Advance box office sales for new films during the upcoming May Day holiday totaled 100 million yuan (about $15.42 million) by afternoon of April 28.

More than 10 new titles will be released on Friday and Saturday, according to a schedule released by film data platforms.

"My Love," a romantic drama from Enlight Pictures, currently tops the advance sales chart compiled by box office tracker Maoyan, having amassed 42.1 million yuan.

"Cliff Walkers," renowned Chinese director Zhang Yimou's first foray into the spy genre, is in second place with more than 25.6 million yuan.

Crime thriller "Home Sweet Home" ranks third with 10.1 million yuan.

Three other films have made significant advance gains: "Break Through the Darkness," a crime action tentpole telling the story of China's fight against organized crime; the Hong Kong-based crime thriller "Money Empire;" and "Tiger Robbers," a fantasy comedy.

May Day, also known as Labor Day, is observed on May 1 in China. The five-day May Day holiday starting on May 1 is usually a busy movie-going period in China.