Movie theaters in Shanghai and Chengdu, the capital of southwest China's Sichuan Province, will raise their cap on maximum seating capacity from the current 30 percent to 50 percent starting August 14.

Cinemas will also do away with the compulsory half-time break for films longer than two hours.

The move brings the movie theater experience closer to its pre-pandemic state ahead of upcoming screenings of major productions. Despite cinemas gradually resuming operations since late last month, many production studios and distributors have adopted a wait-and-see approach, opting against immediately premiering their movies over concerns that anti-epidemic restrictions in place could prevent them from recouping costs due to limited attendance. 

Since the July 20 reopening, caps have been placed on the maximum number of spectators in theater halls, among other measures to ensure the safety of moviegoers and staff, including staggered seat arrangement, mandatory temperature checks and mask-wearing and half-time breaks for movies with running times over two hours to allow for ventilation and disinfection.

But with more films officially setting their release date and audiences slowly but surely coming back to cinemas, demand has exceeded available tickets in some theaters.

In Shanghai for example, some operators have said that tickets were sold out for screenings during weekend peak periods under the 30-percent capacity cap.

The easing of measures comes at an opportune time. This week, a 4K remastered 3D version of the 2001 blockbuster "Harry Potter and the Philosopher's Stone" will hit the theaters and domestic war epic film "The Eight Hundred" will have its preview screening. Both films are longer than two hours and they have performed well in pre-sale. Many operators have pinned high hopes on the new releases to make profits.

One unnamed cinema staff told Shanghai-based The Paper outlet that half-time breaks could lead to large gatherings in public spaces inside the theater and make it hard for cinemas to arrange more screenings. The relaxation of restrictions comes at the right time, the staff added.