更值得关注的是，传统电影春节档承压的同时，新晋崛起的短剧度过了一个热闹的春节档，红果短剧平 台推出的多部影片观看量突破10亿。分析师直言："微短剧已真正成为中国数字文化消费的'主力军'。" 院线遭遇"寒流"，线上短剧爆款频出 马年首个交易日，A股影视板块没能迎来"开门红"。 2月24日，A股影视板块开盘即陷入调整，全天表现垫底。截至收盘，中证影视主题指数（930781）大 跌6.73%，光线传媒（300251.SZ）、中国电影（600977.SH）、上海电影（601595.SH）、横店影视 （603103.SH）等多只个股跌停。场内资金避险情绪浓厚，与中证影视主题指数挂钩的两只ETF基金跌 幅均超7%，领跌全市场ETF。 二级市场的剧烈波动，是院线数据不及预期的直接表现。猫眼专业版统计数据显示，2026年春节档（2 月15日～2月23日）总票房为57.52亿元，同比下降39.5%；总观影人次1.20亿，同比下降35.8%。分析师 指出，现象级爆款、题材圈层化限制受众基础、宣发较晚等，是今年春节档表现乏力的主要原因。 首先是今年春节档缺乏爆款产品。2025年《哪吒之魔童闹海》春节档贡献48.42亿元票房，占当年 ...

2月15日，电影市场"最长春节档"正式拉开帷幕。 与往年7至8天的春节假期不同，今年春节档将从2月15日持续至2月23日，长达9天的假期为影片的前期预热和后期走势创造了有利条件。 2024年和2025年春节档电影消费人次分别达1.63亿、1.87亿。超1.5亿的稳定观影群体流向引发市场关注。 灯塔专业版显示，今年春节档将有8部影片与观众见面，涵盖喜剧、悬疑、武侠、科幻、动画等多种类型。截至2月15日16点，2026年春节档预售总票房超 3.2亿元，档期内预售票房前三名分别为《飞驰人生3》《惊蛰无声》《镖人：风起大漠》，其中《飞驰人生3》单片预售票房破亿元，暂时领跑今年春节 档。另外三部影片《熊出没·年年有熊》《星河入梦》和《熊猫计划之部落奇遇记》暂列春节档第四到六名，预售票房在1000万元以上。 作为一年中最热门的档期，多位分析师认为，今年春节档缺乏"定海神针"式的领衔影片。从预售来看，仅《飞驰人生3》预售破亿，以1.37亿元预售票房 成为领衔的影片，几乎是第二名《惊蛰无声》的2倍，但去年春节档有4部影片预售票房破亿。 中金公司研报认为，预估票房最高的《飞驰人生3》（36亿元）和《惊蛰无声》（16亿元），量级 ...

Core Insights - The 2024 Spring Festival film market is set to run from February 15 to February 23, lasting 9 days, which is expected to create favorable conditions for pre-release promotion and post-release performance [1] - The total box office for this year's Spring Festival is projected to be between 6.5 billion and 8.5 billion yuan, representing a decline of 10% to 32% compared to the same period in 2025 [9] - The lack of a standout "anchor" film is noted, with only "Flying Life 3" achieving over 100 million yuan in pre-sales, while last year's festival had four films surpassing this mark [9][10] Film Market Overview - Eight films will be released during the Spring Festival, covering various genres including comedy, suspense, martial arts, science fiction, and animation [1] - As of February 15, the pre-sale box office for the 2026 Spring Festival has already exceeded 320 million yuan, with "Flying Life 3" leading the pre-sales with over 100 million yuan [1] - The competition among films is expected to be intense, with a focus on quality and audience differentiation [10][11] Audience Trends - Female audiences are expected to continue leading the market, contributing three-quarters of the box office on the first day of pre-sales [19] - Young audiences are projected to increase their share, with films like "The Silent Awakening" and "Star River Dream" appealing to this demographic [19] - The overall audience profile is expected to cover all age groups, with significant contributions from third and fourth-tier cities [19] Industry Dynamics - The film industry is experiencing a shift in marketing strategies, with many films canceling premiere events due to declining investment returns [16] - The stock market has reacted positively to the upcoming Spring Festival, with several film-related stocks seeing significant gains [17] - The emergence of short dramas as a competing entertainment option during the Spring Festival is noted, with platforms launching various promotional strategies to capture audience attention [20][21]