For some moviegoers in China, watching a film is no longer the end of the experience. Many moviegoers will visit the places they have seen on screen, try the local food or even attend a traditional performance featured in a story.

In Shantou, Guangdong Province, many visitors have followed the story of Dear You to the city’s historic Xiaogongyuan area. The film was shot there, and its popularity has brought more attention to the old neighborhood, known for its arcaded streets and overseas Chinese heritage.

This summer, a new street featuring scenes from the film opened to the public. Visitors can now see locations from the movie while exploring the neighborhood’s historic streets.

The trend is also spreading to sports, dining and other forms of urban consumption. The hit comedy Kung Fu Soccer was partly filmed in Shenzhen. One of its filming locations, Shenzhen Bay Sports Center, has since attracted visitors looking to see the places featured in the movie.

The center has recreated several locations from the film for visitors to photograph. Local businesses have also offered discounts for those who have watched the film. The idea is simple: turn a trip to the cinema into a visit to a sports venue, restaurant or shopping area.