As of the afternoon of February 26th, "Ne Zha 2" has accumulated a box office gross (including pre-sales) of 13.9 billion yuan, ranking 8th on the global all-time box office chart. The film's success has sparked a cultural consumption surge throughout Guangdong Province.

The film's high-level visual effects have been pivotal in breaking box office records. A significant number of fans have spontaneously returned for multiple viewings, driving "Ne Zha 2" to new heights at the box office.

"I focused on the storyline during my first viewing, but on subsequent viewings, I paid more attention to the details of the visual effects; each time offers me a different experience," said a generation Z moviegoer named Xiao Kai (pseudonym), who has watched "Ne Zha 2" three times. "Since my hometown lacks an IMAX cinema, I specifically chose to watch it in an IMAX theater after returning to Shenzhen, since the viewing experience IMAX provides is indeed much more exhilarating than in a standard theater."

On February 26th, data from Maoyan Professional showed that the newly added box office for "Ne Zha 2" was concentrated in IMAX theaters, particularly in laser IMAX theaters. In Guangdong, the highest box office revenue for that day came from the Wanda Cinema in Dongguan (Huannan MALL-IMAXGT laser store), one of six first-generation lasers IMAX commercial theaters throughout the country.

The long-standing development of cinema infrastructure in Guangdong has also set a solid foundation for the region to capitalize on the surge in popularity of "Ne Zha 2." In 2024, Guangdong opened 87 new cinemas, ranking first in the nation. Currently, there are nearly 1,600 registered cinemas in the province, with over 10,000 screens, also the highest in the country.

In fact, as competition in diverse cultural and entertainment consumption intensifies, there is a growing consensus in the industry on the need to invest further in high-end screening facilities and special effect theaters, as well as to upgrade facilities to enhance the audience's viewing experience. The overwhelming success of "Ne Zha 2" may accelerate this process.

Alongside the film's rising popularity, the IP-derived products associated with "Ne Zha 2" are also experiencing a buying frenzy. For instance, Pop Mart released the "Ne Zha 2" "Natural Bond Series" blind box collectibles at their online flagship store on January 30th. Within just eight days, sales surpassed 10 million yuan, with pre-sale dates already scheduled for June 30th, 2025.

Dongguan, known as the "Capital of Chinese Trendy Toys," offers another window into the fervent demand for "Ne Zha 2" merchandise.

The city produces 85% of China's trendy toys and a quarter of the world's anime derivatives. Guangdong Henglitai Crafts Co., Ltd., located in Dongguan, serves as the official manufacturer of FunCrazy's "Ne Zha 2" licensed merchandise. Recently, the factory has been working around the clock, fast-tracking the production of related IP derivatives with prioritized operational arrangements.

Cheng Shuiqiao, head of the company's engineering design department, shared with reporters that upon resuming operations on the eighth day of the Chinese New Year, they immediately experienced overwhelming demand for "Ne Zha 2" IP derivatives. Current order volumes have surged to 5-10 times pre-holiday levels, with dedicated production lines for these products expanding by nearly 50% compared to before the holiday period.

Data indicates that in mature film markets, revenue from surrounding industries related to film derivatives can account for up to 70%. However, in China, income from film derivatives rarely exceeds 10% of box office revenue. Nevertheless, the recent surge in the IP derivative market brought about by "Ne Zha 2" underscores the considerable potential for the development of China's IP derivative market.

Source: Lingnan On the Cloud

《哪吒2》激活广东文化消费活力

截至2月26日下午，《哪吒之魔童闹海》（以下简称《哪吒2》）累计票房（含预售）已达139亿元，位列全球影史票房榜第8位。《哪吒2》这把火越烧越旺，点燃了广东的文化消费市场。

高水准的视觉特效是《哪吒2》捅破票房天花板的关键。大量影迷自发“二刷”“三刷”，托举《哪吒2》票房一路飙升。

“第一次看故事情节，后面会更加关注特效细节，每次会有不同的体验，”在深圳工作的“00后”小凯（化名）已经“三刷”《哪吒2》了，“因为老家没有IMAX影城，回深圳后特地选择了IMAX影院观影，IMAX影厅观影效果确实会比普通影厅更加震撼刺激。”

2月26日，猫眼专业版数据显示，《哪吒2》当日新增票房靠前的都为清一色的IMAX影厅，尤其是激光IMAX影厅。在广东，当日新增票房最高的电影院为位于东莞的万达影城（华南MALL-IMAXGT激光店），该店为全国仅有的6家一代激光IMAX商业影院之一。

长期良好的影院基础设施建设，也为广东更好接住《哪吒2》的“泼天流量”奠定了基础。2024年，广东新建影院87家，居全国第一。截至目前，广东在册影院近1600家，银幕超1万块，数量位居全国第一。

实际上，面对多样化文化娱乐消费竞争，加大高端放映设施和特效影厅投入，升级设施改善观众观影体验已经成为行业共识。《哪吒2》的爆火或将加速这一进程。

在电影热度节节攀升的同时，《哪吒2》的IP衍生品也迎来了“抢购潮”。例如说，泡泡玛特于1月30日在线上旗舰店发售《哪吒2》“天生羁绊系列”手办盲盒，上线仅8天销售额迅速破千万元，目前预售日期已经排到2025年6月30日。

被称为“中国潮玩之都”的广东东莞，成为观察《哪吒2》衍生品热销的另一扇窗口。

东莞生产了中国85%的潮玩产品，全球1/4的动漫衍生品。位于东莞的广东衡立泰工艺品有限公司是FunCrazy《哪吒2》周边的生产商，近期工厂加班加点，为相关的IP衍生品生产“开绿灯”。

公司工程设计部主管成水桥向记者表示，大年初八刚开工他们就感受到《哪吒2》IP衍生品的火爆，当前的订单量是年前的5倍-10倍，生产相关产品的生产线比节前增加了近50%。

数据表明，对于成熟的电影市场，来自周边等电影衍生产业的收入最高可以达到70%，但在中国，电影收入中影视衍生品收入很少有超过10%的情况。此次《哪吒2》带动IP衍生品市场的全面爆发，表明中国IP衍生品市场的发展仍有巨大潜力。

文丨记者 黄婷 实习生 吴淑君
图丨羊城晚报资料图
翻译丨洪婷
审校丨王枥焓