According to the Financial Associated Press on December 23 (editor: Hu Jiarong), with the Spring Festival approaching, some Theater stocks have strengthened. As of the time of publication, EMPEROR CULTURE (00491.HK), Alibaba Pictures (01060.HK), and MAOYAN ENT (01896.HK) have increased by 5.56%, 5.32%, and 1.88% respectively.

The Spring Festival period mentioned at the beginning of this article refers to the high enthusiasm for watching movies during the Spring Festival holiday, which often leads to a significant increase in box office revenue. The movie market performance during the Spring Festival of 2024 was particularly outstanding, with a total box office successfully exceeding 3.8 billion yuan.

Which movies will be released during the Spring Festival?

According to MAOYAN professional version, as of December 19, 2024, at 20:00, there are 5 films scheduled to be released on the first day of the Lunar New Year (January 29), with high attention for movies like "The Legend of the Condor Heroes: The Great Hero", "Ne Zha's Devil Child Bombs the Sea", "Fengshen Part Two: War in the West", and "Detective Chinatown 1900".

Institutions state that the participation of key films during the Spring Festival is high.

China International Capital Corporation pointed out that the participation of key films during the Spring Festival is high, with high box office films emerging frequently in this period. According to data from EntGroup, the box office during the Spring Festival in 2019 and 2021-2024 were 59, 78, 6, 6.8, and 8 billion yuan respectively, accounting for 9.2%, 16.7%, 20.2%, 12.3%, and 19.6% of the annual box office.

Due to the increasing consumption capacity in sinking markets, coupled with the influx of people from high-tier cities returning home during the Spring Festival, the proportion of moviegoers from tier-three cities and below has grown from 47.0% in 2015 to 59.7% in 2024, highlighting the importance of sinking markets during the Spring Festival period.

China International Capital Corporation also pointed out that the moviegoing population is increasingly sinking, and viewing habits during the festival periods continue to solidify. With the Spring Festival period becoming increasingly popular, the overall number of moviegoers during this time has generally maintained an upward trend (except for 2022), surpassing 100 million for six consecutive years since 2018, reaching a new high of 0.163 billion in 2024.

According to data from the Beacon Research Institute, in 2024, the average number of movie viewings per person during the Spring Festival period is 1.29 times, and the distribution of users based on their viewing frequency is basically consistent with that of 2023. The average number of tickets purchased per transaction during the 2024 Spring Festival period is 2.07, with the proportion of group viewings having increased for six consecutive years, and the social attributes of cinema viewing continue to enhance. It is believed that the Spring Festival period is an important time for moviegoing, particularly suitable for family and group viewings, as the public's habit of going to the movies during the Spring Festival gradually forms, becoming one of the mainstream forms of holiday entertainment consumption.