China's box office revenue for the 2026 Spring Festival holiday, including presales, has reached 1.1 billion yuan (about $159 million) as of Tuesday, demonstrating robust holiday spending momentum.

On February 12, the China Film Administration (CFA), together with other competent government bodies, launched the "2026 Film Economy Promotion Year" initiative, under which no less than 1.2 billion yuan of moviegoing subsidies will be distributed throughout the year.

A diverse lineup of films has debuted during this year's holiday moviegoing season, spanning across genres such as comedy, action, animation and fantasy, offering audiences a rich and varied cinematic feast.

Upgrade of the 'cinema plus' model

This year witnesses a further upgrade of the "cinema plus" scheme, which expands business formats and boosts consumption. 

For example, in Hunan Province, moviegoers can enjoy special discounts at shopping centers with their movie ticket stubs, encouraging spending beyond the cinema experience. 

According to a market manager of a shopping center in Yiyang, Hunan Province, the shopping facility will distribute more than 5,000 gifts and will roll out a range of promotional campaigns, including gift-with-purchase offers, incentivizing people to visit cinemas and the mall.

Reimagined consumption scenarios 

China's Liaoning Province launched a series of events titled "Explore Intangible Cultural Heritage Through Film" to merge cultural experiences with moviegoing, energizing both markets. 

By screening videos about intangible cultural heritage (ICH) in cinemas and partnering with ICH venues to offer ticket-stub-exclusive discounts, the initiative encourages people to visit cultural exhibitions and immerse themselves in the charm of traditional culture.

The Liaohe Folk Museum in Panjin, Liaoning Province, saw a 40 percent surge in visitors compared to the same period last year, thanks to the "cinema plus" model, highlighting the potential of cinema-led consumption. 

With their movie ticket stubs, visitors can sample traditional delicacies, enjoy shopping discounts and participate in hands-on experiences of intangible cultural heritage, drawing many young people to learn and experience cultural legacy.

China's Spring Festival holiday period, which kicked off this past Sunday, will last nine days, ending on February 23.