The cast and crew of "Legends of the Condor Heroes: The Gallants" on stage at a promotional event at the China National Film Museum in Beijing, Jan. 22, 2025. [Photo courtesy of China Movie Channel]

The martial arts epic "Legends of the Condor Heroes: The Gallants," adapted from the classic novel by renowned Chinese author Jin Yong, also known as Louis Cha, vividly portrays both heroic bravery and heartfelt emotion, according to Tsui Hark, the director. Fu Ruoqing, producer and chairman of China Film Group, expressed hope that the film will not only recapture the classic charm of martial arts stories but also usher in the Chinese New Year with a spirit of righteousness for the Chinese people.

Since the six films began online presales on Jan. 19, advance ticket sales have exceeded 400 million yuan as of Jan. 23, with "Legends of the Condor Heroes: The Gallants" leading the pack at over 170 million yuan in presales, according to Maoyan Pro, a box office data tracker. All films are set to debut on Jan. 29, the first day of the Chinese New Year.

Lai Li, an analyst with Maoyan Pro, remarked that this lineup is viewed as one of the most enticing in recent years for the Spring Festival box office, thanks to all the films being based on popular franchises. He expressed optimism that if word of mouth proves favorable, the upcoming Chinese New Year holiday could break ticket sales records.

The event emphasized holiday movie ticket subsidies, including a project launched in December to invest over 600 million yuan to attract theatergoers. China Movie Channel also introduced promotional programs and roadshows, alongside various initiatives from local governments. For instance, Beijing plans to distribute 33 million yuan in cinema vouchers, while Sichuan province will issue over 50 million yuan in movie consumption subsidies.

Additionally, a movie-viewing advocacy campaign was launched at the event to promote civilized behavior, urging audiences not to illegally record films, refrain from making noise, and avoid checking their mobile phones during screenings.