Chinese citizens had to work on Saturday, Sept. 18, but enjoyed a three-day vacation for the holiday from Sept. 19-21. Cinemas are operational, but at reduced capacity due to the pandemic.
The cumulative box office for the period this year was only $73 million (RMB472 million), according to Alibaba’s Beacon film data platform. That would make it the lowest earning Mid-Autumn Festival since 2014, when theaters brought in what would convert today to $54 million (RMB350 million), despite the country having nearly 70% fewer screens at the time, according to the China Daily and historic data on screen count.
China’s Mid-Autumn Festival earnings were unusually high in 2017 and 2020 since the holiday coincided with the blockbuster National Day holiday period (Oct. 1) and thus are not directly comparable.
In 2019, sales during the period hit