Major Theaters Decked Out for Spring Festival Moviegoers
By Yuan Yuner
Expectant movie enthusiasts gearing up to celebrate the 2024 Spring Festival will be thrilled to know that theaters are all set to welcome them with festive decorations, movie premieres, and enticing ticket offers. Subsequently, a total of 9 films will be released for Spring Festival viewing, with “Hot”, “Flying Life 2”, “Article 20”, “Bear Infested: Reverse Time and Space”, “Mr. Red Carpet” and “Let’s Shake the Sun Together” leading the main movie schedule for the season.
A plethora of theaters in Beijing have created a captivating Spring Festival ambiance with mesmerizing festive decorations such as strings of small lanterns, limited edition popcorn buckets with a “Fish in the Year of the Dragon” design, and awe-inspiring Chinese New Year-themed displays. Auditoriums are all set to unveil inspiring themes and festive welcomes.
On a more budget-friendly note, film producers are rolling out ticket subsidies, with prices for certain movies dropping to attract a wider audience. Films including “It’s Hot”, “Flying Life 2”, “Article 20”, “Mr. Red Carpet” and “Let’s Shake the Sun Together” have introduced ticket discounts on February 10, the first day of the Lunar New Year, with prices as low as 19.9 RMB. This proactive approach has received a positive response from audiences and is expected to drive higher footfall at theaters.
Moreover, theater chains are joining the festivities by offering additional discount packages and lucky draws. With the implementation of various initiatives aimed at making movie-watching an affordable and delightful experience, the Spring Festival season is indeed a treat for moviegoers.
Though exhilarating, the movie schedule is subject to dynamic changes based on pre-sales. As of February 1, top contenders for pre-sales included “Flying Life 2”, “Hot and Furious” and “Article 20”. Cinema marketing directors are carefully considering adjustments based on daily pre-sales to ensure that the schedule aligns with audience preferences.
Furthermore, the duration of movies for this year’s Spring Festival has been shortened, enabling theaters to add more screenings, thereby offering movie enthusiasts a more extensive choice of films and generating higher revenues.
Spring Festival 2024 promises to be a diverse and exciting season for movie lovers, with theaters going all out to provide an extraordinary cinematic experience. As audiences gear up for an unforgettable cinematic celebration, theaters are poised to cater to every moviegoer’s expectations.