The 2026 National Day holiday film season in China surpassed 100 million yuan (about $14.9 million) in box office revenue on its first day, with several domestic films competing for moviegoers. Meanwhile, cinemas across the country are exploring new ways to attract visitors by expanding beyond traditional film screenings.

From live sports broadcasts and cultural activities to tourism, retail and other lifestyle experiences, cinemas are becoming more than just places to watch movies.

One of the latest developments is bringing major sporting events to cinema screens. During the holiday period, a cinema livestreaming program launched by Huaxia Film partnered with more than 100 cinemas across China to broadcast the 2026 China Open tennis tournament on the big screen. It was the first time Huaxia Film had brought a top-tier tennis event to cinema screens.

For sports fans, watching matches in a cinema offers a different experience from that at home. Participating Huaxia cinemas use high-frame-rate LED screens and immersive sound systems to capture fast-moving details, such as ball trajectories and spins, while recreating the atmosphere of live competition. The program also broadcasts matches featuring Chinese tennis player Zheng Qinwen, as well as the men's and women's singles semifinals and finals.

Beyond sports, cinemas are also linking movie consumption with tourism, culture and local services.

In south China's Guangdong Province, some cinemas have partnered with tourism companies to launch travel packages connected with movie tickets. In east China's Zhejiang Province, moviegoers can use ticket stubs to access benefits from thousands of businesses, including tourist attractions, restaurants, retail and other services.

Across China, cinemas are also hosting a variety of cultural activities during the holiday. They include intangible cultural heritage displays, craft workshops, music performances, themed markets and interactive exhibitions. In some cities, film-related markets and interactive events are encouraging moviegoers to spend more time in cinema venues beyond the screening itself.

The trend reflects a broader shift in China's cinema industry. As audiences seek more diverse entertainment options, theaters are expanding their role from film screening venues to comprehensive cultural spaces that combine entertainment, social interaction and cultural experiences.

By connecting movies with sports, culture, tourism and everyday life, cinemas are creating new ways for audiences to engage with the big screen.