China is set to make moviegoing more accessible than ever, thanks to a massive 1-billion-yuan ($138.8 million) subsidy aimed at boosting its cinema market.
The “China Film Consumption Year” campaign was launched in Beijing on April 18, with the goal of stimulating domestic consumption by harnessing the economic power of the film industry. The initiative is spearheaded by the National Film Administration in collaboration with major stakeholders.
Backed by partners such as the Industrial and Commercial Bank of China, China Construction Bank, China UnionPay, and leading ticketing platforms Maoyan and Taopiaopiao, the campaign seeks to drive audience engagement through generous subsidies and cross-sector cooperation.
Starting April 18, movie enthusiasts across China can enjoy a variety of ticket discounts and special offers through major ticketing platforms. From generous coupons and promotional bundles to buy-one-get-one-free deals and weekend giveaways, the initiative is designed to make trips to the cinema more affordable throughout the year.
The promotions are strategically timed to coincide with the upcoming Labor Day holiday, when more than ten new releases are set to hit theaters. This strong lineup aims to attract holiday audiences and reinvigorate the country’s film industry.
By making movies more accessible, China hopes to not only boost its domestic film market but also offer entertainment to millions eager to return to the silver screen.
