第一天，与A股大盘整体飘红形成鲜明对比的是影视板块的大幅下跌。例如中国电影 （600977.SH）下跌9.97%，万达电影（002739.SZ）下跌10.01%，横店影视（603103.SH）下跌10%，光线传媒 ...

在2026年的农历新年，观众迎来了一个前所未有的悠长假期。从2月15日（腊月"史上最长"（ 9 天）的春节档 落下帷幕，票房数字锁定在 57.52亿， 虽然 未能复制去年的神话， 相比 2021-2023 年的 60-70 亿水位也显得平庸，但 也算为略显清冷的市场画上了一个平和的句点。 回顾这九天，市场最大的感受不是"冷"，而是"平"。贡献了超一半票房的《飞驰人生3》以29.27亿的成绩一骑绝尘，但也并非引发全民讨论的现象级作 品。甚至连往年被频繁诟病的"票价贵"问题，在今年47.8元的平均票价面前也变得温和了许多。 图源：猫眼专业版 与去年95.14亿的"神话"相比，今年的跌幅确实刺眼，但那毕竟是《哪吒之魔童闹海》这种十年难遇的个例。当我们把坐标轴拉长，与2019年的59亿、 2018年的57.71亿放在一起看，会发现今年不过是回到了疫情前的常态——只是观影人次与场均人次大幅下滑。 电影市场本就有大年小年，起起伏伏是常态，真正值得我们警惕的，并非数字的回落，而是隐藏在数字背后的观众心态变迁——当看电影不再是过年 的"必选项"，春节档真正的水平，就该如此吗？ 数字回去了，但市场回不到过去 57.52亿是一个 ...

Core Insights - The total box office for the 2026 Spring Festival period reached 5.752 billion yuan, with 120 million attendees [1] - As of February 24, 2026, the total box office for the year was 8.335 billion yuan, with 187 million attendees [1] Box Office Performance - "Flying Life 3" led the box office with 2.927 billion yuan, followed by "Silent Awakening" at 868 million yuan, "Bounty Hunter: Wind Rises in the Desert" at 806 million yuan, and "Boon Year" at 714 million yuan [2][9] - Other films like "Panda Project: Tribal Adventure" and "Star River Dream" earned 193 million yuan and 80.58 million yuan respectively [2] Company Revenue from Films - Light Media reported revenue from "Flying Life 3" between 43 million and 53 million yuan, and from "Silent Awakening" between 5.2 million and 6.6 million yuan [2] - Happiness Blue Sea reported total revenue from "Flying Life 3" and "Boon Year" between 790,000 and 1.02 million yuan [3] - Huazhi Digital Media stated that "Silent Awakening" had a box office of approximately 901 million yuan, but it had no impact on their revenue as they will recognize income only after recovering investment costs [3] Industry Participation - Multiple listed film companies participated in the Spring Festival lineup, with "Flying Life 3" being co-produced by companies like Damai Entertainment, Wanda Film, Bona Film, and China Film [4] - Other films like "Silent Awakening" and "Bounty Hunter: Wind Rises in the Desert" also had participation from major companies [5][6] Market Trends - The 2026 Spring Festival featured six main films across various genres, receiving positive market feedback [7] - The average film length decreased, leading to a significant increase in total screening sessions, with over 4.35 million sessions recorded, the highest in Spring Festival history [9] - Average ticket prices dropped to the lowest level in six years, particularly in third and fourth-tier cities, where prices fell by over 6% [9] - The consumption potential in third and fourth-tier cities was further released, with these cities accounting for nearly 60% of the box office, the highest in six years [10]

Core Insights - The 2026 Spring Festival box office reached 5.752 billion yuan with 120 million admissions, while the total box office for the year reached 8.335 billion yuan with 187 million admissions [1][2] Group 1: Box Office Performance - "Flying Life 3" led the box office with 2.927 billion yuan, followed by "Silent Awakening" at 868 million yuan, "Bounty Hunter: Wind Rises in the Desert" at 806 million yuan, and "Boon Year" at 714 million yuan [1][5] - The total number of screenings during the Spring Festival reached over 4.35 million, setting a historical high for the festival [5] Group 2: Company Revenue Disclosures - Light Media reported revenue from "Flying Life 3" between 43 million to 53 million yuan and from "Silent Awakening" between 5.2 million to 6.6 million yuan [1][2] - Happiness Blue Sea disclosed that their revenue from "Flying Life 3" and "Boon Year" was approximately 790,000 to 1.02 million yuan [2] Group 3: Market Trends - The average ticket price during the Spring Festival dropped to the lowest level in six years, with significant reductions in third and fourth-tier cities, decreasing by over 6% year-on-year [5][6] - The consumption potential in third and fourth-tier cities has been further released, with nearly 60% of the box office coming from these areas, the highest in six years [6] Group 4: Audience Demographics - The purchasing profile for tickets this year shifted towards older males, influenced by films like "Flying Life 3" and "Bounty Hunter: Wind Rises in the Desert" [7]

