每经记者｜杜蔚 毕媛媛 每经编辑｜陈柯名 黄博文 影史经典《闪灵》问世40余年首登中国内地大银幕，上映4天票房超2000万元；比其早一周上映的《重返寂静岭》票房已破亿元。任仲伦认为，这两部影 片改善了进口片类型单一的现状，弥补了观众对优质惊悚片的需求缺口。 往年春节档前，电影市场常陷新片断档、票房低迷的状况，而今年的"冷档期"因惊悚片焕发生机。多位影城经理告诉《每日经济新闻》记者，影院非黄金 时段排片被激活，很多年轻观众前来观影。 这股突如其来的惊悚片引进潮，更是在行业内激起千层浪。从资深发行人、行业专家到影城投资人，各方都在探讨：为何是此刻？为何是惊悚片？这背后 是政策尺度的松动，还是市场供需的必然？在国产片供给不足、投融资困难的背景下，这些"小体量"惊悚片的爆发，折射出电影市场的哪些变化？ "密钥（注：影院放映对应影片的加密密码，临近上映才能获取）快下了，我们才知道要上《重返寂静岭》《闪灵》，这种'空降'太意外了！"越幕影城投 资人陈霖的感慨，道出2026年开年电影市场的惊喜。贺岁档向来是合家欢、喜剧片的主场，今年却由外国恐怖元素的惊悚片率先抢占了市场先机。 惊悚片"空降"，激活闲置排片 中国电影家协会第 ...

Core Insights - The box office performance of two major Hollywood films, "Zootopia 2" and "Avatar: The Way of Water" (referred to as "Avatar 3"), has diverged significantly, with "Zootopia 2" achieving a global box office of $1.1 billion, including $500 million from the Chinese market, while "Avatar 3" faces challenges with lukewarm pre-sales and mixed reviews [2][9]. Group 1: Box Office Performance - "Zootopia 2" has set new box office records, with a global total of $1.1 billion, and the Chinese market contributing significantly with $500 million [2]. - In contrast, "Avatar 3" has seen disappointing pre-sales, with predictions estimating its opening day box office at only $102 million, which is underwhelming compared to its predecessors [8][9]. - The anticipated domestic box office for "Avatar 3" is projected to be around $1 billion, a significant drop from the previous films in the franchise [9]. Group 2: Audience Reception and Expectations - The lengthy runtime of "Avatar 3" (198 minutes) has raised concerns among viewers, leading to discussions about whether the experience justifies the high ticket price of up to 215 yuan [3][4][5]. - Audience reactions are polarized, with some praising the visual effects while others criticize the narrative for being repetitive and lacking innovation [7][8]. - The film's technical achievements are not translating into compelling storytelling, leading to a mixed reception that reflects a shift in audience expectations [7][14]. Group 3: Industry Implications - The changing dynamics of audience engagement with Hollywood films indicate a decline in the automatic association of high-quality with blockbuster films, as viewers become more selective and cost-conscious [17]. - The high production costs of "Avatar 3," estimated at over $400 million, raise questions about the sustainability of such large-scale investments in an uncertain market [18][20]. - The diminishing returns on visual effects as a selling point suggest that reliance on technology alone may not suffice to attract audiences, indicating a need for stronger narratives [21][22].