Watching movies during the Spring Festival has become a new New Year custom. More than 50% of the box office sales during the Spring Festival comes from third and fourth-tier cities.

According to data from online platforms, the total box office of the 2026 Spring Festival has exceeded 4 billion RMB. Watching movies during the Spring Festival holiday has become a new tradition for an increasing number of grassroots people. With the continuous development of China's film market, the "sinking" market has shown impressive consumer potential during the Spring Festival. According to ticketing platform data, third and fourth-tier cities have been the absolute main force in the Spring Festival box office for three consecutive years. In addition to traditional reasons such as films that are more in line with regional preferences, this year's Spring Festival box office has also been made more convenient by the new way of purchasing tickets through AI. Movie data analyst Chen Jin said, "So far, third and fourth-tier cities have contributed 53.72% of the total box office of this year's Spring Festival, a significant increase from last year, and also the highest contribution rate in history."