The upcoming three-day Qingming Festival holidays (Friday to Sunday) are expected to give a boost to the Chinese box office. A total of 14 films are set to debut, with pre-sales surpassing 40 million yuan ($5.5 million) as of Wednesday afternoon, according to ticketing platform Beacon.
This year’s holiday lineup reflects the industry’s push to reinvigorate mid-sized theatrical windows. Industry experts believe that by diversifying genres and focusing on audience-targeted storytelling, the industry aims to appeal to a broader range of moviegoers. Zhang Peng, a film researcher at Nanjing Normal University, told the Global Times that this variety represents a key strategy to revitalize the market.
At the top of the list of most-anticipated films on ticketing platform Maoyan are two domestic productions focused on marginalized voices. We Girls, starring Zhao Liying, tells the story of a mother who risks everything to fund a cochlear implant for her daughter. Directed by renowned filmmaker Feng Xiaogang, the film explores how the mother bonds with fellow female inmates to combat societal stigma.
Meanwhile, Mumu features pop icon-turned-actor Zhang Yixing. The film portrays a deaf father caught in a criminal scheme while fighting for his daughter’s future. Notably, the film features nearly 30 hearing-impaired actors, providing a rare portrayal of the challenges faced by China’s deaf community.
Both films cater to China’s growing demand for grounded narratives. According to data analyst Lai Li, if the films maintain positive word-of-mouth, they may exceed box office expectations.
In addition, Fox Hunt, China’s first major crime thriller about tracking fugitives abroad, is expected to resonate with older audiences. The film stars Tony Leung Chiu-wai and Duan Yihong. It follows a Shanghai detective racing to apprehend a financial fraudster in Paris.
On the imported front, the US-produced A Minecraft Movie and the Japanese animated film Mobile Suit Gundam GQuuuuuuX: Beginning aim to attract younger viewers. A Minecraft Movie may benefit from the game’s 400 million Chinese users, though its success depends on how well it meets audience expectations.
Despite the influx of new releases, holdover films like Ne Zha 2 could still capture around 5 percent of screenings. Some industry insiders believe that the film, which has sparked renewed interest in Chinese film production, will continue to perform well.
Experts like Fu Ruoqing, chairman of the China Film Group Corporation, stress the importance of both blockbuster films and a steady stream of high-quality releases to meet growing audience demand.
However, challenges remain, as Zhang warned that an overfocus on socially driven films could lead to “audience fatigue,” and the dominance of reality-driven narratives might overshadow other genres. The Qingming Festival, typically a mid-tier earning period, is now viewed as a test for nuanced storytelling. Zhang noted that the market is shifting towards a “small holiday, big vitality” model, with socially driven dramas and IP adaptations playing complementary roles.
As more films choose smaller holidays or weekends to avoid market saturation, Fu emphasizes the need for a balanced film ecosystem. “A healthy market thrives on diversity—not just in genres but in release strategies,” he said.
