During this year’s Mid-Autumn Festival and National Day, the film market was particularly lively. A total of more than 20 new Chinese and foreign films were screened, covering suspense, comedy, family animation and other genres. At present, the total box office of movies during the Mid-Autumn Festival (September 25-27) has exceeded 200 million.
Lights and shadows celebrate the Mid-Autumn Festival, and films with multiple themes are released simultaneously
Yesterday, the first-day box office of 2026 Mid-Autumn Festival movies exceeded 110 million yuan. Among them, in addition to the continued popularity of films such as "Welcome to the Dragon Restaurant" and "Eight Immortals", many new films such as "Dunhuang Heroes" also achieved good box office results on their first day of release.
The movie "Dunhuang Heroes" focuses on the historical facts of the Shazhou soldiers and civilians returning to the Tang Dynasty after the Anshi Rebellion. It vividly reproduces the passionate story of Dunhuang's persistence in Dunhuang for sixty years and the return of the desert to the Tang Dynasty. It allows the audience to touch the thousand-year-old Dunhuang's family and country feelings and loyalty in light and shadow.
The movie "Old Rivers and Lakes" uses a bizarre theft case as the starting point, focusing on the light and dark life-and-death game between an old criminal policeman and a financial giant. The plot is ups and downs, and it interprets the choices of good and evil and the persistence of justice in contemporary rivers and lakes.
The animated film "Red Boy: King of the Flame Mountain" is created for family viewing. The film is full of family companionship and the core of youth growth. It has both childlike fun and warmth. It is one of the first choices for parent-child viewing during the Mid-Autumn Festival.
At the same time, the premium version of the imported film "Avengers 4: Endgame" returns to the screen, and classic blockbusters are re-released, allowing the audience to relive the passionate legend of superheroes.
During this Mid-Autumn Festival, films with multiple themes will be released simultaneously. Different styles of light and shadow stories will accompany the audience to reunite during the festival and enrich the spiritual and cultural needs of the holiday.
"Movie+" empowers culture to benefit the people and shares the light and shadow market
When open-air movies meet special markets, and when charity screenings join hands with intangible cultural heritage performances, what kind of sparks will collide? Recently, many places have launched "Movie+" integrated cultural markets, integrating movie viewing, intangible cultural heritage, entertainment and consumption, creating a one-stop, immersive new cultural and leisure scene.
In the past two days, the second season of "Following the Movies to the Market" Grassland Tour was held in Ordos, Inner Mongolia. The event was themed "Light and Shadow Warm the City and Rongdu Fantastic Scenery" to create a new scene integrating "movies + markets + cultural tourism + public welfare". Open-air movies, special markets, and intangible cultural heritage performances gather popularity with light and shadow.
Yang Yufei, deputy director of the Central Propaganda Film Digital Program Management Center: Our "Follow the Movies" event hopes that through the cohesion of the movies, it will be a good help in promoting rural revitalization and local industrial development.
In Liaocheng, Shandong Province, every Friday night, the public welfare film market opens as scheduled. The market adopts the integration model of "movie + intangible cultural heritage" and adds an immersive intangible cultural heritage experience area, allowing the public to experience the unique charm of traditional skills up close at home.
Citizen Li Mengrui: You can watch charity movies for free, go to the market, and take your children to experience intangible cultural heritage and learn popular science knowledge. You can enjoy a full range of services to benefit the people at your doorstep.
It is understood that the public welfare film market takes public welfare movie viewing as the core carrier, actively explores the integrated development model of "movie + multiple business formats", and builds a one-stop, immersive new cultural and leisure scene.
From film and television shooting locations to cultural and tourism complexes, culture empowers new vitality
Use film as a medium, use literature to shape travel, and use travel to promote consumption. The border city of Heihe, relying on its port location with Russia and cross-border cultural accumulation, continues to make in-depth "movie+" articles to transform cultural popularity into increased consumption.
The Heihe Sino-Russian Ethnic Customs Park is the filming location for many film and television dramas. The park has revitalized diverse cultural and tourism formats and transformed from a single film and television filming location into a comprehensive cultural and tourism carrier that can be "traveled, played, lived and consumed".
Russian tourist Sinaizana: I have lived in China for 2 years, and it feels wonderful and heart-warming to be able to watch movies from my hometown here.
From film and television filming locations to cultural and tourism complexes, from cinema screens to business district night markets, the local area has linked cross-border passenger flow and cultural tourism consumption into a chain, injecting a steady stream of cultural and economic momentum.
Ju Youyi, deputy director of the Propaganda Department of the Heihe Municipal Party Committee: With the help of the national film festival platform, we will implement "promoting tourism with films and revitalizing the city with films" and carry out activities such as joint screenings, cultural tourism experiences, and film and television collections to attract more tourists to Heihe.
(CCTV reporters Deng Qi, Zhang Ming, Yu Wenbo and Zhang Yang)
