China’s New Year holiday box office tops 680 mln yuan

China’s New Year holiday box office has surpassed 680 million yuan as of 14:30 on Saturday, the final day of the three-day break, according to data from online ticketing platform Maoyan.

In Beijing, Huaxia Film Center, China’s first high frame rate LED multiplex, has emerged as a top destination for film enthusiasts. Featuring high dynamic range, brightness, and contrast, the cinema supports screenings at up to 120 frames per second, delivering a premium viewing experience for high-frame-rate productions.

The cinema reflects broader upgrades underway in China’s film exhibition industry. Since the China Film Administration rolled out policies in June 2025 to encourage the development of LED theaters, more than 240 LED screening halls have been installed and put into operation nationwide, the highest number globally.

Enhanced screening quality has translated directly into box office performance. After the release of Avatar 3, China Film CINITY LED theater topped national rankings, recording an average of 87 viewers per screening and an occupancy rate of 26.59 percent, with tickets for prime-time showings rapidly sold out.

“We are seeking to expand the role of cinemas, and staged diverse alternative activities, including sports broadcasts, stage performances, and concert screenings. These efforts have boosted non-ticket revenue to 32 percent of box office income and turned cinemas into shared cultural spaces that bring people together,” said Shen Ying, general manager of Huaxia Film Center.

China is also advancing the integration of virtual reality (VR) technology with film. In March last year, the China Film Administration introduced policies for VR films, becoming the first globally to bring VR productions under formal regulation and support. Since then, nearly 140 VR films have been registered, with 28 approved for public release.

In Guiyang City of southwest China’s Guizhou Province, a local cinema operates the country’s largest Extended Reality (XR) screening hall. Unlike conventional moviegoing, XR films allow audiences to move freely within virtual environments, transforming the experience from passive viewing to active exploration.

“It allows more interactions, which is nice. And it really feels like you are inside the story, something that I’ve never tried before. I chose to watch the Night Banquet in Tang Dynasty Palace, where the children can experience traditional culture,” said Chen Kun, a local resident.

Southern China’s tropical island province of Hainan has seen record tourism and consumption over the New Year holiday, running from Thursday to Saturday.

On New Year’s Day, the island’s three major airports handled 1,065 flights and over 169,500 passenger trips.

Inbound and outbound travel has also increased, with entries and exits across Hainan’s ports expected to reach 33,500 during the three-day holiday.

The 2026 New Year holiday marks the first public holiday after Hainan — the world’s largest free trade port by area — officially launched island-wide special customs operations on Dec 18.

The FTP policies include visa-free access for travelers from 86 countries, as well as expanded visa-waiver arrangements for cruise passengers and tour groups, making the resort island with stunning coastal landscapes and rich ethnic cultural heritages an alluring destination for international tourists.

Bookings for international flights to the renowned tourism city of Sanya have jumped by 500 percent year-on-year, while bookings to Haikou, the capital of Hainan, have surged by over 300 percent, with visitors mainly from Malaysia, Thailand, and Vietnam. Airports have boosted capacity to ensure tourists enjoy smooth journeys.

“My family and I decided to come here and see the changes in Hainan, and enjoy the delicious food and beautiful scenery here. We’ve planned a six-day tour around the island,” said a traveler from Malaysia.

“The scenery is absolutely stunning, and we can also go swimming. It’s winter now, but we can still sunbathe here. In many other places, you can’t walk around in just one layer of clothing like this. I think scenic spots such as Luhuitou Peninsula and Houhai Village are really great, and there are plenty of tasty food too,” said a tourist from Russia.

Hainan’s duty-free policy also attracts international visitors. Not only can they purchase sought-after international brands at lower prices there, they can also easily get premium Made-in-China products.

For the New Year holiday, duty-free shopping centers across the island have launched festive promotions and interactive events to further boost consumption.

“When I come here, I’m actually much more interested in Chinese brands. And I know the quality is just as good, if not better than in many cases. Given that it expands the opportunities for shopping for foreigners like me, it’s something only to be appreciated,” said Vincent Thomes, a shopper from Canada.