China's National Day holiday box office tops 1.6 billion yuan, 'film+' trend sparks new wave of consumption

Total box office revenue during China's National Day holiday period, including presales, has exceeded 1.6 billion yuan ($220 million) as of noon on Tuesday, according to box office data tracker Maoyan.

This year's holiday lineup covers a wider variety of films, from war epics and fantasy action to family comedies and animated features. A notable upgrade in genre diversity and production standards highlights the strong recovery and growing diversity of China's film market.

Notably, beyond the screen, a series of "film+" events and activities have been launched across the country.

For instance, Beijing, Zhejiang Province and Fujian Province have rolled out "film + food" campaigns offering dining discounts, themed meals, and movie-inspired menus. In Huzhou, Zhejiang, moviegoers can also enjoy special perks by presenting ticket stubs, ranging from discounted entry to scenic spots and shopping rewards.

Meanwhile, film-inspired tourism is also gaining traction. Cities and scenic attractions featured in popular National Day movie releases have seen soaring visitors, as fans flocking to filming locations and story settings. This integration of film and tourism has fueled a surge in cultural and tourism consumption during the holiday period.

The Chinese film industry, once centered around ticket sales, is now evolving into a diversified "movie+" ecosystem, integrating movies with books, creative products, food, and tourism, becoming a new driving force for cultural vitality and economic growth.

Zhang Yiwu, a professor of cultural studies at Peking University, said that "film+" has become a mainstream trend. He added that the new model has broad development space from both the upstream and downstream perspectives, and a truly excellent movie can unleash enormous consumer potential beyond the theater.