"Ne Zha 2", the highly anticipated sequel to the 2019 animated hit, has become a box-office sensation, with packed IMAX screenings across China, from Liaoning in the northeast to Guizhou in the southwest, where audiences have flocked to experience the stunning visual effects on giant screens.
Last Wednesday, nearly 600 viewers attended the opening ceremony of the IMAX GT laser theater at Liaoning Science and Technology Museum, witnessing the theater's first screening of commercial films, with the massive IMAX screen offering an unparalleled audiovisual experience.
The museum planned 29 screenings of "Ne Zha 2" on March 12-18, all of which sold out within just 15 minutes of ticket sales. Due to the overwhelming demand, additional screenings have been scheduled until March 30.
To further engage the audience, the museum has launched a series of fan-focused initiatives to enhance the visitor experience.
"The successful launch of this IMAX giant screen cinema is an innovative exploration by the Liaoning Science and Technology Museum, blending science popularization with cultural development. Going forward, the museum will maintain its focus on public science education while combining popular science films with commercial films to meet diverse needs of the public," said Liu Xiaofeng, a researcher at the museum.
More than 2,700 kilometers away in Guiyang, the provincial capital of Guizhou, Yuejie Cinema has also experienced a surge in visitors thanks to its IMAX GT screenings of "Ne Zha 2". As the largest IMAX GT screen in Asia, it has helped the cinema turn a profit while becoming a key destination for promoting Guiyang’s cultural and tourism offerings.
Since February 17, Yuejie Cinema has consistently ranked as the highest-grossing cinema in China for "Ne Zha 2". The cinema quickly adapted its schedule, increasing daily screenings from five to six shows and implementing upgrades to accommodate the growing audience.
As visitors are coming from across the country, Yuejie Cinema has launched various initiatives to support local tourism and cultural promotion.
"March and April are the flower season in Guiyang, and we hope that our Monet Flower Wall concept and inspiration will help attract more tourists from within and outside the province to visit, and to learn about Guiyang’s distinctive tourist spots," said Feng Zhipeng, regional manager for Yuejie Cinema.
To enhance cultural experience, the cinema has also showcased local traditions by having the Dong Ethnic Grand Chorus, the team behind the original soundtrack of Ne Zha 2, performing live.
"For instance, we invited the Dong Ethnic Grand Chorus, the team behind the original soundtrack of Ne Zha 2, to perform live, with the aim of better promoting Guizhou's intangible cultural heritage and folk traditions," Feng added.
The cinema has also showcased Guizhou's attractions through promotional videos, ensuring that visitors experience both the cultural highlights of the province and the visual wonder of the IMAX GT theater.
"The feedback and suggestions from online users are very valuable. We hope to turn our Yuejie Cinema into a thematic movie park and create a cultural landmark for Guiyang," Feng said.
"Ne Zha 2", the highly successful sequel to "Ne Zha", has now surpassed "Star Wars: The Force Awakens" to become the fifth highest-grossing film of all time globally. As of Saturday, the film's global earnings, including presales, have exceeded 15.019 billion yuan (about 2.09 billion USD).
This milestone was reached just 45 days after the film's release during the Chinese New Year on January 29, solidifying its place as a cultural and box-office phenomenon.
IMAX screenings of 'Ne Zha 2' become sensation in Chinese theaters
