Qingming, or China’s Tomb Sweeping Festival takes place this year from Sunday, April 1 through Tuesday, April 3, and like most public holidays, it is reserved solely for new domestic releases.
The three-day holiday typically sees a significant boost in moviegoing attendance, but it has historically lagged behind other three-day holidays including the Western New Year at the beginning of January, Labor Day at the beginning of May, and the Dragon Boat Festival in June. The chart above shows total box office growth over the past five years during Qingming, as well as the highest-grossing film of each year’s holiday.
Hollywood imports won the holiday in both 2012 and 2014, (respectively, Wrath of the Titans and Captain America: The Winter Soldier), though it is important to note that neither were given direct holiday releases and instead carried their box office momentum from prior weeks into Qingming. This year, it looks likely that Kong: Skull Island will follow a similar trajectory.
