China's animated blockbuster "Ne Zha 2" has not only boosted cinema businesses across the country as it continues to break box office records, but helped fuel a growing interest in the country's diverse cultural attractions.
According to data from ticketing platform Maoyan as of Saturday, the film's global earnings, including presales, have surpassed 15 billion yuan (about 2 billion U.S. dollars), a milestone reached just 45 days after its release during the Chinese New Year on Jan. 29.
A cinema featuring an extra-large IMAX screen in Guiyang, capital of southwest China's Guizhou Province, has recently become a local sensation, all thanks to the blockbuster's box office hit.
The screen spans over 32 meters in width and 18 meters in height, making it the country's widest IMAX GT screen, according to the theater's management.
"As of now, our cinema's box office revenue has reached nearly 13 million yuan, compared to just over 5 million yuan for the entirety of last year. Ne Zha 2 has truly brought a significant increase in visitors to our cinema," said Feng Zhipeng, manager of Guiyang CROSS Cinema.
To better seize the craze, local authorities have cooperated with the cinema to invite performers from different ethnic groups across the province to the venue, giving moviegoers a taste of their unique art forms, including a singing group whose music is featured in the film.
The cinema has also teamed up with nearby restaurants, hotels and tourist spots, offering discounts to moviegoers who show their ticket stubs.
"Through a series of activities, our hotel's occupancy rate has increased by 40 percent compared to the same period last year," said Zha Ling, a local hotel manager.
The local government also has plans to make the most of the movie craze by integrating it with a fascinating trend seen across China in recent years -- interest in visiting rural villages to watch locals play sports.
"We plan to connect it with some local well-known activities, such as our street concerts, village soccer, and village basketball leagues. Through these connections, we aim to boost the overall development of Guiyang's cultural scene," said Xiong Lie, deputy director of the Guiyang Bureau of Culture and Tourism.
"Ne Zha 2" further boosts cultural tourism industry in Guizhou
