How a 1-billion-yuan subsidy is powering China's cinema market

The "China Film Consumption Year" was launched in Beijing on April 18. The initiative aims to boost domestic consumption by unleashing the economic power of the film industry, using large-scale subsidies and cross-sector cooperation to drive audience engagement and spending.

The campaign, initiated by the National Film Administration in collaboration with other stakeholders, will feature a wide range of cinema-related promotional events and discount programs.

Major partners – including the Industrial and Commercial Bank of China, China Construction Bank, China UnionPay and leading ticketing platforms Maoyan and Taopiaopiao – are expected to contribute no less than 1 billion yuan (about $138.8 million) in movie ticket subsidies.

From April 18, moviegoers across China can enjoy a wide range 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 campaign is designed to make moviegoing more accessible and affordable throughout the year.

These promotions are timed to coincide with the upcoming Labor Day holiday, when more than 10 new releases will hit theaters, signaling a strong lineup aimed at attracting holiday audiences.