'Film plus' model boosts consumption across China

A citizen walks past posters of Chinese film "All Wishes Come True" at a cinema in Chengdu, southwest China's Sichuan Province, on July 23, 2026. (Xinhua/Xu Bingjie)

A wave of well-received films has hit Chinese theaters this summer, drawing audiences into a broader cultural experience and generating economic impact that extends far beyond the box office.

Movie ticket stubs have increasingly become a gateway to a wide range of experiences, from dining and accommodation to transportation, sightseeing, shopping and entertainment, as new business models tap into the broader potential of the film industry.

Filming locations have seen a corresponding rise in popularity. Among them are sites linked to the domestic animated film "All Wishes Come True," which reimagines the ancient Taoist myth of the Eight Immortals through an original coming-of-age adventure and has become a summer hit.

Visitors to the Qingcheng Mountain scenic area in southwest China's Sichuan Province flock to photograph a nearly 1,900-year-old ginkgo tree that inspired the tree character in the film.

The scenic area has launched themed check-in activities that combine the site's cultural heritage with the story of the Eight Immortals. It has also rolled out discounts and services that have boosted local spending.

"We need to make the most of a hit film's momentum," said Zhi Feina, a professor at the Chinese National Academy of Arts, adding that the "film plus tourism" model reflects cinema's broader power to drive economic activity.

Southwest China's Guizhou Province has drawn on its "red tourism" resources (historical sites with a revolutionary legacy in China) to integrate films with tourism. The Zunyi Meeting site welcomed more than 400,000 tourist visits from July 1 to 16 alone. Inside, virtual reality and holographic technologies offer an immersive way to experience the history of the Long March.

The hit film "Dear You" has boosted tourism in south China's Guangdong Province, with cities including Zhongshan and Shantou rolling out initiatives built on the "film plus food" and "film plus intangible cultural heritage" models.

China Film Administration and the Ministry of Commerce jointly launched a "film plus" consumption pilot program in 16 cities this year. Integrating films with sectors including tourism, food, market fairs and science popularization is seen as key to boosting the broader economy and building a healthier film consumption ecosystem.

Hit films are also generating valuable intellectual property. Merchandise tied to "All Wishes Come True," including Shu brocade, stationery, daily necessities and trendy toys, has found a wide audience.

Last summer's hit animated film "Nobody" generated more than 800 spin-off products and drove more than 2.5 billion yuan (about $370 million) in related spending, according to industry data.

Movie theaters are diversifying their business models and revenue streams. A theater in Shanghai used high-end screening equipment to draw crowds for late-night World Cup broadcasts, and its non-ticket revenue has risen more than 40 percent from 2024.

The China Film Administration and the State Administration for Market Regulation recently issued guidance encouraging cinemas to introduce cultural market fairs and upgrade screening technology.

"Cinemas are evolving into comprehensive cultural spaces that combine movie-watching, socializing, entertainment and consumption," said Wu Ying, manager of a Beijing theater equipped with advanced screens, adding that diversified operations are designed to strengthen audience engagement.