Chinese traditional festivals with rich historical and cultural connotations fully reflect Chinese children’s national cultural emotions and values.It is of great significance to explore the cultural connotations beh...Chinese traditional festivals with rich historical and cultural connotations fully reflect Chinese children’s national cultural emotions and values.It is of great significance to explore the cultural connotations behind traditional festivals in primary school’s civics and political curriculum,and to cultivate primary school students’traditional cultural identity and increase their cultural self-confidence and patriotism through multi-channel and multi-form innovative educational strategies and curriculum design.展开更多
The Mid-Autumn Festival is a very important traditional Chinese festival.We had a threeday holiday from September 19th to 21st.And I had an enjoyable holiday with my family.
In the context of the cultural development of the new era and the burgeoning spiritual demands of the people,there has been a remarkable surge in the proliferation of traditional Chinese cultural programs.The“Chinese...In the context of the cultural development of the new era and the burgeoning spiritual demands of the people,there has been a remarkable surge in the proliferation of traditional Chinese cultural programs.The“Chinese Festivals”series,produced by Henan TV,standing out as an engaging TV program that showcases traditional Chinese culture,has rapidly captivated a diverse audience across different age groups,creating a rich,multi-dimensional,and cross-media cultural communication ecosystem.The program strategically selects symbolic elements by systematically categorizing and organizing traditional Chinese cultural symbols to create a rich cultural space.It employs cutting-edge scientific and technological methods to enrich viewer immersion,crafting media rituals with both temporal significance and a profound sense of media ritual.This approach boosts the program’s popularity and sets a benchmark for industry innovation.By fostering an interactive narrative between mainstream media and the public,the program continuously broadens the scope of the“story world,”fostering a harmonious and structured national cultural community through the creative interpretation of traditional Chinese culture and the evocative crafting of the aesthetic sensibilities inherent in Chinese art.It is worth noting that the phenomenon of aesthetic fatigue besets the development of this serial program.To address this issue and further improve the appeal of the program,a comprehensive approach is required to develop a cohesive narrative mode for the“story world.”This involves harmonizing the interplay between artistic endeavors and technological advancements,synchronizing sensory experiences with the foundational ritualistic elements,and enhancing the effectiveness of the media communication matrix to construct a brand of media culture that has social significance,aesthetic value,and economic profits in the new era.展开更多
Many countries list the Spring Festival as a national holiday,and about one-fifth of humanity celebrates this festival in various ways.THE Chinese New Year,also known as the Spring Festival,is a time-honored social an...Many countries list the Spring Festival as a national holiday,and about one-fifth of humanity celebrates this festival in various ways.THE Chinese New Year,also known as the Spring Festival,is a time-honored social and cultural tradition that has been celebrated for thousands of years.It is a festival that not only marks the inception of a new year in Chinese lunar calendar,but also acts as a symbolic bridge to connect individuals from different cultures and backgrounds.展开更多
In order to pray for harvest and express gratitude, Dong ethnic arranged sacrifices of farming in accordance with periodicity of rice production and its requirements to festivals and calendar. Meanwhile, New Year, Pra...In order to pray for harvest and express gratitude, Dong ethnic arranged sacrifices of farming in accordance with periodicity of rice production and its requirements to festivals and calendar. Meanwhile, New Year, Pray in Spring and Return in Autumn not only play significant roles in agricultural production, but also evolve to farming holidays which are enriched with more social connotations. Centered on husbandry and production, some folklore that is rich in local color has been formed in Dong society. The writer introduced some farming ritual of Dong ethnic group, such as, sowing, Kai Yang Men, Rain-praying, Chang Xin, reaping and Lunar New Year, summarized their belief in the land worship, festival ritual, ancestor ritual and ceres ritual. It is concluded that sacrifice is a production-related folklore, which is formed by repeated operation and constant practice. Some taboos were also prohibited in agricultural sacrifice because people were not able to change the unfavorable reality of farming with their insufficient experience and knowledge; however, they resorted to witchcraft for the purpose of harvest. It is believed that the activity of sacrifice will also be kept in the life of Dong ethnic group due to their dependency on agriculture and the land.展开更多
This paper analyzes the cultural elements of China's four traditional festivals from the perspective of the Theory of Cultural Functions, which presents in detail the forming of traditional festivals, varied festi...This paper analyzes the cultural elements of China's four traditional festivals from the perspective of the Theory of Cultural Functions, which presents in detail the forming of traditional festivals, varied festival traditions and good expectations held by people toward lives. This paper is also designed with the aim to further exert the functions of traditional Chinese festivals, which as a result, will contribute to the preservation of national characters and the inheritance of national spirits.展开更多
