Box office 7 billion, it's not just lively—it's a turning point

“Box Office 7 Billion, Not Just a Buzz, but a Turning Point”

— When county cinemas light up, Chinese cinema has achieved a true “upgrade.”

Is 7 billion just a number? If you walk into a county mall on the third day of the Lunar New Year, you’ll know it’s not.

Queues at the elevator, kids holding popcorn urging parents “Hurry up, the show is starting,” three-second AI seat selection on mobile, and laughter at the ticket check. Movies have become a new New Year tradition at the grassroots level.

As of February 21, the annual box office exceeded 7 billion, totaling approximately $970 million, ranking first among single markets worldwide. More importantly, the structure—third- and fourth-tier cities have been the main force of the Spring Festival box office for three consecutive years, with theaters in Binzhou, Fuxin, Chifeng, and others ranking among the top nationwide. Downward expansion is not a subsidy illusion but a real expansion of consumer radius. Over the past few years, theater infrastructure has expanded, ticket prices have become more affordable, decision-making costs have decreased, and demand has naturally been released.

Why did it explode this year? First, the supply side changed. Comedy, racing, animation, spy thrillers, and sci-fi compete on the same stage, like a New Year’s Eve dinner that the whole family can enjoy. Second, policies and finance combined efforts. No less than 1.2 billion yuan in movie-going subsidies throughout the year, multiple coupons stacking, turning “occasional enjoyment” into “regular visits.” Channel friction decreased, and enthusiasm was activated.

More importantly, “Movie+”—using tickets to book hotels, discounts on dining, and scenic spot collaborations. Sichuan’s high mountain roads became popular for racing-themed movies, and the snow-covered forests of Northeast China are now linked with “Movie + Food.” One ticket begins to leverage the entire chain of accommodation, dining, and travel. Movies are no longer just a two-hour screening but an entry point for consumption.

Some worry about a ceiling. But when content becomes diverse, channels sink deeper, and scenes spill over to form a closed loop, it resembles an industry system upgrade.