China’s box office presales have notably fallen by over 60% this year, reaching 200 million yuan (approximately US$28.9 million), a stark contrast to the nearly 600 million yuan recorded during the same period last year. This downturn is primarily attributed to the underwhelming performance of domestic films, which despite leading the presales, have not been able to replicate the success of last year’s blockbuster 'Ne Zha 2', which had drawn massive audiences.

The Spring Festival holiday has historically played a significant role in the Chinese film industry, often considered a vital period for box office revenues. Analysts are cautious regarding upcoming releases for the 2026 holiday season, speculating on the film market's shifting dynamics and audience preferences. The impact of reduced presales raises concerns over how effectively local films can attract viewers and whether the overall cinematic experience during this culturally significant holiday is evolving.

As the budget for movie productions and marketing strategies adapt to these changes, filmmakers and distributors will need to closely monitor audience responses and adjust their approaches to maximize engagement during the Lunar New Year. The decline in presales serves as a critical indicator of audience sentiment and market performance, prompting stakeholders in the industry to rethink their strategies in navigating the changing landscape of Chinese cinema.