Festival, an occasion when people come to enjoy themselves. Every country has its own traditional festivals, celebrated by all kinds of activities. In China, the most important festival is Spring Festival, while in Am...Festival, an occasion when people come to enjoy themselves. Every country has its own traditional festivals, celebrated by all kinds of activities. In China, the most important festival is Spring Festival, while in America, the most important festival is Christmas. Festi val differences exist between China and America. With time elapsing, festival culture changes gradually and some new cultural phenome non occurs.展开更多
As the two most important festivals in China and western countries, Spring Festival and Christmas Day each exempli?fies some of the core values and cultural differences in these two cultures wit which this paper is ma...As the two most important festivals in China and western countries, Spring Festival and Christmas Day each exempli?fies some of the core values and cultural differences in these two cultures wit which this paper is mainly concerned. By comparing the external manners such as the family reunion, shopping, exchanging New Year greetings, the paper explore the internal cultur?al differences determining those different external manners such as the collectivism, individualism, filial piety, ancestor worship and religion, etc. Through those comparisons, this paper will succeed to achieve its goal if it exhibits, as the title suggests, a glimpse of cultural differences.展开更多
The solvent extractable organic compounds (SEOC), including n-alkanes, polycylic aromatic hydrocarbons, fatty acids, and dicarboxylic acids in PM2.5 during the 2007 Chinese Spring Festival in Beijing, were measured ...The solvent extractable organic compounds (SEOC), including n-alkanes, polycylic aromatic hydrocarbons, fatty acids, and dicarboxylic acids in PM2.5 during the 2007 Chinese Spring Festival in Beijing, were measured via gas chromatography-mass spectrometry for determining the characteristics and sources of these organic pollutants. The concentrations of total n-alkanes, PAHs, and organic acids before Chinese Spring Festival Eve (1025.5, 95.9, and 543.3 ng/m3, respectively) were higher than those after (536.6, 58.9, and 331.8 ng/m3, respectively), n-Aalkanes and PAHs had much higher concentration in nighttime than those in daytime because of high relative humidity and low wind speed during the night. Combustion of coal and exhaust emission were major sources of n- alkanes. It could be concluded by the characteristic ratios that the primary source of PAHs in fine particles was the combustion of coal, but the combustion of gasoline was in the next place. The ratios of C18:0/C16 indicated the contribution of vehicular emissions to the fatty acids. Dicarboxylic and aromatic acids were abundant in daytime than in nighttime because these acids were secondary organic acid and the photochemical degradation of aromatic hydrocarbons was the main source.展开更多
Dragon Boat Festival herbal markets in the Qianxinan Buyi and Miao Autonomous Prefecture of southwestern Guizhou have a long well-conserved history.These markets,which are a feature of Buyi and Miao traditional medici...Dragon Boat Festival herbal markets in the Qianxinan Buyi and Miao Autonomous Prefecture of southwestern Guizhou have a long well-conserved history.These markets,which are a feature of Buyi and Miao traditional medicines,contain a rich diversity of medicinal plants and traditional medical knowledge.Today,people in southwestern Guizhou still believe that using herbs during the Dragon Boat Festival prevents and can treat disease.In this study,we identified the fresh herbal plants sold at the herbal markets of Xingren City and Zhenfeng County in Qianxinan Buyi and Miao Autonomous Prefecture and quantified their importance.We identified 141 plant species(belonging to 114 genera and 61 families).The plant family with the most species was Asteraceae(14 species).Informants reported that most medicinal plants are herbaceous,with 95.7%of plants used for decoction and 30.5%used for medicinal baths.Medicinal plants are most commonly used to treat rheumatism,injury,and abdominal diseases.The utilization frequency index and relative importance values indicated that Artemisia argyi and Acorus calamus are the most important plants sold at herbal markets during the Dragon Boat Festival.The price of medicinal materials sold in the market may serve as an indicator of the conservation status of species in the region.These findings indicate that the Dragon Boat Festival herbal markets in the Qianxinan Buyi and Miao Autonomous Prefecture fully embodies the characteristics of indigenous ethnomedicine and culture,and also exhibits the diversity of plant resources.We recommend that rare and endangered plants in this region be domesticated and protected.展开更多
As China steps up its reform and opening up to the outside world,Chinese,especially the young,are becoming increasingly interested in western festivals.However,some traditional festivals in China are left out in the c...As China steps up its reform and opening up to the outside world,Chinese,especially the young,are becoming increasingly interested in western festivals.However,some traditional festivals in China are left out in the cold.This paper is mainly on the effect of west ern festivals on traditional festivals in China,trying to analyze the reason why it becomes this and it will lead us to face the communion and mixture between the two parties rationally.From the perspective of folk culture,it is necessary for us to find the motive of reform of Chinese traditional festivals.展开更多
