China: Driven by the issuance of movie consumption vouchers and a diverse lineup of new releases, China's box office market has seen a continuous surge in enthusiasm as holiday cultural consumption vitality accelerates during the National Day holiday.
The week-long holiday, which kicked off on October 1, is typically one of China's busiest moviegoing seasons and one of its most fiercely competitive release windows.
China's National Day holiday box office crossed the 1-billion-yuan mark (about 149.15 million US dollars) on Tuesday, with domestic crime drama "Traces of Justice" leading the chart among more than 10 new Chinese and foreign releases, according to online ticketing platform data.
In Changsha, the capital of central China's Hunan Province, cinema halls were bustling with crowds during the holiday, with many families and young people booking tickets in advance. This year's National Day film releases feature a wide variety of genres, including suspense, comedy, and animation, catering to the diverse preferences of audiences of all ages.
Hunan has issued 17 million yuan in movie vouchers this year to lower the threshold for moviegoers and stimulate cultural consumption.
During the holiday, audiences can claim various discount coupons, which have not only boosted box office sales but also spurred surrounding businesses through supporting activities such as movie-themed markets and intangible cultural heritage experiences.
Accompanying "movie plus" activities have drawn nearly 900,000 participants to prize draws, generating 246 million yuan in peripheral consumption.
"Our cinema has launched activities like exploring markets after watching movies. The special offers have driven a lot of consumption in our cinema and the surrounding areas," said Yu Rongbo, a cinema manager in Changsha.
The movie market in Hefei, the capital of east China's Anhui Province, is equally robust. Several comedies and animated films have been widely popular and well received by family audiences.
"My daily work is quite intense and fast-paced. During the National Day holiday, I finally have some free time to come out and watch a movie. It's a way for me to relax," said Wang Chao, a moviegoer.
Besides watching movies and buying merchandise, local cinemas have also organised various offline interactive activities, with ring-toss games drawing large crowds. The cinemas also launched events to give away small Chinese national flags to moviegoers, conveying a strong sense of patriotism.
"I didn't expect that I could play games and win small prizes while watching a movie. It gave me a strong sense of involvement," said Zuo Xiaoli, another moviegoer.
"To well prepare for the peak moviegoing period during the National Day holiday, our cinema has comprehensively upgraded our services and on-site support. We have strengthened the presence of on-site staff to efficiently divert passenger flow and maintain order, ensuring that every audience member can have a comfortable viewing experience," said Peng Peng, marketing manager of a cinema in Hefei.