Core Insights - The 2026 Spring Festival movie season in Yantai generated a total box office of 30.97 million yuan, with 640,000 tickets sold and 19,764 screenings, reflecting a positive trend in consumer spending during the holiday period [1][5][8] Box Office Performance - The highest single-day box office was recorded on the first day of the Lunar New Year at 7.53 million yuan, although it did not reach the previous year's level of over 10 million yuan [2] - The box office on the second day reached 5.22 million yuan, with subsequent days maintaining a steady performance between 3.5 million and 4 million yuan [2] - The final day of the holiday saw a box office of 2.86 million yuan, indicating sustained viewer interest until the end of the holiday [2] Film Variety and Audience Engagement - Six new films were released on the first day, covering various genres such as comedy, martial arts, espionage, animation, and science fiction, catering to diverse audience preferences [2][6] - The film "Flying Life 3" emerged as the box office champion in Yantai, earning 15.91 million yuan, which accounted for over half of the total box office [6][7] Local Preferences and Trends - The local box office rankings in Yantai showed significant differences from national rankings, highlighting the unique preferences of Yantai audiences [7] - "Flying Life 3" resonated well with viewers due to its comedic elements and alignment with the festive atmosphere, while "Boonie Bears: Year of the Bear" became a family favorite, ranking second in local box office performance [7] Market Dynamics - The total number of screenings increased significantly to 19,764, up from 15,396 the previous year, providing more options for viewers [8] - The average ticket price decreased to 48.3 yuan from 53.8 yuan, enhancing the affordability of movie-going experiences [8] - The average runtime of films was optimized to around 113 minutes, allowing for more flexible scheduling and increased screening opportunities, which contributed to the overall box office success [10]

2月24日，国家电影局发布数据，2026年春节档（2.15—2.23）总票房达57.52亿元，观影人次1.2亿。不 过，这两项数据分别较去年春节档出现了39.5%和35.8%的同比下滑。同时，2026年春节档实现增长的 是刷新纪录的435.1万场的放映场次。 但若将总观影人次和放映场次结合来看，则是27.58人/场的场均人次，这一数据刷新了近些年春节档的 新低。 "今年春节假期虽然时间较长，但春节档新片都是在大年初一才正式上映。加上档期影片整体定档时间 较晚，宣发窗口期短。可以说，这些新片几乎没有吃到假期时间变长的红利。"某影院管理公司人士对 《中国经营报》记者说。 但这些客观因素未能完全解释2026年春节档在多个指标方面的大幅下滑。"我觉得，更主要的原因还是 出自影片本身，并不是说影片质量不好。而是好多影片不太符合春节档的特点。"从事电影制片的金妍 说，"春节档的档期红利是存在的，但我们通过去年和今年的春节档也能发现，利用好或者利用不好， 或者突破上限，或者刷新下限。" 缩水的一超多强 2025年春节档市场呈现一超多强的格局，《哪吒之魔童闹海》（以下简称《哪吒2》）这一超级爆款占 据50.9%的份额。202 ...

Group 1 - The 2026 Spring Festival film season set a record with 4.35 million screenings, but ticket sales dropped nearly 40% year-on-year, returning to 2018 levels [2][21][19] - The average ticket price fell to 47.8 yuan, the lowest in six years, while some county cinemas charged nearly 100 yuan, leading to public complaints [2][21][22] - The late scheduling and promotional delays of films contributed to the disappointing box office performance, with major films like "Flying Life 3" and "Biao Ren" lacking sufficient blockbuster support [2][10][19] Group 2 - The total box office for the 2026 Spring Festival reached 5.752 billion yuan, with 120 million viewers, but this represented a significant decline from the previous year's 9.51 billion yuan and 187 million viewers [21][22] - The disparity in ticket prices reflects uneven industry development, with high prices in county cinemas being a result of cost pressures [22][5] - The capital market reacted negatively to the underperformance of the film season, with major film stocks like Light Media and Wanda Film experiencing significant declines [6][23][24] Group 3 - The 2026 Spring Festival featured eight films, with "Flying Life 3" leading the box office at 2.927 billion yuan, accounting for 50.9% of the total box office [10][27][28] - The overall quality of films was deemed acceptable, but the lack of a standout blockbuster contributed to the overall decline in box office performance [10][27] - Analysts noted that the film industry needs to reassess the Spring Festival ecosystem and the pressures faced by different films, particularly regarding late scheduling and over-reliance on star power [33][22]

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 ...