This paper argues that ritual is not only restricted to religious activities, but can also be ethological, sociological, and ecological in nature. The artistic, stylistic, and functional characteristics of one particu...This paper argues that ritual is not only restricted to religious activities, but can also be ethological, sociological, and ecological in nature. The artistic, stylistic, and functional characteristics of one particular festival of the Bamana in Mali to celebrate the harvest and new planting season will be analyzed. This festival primarily takes on the form of animal masquerades in which masks, puppets, drumming, singing, and dancing are blended into a ritualistic celebration of a certain cultural identity. The Bamana culture has lost religion as a marker, as Islam is now the dominant religion in Mali, but traditional social relationships and morals among the Bamana as a patriarchal society are concretized and objectified by their animal masquerades. Apart from being a seasonal festival, events from the past are commemorated; customary gender roles are defined; and some fundamental and complex social concepts are reinforced by a performance mode which relies on a collective memory and oral transmission.展开更多
During the last decade, music festivals are increasingly used as an important motivator to attract visitors, giving riseto a more sustainable tourism growth in hand with cultural stimulation for the cities. This resea...During the last decade, music festivals are increasingly used as an important motivator to attract visitors, giving riseto a more sustainable tourism growth in hand with cultural stimulation for the cities. This research paper aims toaddress the motives and barriers of music festival visitors travelling to attend two music events in the second largestGreek city of Thessaloniki in Northern Greece. The main objective of the research paper is to determine the visitors’motivation for choosing to attend each festival and thereafter the challenges they face during their visit in the city.This exploratory research study focuses on two distinct and popular music festivals namely Reworks Festival andStreet Mode Festival. Both events share three main characteristics: (1) They host both international & Greekprofessional artists;(2) they are primarily privately funded;and (3) they have achieved a consecutive 10 years ofsuccessful presence in the city attracting thousands of visitors each year. The research methodology is based on thecollection of qualitative data by conducting one to one interviews with festival visitors. Findings of the analysis ofthe two festivals direct at identifying the commonalities & differences in tourists’ drives and obstacles in regards totheir festival attendance and visit in the city of Thessaloniki. In both cases, it is inferred that both festivals have alot of further untapped potential, as unique city branding tools, adding value to the destinations and extending thetourism season. Conclusions can contribute to building more concise and sustainable destination tourism strategiesand, therefore, more successful and sustainable events, with long-term benefits, ranging from local to nationallevels.展开更多
The most traditional festival in China is Spring Festival.It usually comes in February---the coldest time of a year.It lasts for almost a month.Children are looking forward to its coming,people of all ages are excited...The most traditional festival in China is Spring Festival.It usually comes in February---the coldest time of a year.It lasts for almost a month.Children are looking forward to its coming,people of all ages are excited on this day.Spring festival is a symbol of happiness and reunion just like the Christmas Day in the west.Family members get back from all over the country and get reunion to celebrate the new year.About a month before New Year comes,the host and hostess begin to prepare food for the festival.Farmers in the countryside kill their pigs,sheep and ducks,hunt the fish and make them smoked.They also buy firecrackers,展开更多
As a cultural phenomenon,festival is the product of the development of human society.Festivals,which are the miniatures and climax of human life,have their distinct cultural and spiritual meanings.Chinese and western ...As a cultural phenomenon,festival is the product of the development of human society.Festivals,which are the miniatures and climax of human life,have their distinct cultural and spiritual meanings.Chinese and western festival cultures differ from each other because they have different histories and cultural backgrounds.The comparison of festival cultures between China and western countries can not only help us leam English,but also make us know more about our cultures and promote the cultural communication of China and the West.展开更多
The box office during the later Spring Festival shows an attractive prospect.This paper studied the factors affecting total box office during the broad Spring Festival which is from the Spring Festival to the Lantern ...The box office during the later Spring Festival shows an attractive prospect.This paper studied the factors affecting total box office during the broad Spring Festival which is from the Spring Festival to the Lantern Festival.Data of films released during the broad Spring Festival from the years 2016 to 2019 in China were gathered,and the impact of eight explanatory variables on the box office during the broad Spring Festival was empirically analyzed by partial least squares(PLS)regression with software SIMCA.The results suggest that word-of-mouth has the most positive effect on the box office during the broad Spring Festival.Later propaganda has a positive effect,while early promotion has a negative effect on the box office.Director’s influence has a positive effect,while actor’s influence does not contribute much to the box office.Length of the trailer has a negative effect.The film format of 2D or 3D doesn’t contribute much to the box office.展开更多
文摘Chinese traditional festivals with rich historical and cultural connotations fully reflect Chinese children’s national cultural emotions and values.It is of great significance to explore the cultural connotations behind traditional festivals in primary school’s civics and political curriculum,and to cultivate primary school students’traditional cultural identity and increase their cultural self-confidence and patriotism through multi-channel and multi-form innovative educational strategies and curriculum design.
