China launches film-plus initiative to link cinema tickets with local consumption

To combat a significant decline in box office revenue, Chinese authorities are implementing a “film-plus” initiative to transform movie tickets into tools for broader local economic consumption. According to data from Maoyan, China's box office in the first half of 2026 reached 17.35 billion NDT (approximately 2.56 billion USD), a 40.6% decrease compared to the same period the previous year. This represents the worst performance for the first half of a year since 2014, excluding pandemic years.

In response, the China National Film Administration and the Ministry of Commerce have launched a three-year pilot program across 16 selected cities and districts. The program aims to leverage cinema attendance to drive spending in other sectors, including restaurants, hotels, retail, and cultural tourism. Under this model, movie tickets act as keys to unlock discounts and incentives at various local businesses and heritage sites.

Specific regional implementations include Guangdong, where the film “Dear You” has spurred tourism in Zhongshan and Shantou through restaurant discounts and cultural heritage promotions. Other participating locations include Chengdu, Chongqing, Yan'an, Suzhou, and Huzhou, utilizing diverse strategies such as bundled consumer vouchers to connect cinematic content with local culinary and historical identities.