China's holiday movie market has sparked a surge in retail and cultural spending by integrating film showing with merchandise, intangible cultural heritage and reading initiatives so far during the official nine-day Spring Festival holiday season ending on Monday.
In northwestern Beijing's suburban Yanqing District, cinemas have become a primary hub for holiday making, with a series of family-oriented movies drawing a steady stream of parents and children.
"Coming to watch movies with my kids every year has become a fixed New Year tradition for our family. Sitting together to watch a film is both heartwarming and joyful," said Hao Yanhua, a local resident.
The box office success has directly boosted the sales of film-related products. At a pop-up event for the film "Panda Plan: The Magical Tribe" in central Beijing's Chaoyang District, interactive displays featuring giant pandas have attracted large crowds of shoppers.
"Currently, 'Panda Plan' involves about 19 types of products on sale, with charms and blind boxes being the top sellers. Many audience members will come to the store to buy derivatives right after watching the movie, while some customers will buy the merchandise first before heading to the cinema to 'check in' for the film," said Han Hongyuan, a staff member at the pop-up store.
Beyond physical merchandise, the "film-plus" strategy is revitalizing local cultural sectors. In Lanzhou city of northwest China's Gansu Province, several cinemas have introduced an "intangible cultural heritage area," allowing audience members to experience traditional crafts in dedicated zones before or after their screenings.
This integration also extends to the literary market. The Northwest Bookstore in Lanzhou has established special stalls featuring original novels and derivative books of current blockbusters, allowing the cinematic experience to continue through reading.
"We encourage people to visit bookstores, read good books, and see great movies during the Chinese New Year holiday, allowing readers to have an immersive cultural experience for the New Year," said Wang Weiyan, deputy general manager of the Northwest Bookstore.
In Baiyin City of northwest China's Gansu Province, local bookstores have also launched joint promotional programs with cinemas, where movie ticket stubs can be used to receive discounts on book purchases, adding a stronger cultural atmosphere to residents’ Spring Festival holiday.
"I bought two books at bookstore downstairs, and the staff told me there was a joint promotion with the cinema upstairs. Then I came to see a movie and got a half-price ticket. It's my first time experiencing this kind of activity,” said Zhang Yue, a resident of Baiyin.
China’s "film-plus" initiatives drive diverse consumption scenarios during Spring Festival
