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Chinese film analysts are heralding the strong pre-sales figures for the upcoming Dragon Boat Festival holiday, from June 22 to June 24, as a testament to the robust and healthy recovery of the Chinese film market. According to the reputable Chinese ticketing platform Beacon, the total pre-sales for this film period have already surpassed an impressive 31.83 million yuan ($4.47 million) as of Sunday afternoon.
The leader in pre-sales is the domestic crime and suspense film “Lost in the Stars,” featuring popular actors Zhu Yilong and Yi Ni, which has accumulated a significant 14.89 million yuan in pre-sales. Following closely behind is the Chinese film “Love Never Ends,” starring revered actors Ni Dahong, Kara Wai, Tony Leung, and Ye Tong, which has secured 12.79 million yuan in pre-sales. “Love Never Ends” was showcased at the 25th Shanghai International Film Festival, where critics lauded it for its heartfelt portrayal of reality and humanity, complemented by outstanding performances by the cast.
The Dragon Boat Festival film lineup for this year includes a diverse array of genres such as suspense, crime, drama, romance, family, and animation, with a total of 10 new films making their debut. This eclectic selection of movies represents a high point in both quantity and quality, particularly during a non-traditional blockbuster period like the Dragon Boat Festival.
Beacon’s data reveals that since 2014, the box office revenue during the Dragon Boat Festival period experienced rapid growth before stabilizing at around 700 million to 900 million yuan until 2019. The record for this period was set in 2018, reaching an impressive 912 million yuan. Chen Jin, an analyst at Beacon Professional Edition, expressed his optimism, stating that the current pre-sales figures for the Dragon Boat Festival holiday are comparable to pre-pandemic levels. This remarkable performance indicates a promising and eagerly anticipated recovery for the Chinese box office.
The resurgence of the Chinese film market comes as a relief and a positive sign for the industry, which was severely impacted by the COVID-19 pandemic. The Chinese government implemented strict measures to control the spread of the virus, including the closure of cinemas for an extended period. However, as the situation gradually improved, theaters reopened, and audiences eagerly returned to enjoy the magic of the big screen.
The success of the Dragon Boat Festival pre-sales highlights the enduring popularity of Chinese cinema and the strong appetite among audiences to experience new and captivating stories. With a diverse range of films ready to captivate viewers during this holiday period, the Chinese film industry is set to reclaim its position as a thriving cultural force. The current wave of enthusiasm for pre-sales signifies a much-anticipated revitalization and signifies an optimistic future for the Chinese box office.
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