文摘The Mid-Autumn Festival is a very important traditional Chinese festival.We had a threeday holiday from September 19th to 21st.And I had an enjoyable holiday with my family.
基金the project“Research on the Digitalized Living Inheritance and Development of the Yellow River Cultural Gene,”a project of Humanities and Social Sciences Research of Higher Education Institutes in Henan Province(Project No.2024-ZDJH-770).
文摘In the context of the cultural development of the new era and the burgeoning spiritual demands of the people,there has been a remarkable surge in the proliferation of traditional Chinese cultural programs.The“Chinese Festivals”series,produced by Henan TV,standing out as an engaging TV program that showcases traditional Chinese culture,has rapidly captivated a diverse audience across different age groups,creating a rich,multi-dimensional,and cross-media cultural communication ecosystem.The program strategically selects symbolic elements by systematically categorizing and organizing traditional Chinese cultural symbols to create a rich cultural space.It employs cutting-edge scientific and technological methods to enrich viewer immersion,crafting media rituals with both temporal significance and a profound sense of media ritual.This approach boosts the program’s popularity and sets a benchmark for industry innovation.By fostering an interactive narrative between mainstream media and the public,the program continuously broadens the scope of the“story world,”fostering a harmonious and structured national cultural community through the creative interpretation of traditional Chinese culture and the evocative crafting of the aesthetic sensibilities inherent in Chinese art.It is worth noting that the phenomenon of aesthetic fatigue besets the development of this serial program.To address this issue and further improve the appeal of the program,a comprehensive approach is required to develop a cohesive narrative mode for the“story world.”This involves harmonizing the interplay between artistic endeavors and technological advancements,synchronizing sensory experiences with the foundational ritualistic elements,and enhancing the effectiveness of the media communication matrix to construct a brand of media culture that has social significance,aesthetic value,and economic profits in the new era.
文摘Many countries list the Spring Festival as a national holiday,and about one-fifth of humanity celebrates this festival in various ways.THE Chinese New Year,also known as the Spring Festival,is a time-honored social and cultural tradition that has been celebrated for thousands of years.It is a festival that not only marks the inception of a new year in Chinese lunar calendar,but also acts as a symbolic bridge to connect individuals from different cultures and backgrounds.
基金Supported by Fund of Guizhou Social Planning in Philosophy(09GHQN014)~~
文摘In order to pray for harvest and express gratitude, Dong ethnic arranged sacrifices of farming in accordance with periodicity of rice production and its requirements to festivals and calendar. Meanwhile, New Year, Pray in Spring and Return in Autumn not only play significant roles in agricultural production, but also evolve to farming holidays which are enriched with more social connotations. Centered on husbandry and production, some folklore that is rich in local color has been formed in Dong society. The writer introduced some farming ritual of Dong ethnic group, such as, sowing, Kai Yang Men, Rain-praying, Chang Xin, reaping and Lunar New Year, summarized their belief in the land worship, festival ritual, ancestor ritual and ceres ritual. It is concluded that sacrifice is a production-related folklore, which is formed by repeated operation and constant practice. Some taboos were also prohibited in agricultural sacrifice because people were not able to change the unfavorable reality of farming with their insufficient experience and knowledge; however, they resorted to witchcraft for the purpose of harvest. It is believed that the activity of sacrifice will also be kept in the life of Dong ethnic group due to their dependency on agriculture and the land.
