Spring Festival box office regional rankings released; the top five account for over 40%

The 2026 Spring Festival box office has concluded. According to the National Film Administration, as of February 23, the total box office revenue for the 2026 Spring Festival was 5.752 billion yuan, with 120 million viewers.

Regionally, Guangdong had the highest box office at 588 million yuan; Jiangsu followed closely with 575 million yuan. Shandong, Zhejiang, and Henan ranked third to fifth, each exceeding 300 million yuan. The top five regions collectively earned 2.303 billion yuan, accounting for over 40% of the total.

Compared to last year, box office revenue during the Spring Festival period declined significantly across all regions. In 2025, the total box office for the Spring Festival exceeded 9.7 billion yuan, with 13 regions surpassing 300 million yuan. Jiangsu led with over 1 billion yuan, Guangdong exceeded 800 million yuan, and Zhejiang, Shandong, Henan, and Sichuan each surpassed 500 million yuan.

According to Maoyan Research Institute, the total box office for the 2026 Spring Festival decreased by 39.5% year-on-year, reaching the lowest in nearly eight years; total screenings exceeded 4.35 million, setting a new record for Spring Festival screenings. The average ticket price was 47.8 yuan, the lowest in nearly six years, but the improvement in viewer numbers did not meet expectations and failed to effectively activate the market.

Zhejiang Securities believes that although the number of screenings broke historical records, the overall occupancy rate was only 22.5%, nearly halving compared to the 2025 Spring Festival occupancy rate. The cinema’s “quantity over price” strategy has had minimal effect, reflecting a clear mismatch between viewing demand and supply.

(Source: Oriental Fortune Research Center)