The most Changchun festival in history has arrived! According to data from online platforms, as of 2:45 pm on February 10th, the pre-sale box office of Chinese New Year movies in 2026 has exceeded 100 million yuan. The reason why this Spring Festival holiday is called the "longest in history" is due to the abundant supply of films this year: from the first day of the Lunar New Year to the fifteenth day of the first lunar month, new films were released every day for half a month. This is no longer a box office contest between a few films, but a cultural feast that runs through Yuanxiao (Filled round balls made of glutinous rice-flour for Lantern Festival) and lasts for half a month. Starting from "The Wandering Earth 3" to embark on a new journey of Chinese science fiction, carrying the collective longing of the audience for the stars and the sea, to "Flying Life 3", "Star River Dreams" and other works that will be released one after another, various types of science fiction, comedy, animation, literature and art will bloom, all of which will meet the viewing needs of different audiences. Of course, the significance of this phenomenon goes far beyond extending the schedule and expanding the number of orders, but also represents a comprehensive upgrade of our cultural consumption. In the past, during the Chinese New Year, people paid more attention to purchasing new clothes, organizing New Year's goods, and sharing reunion banquets, with a focus on material satisfaction. Nowadays, it has become a New Year's custom for families to enter the cinema together and share light and shadow stories, marking an accelerated shift in consumer focus towards spiritual and cultural aspects. A movie ticket not only carries a two-hour audio-visual experience, but also an emotional resonance of family reunion, a shared cultural memory and emotional connection between family and friends. From "whether there are movies to watch" to "which good movie to watch", from "occasionally watching one" to "must check in during the Spring Festival", these changes are also a profound shift in people's consumption structure and life philosophy: they are increasingly willing to pay for high-quality content and spiritual experiences. Therefore, the 'Changchun Festival in History' is not only a concentrated effort in the film market, but also a microcosm of the development of the times, cultural confidence, and the improvement of quality of life. Of course, the pre-sale box office exceeding 100 million is just the beginning. Behind the impressive numbers is the Chinese people's yearning for a high-quality cultural life, and more importantly, their expectation for a Chinese New Year with a cultural flavor. When we shed tears and laugh together in the cinema, the meaning of abundant cultural supply is revealed - not only meeting needs, but also creating resonance. At the same time, activities such as "Traveling with Movies", "Tasting Food with Movies", and "Appreciating Intangible Cultural Heritage with Movies" have recently been launched across the country, deeply integrating movies with folk customs and cultural tourism, further igniting the enthusiasm and expectations of the audience for the Spring Festival season. This year's Spring Festival season also presents another distinct feature - more segmented types and more targeted audiences. Take children to watch animations, protect their innocence and imagination; Accompany parents to watch heartwarming films, talk about daily life and time together; Invite friends to watch sci-fi blockbusters and share their passion and excitement. People of different ages, social circles, and companionship relationships can find suitable emotional carriers and expression outlets in the cinema. Cinemas are no longer just places for watching movies, but have become gathering rooms and social spaces. Between the flow of light and shadow, it conveys sincere family and friendship, as well as the patriotism and cultural identity in each of us. A movie provides a more modern and diverse way to open up reunion. (New Society)