文摘This paper analyzes the cultural elements of China's four traditional festivals from the perspective of the Theory of Cultural Functions, which presents in detail the forming of traditional festivals, varied festival traditions and good expectations held by people toward lives. This paper is also designed with the aim to further exert the functions of traditional Chinese festivals, which as a result, will contribute to the preservation of national characters and the inheritance of national spirits.
文摘Festival, an occasion when people come to enjoy themselves. Every country has its own traditional festivals, celebrated by all kinds of activities. In China, the most important festival is Spring Festival, while in America, the most important festival is Christmas. Festi val differences exist between China and America. With time elapsing, festival culture changes gradually and some new cultural phenome non occurs.
文摘As the two most important festivals in China and western countries, Spring Festival and Christmas Day each exempli?fies some of the core values and cultural differences in these two cultures wit which this paper is mainly concerned. By comparing the external manners such as the family reunion, shopping, exchanging New Year greetings, the paper explore the internal cultur?al differences determining those different external manners such as the collectivism, individualism, filial piety, ancestor worship and religion, etc. Through those comparisons, this paper will succeed to achieve its goal if it exhibits, as the title suggests, a glimpse of cultural differences.
基金supported by the National Basic Re-search Program (973) of China (No. 2007CB407303)the National Natural Science Foundation of China (No.40525016)the Hi-Tech Research and Development Program (863) of China (No. 2006AA06A301).
文摘The solvent extractable organic compounds (SEOC), including n-alkanes, polycylic aromatic hydrocarbons, fatty acids, and dicarboxylic acids in PM2.5 during the 2007 Chinese Spring Festival in Beijing, were measured via gas chromatography-mass spectrometry for determining the characteristics and sources of these organic pollutants. The concentrations of total n-alkanes, PAHs, and organic acids before Chinese Spring Festival Eve (1025.5, 95.9, and 543.3 ng/m3, respectively) were higher than those after (536.6, 58.9, and 331.8 ng/m3, respectively), n-Aalkanes and PAHs had much higher concentration in nighttime than those in daytime because of high relative humidity and low wind speed during the night. Combustion of coal and exhaust emission were major sources of n- alkanes. It could be concluded by the characteristic ratios that the primary source of PAHs in fine particles was the combustion of coal, but the combustion of gasoline was in the next place. The ratios of C18:0/C16 indicated the contribution of vehicular emissions to the fatty acids. Dicarboxylic and aromatic acids were abundant in daytime than in nighttime because these acids were secondary organic acid and the photochemical degradation of aromatic hydrocarbons was the main source.
基金This work was supported by the grants from the National Natural Science Foundation of China(31860074,U1812403)the Science and Technology project of Guizhou Province(QKHZC[2018]2799)and Guizhou Province Engineering Research Center for Natural Drugs.
文摘Dragon Boat Festival herbal markets in the Qianxinan Buyi and Miao Autonomous Prefecture of southwestern Guizhou have a long well-conserved history.These markets,which are a feature of Buyi and Miao traditional medicines,contain a rich diversity of medicinal plants and traditional medical knowledge.Today,people in southwestern Guizhou still believe that using herbs during the Dragon Boat Festival prevents and can treat disease.In this study,we identified the fresh herbal plants sold at the herbal markets of Xingren City and Zhenfeng County in Qianxinan Buyi and Miao Autonomous Prefecture and quantified their importance.We identified 141 plant species(belonging to 114 genera and 61 families).The plant family with the most species was Asteraceae(14 species).Informants reported that most medicinal plants are herbaceous,with 95.7%of plants used for decoction and 30.5%used for medicinal baths.Medicinal plants are most commonly used to treat rheumatism,injury,and abdominal diseases.The utilization frequency index and relative importance values indicated that Artemisia argyi and Acorus calamus are the most important plants sold at herbal markets during the Dragon Boat Festival.The price of medicinal materials sold in the market may serve as an indicator of the conservation status of species in the region.These findings indicate that the Dragon Boat Festival herbal markets in the Qianxinan Buyi and Miao Autonomous Prefecture fully embodies the characteristics of indigenous ethnomedicine and culture,and also exhibits the diversity of plant resources.We recommend that rare and endangered plants in this region be domesticated and protected.
