IMAX's Lunar New Year Box Office: A Shifting Landscape

IMAX's Performance During the Recent Chinese New Year Holiday

IMAX reported a box office revenue of $28 million during the latest seven-day Chinese Lunar New Year holiday. This achievement was significantly bolstered by the thriller "Pegasus 3," which alone accounted for $24 million in ticket sales during its opening week.

Comparison with Previous Years' Box Office Records

This year's $28 million figure, while substantial, marks a notable decline from previous record-setting performances. In February 2025, IMAX achieved an impressive $53 million during the same holiday period, largely propelled by the animated hit "Ne Zha 2." Prior to that, in 2023, IMAX also set a then-record of $34 million for the Chinese New Year box office.

Key Contributing Films to the Recent Box Office Success

Beyond "Pegasus 3," other films contributed to IMAX's holiday earnings. "Blade of the Guardians," a martial-arts action film, garnered $3.3 million, and the thriller "Scare Out" added another $500,000 during the festive week. "Pegasus 3" itself has accumulated $373 million in overall box office in China, showcasing the ongoing collaboration between IMAX and Chinese director Han Han.

The Strategic Importance of the Chinese New Year Market for IMAX

IMAX CEO Richard Gelfond emphasized that the consistent success during the Chinese New Year holiday highlights the diverse global reach of their content portfolio. The company views this holiday period as a crucial barometer for predicting the overall box office trajectory for the remainder of the year in the Chinese market. This period is also critical for local film industries, as it often sets the tone for annual cinematic performance.

Global Reach and Future Prospects of "Pegasus 3"

"Pegasus 3" is set for an exclusive North American IMAX release starting February 23, followed by theatrical runs in the UK, Australia, and New Zealand. This strategic global distribution underlines the film's potential beyond the Chinese market and IMAX China's role as a key subsidiary, with its shares publicly traded on the Hong Kong Stock Exchange, connecting Toronto-based IMAX with the booming Asian film industry.