Holiday upsurge leads to record-breaking box-office revenues

'Local and cheerful'

Zuo Heng, an associate researcher with the China Film Art Research Center, said the popularity of Chinese movies was partly the result of habits that prevailed during the Spring Festival holiday.

"The more local and cheerful the films are, the more popular they are. That's because during the New Year season people go with their families for fun, instead of seeking high-quality aesthetic experiences," he said.

Experts and industry insiders have called for stricter regulations and support for talents to promote the healthy development of the industry.

Amid the boom illustrated by the record-breaking figures, the martial arts movie Ip Man 3 caused a stir after the film's distributor admitted fabricating box-office figures.

"A booming industry is more likely to come through speculation and loopholes. The film industry is no exception," said Yin, from Tsinghua University. "For sure, we need more comprehensive regulation and better enforcement."

In March, Wang Zhonglei, president of Huayi Brothers Media Corp, China's largest private film company, also voiced concerns at the annual Boao Forum for Asia.

"I do think there are bubbles in China's film industry, but the big market offers us enough room for development," he said. "Currently, the market is growing so quickly that we lack a mature industry to support it."

Wang was particularly concerned about the dearth of professional talents and the quality of the films.

"When producers come to me to promote their ideas, they always mention that the film could be turned into a game, theater play or even a theme park — but not every work needs to be developed into a listed company," he said.