文摘As China steps up its reform and opening up to the outside world,Chinese,especially the young,are becoming increasingly interested in western festivals.However,some traditional festivals in China are left out in the cold.This paper is mainly on the effect of west ern festivals on traditional festivals in China,trying to analyze the reason why it becomes this and it will lead us to face the communion and mixture between the two parties rationally.From the perspective of folk culture,it is necessary for us to find the motive of reform of Chinese traditional festivals.
文摘This paper argues that ritual is not only restricted to religious activities, but can also be ethological, sociological, and ecological in nature. The artistic, stylistic, and functional characteristics of one particular festival of the Bamana in Mali to celebrate the harvest and new planting season will be analyzed. This festival primarily takes on the form of animal masquerades in which masks, puppets, drumming, singing, and dancing are blended into a ritualistic celebration of a certain cultural identity. The Bamana culture has lost religion as a marker, as Islam is now the dominant religion in Mali, but traditional social relationships and morals among the Bamana as a patriarchal society are concretized and objectified by their animal masquerades. Apart from being a seasonal festival, events from the past are commemorated; customary gender roles are defined; and some fundamental and complex social concepts are reinforced by a performance mode which relies on a collective memory and oral transmission.
文摘During the last decade, music festivals are increasingly used as an important motivator to attract visitors, giving riseto a more sustainable tourism growth in hand with cultural stimulation for the cities. This research paper aims toaddress the motives and barriers of music festival visitors travelling to attend two music events in the second largestGreek city of Thessaloniki in Northern Greece. The main objective of the research paper is to determine the visitors’motivation for choosing to attend each festival and thereafter the challenges they face during their visit in the city.This exploratory research study focuses on two distinct and popular music festivals namely Reworks Festival andStreet Mode Festival. Both events share three main characteristics: (1) They host both international & Greekprofessional artists;(2) they are primarily privately funded;and (3) they have achieved a consecutive 10 years ofsuccessful presence in the city attracting thousands of visitors each year. The research methodology is based on thecollection of qualitative data by conducting one to one interviews with festival visitors. Findings of the analysis ofthe two festivals direct at identifying the commonalities & differences in tourists’ drives and obstacles in regards totheir festival attendance and visit in the city of Thessaloniki. In both cases, it is inferred that both festivals have alot of further untapped potential, as unique city branding tools, adding value to the destinations and extending thetourism season. Conclusions can contribute to building more concise and sustainable destination tourism strategiesand, therefore, more successful and sustainable events, with long-term benefits, ranging from local to nationallevels.
文摘The most traditional festival in China is Spring Festival.It usually comes in February---the coldest time of a year.It lasts for almost a month.Children are looking forward to its coming,people of all ages are excited on this day.Spring festival is a symbol of happiness and reunion just like the Christmas Day in the west.Family members get back from all over the country and get reunion to celebrate the new year.About a month before New Year comes,the host and hostess begin to prepare food for the festival.Farmers in the countryside kill their pigs,sheep and ducks,hunt the fish and make them smoked.They also buy firecrackers,
文摘As a cultural phenomenon,festival is the product of the development of human society.Festivals,which are the miniatures and climax of human life,have their distinct cultural and spiritual meanings.Chinese and western festival cultures differ from each other because they have different histories and cultural backgrounds.The comparison of festival cultures between China and western countries can not only help us leam English,but also make us know more about our cultures and promote the cultural communication of China and the West.
基金Communication University of China Foundation,China(No.CUC18A015-2)Fundamental Research Funds for the Central Universities,China(No.CUC200D036)
文摘The box office during the later Spring Festival shows an attractive prospect.This paper studied the factors affecting total box office during the broad Spring Festival which is from the Spring Festival to the Lantern Festival.Data of films released during the broad Spring Festival from the years 2016 to 2019 in China were gathered,and the impact of eight explanatory variables on the box office during the broad Spring Festival was empirically analyzed by partial least squares(PLS)regression with software SIMCA.The results suggest that word-of-mouth has the most positive effect on the box office during the broad Spring Festival.Later propaganda has a positive effect,while early promotion has a negative effect on the box office.Director’s influence has a positive effect,while actor’s influence does not contribute much to the box office.Length of the trailer has a negative effect.The film format of 2D or 3D doesn’t contribute much to the box office.