The Mid-Autumn Festival ended with 271 million yuan: re-watching of old movies and diversion of new movies

 The 2026 Mid-Autumn Festival ended on September 27, with a cumulative box office of approximately 271 million yuan.The box office for the weekend of September 26-27 was approximately 154 million yuan, a significant rebound from the previous weekend’s 73.34 million yuan.During the three-day holiday, re-released films, newly released films and works that have been released for some time competed at the same time. -Avengers 4: Endgame《the Extra Premium Edition won the top slot,》Welcome to Dragon Restaurant《》Eight Immortals!《》Laojianghu《》Empty Gun《and other works entered the top of the weekend box office, and the market showed a rare mix of old and new films.

》 Avengers 4: Endgame 《 returned to mainland theaters on September 25, with weekend revenue of approximately 43.38 million yuan.The new version adds about 4 minutes of content, and also includes a preview clip of Avengers 5: Day of Destruction at the end, connecting the story seven years ago with the next new film.The film had a box office of 4.255 billion yuan in the mainland. This re-release relies on mature IP, the emotional memory of old audiences and the warm-up of new works to regain attention. It also shows that classic commercial films still have the ability to re-enter the market at the right time.

Several films with longer releases have maintained stable performance.》Welcome to Dragon Restaurant《it made approximately 29.98 million yuan over the weekend, and launched a spin-off on the Mid-Autumn Festival in which Xu Fu returns to China to reunite with his family; domestic animation》Eight Immortals!《Earning approximately 19.65 million yuan, holiday family viewing and linkage with Chinese-style games have extended its popularity; "Blank Gun", released in August, also remained at the top of the list with approximately 11.87 million yuan.Audiences use the holidays to catch up on word-of-mouth films, giving the films currently in theaters a longer market cycle.

The results of the new film are divided."Old Rivers and Lakes" starring Yu Qian and Tony Leung Ka Fai uses a theft case to lead to a capital conspiracy. The weekend box office was about 12.13 million yuan, ranking fourth.The first collaboration between the two actors and the crime comedy genre attracted the first audience. Whether the reputation is stable will determine the subsequent trend.》Dunhuang Heroes--about 6.52 million yuan at the weekend. The film is set against the backdrop of the rebel army in the late Tang Dynasty. It unfolds a multi-person portrait in the main line of asking for help in the desert. The current cumulative box office is still at a low level.

The thriller "The Death Zone" had a box office of about 5.25 million yuan over the weekend.The film uses live footage to enter an abandoned fraud park. The 3D form enhances the sensory stimulation brought by the confined space and sudden shock, and the genre is highly recognizable.At the same time, the audience put forward different opinions on the character behavior, clue connection and scare techniques.Small-scale genre films can find audiences with distinctive selling points, but the completion of the story will still affect the continuation of the film schedule and the long-term box office.

There are two clear trends emerging from this list.Re-released films rely on their popularity to quickly recall audiences and have an advantage in short-term releases; existing films that have already accumulated good reputations rely on the demand for catch-up viewings to maintain resilience.New films need to establish audience reviews as quickly as possible beyond the first round of marketing to compete with both categories.The title and starring role of the film can bring attention to the opening, and real feedback after the film is screened will quickly change the attendance rate. The shorter the schedule, the more obvious this change will be.

The Mid-Autumn Festival stall is also responsible for the market warm-up before the National Day stall.Various genres such as animation, suspenseful crime, comedy, action and thriller are about to be released in a concentrated manner. The theaters’ renewed passenger flow during the three-day holiday will enter the next round of competition.271 million yuan records the size of this small period, and also reminds the film producers: when faced with a wealth of choices, audiences will consider familiarity, reputation, and viewing scenes at the same time.Whether the new film can provide stronger premiere appeal and stable reviews during the National Day holiday will determine how far the market popularity can go.