Chongqing - Gone are the days when a trip to the cinema meant simply watching a movie while munching on popcorn. Currently, cinemas are expanding beyond traditional screenings, offering live concerts, sports broadcasts, stand-up comedy, and immersive cultural experiences.
Is this transformation a distraction or a necessary reinvention? How will cinemas balance these new roles while maintaining their core identity?
Audiences watch the men's table tennis team final of the 2024 Paris Olympics at the cinema. (Photo/Tian Yiming, Xinhua)
Beyond movies: A new cinematic experience
This Spring Festival, moviegoer Yang Lei visited the cinema thrice, even watching “Ne Zha 2” twice. But it wasn’t just the movies that kept her coming back. “Cinemas are now immersive cultural spaces,” she said. “Besides films, I can shop for exclusive merchandise and try VR experiences while waiting for the show.”
To enhance the festive atmosphere, cinemas nationwide introduced themed decorations and interactive installations, turning them into social destinations rather than just screening venues.
Many cinemas are integrating bookstores, gaming zones, and expanded food options to enrich the audience experience. A cinema in Hangzhou recently opened a bookstore near its IMAX hall, hosting young director screenings and discussions, encouraging visitors to arrive early and stay longer.
Cinemas are also becoming tourism hotspots. In Changsha, a cinema partnered with local attractions for a performance and cultural heritage event, blending screenings with traditional arts. Meanwhile, Hengdian World Studios introduced film-themed tours, where visitors explored shooting locations and dined at themed restaurants.
Cinemas’ “slash” transformation: A survival strategy
Despite the success of the Spring Festival box office, China’s film industry has faced tough challenges. 2024 box office revenue declined by 28%, dropping attendance by 360 million viewers. Some cinemas saw fewer than five people per screening on non-holiday weekdays, and over half of listed film companies reported financial losses.
Cinemas are diversifying their offerings to survive. One strategy has been live sports broadcasts. During the 2024 Paris Olympics, several theaters transformed into “second venues” for fans, offering high-definition screenings with surround sound. This initiative significantly boosted attendance.
Another innovation is educational screenings. A cinema in Haining hosted a giant-screen lecture about the Sanxingdui archaeological site, featuring interactive quizzes and expert commentary. “This format made my child more engaged and helped him retain the information better,” said a parent who became a frequent attendee of such events.
From concerts and sporting events to academic lectures, cinemas are embracing a “slash” transformation—adopting multiple roles beyond their traditional function.
The future of cinemas: More than just movies
A report by the China Film Association found that younger audiences, once the backbone of ticket sales are turning to short-form video and micro-dramas, making them more selective about theatrical releases. “With so many entertainment options, cinemas must offer something unique. Transformation isn’t optional—it’s a survival strategy,” said Zhang Linxuan, a professional researcher specializing in film and theater studies.
Cinemas that fail to adapt risk being left behind. “The key is to develop a ‘cinema+’ model that differentiates each venue and keeps audiences engaged,” Zhang added.
Some cinemas are redefining themselves by integrating film culture into their spaces. For example, hosts rotating exhibitions, such as a Leslie Cheung poster showcase, creating a deeper connection between films and audiences.
Cinemas are also experimenting with innovative experiences. Last August, Wenzhou held a film & animation festival, transforming theaters into anime-themed event spaces. Some cinemas have even tested midday nap services for office workers, though not all experiments have been successful.
Government policies are now supporting these transformations. The China Film Administration’s 14th Five-Year Plan encourages cinemas to diversify revenue streams, while the Ministry of Culture and Tourism promotes immersive experiences and themed events. Some theaters have started broadcasting major cultural events, such as the Vienna New Year’s Concert and Taylor Swift’s Eras Tour, while others have introduced “movie + hot pot” dining experiences.
Not everyone agrees with this shift. Some critics argue that cinemas should focus on films rather than risk losing their identity. However, industry leaders believe diversification doesn’t mean abandoning traditional cinema but enhancing it.
Looking ahead, many experts see cinemas as multi-functional cultural hubs, where screenings are just one part of a broader entertainment experience. Whether through special screenings, exhibitions, or themed dining, the future of movie-going is set to be more engaging and immersive than ever.
As the industry continues to adapt, one thing is clear: a movie ticket now offers much more than just a film—it’s a gateway to a new world of entertainment.
(Chu Jingjun, a reporter from Tide News, contributed to this report's Chinese version, and as an intern, Gou Long contributed to this English report.)