During this Spring Festival, the "strongest IPs" of Chinese-language films joined forces to create the highest single-day box office and attendance records in Chinese film history. "Nezha: The Devil Boy Conquers the Dragon King", "Detective Chinatown 1900", "Investiture of the Gods Part II: The Battle of Xiqi", "The Legend of the Condor Heroes: The Greatest Hero", and "Boonie Bears: Back to the Future" ranked in the top five box office, all of which have exceeded 100 million yuan in box office.

According to the data from Lighthouse Professional Edition, "Nezha: The Devil Boy Conquers the Dragon King" topped the box office in most provinces in North China, Central China, and West China, "Detective Chinatown 1900" topped the box office in Northeast China, Jiangsu, Guangdong and other provinces, and "Investiture of the Gods Part II: War in Xiqi" topped the box office in Shanghai, Tibet and other provinces; overall, first- and second-tier cities accounted for 49% of the box office, slightly higher than last year. Due to the outstanding performance of films such as "The Legend of the Condor Heroes: The Greatest Hero" in first- and second-tier cities, Shanghai regained the city box office champion on the first day of the Lunar New Year this year, and Jiangsu retained the provincial box office champion on the first day of the Lunar New Year.

Data source: Lighthouse Professional Edition

On the first day of the Lunar New Year, almost every cinema was packed with people. Many cinemas in Shanghai also launched special viewing measures to attract audiences to the cinema.

For example, from the first to the seventh day of the Chinese New Year, the ticket price for the Shanghai Cinema SHO and the Dolby Theater before 10:00 and after 22:00 every day is 50 yuan. A 5 yuan service fee is required for online ticket purchases, while offline ticket purchases can enjoy this price directly. In addition, with physical ticket stubs from January 29 to February 4, you can redeem limited edition ticket stub collection manuals, Nintendo Switch magnetic cassette storage boxes, exquisite posters and other gifts; from January 28 to February 4, you can get stickers when you buy cultural and creative products, and a limited edition film commemorative ticket stub set will be given for a single purchase of 500 yuan.

Peace Cinema randomly selects one or two movies for discounted ticket sales from 9:00 to 11:00 a.m. every day, with ticket prices reduced to around 40 yuan. Online ticket purchases can also receive random red envelopes to offset ticket prices. The cinema makes its own New Year stamps for audiences to stamp at the merchandise counter on the 6th floor. When you buy a popcorn package, you can get a blessing postcard for stamping. The merchandise counter on the 6th floor gives away movie posters. There are also lottery drawers on the 2nd and 6th floors for audiences to draw "exclusive lucky numbers".

UME Cinemas offers instant discounts on online ticket purchases on Tao Piaopiao and Maoyan, up to 15.1 yuan off. Douyin and the UME movie mini-app have discounted movie packages with popcorn and drinks, and viewers can also participate in an interactive ring-tossing game.

Wanda Cinemas launched a gift package for four people in ordinary halls, priced at 220 yuan, including 4 ordinary hall redemption coupons and 4 discount coupons for after the Spring Festival; the IMAX New Year gift package is priced at 350 yuan, including 5 IMAX movie ticket redemption coupons, 5 IMAX exclusive poster gift packages for the corresponding films and an IMAX movie viewing coupon that can be used from March. God of Wealth blind box figures are also sold on site.

Cathay Cinema has linked up with the nearby western restaurant Shangla Lounge, offering a 10% discount on same-day movie ticket purchases, and a free small portion of popcorn when purchasing a 398 yuan New Year's set meal; it has also linked up with Shanghai Culture Plaza, where points earned at the Culture Plaza can be redeemed for movie tickets.

Shanghai Cinema SHO Sky Dome

In addition to preferential measures, cinemas have also carefully prepared special ceremonies for the audience. For example, at Wanda Plaza in Maqiao, Minhang, staff will wear Nezha's iconic bun to check tickets for the "Nezha" show. The activity of giving away popcorn with the "Boonie Bears" pillow peripherals is also popular among children.

Mr. Zhang, who was watching a movie at Zhuying GCC Cinema in Songjiang District, got some peripheral products of "Fengshen 2".

At the MOVIE MOVIE Cinema in Taikoo Li Qiantan, the indoor and outdoor areas were filled with audiences waiting to enter, including many seniors. Young people were more keen to redeem the daily limited special tickets, postcards, posters and other materials for "The Legend of the Condor Heroes: The Greatest Hero".

Outside the MOVIE MOVIE cinema, fans showed off their ticket stubs and took photos with the posters.

This Spring Festival, there are laughter, passion, oriental fantasy, and thrills of flying into the sky and diving into the sea. This is a two-way rush for filmmakers and audiences. A fan who watched three movies on the first day of the new year told reporters that this year's movies are indeed very attractive and difficult to choose, "because I have watched the previous works of the series such as "Nezha", "Fengshen" and "Tang Detective", and they all left a deep impression, and I will support the sequels. But this year's films are generally long, so I have kept a few to watch tomorrow."