CCTV News: Since the Spring Festival this year, the film market has continued to be hot. Not only are the cinemas in first- and second-tier cities rushing, but also the cinemas in third- and fourth-tier cities and county-level cinemas are also very lively. Today, the box office of movies in third- and fourth-tier cities has become an important source of movie box office in my country.
In a cinema in Linchuan District, Fuzhou City, Jiangxi Province, the attendance rate of the prime time at weekend night exceeded 70%. During the Spring Festival, the maximum number of people received in a single day exceeded 2,000. During this year's Spring Festival, the first rural town theater in Majian Town, Lanxi, Zhejiang Province was officially open for business, and the surrounding villagers can enjoy the audio-visual feast at their doorstep.
In a cinema in a large shopping mall in Faku County, Chenyang City, Liaoning Province, the reporter saw that even after the Spring Festival, the audience's popularity with domestic movies remained unabated, and the attendance rate of cinemas remained at a high level. According to reports, since the beginning of this year, the box office revenue and number of moviegoers at the county level and below in Liaoning Province have increased by more than 30% compared with the same period last year.
Data shows that with the development of third- and fourth-tier cities and county economies in recent years, the box office share of cinemas in third- and fourth-tier cities and county towns has shown a continuous increase in the national movie box office share. Film platform market analysts said that the box office of third- and fourth-tier cities in the 2025 Spring Festival accounted for more than 58%, basically the same as last year. Judging from the proportion of box office in cities during the Spring Festival in the past 10 years, the proportion of box office in third- and fourth-tier cities has generally shown an upward trend, and the consumption potential of grassroots movies has been continuously released. During this year's Spring Festival, "Bears" and "Detective Chinatown 1900" are two relatively more subdued films. The cumulative box office share in third- and fourth-tier cities exceeded 60%, and the third- and fourth-tier box office share in "Nezha: The Devil Child's Fights in the Sea" also exceeded the market average.
Upgrade facilities and services Small counties can also read film and television stories well
In recent years, the construction of county cultural infrastructure in my country has been continuously improved. Among them, county cinemas have brought a new movie viewing experience to county towns and rural residents with the iterative upgrade of hardware facilities and the continuous optimization of services.
In recent years, in order to attract more audiences to the cinema, many county cinemas have iterated and upgraded their hardware facilities. This rural town theater in Majian Town, Lanxi, Zhejiang Province has 4 cinemas and 266 seats, advanced and professional projection equipment and wide and clear movie screens, which has attracted a large number of viewers to watch the movie since its opening.
In Jiangxi, many county cinemas have introduced immersive sound effects, giant screen halls, stage lighting equipment and other technologies. At the same time, relying on the online data platform, we have realized scientific decisions on screening and box office in county cinemas, and opened couple halls, children's halls, etc. for different groups, greatly improving the audience's viewing experience.
In addition to the iterative upgrade of hardware, many county cinemas have also launched rich and interesting interactive experiences. In front of the ticket gate of a cinema in Faku County, Shenyang, the cute "enchant beast" role-playing attracted the attention of many children and parents. This was specially set by the cinema to promote the domestic animated film "Nezha 2". In addition, the check-in and photo area for domestic film promotion, the exhibition stands and plaques displayed on site have attracted many viewers.
"Movie+" fully releases the consumption potential of county cinemas
The development of county cinemas not only stimulates the enthusiasm of township residents to watch movies, but also promotes the growth of consumption around cinemas through various linkage strategies and fully releases the consumption potential of county cinemas.
In today's cinemas, the cultural and creative product sales area attracts many viewers to come and buy while watching the movie. In addition to watching movies with family and friends and sharing the joy and touching brought by the movies, before and after watching the movie, viewers often choose to consume in surrounding restaurants and shops, thus driving the development of catering, retail and other industries. In order to promote consumption, many cinemas have also cooperated with surrounding merchants to launch the "movie viewing + consumption" linkage strategy. For example, audiences can enjoy discounts and gifts for special dishes in related restaurants with their movie ticket stubs, further stimulating the audience's enthusiasm for watching movies.
