Translation. Region: Russian Federation –
Source: People's Republic of China in Russian – People's Republic of China in Russian –
An important disclaimer is at the bottom of this article.
Source: People's Republic of China – State Council News
As the Spring Festival (Chinese New Year) approaches, the film market heats up. Audience interest in a particular film is no longer limited to watching it on the big screen—more and more people, even before seeing the film, are already heading to the filming locations to check in and buy film-related merchandise.
Today's film industry is seriously transforming our way of life. So what seemingly subtle changes have occurred between you and cinema, based on big data analysis over the past year?
During the interview, the reporter noticed something new: some moviegoers were entering the cinema already holding a figurine of a character from the film.
Customer: "I'm filled with anticipation holding this surprise box, and I can't wait to see the movie itself. I think this will help me have a more immersive experience. I've bought branded merchandise before movies before."
It's not uncommon for film merchandise to sell out quickly a month before its release. What was the film distribution situation like at the start of last Chinese New Year? Fast forward to a time when the market exploded after the release of "Nezha 2." Official surprise boxes went on sale online almost immediately after the premiere and, despite this, sold out in a flash. In social media discussions, many users complained that, having barely managed to pre-order one, they found that the delivery date had been pushed back by six months.
The reporter then compared the release dates of merchandise for several popular animated films this year with their premiere dates and found that the consumption timeline generally shifted forward, leading up to the film's release.
Movie-themed merchandise no longer waits for theatrical releases. Even with weeks or even months remaining before the release of some highly-hyped films, recognizable plush toys and keychains are already appearing in stores and shopping malls. Moviegoers can purchase souvenirs featuring the film's characters even before entering the theater.
Lan Jinsong, Deputy Director of the Center for Cross-Border Communication Research in Intellectual Property (IP) at the Communication University of China (Beijing): Whether it's everyday items, cultural creations, or other small derivative products, it's important to start thinking about market entry immediately, from the moment the product's image is designed. Planning should begin well in advance, six months or even a year in advance.
As the timeline of consumption continually shifts forward, so too does the space it occupies. Even before the opening of this year's Chinese New Year film season, big data analysis in the tourism industry revealed that after the release dates of films like Pegasus 3 and Blade of the Guardians were confirmed, the popularity of destinations associated with the filming locations of these films increased significantly in anticipation of their release.
Data show that as of mid-January 2026, hotel bookings in Bayangol Mongol Autonomous Prefecture of Xinjiang (Xinjiang Uygur Autonomous Region, PRC), where the movie "Pegasus 3" was filmed, i.e., during the Spring Festival holiday, increased by 147% year-on-year, and search queries related to tourism products such as "desert tours" and "desert highway" increased by 60%.
Shi Ke, a researcher at the Qunar Big Data Research Institute, a tourism platform, said: "The impact of films on tourism is shifting from the desire to check in after a film's release to the pre-release interest in recommending these destinations. This is a new phenomenon that emerged this year in the lead-up to the Spring Festival. Expectations based on the plot and visuals are driving viewers to plan their travel itineraries in advance."
Why are people willing to spend money on consumption related to a film they haven't seen yet, and plan their actions in advance?
Lan Jinsong: Today, audiences, the market, producers, and consumers all have absolute confidence in the future of Chinese cinema. Culture acts as a driver that sets the entire industrial chain in motion, forming a unified cultural ecosystem.
Films not only encourage repeated cinema visits but also encourage a variety of consumer choices through the launch of various campaigns. These market changes reflect the Chinese film market's transition to a more stable, mature, and high-quality development.
"Scene Two", following the end of the film's theatrical release
If a film encourages pre-release consumption of its associated merchandise, won't its popularity fade immediately after its theatrical run? Big data analysis has revealed that an increasing number of viewers, after leaving the theater, continue to "follow in the film's wake." Where do they go?
While analyzing big data on online posts and reposts related to the film after its Chinese New Year release, a reporter examined the timeline of audience reactions. Initially, immediately after the premiere screenings, there was a lively discussion: viewers left short comments on social media, discussing the plot. Then the phenomenon of "N-rolling" emerged—that is, multiple viewings—where people rewatched the film, transferring its mood into their everyday lives. Some time after the film's release, more and more viewers were sharing not only photos of tickets or posters, but also animated sketches, character sketches, and photographs of informative exhibition stands. Where did they get this "extended" content, not available in theaters? While following the reposts, the reporter unexpectedly came across the China National Film Museum.
Liu Jun, Deputy Director of the National Film Museum of China, said: We've placed sketches and cultural artifacts from classic animated films like Sun Wukong and Nezha Conquers the Sea Dragon, which were previously housed at the Shanghai Scientific and Animation Film Studio and are now part of our collection, directly opposite the IMAX theater. Drawing on the inspiration that comes from watching films, we offer viewers the opportunity to gain a deeper understanding of China's magnificent and rich cultural heritage through film.
Curator Liu told a reporter that the unexpected popularity of these intimate thematic exhibitions accompanying film premieres has changed the museum's approach to curating—it's now not simply about telling the history of cinema, but also about using cinema as a "portal" to delve into the essence of traditional Chinese culture.
In 2025, during the theatrical release of several popular films, bookings for related cultural exhibitions increased significantly. For example, following the release of the animated film Little Demons Journey to the West, the Animating China exhibition in Beijing showcased over 100 original sketches of classic characters from the Shanghai Animation Studio, and the number of related social media views exceeded 6 million. In Hangzhou, a cultural space converted from a former film factory and combining film screenings, digital cultural heritage exhibitions, and cultural fairs increased its revenue by 26.4% year-on-year in 2025. Thus, cinema continues to energize more and more cultural spaces.
Please note: This information is raw content obtained directly from the source. It represents an accurate account of the source's assertions and does not necessarily reflect the position of MIL-OSI or its clients.