近期，中华文化学院研究员孙佳山先后多次接受中央广播电视总台、《人民日报》海外版、Global Times等中央媒体的采访，就春节档电影、春节节日消费与文旅融合等话题发表评论，在海峡两岸以及国际社会都取得了良好的传播效果。以下是采访报道。
一、2月，接受中央广播电视总台节目《直播：票根经济——2026 春节档，解码电影工业与情绪消费新动能》的采访：
2026“最长春节档”圆满收官，六部佳片同台竞艳，背后藏着怎样的电影工业升级密码？AI赋能创作全链路，如何为影视产业打开全新想象空间？体验经济与情绪消费浪潮下，票根经济强势爆发，一张电影票如何联动文旅、科技、衍生消费，打造“电影+”多元生态？锁定央视财经直播间，深度剖析票根经济的内在逻辑，解锁光影背后的产业密码，共探中国电影高质量发展新未来！
二、2月，接受《人民日报》海外版的采访：
光影迎新春 消费添活力（深观察）
——二〇二六春节档电影市场观察
根据国家电影局数据，2026年春节档（2.15—2.23）总票房为57.52亿元，观影人次为1.2亿。猫眼专业版数据显示，今年春节档总场次超435万，刷新中国影史春节档总场次纪录。这个“最长春节档”不仅为观众奉上一场光影盛宴，更以小小电影票根为纽带，激发新春消费活力。
中央社会主义学院中华文化教研部研究员孙佳山认为，春节档总体上越来越稳定以及趋向规模化、常态化。
类型丰富满足多元需求
今年春节档题材丰富，喜剧、谍战、动作、动画、科幻等类型的新片集中上映，满足不同观众的多元化需求。在中国电影评论学会会长饶曙光看来，观众更愿意接受符合他们审美经验的类型，因此《飞驰人生3》《熊出没·年年有熊》等系列IP电影受到青睐。如《飞驰人生3》讲述赛车手在巴音布鲁克拉力赛后迎接新挑战的故事，以超29亿元获得春节档票房冠军。
类型创新之作也为中国电影探索着新的可能。张艺谋执导的《惊蛰无声》将国安题材搬上银幕，讲述国安小组针对重要情报外泄事件展开行动的故事。科幻片《星河入梦》讲述人类在未来穿越虚拟梦境系统的冒险旅程，虽票房不尽如人意，但孙佳山认为其“新表达和新语态”很有价值。饶曙光也强调《惊蛰无声》《星河入梦》对中国电影类型拓展的开拓性意义，认为它们的创新和探索有利于中国电影的可持续繁荣发展。
武侠片《镖人：风起大漠》集聚当下众多优秀主创，讲述大漠镖客护送神秘人回长安途中冲破围剿的故事。武侠文化在中国源远流长，武侠电影更是中国电影独具特色的类型，具有深厚的观众基础。《镖人：风起大漠》在春节档后期连续多天票房逆跌，饶曙光认为这说明观众和市场对于影片品质的认可。孙佳山指出，《镖人：风起大漠》见证了几代中国电影人对中国武侠片的创新和探索，同时，“这部影片改编自漫画，说明中国武侠文化正通过漫画、游戏等更符合当代年轻人欣赏和接受的方式得到延续”。
三四线城市票房占比近六成
今年春节档的一个显著特点是市场深度下沉。猫眼娱乐市场分析师赖力介绍，今年春节档三四线城市票房占比接近六成，为近6年最高。饶曙光、孙佳山都认为，春节期间，一二线城市有不少人外出旅游，三四线城市则有更多人走进影院观影。
春节期间，在成都工作的资深影迷刘婧回到老家湖南岳阳汨罗，共看了3部春节档电影。在成都，她已经养成了看电影的文化消费习惯，回家乡后，看电影则成为春节期间的社交硬需求，亲友们会在聚餐前后集体观影，增强了节庆的仪式感。在《镖人：风起大漠》观影现场，她还看到一个成员很多的大家庭一起来看电影的情景。刘婧认为，春节档影片的“合家欢”性质并不是要求所有人都看喜剧片，只要家庭成员一起观看，就会有更多人愿意参与其中。
集中检阅电影工业化水准
今年春节档影片，从制作到放映，科技的力量无处不在。孙佳山表示，“春节档是对中国电影工业化水准的一次集中检阅。”
《飞驰人生3》在4500米高海拔实景拍摄悬崖赛道，航拍机以最高200多公里的时速紧跟赛车，川西秘境的壮阔与赛车飞驰的震撼让人身临其境。《星河入梦》以8000余张概念设计图、14万余帧特效画面打造梦境奇观。第12度登上春节电影舞台的“熊出没”系列电影——《熊出没·年年有熊》讲述光头强和熊大、熊二等团结一心，阻止上古凶兽“煞”毁灭世界的故事，影片集神幻、魔幻、科幻等各类奇幻元素于一身，设计了魔兽大战、天空大战、神仙大战等各种场面，展现了不同空域、场景、法器等，囊括舞龙、打铁花、剪纸等传统文化元素。《熊猫计划之部落奇遇记》讲述熊猫“胡胡”和国际巨星帮助神奇部落解决种种难题的故事，其中的虚拟熊猫表情丰富，动作灵巧，毛发渲染精度极高。《镖人：风起大漠》对风沙进行的流体力学呈现并非虚拟拍摄，而是实景拍摄，孙佳山认为这是适合中国文化语境的独特创造和重要探索，“无论是真人电影还是动画电影，其背后对算力都有非常高的要求，显示出中国电影整体工业化水平的提升。”
在放映端，高端影厅为观众带来沉浸式体验。记者在山东青岛胶州一家影院的CINITY巨幕影厅观看了《惊蛰无声》，高新技术精准呈现都市景观的明暗对比与人物的微表情细节，动作场面的快速剪辑流畅自然。当晚能容纳约200人的影厅，上座率为八成左右。
