Chinese cinemas are branching out into gaming, retail and social events as the summer movie season gains momentum and venues seek new revenue streams.
Box-office takings for the summer season, including presales, exceeded 7.1 billion yuan, or about 1.1 billion U.S. dollars, by midnight on Sunday, according to online platform data.
The summer tally has helped lift China's year-to-date box office to more than 22.8 billion yuan, or about 3.4 billion dollars.
The National Film Administration and the State Administration for Market Regulation have jointly called on cinemas to diversify their operations and develop into broader cultural spaces combining film, entertainment, social activities and consumer services.
At the Wukesong branch of Yaolai Jackie Chan Cinema in Beijing, a screening hall that had hosted a film meet-and-greet an hour earlier was converted into a venue for themed parties and e-sports viewing.
Staff removed some seats and brought in dining tables and sofas, while the screen switched to an interactive display for an immersive gaming experience.
"We had just watched 'Kung Fu Soccer' and then tried the game. It was really immersive, and the atmosphere was great," said cinema-goer Zhang Jingchu.
The cinema has also added a shop selling character merchandise, an XR interactive-gaming area, claw machines and exhibition spaces, aiming to encourage moviegoers to spend more time at the venue.
"These offerings have increased the time visitors spend at the cinema. They now typically stay for 40 minutes to an hour," said Cen Junlan, regional marketing manager for Yaolai Jackie Chan Cinema's Beijing, Tianjin and Henan operations.
Non-ticket revenue from the Wukesong cinema's diversified operations accounts for about 20 percent to 25 percent of its annual revenue, according to the company.
China’s summer box office tops 7.1 billion yuan, cinemas expand offerings
