by Xinhua writer Zhang Yunlong
BEIJING, Feb. 24 (Xinhua) -- China's film market registered 5.75 billion yuan (about 829 million U.S. dollars) in ticket sales during the nine-day Spring Festival holiday that ended on Monday, China Film Administration data showed on Tuesday. The lucrative cinematic window demonstrated its enduring pull despite the absence of a breakout blockbuster on the scale of last year's "Ne Zha 2."
"Pegasus 3," the third installment in director Han Han's racing comedy franchise starring Shen Teng, emerged as the highest-grossing film of the holiday box office season with 2.93 billion yuan in ticket sales. The first two films in the series were released during the 2019 and 2024 Spring Festival seasons, grossing a combined 5 billion yuan. "Pegasus 3" contributed more than half of the holiday box office total and set a new opening-day record for the series, raking in 641 million yuan on Feb. 17, the first day of the Year of the Horse.
Contemporary espionage thriller "Scare Out," directed by Zhang Yimou, followed with 868 million yuan. Developed with guidance from the Ministry of State Security, the film centers on a leakage of classified military aviation data and marks Zhang's fourth Spring Festival release in five years. More than 90 percent of its scenes were shot in Shenzhen, according to ticketing platform Beacon, turning the southern tech hub's landmarks into tourist attractions as audiences embarked on film-inspired city tours during the holiday.
Wuxia film "Blades of the Guardians: Wind Rises in the Desert," directed by legendary action choreographer Yuen Woo-ping, ranked third with 806 million yuan. The film, adapted from a cult-favorite comic, emerged as the season's sole counter-trend success, climbing from fourth place on its opening day to second by its fourth as word of mouth spread. Audience praise focused on its action sequences, with many viewers responding to the female warrior A Yu Ya, portrayed by Yue Opera star Chen Lijun. The film's appeal also extended beyond Chinese shores, with a day-and-date release strategy in North America. It has a current rating of 94 percent on Rotten Tomatoes' Tomatometer.
Animated franchise entry "Boonie Bears: The Hidden Protector" placed fourth with 714 million yuan. The long-running series has cumulative box-office earnings exceeding 8 billion yuan and its 12th installment has become another family favorite, with more than 65 percent of ticket sales coming from third and fourth-tier cities, which are smaller cities outside China's major metropolitan centers.
The holiday box office saw 120 million theater admissions across a record 4.35 million screenings for the period, according to data from ticketing platforms Maoyan and Beacon, which also revealed shifting demographic patterns. Third and fourth-tier cities accounted for nearly 60 percent of nationwide box office revenues -- the highest share in six years, as millions returned to their hometowns for the holiday.
"For many, going to the movies has become a key part of Spring Festival celebrations," said Rao Shuguang, president of the China Film Critics Association.
The holiday also witnessed the deepening integration of film and consumption. Under the banner of a "film economy promotion year," authorities promoted cross-sector initiatives linking movies with tourism, gastronomy and intangible cultural heritage. In Shaoxing, east China's Zhejiang Province, authorities issued 10 million yuan in film vouchers as part of an 18-day cultural and commercial event. Nationwide, the strategy appeared to gain traction as cinematic enthusiasm spilled into brick-and-mortar spending.
"Pegasus 3" and "Blades of the Guardians: Wind Rises in the Desert" both benefited from tourism tie-ins, while "Scare Out" turned Shenzhen's skyline into an even greater draw for visitors. The trend reflects what industry analysts describe as the evolving role of film -- no longer a standalone cultural product but a hub connecting emotion, scenery and real-world economic activity.
Despite the overall total falling short of last year's record-breaking 9.5 billion yuan, when "Ne Zha 2" propelled the market to new heights, industry observers have noted the season's structural strengths. Maoyan analyst Lai Li said the coexistence of sustained IP strength and word-of-mouth reversals, along with the release of consumption potential in lower-tier cities, demonstrate the solid foundations and resilience of China's film market.
The Spring Festival holiday remains one of the most consequential windows in the world's second-largest film market. It accounted for nearly one-fifth of China's annual box office in both 2024 and 2025. In each of the past three years, the season's top title went on to become the year's overall box-office champion.
As of Tuesday, China's year-to-date box office accounts for over 26 percent of the global total, surpassing North America's 22 percent, according to Maoyan data. ■