票根经济激活新春消费
今年春节档，惠民补贴与“电影+”跨界联动，让小小票根释放出巨大的经济能量。
春节前，国家电影局等单位启动“2026电影经济促进年”，全年将投放不少于12亿元的惠民观影补贴。记者亲身体验到春节档的购票实惠：通过淘票票APP的“看电影迎新春”活动领到代金券，花20.9元看了《星河入梦》；通过猫眼APP“北京新春惠民观影活动”抢到优惠券，花27.9元看了《熊猫计划之部落奇遇记》。
饶曙光评价，12亿元补贴的发放，对于提振电影市场、聚集人气、提升消费起到了积极的推动作用。他认为，“跟着电影去旅游”“跟着电影品美食”“跟着电影赶大集”等各种“电影+”活动是电影面临新的社会结构和自身变化进行调整的必然结果。
孙佳山认为，以电影票根、演唱会票根等为代表的票根经济，挖掘全社会更加广泛的消费潜力，具有推动经济社会发展的媒介杠杆效能。他指出，这一轮惠民观影补贴与以往的票补不同，之前是为了培养新观众，把大家拉进电影院；现在的补贴则是带动消费，以票根经济的方式激发观众对周边商圈及商业实体的综合消费活力。
票根经济的“乘数效应”在今年春节档得到充分释放。“跟着电影去旅游”“跟着电影品美食”等活动在全国各地展开。广东深圳依托《惊蛰无声》推出主题旅游线路，影片取景地成为热门打卡点；四川甘孜借《飞驰人生3》带动游客前往九龙县高山峡谷；重庆将《熊出没·年年有熊》中的元素融入无人机灯光秀，吸引不少观众。刘婧说，看完《镖人：风起大漠》，她很想去大漠看看；在看《飞驰人生3》时，听到邻座已将川西列入旅行计划。
赖力表示，今年春节档不乏多类型影片满足观众需求、《镖人：风起大漠》票房逆跌、影院终端放映能力提升等亮点，“虽然春节档结束了，但这些影片的征战仍在继续。希望它们在春节档之后也能走出强劲的票房长尾曲线，为电影市场不断供能蓄热。”
三、3月，接受《环球时报》的采访：
Innovation illuminates ancient art:
China’s traditional Lantern Festival gets tech makeover with wide use of AI, XR, drones and more
AI-summoned mythical beasts for guided tours, XR technology enabling visitors to "roam within lanterns," and drone formations illuminating the skylines of ancient buildings... The Year of the Horse Lantern Festival, which falls on Tuesday, is witnessing an unprecedented fusion of cutting-edge technologies.
As night falls on Tuesday at the Guandi Temple historical and cultural block in Zhoukou, Central China's Henan Province, a lighting ceremony will mark the beginning of the evening festivities. A dazzling light show will illuminate the sky above the bell and drum towers, igniting the atmosphere in the square. Following this, 500 drones will take to the sky, performing a thematic display that vividly narrates the grand journey from the culture of integrity associated with Guan Yu, a deified figure from the ancient Chinese epic The Romance of the Three Kingdoms, to the historical transformation of Zhoukou's canal port and up to the modern achievement of Zhoukou Port. Traditional operas about Guan Yu will also be performed at Guandi Temple, paying homage to his spirit of loyalty and righteousness.
