Cinemas and cultural venues in Shanghai and Guangzhou moved beyond traditional screenings by embracing a "film+" model during the May Day holiday, integrating films with tourism, dining, and themed attractions to energize the holiday economy.
In Shanghai's Wu'an Film District, a film-themed bookstore became a popular destination for film enthusiasts.
"More than 80 percent of our books are film-related. During the holiday, our customer traffic rose by 50 percent compared with normal days," said Xiao Pu, manager of the bookstore.
At the 2026 Shanghai International Coffee Culture Festival held on the North Bund, an open-air film screening area drew crowds of locals and tourists, who enjoyed a relaxing blend of cinema and coffee.
During the festival, over 70 cinemas across Shanghai launched a "Coffee and Cinema Month" promotion, offering ticket holders discounts on coffee drinks and limited-edition fridge magnets.
"On the first day of the promotion, our box office revenue increased by about 20 percent year on year, and beverage sales rose by 13 percent," said Lu Ying, manager of a cinema.
In Guangzhou City, south China's Guangdong Province, the Yonghan Film Theme Park saw sustained high attendance. The park created a nostalgic movie atmosphere with classic film posters, vintage projectors, film-reel-shaped lights and retro light trails. It also introduced local specialty eateries and Cantonese snacks, set up a film-themed food market and an open-air viewing area where visitors could enjoy movies while savoring authentic local dishes.
The park is closely linked to surrounding tourism and retail businesses, forming a consumption loop that integrates movies, food, cultural exploration, and shopping, drawing foot traffic and boosting spending.
"In the past, watching a movie meant being cooped up in a closed theater, and a trip to the park was just for a walk. But here it is different. You can watch a film outdoors, and there are so many appealing shops. It feels completely free and relaxing," said Ma Huimin, a visitor.
"The shift from 'movie' to 'movie+' has mobilized a growing number of cultural industries, bringing cinema into broader spaces and creating new hubs for both consumption and culture," said Chen Tao, Associate Dean of the School of Liberal Arts at Renmin University of China.
"Movie+" model boosts holiday consumption in Shanghai, Guangzhou
