Journey to the West: Conquering the Demons 2, starring Kris Wu. [Photo provided to China Daily]

One of them is comedian Guo Degang's Top Funny Comedian The Movie, which features Rowan Atkinson, the British actor globally known as Mr Bean. The other is The Village of No Return, starring Taiwan actress Shu Qi and award-winning actor Wang Qianyuan in a film that is an unlikely blend of ancient China and sci-fi.

So, what do the analysts and insiders feel about the movies on offer for the Spring Festival viewing?

Jiang Yong, a Beijing-based film critic, says: "Comedy has shown its power in dominating the Spring Festival box office. After all, the festival unites families who want to enjoy this period. We will soon see if the magic works.

"But, for now, the biggest suspense may not be who the winner is, but whether the festival can rescue the faltering market."

Wang Changtian, president of Enlight Media, however, said earlier that the changing market may spur the creative instincts of filmmakers.

"Figures can judge your commercial achievement, but will never measure a filmmaker's satisfaction. This gives the movie industry a unique charm, and also explains why billionaires like (Alibaba's Jack Ma and Wanda's Wang Jianlin) want to conquer this minefield," says Wang.

Contact the writer at xufan@chinadaily.com.cn