Film-plus initiatives spur new consumption trends across Chinese cities

Diversified spending models of "film-plus" have been explored across China this year, aiming to activate new consumption drivers and reshape urban economy.

Nowadays, going to the movies, browsing shopping malls, and enjoying related leisure activities have become important choices for people as daily pastimes, for family gatherings, and for socializing with friends. So many cities initiated programs to encourage businesses to cross-market with cinemas.

In 2025, the China Film Administration (CFA) rolled out a series of "film-plus" initiatives nationwide.

Through "film plus cultural and creative products" and "film plus retail," Chinese films have entered a new stage of full industry-chain intellectual property (IP) development.

"It has been one of my consumption habits to watch movies with my family or friends. It makes me feel very relaxed to have a meal or go shopping in the mall after watching movies, which is very convenient," said Zeng Tianpeng, a local resident in Fuzhou City, east China's Jiangxi Province.

Taking advantage of the movie-watching craze, many core business districts in Fuzhou City have actively collaborated with cinemas.

Consumption points from shopping and dining in malls can be exchanged for movie tickets. With the ticket stubs of the same day, people can enjoy exclusive discounts at over 30 restaurants, retail stores, entertainment outlets and nearby scenic spots across the city.

Films have effectively connected multiple fields such as culture and tourism, catering and shopping, gradually forming a new consumption pattern driven by films.

"We have transformed the cinema into a comprehensive experience space integrating social interaction, leisure and consumption through discounted ticket prices for the public, collaboration among business districts and upgraded service quality. This has boosted the popularity of the surrounding business districts, and helped to achieve a win-win situation for the cinema, merchants and citizens," said Wan Niu, manager of a cinema in Fuzhou City.

"We have been exploring 'ticket stub economy', providing discounts on meals or tickets, or other benefits to consumers with movie ticket stubs. We are developing the all-around radiation capacity of a film as an IP to empower a city or an industry," said Zhi Feina, a professor with the Chinese National Academy of Arts.

Film-plus initiatives spur new consumption trends across Chinese cities

China's summer grain procurement season is set to begin later this month, with the expectation of buying about 100 million tons of wheat during the peak period, roughly the same amount as last year, a national food reserves official said on Thursday.

Summer crops account for more than 20 percent of the country's annual grain output, over 90 percent of which is winter wheat. The peak purchasing season runs from late May to the end of September. This year, the summer grain harvest is expected to start about one week later than usual, with early batches already hitting the market in Hubei and Sichuan provinces.

"Preliminary analysis suggests that wheat purchases during the peak season will reach around 100 million tons, which is about 70 percent of total [wheat] output, basically unchanged from last year," said Luo Shouquan, director of the Food Reserves Department at the National Food and Strategic Reserves Administration.

Luo said authorities will step up market analysis and forecasting, and adjust policies as needed. He stressed efforts to facilitate market-oriented purchases, encouraging various buyers to enter the market, and calling on leading state-owned enterprises to take the lead in procurement to boost market confidence.

"A total of 110 million tons of storage capacity has been prepared across the country by far, enough to meet farmers' needs. We will strengthen market monitoring, activate the minimum purchase price mechanism in eligible regions in a timely manner, and coordinate both offline and online channels to ensure orderly purchases and keep the grain market stable," said the official.

China expects some 100 mln tons of wheat in summer procurement