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 overall performance of the 2026 Spring Festival box office was mediocre due to a lack of blockbuster films, with only "Fast and Furious 3" meeting industry expectations, while "Biao Ren: Wind in the Desert" achieved a reverse box office decline thanks to strong word-of-mouth [1][26]. Box Office Performance - The total box office for the 2026 Spring Festival reached 57.52 billion, a year-on-year decline of 39.5% [6]. - The total number of moviegoers was 120 million, down 35.8% year-on-year [6]. - The average ticket price decreased by 5.9%, reaching the lowest level in recent years [6][16]. Screening Capacity - The average film length was shortened, leading to a significant increase in total screening sessions, with over 4.35 million sessions recorded, the highest in Spring Festival history [3]. - Daily average screenings from the first to the seventh day of the festival exceeded 550,000, a 15% increase compared to the same period last year [3]. Market Trends - The box office share from third and fourth-tier cities approached 60%, the highest in six years, indicating the release of consumer potential in lower-tier markets [16]. - Films like "Biao Ren: Wind in the Desert" and "Bear Infestation: Year of the Bear" saw over 50% of their box office coming from these lower-tier cities [16]. Audience Demographics - The audience profile for the 2026 Spring Festival shifted towards older male viewers, influenced by the success of "Fast and Furious 3" and "Biao Ren: Wind in the Desert" [26]. - "Fast and Furious 3" achieved a record opening day box office of 6.41 billion, with a pre-release interest of 978,000, the highest in the series [26]. Film Highlights - "Biao Ren: Wind in the Desert" was the only film to achieve a reverse box office decline, moving from fourth to second place in box office rankings within four days [27]. - The film received high praise from female audiences, particularly for the character played by Chen Lijun, indicating a successful expansion of its audience base [27]. Industry Outlook - The 2026 Spring Festival box office performance reflects a mixed outlook, with strong IPs and quality films coexisting with challenges in the market [27]. - The industry is urged to reassess the ecosystem of the Spring Festival, the resilience of different films, and the implications of late scheduling and over-reliance on star power [27].