This Spring Festival, the box office of the movie continues to be popular. The ticket sales platform is "full of red", and there are long queues for on-site ticket purchases. From pre-sales momentum to crowds in theaters, this year's Spring Festival movies have been constantly setting new "new heights".

In Beijing, from the first to the fourth day of the lunar calendar, the Capital Cinema received nearly 130,000 audiences, with a box office increase of more than 30% compared with the same period last year, and the attendance rate hit a record high; Shanghai won the national urban box office championship on the day with a box office of over 60 million yuan on the first day of the Lunar calendar. Experts say that watching movies during the New Year is becoming a "New Year custom".

Why is the 2025 Spring Festival movie so popular?

Why is the film market in the Spring Festival this year so popular?

From the genre, this year's Spring Festival films are rich and diverse, covering different themes such as comedy, animation, suspense, myth, action, martial arts, etc., providing the audience with a large space for choice. Many of the new films are sequels of the series of movies.

From the content, some of this year's Spring Festival films have a strong comedy color, some show the protection of their homeland, some convey the feelings of family and country, and some reproduce the chivalrous world. These themes are consistent with the Spring Festival that shares warm emotions and expresses beautiful wishes.

We also use big data to take stock of the Spring Festival period to reveal the story of the development of the film industry chain behind this year's light and shadow feast.

Special effects have become the "invisible infrastructure" of the film industry

The sky-storming iron chains intertwined a magnificent and fierce war in "Nezha: The Devil Child's Trouble in the Sea". Millions of iron chains are intertwined at high speed, but they have not penetrated the character's body, showing extremely high special effect accuracy. The number of special effects shots in the whole film of "Nezha: The Devil Child's Trouble" has exceeded the total number of shots in the previous film.

This year during the Spring Festival, the audience's audio-visual experience on the big screen has reached a new height. Among the six key films, five of them are special effects blockbusters. Big data shows that in the past five Spring Festival periods, special effects movies account for about half. Special effects have become the "invisible infrastructure" of the film industry and have penetrated into all kinds of films.

"Feel the feelings of family and country", this is the sigh that many viewers made after watching "The Legend of the Condor Heroes: The Greatest Man of the Heroes". We conducted big data text analysis of the review of this movie and found that "martial arts" is the keyword that appears the most. The words associated with it, such as "hot blood", "magnificent", and "enriched and vast", show the audience's profound feelings about Chinese martial arts culture.

Half of this year's Spring Festival movies are rooted in traditional culture. Looking back at the Spring Festival in the past decade, films with traditional cultural themes have gradually expanded to broader cultural themes such as ancient Chinese history, myths and legends, and martial arts culture.