China's box office got off to a strong start during the country's National Day holiday, with ticket sales (including pre-sales) surpassing 300 million yuan (US$44.76 million) by the second day of the seven-day break, according to data from ticketing platform Maoyan.

Several new releases are drawing attention, with crime thriller Traces of Justice and comedy Mr. & Mrs. Pardon from China and the special re-release of Avengers: Endgame among the top performers so far.

Beyond the films themselves, cinemas are also upgrading viewing experiences.

Several National Day releases are available in high-end formats such as IMAX and CINITY. Hollywood thriller Heart of the Beast is one example. The film's wilderness scenes and survival sequences are enhanced by IMAX's larger screen and immersive sound, giving audiences an enhanced viewing experience.

The movie-going experience is also extending beyond the theater. More shopping malls and commercial complexes are combining cinemas with dining, shopping and entertainment facilities, attracting visitors with a wider range of activities.