"Lantern festivals serve as an important medium for the public to perceive the depth of New Year customs and appreciate the festive spirit of the spring season. The rich viewing experiences and the strong atmosphere of the Chinese New Year make them a key attraction for visitors," said Sun Jiashan, a researcher at the Chinese Culture Teaching and Research Department of the Central Institute of Socialism, in an interview with the Global Times on Monday.
Explosion of light, tech
The application of an increasing array of cutting-edge technology is breaking the limitations of traditional static lantern displays, creating numerous immersive and interactive scenarios that are profoundly reshaping the visitor experience. At Shanghai's Yuyuan Garden Lantern Festival, with just a smartphone, visitors can summon AI-powered mythical beasts that give intelligent guided tours, participate in real-time "digital lantern riddle" activities, or use "AI photography" to integrate themselves into the intangible cultural heritage lantern displays.
Hu Junjie, a spokesperson for the Yuyuan Garden, said that this is all part of a specially designed digital project for this year's festival that aims to allow visitors to "immerse themselves in the festive atmosphere amid the flowing interplay of light and shadow."
Nowadays, lantern festivals have evolved into a new type of activity, a comprehensive cultural-tourism experience that is touchable and playable. "Entering the Lantern Festival in Hengdian feels like stepping into a TV drama. I specifically wore ancient-style makeup. The lantern festival here is really fun," shared one tourist on social media platform RedNote.
Hengdian World Studios in Jinhua, East China's Zhejiang Province, is widely known for its vast TV and film production spots. Diao Zhuo, chief director of the Hengdian World Studios Shangyuan Lantern Festival, said that the lantern festival features exciting content such as NPC (non-player character) improvisational interactions, ancient costume parades, and acrobatic performances.
Immersed in the festival, visitors can not only admire lanterns and watch shows but also step onto film sets to "become characters from the scenes, fulfill their acting dreams, and create unique cinematic memories," said Diao.
From spectator to participant
At the Zigong International Dinosaur Lantern Festival in Zigong, Southwest China's Sichuan Province, technology has enabled a breakthrough in interactive experiences, transforming visitors from "spectators" to "participants."
The installation, Qing Luan (Azure Phoenix) uses a light-wave drum as an interactive medium. When visitors gently strike the drum's surface, colored lasers change in sync with the rhythm, fountains dance in harmony, and the mechanical Azure Phoenix raises its head and spreads its wings.
Project leader Zhou Yujian explained, "We focus on building an emotional connection with visitors, allowing them to feel the charm of light and shadow through interactions."
"Technology is not meant to replace millennia of craftsmanship. Instead, it serves as a modern 'engine' and 'wings' for traditional skills. This fundamental shift in the experience is key to the leap in value of Zigong's colored lantern industry," said Shen Hongyue, president of the Zigong Lantern Industry Association, as reported by the People's Daily Overseas Edition.
Technology not only enhances experiences but also reshapes narratives. The 2026 Guangdong-Hong Kong-Macao Greater Bay Area Lantern Festival extensively employs technology such as AI, holographic projection, surround sound systems, and motion-sensing devices to empower traditional culture.
The lantern festival also features a nightly large-scale multimedia light show, Night of Nansha: Light of the Bay Area, which uses the ancient architectural complex of the Nansha Tianhou Palace as its "canvas."
Integrating laser projection, drone for -mations, and digital fireworks, it narrates a story of cultural heritage ranging from the ancient Maritime Silk Road to the modern-day Greater Bay Area.
Similarly, the Zigong Lantern Festival places greater emphasis on using lanterns as a medium and light as a narrative tool, enabling colored lanterns to "tell Chinese stories well." Standing 35 meters high, the Splendid Knot Illuminating the Gate takes the Chinese knot as its inspiration. Achieving visual consistency from both front and back, it resembles a gateway through time that connects the past and present.
From "viewing with the eyes" to "participating in person," and from simply admiring lanterns to experiencing multidimensional narratives, lantern festivals across China are leveraging technology to break through traditional boundaries.
Lantern festivals are also promoting the integration of traditional folk customs with contemporary expression, sparking cultural resonance among younger generations.
Sun explained that through in-depth narratives of local culture, lantern festivals become unique "ambassadors" of their cities. At the same time, the integration of culture and tourism will continue to deepen, giving rise to more diverse consumption scenarios and fostering the evolution of lantern festivals into regularized pillars of the nighttime economy.