China's cinemas enhance experience to stimulate movie-related consumption during National Day holiday

In a bid to stimulate movie-related consumption during the National Day holiday, local governments across China are rolling out subsidies and vouchers, while cinemas are intensifying efforts to improve the experience for movie-goers.

As of 19:03 on Thursday, the box office for the 2024 National Day holiday, including previews and presales, had surpassed 1.2 billion yuan (about 170 million U.S. dollars), according to ticketing platform Dengta.

The National Day holiday, which runs from October 1 to 7, is part of a broader film consumption season promoted by the China Film Administration, which will see over 300-million-yuan worth of subsidies being released to movie-goers from August to October.

In Beijing, 10-million-yuan worth of subsidies will be released during the holiday, and in Shanghai, the promotional efforts will last longer with coupons worth up to 45 million yuan to be issued from October to the end of the year.

As the film market is boosted by consumers coming to cinemas with discounts, the country's cinema operators have been taking the opportunity to enhance the experience of their customers.

"Apart from the festive National Day holiday decorations, we also put other decorations featuring elements selected from the scenes of each film. We hope that they will help give the movie-goers some immersive experiences as they come to watch the films," said Cai Min, manager of a cinema in Beijing.

In south China's island province of Hainan, cinema operators are innovating by adding performance stages and private rooms in cinemas, where customers can enjoy services like concerts and catering alongside movies.

"Nearly 90 percent of our 25 private rooms were booked by the National Day holiday customers. We made the changes because we want to innovate the business model of traditional cinemas, which only offer movie-goers popcorns and a place to watch films. In our cinema, customers can listen to some folksongs before watching the film and they can also enjoy meals and have party while enjoying the films. These help break the physical boundaries of film theaters and make the whole cinema more diversified," said Liu Wei, executive vice president of the Hongshulin Tourism Operation and Management Group.

"In this cinema, apart from watching the movie, I also enjoyed other services like the concerts and catering. I think the business model is great and fashionable," said Liu Mingqi, a movie-goer.

China's cinemas enhance experience to stimulate movie-related consumption during National Day holiday

China's cinemas enhance experience to stimulate movie-related consumption during National Day holiday

China's cinemas enhance experience to stimulate movie-related consumption during National Day holiday

Macao has been emerging as a global hub for conventions and exhibitions in recent years by exploring the enormous opportunities in the sector, driving the region to advance its economic diversification and embrace a brighter future.

Macao has received many awards this year, such as the Best Convention City (Asia) and the Best BT-MICE City, showcasing the recognition for and influence of Macao's exhibition industry.

More than 1,000 electronic game enthusiasts from all over the world gathered recently in Macao to participate in a esports themed event.

Su Zhili, organizer of the event, said that Macao's rich experience in hosting large-scale events, coupled with its good infrastructure, has driven him to choose the region as an ideal destination to hold such an activity.

"Macao has held many similar large-scale events. It has rich experience, and the facilities at the venue are relatively mature, so we can start our work comfortably," said Su.

During the first three quarters of 2024, Macao held more than 1,000 conferences and exhibitions in total.

"We will invite more professional, special conferences to be held in Macao and also cultivate more exhibition brands with international influence in Macao, so as to promote Macao's exhibitions to be more market-oriented, professional, international, digital and greener from various aspects. This is our goal," said Elaine Wong, member of the Macao Commerce and Investment Promotion Institute.

In addition, multiple large exhibitions and conferences, such as the Macao International Trade and Investment fair, the Macao Franchise Expo, and the International Infrastructure Investment and Construction Forum, are held regularly in Macao.

With the introduction of a series of policies and measures to facilitate the exchanges between the mainland and Macao, as well as the construction and development of the Guangdong-Hong Kong-Macao Greater Bay Area and the Guangdong-Macao In-Depth Cooperation Zone in Hengqin, Macao's convention and exhibition industry will embrace more opportunities for development in the foreseeable future.

"We have such a good industrial base in the Greater Bay Area. The mode of 'Convention and Exhibition + Industry' not only integrates the industries of Macao, but also the industries of the Greater Bay Area. In addition, Macao actively integrates into the national development and plays a role in the Belt and Road. Why are we so confident in Macao's convention and exhibition sector? Because it is backed by the motherland, and the country gives Macao great support," said Alan Ho, chairman of the Macao Association of Convention, Exhibition and Tourism Sectors.

Macao emerges as global hub for conventions and exhibitions, driving economic diversification and international recognition