China’s Spring Festival box office faces plot twist after 2025 smashed records
South China Morning Post
by He HuifengFebruary 15, 2026
AI-Generated Deep Dive Summary
China’s Spring Festival box office presales dropped significantly this year, raising concerns about the film industry's performance during the Lunar New Year season. While domestic films dominated the market, they failed to replicate the unprecedented success of *Ne Zha 2*, which shattered records in 2025 with its massive audience turnout and revenue. This year’s pre-festival sales fell by over 60% compared to last year, signaling a potential shift in consumer preferences or a cooling off after last year's extraordinary highs.
The Spring Festival box office has been a critical driver of China’s film market growth, expanding from just 336 million yuan in 2011 to over 9.51 billion yuan in 2025—a staggering increase that highlights its importance as a revenue generator. The holiday season now accounts for nearly one-fifth of annual box office takings, making it a key indicator for the industry’s overall performance. Last year, *Ne Zha 2* alone contributed 30% of China’s total box office revenue, setting an exceptionally high bar for this year’s releases.
Despite expectations, this year’s lineup has yet to show the breakout potential seen in previous years. Analysts attribute the decline partly to the challenging task of following up on *Ne Zha 2*, which redefined success in China’s film market. While other films have attempted to capitalize on the momentum, none have achieved similar breakthroughs, leaving distributors and investors cautiously optimistic about future prospects.
This year’s box office performance underscores a broader trend in China’s entertainment industry: the high bar set by last year’s success has made it difficult for subsequent releases to meet or exceed expectations. While domestic films continue to lead the market, they face stiff competition from audience demand and shifting viewer preferences. The Spring Festival box office serves as both a litmus test for the industry’s health and a key driver of its growth, making this year’s cautious outlook particularly significant for stakeholders.
For readers interested in global entertainment trends, China’s film market dynamics offer valuable insights into the challenges and opportunities facing major industries worldwide. As one of the largest and fastest-growing markets, China’s box office performance not only reflects local consumer behavior but also influences global entertainment strategies. The decline in this year’s pre-festival sales raises questions about sustainability and innovation in an industry that has become a critical player on the world stage.
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Originally published on South China Morning Post on 2/15/2026