China has announced 16 "film-plus" consumption pilot cities to advance economic and social development by expanding movie viewership and innovating cinema-related spending.
The pilot program focuses on cultivating new growth in film attendance, upgrading cinema consumption models, and expanding the film derivatives market. By integrating the silver screen with broader retail and service sectors, the initiative seeks to turn the popularity of films into a sustainable economic driver. As one of the selected pilot cities, Wuxi in east China's Jiangsu Province has unveiled a promotional campaign to stimulate local consumption through cinema-related incentives for the upcoming Spring Festival, which begins on February 17 this year. The campaign includes 12 million yuan (about 1.74 million U.S. dollars) in movie vouchers, along with 8 million yuan in "film-plus" benefits covering food delivery, dining, hotels, and transportation.
"I intend to see 'Pegasus 3' during the Spring Festival. Upon completion, the ticket stub entitles me to discounts at a designated restaurant. Wishing everyone a joyful and happy new year," said Li Huiru, an audience in Wuxi.
"During the Spring Festival holiday, audiences can claim a 20-yuan discount voucher for a single ticket on designated third-party platforms starting at 10:00 every day," said Ren Yan, an assistant at the marketing department of Wuxi Big World Cineplex.
Meanwhile, Qingdao in east China's Shandong Province has leveraged its large-scale film and television production base, the Oriental Movie Metropolis, to attract a number of major productions, including the "The Wandering Earth" and "Creation of the Gods" film series, for on-location shooting. The film industry has also driven local cultural and tourism consumption, drawing many visitors to "check in" at filming locations.
To further stimulate consumption, local authorities have incorporated movie stubs into initiatives supporting the broader local economy.
"We have launched a series of ticket-stub promotional activities. Consumers can follow the instructions on designated platforms to upload their ticket stubs and generate coupons. These benefits can be used for extra discounts at more than 700 local merchants in Qingdao, including restaurants, hotels, tourist attractions, and shops," said Zhang Xiaoyu, an official with the film division of the Publicity Department of the Qingdao Municipal Party Committee.
China lists 16 pilot cities for "film-plus" consumption to drive economic growth
