Hangzhou Leads Zhejiang Province in 2026 Longest-Ever Spring Festival Film Market
China’s box office continued its strong start to , bolstered by the longest-ever Spring Festival holiday period. The nine-day break, running from to , saw total ticket sales reach 5.752 billion yuan (approximately $832 million USD), with 120 million admissions, according to industry data.
While not surpassing the peak of , which benefited from the blockbuster success of Ne Zha, this year’s holiday demonstrated a shift towards more accessible pricing and a broader range of cinematic offerings. The average ticket price dipped to 47.8 yuan, the lowest in six years, a strategy employed to maintain audience numbers despite the extended holiday potentially diluting daily box office efficiency. A total of 4.351 million screenings were scheduled nationwide, a historical high.
Leading the charge was Han Han’s Pegasus III, earning a remarkable 2.927 billion yuan, accounting for over half of the total box office revenue. The film’s success is attributed to its blend of racing action and comedic elements, resonating with audiences seeking both thrills and laughter. Following closely were the spy thriller Awakening of Insects: Silent Thunder with 868 million yuan, and the martial arts action film Courier: The Rise of the Desert, which grossed 806 million yuan. Boonie Bears: New Year’s Eve and Panda Plan: Tribal Adventure also performed well, demonstrating the continued appeal of animated family films.
The Spring Festival box office also highlighted a growing trend of “film +” experiences, extending the cinematic experience beyond the theater. The rise of short-form video platforms presented a competitive challenge, diverting some viewers, particularly in lower-tier cities. However, innovative tie-ins between films and tourism are proving to be a powerful countermeasure.
In Hangzhou, Zhejiang province, the Spring Festival saw a surge in tourism, with 19.74 million visits recorded during the nine-day holiday – a 29.39% increase year-on-year. Tourism revenue reached 12.71 billion yuan ($1.84 billion), up 26.1% from the previous year. The city, a key driver of the Zhejiang film market, contributed 84.1727 million yuan to the provincial box office, which totaled 385 million yuan, ranking fourth nationally.
Local government initiatives, including the distribution of “2026 Hangzhou New Spring Consumption Vouchers,” boosted attendance, particularly for family and group viewings. Some districts even introduced their own film-specific vouchers, offering further discounts. Cinema occupancy rates in popular commercial areas like Xihu Cultural Plaza and Jiali Center frequently exceeded 60%, with many screenings selling out.
Hangzhou is actively promoting “film-tourism” packages, linking screenings with discounts and experiences at local attractions like West Lake, Xixi Wetland, and Songcheng. This strategy successfully converts “traffic” into “retention,” encouraging visitors to explore the city beyond the cinema. The film Courier: The Rise of the Desert, which featured actors from the Zhejiang Xiaobaihua Yue Opera Troupe, saw particularly strong demand in Hangzhou, with higher ticket prices and increased screenings compared to the national average. A roadshow event for the film drew large crowds, demonstrating the local audience’s appreciation for cultural integration.
Hangzhou, as a leading digital economy hub, is at the forefront of incorporating AI into the moviegoing experience. The use of AI assistants for seat selection saw a significant increase during the holiday, streamlining the ticketing process and enhancing convenience for viewers.
While the Spring Festival box office didn’t reach new record highs in overall revenue, it marked a significant step towards a more balanced and sustainable Chinese film market. The emphasis on affordable pricing, diverse content, and cross-sector collaborations – particularly in tourism – signals a shift from prioritizing sheer box office numbers to fostering “high-quality development.” The success in cities like Hangzhou demonstrates the potential of integrating film with local culture and leveraging digital innovation to create a more engaging and immersive cinematic experience.