The Film Culture Carnival was launched in Ningbo, Zhejiang province, on April 15, with Yuejie Cinema (Future Ark Store) selected as the Model of Cinema Industry.

The recommendation initiative focuses on screening scenarios that energize the film industry's development, aiming to push cinemas to transform from simple screening spaces into comprehensive "film+" cultural hubs, thereby continuously enriching the spiritual and cultural lives of the public.

Yuejie Cinema in Guiyang is selected as Model of Cinema Industry. [Photo/WeChat account of Zhizhi Guiyang]

Since its opening, Yuejie Cinema has struggled due to its lack of geographical advantages. Its highest single-day attendance was only 1,786 people. During off-peak seasons, daily attendance often fell below 200, and the cinema's financial situation was dire.

Following the release of Ne Zha 2, the film's box office soared, and Yuejie Cinema in Guiyang unexpectedly gained nationwide attention thanks to its IMAX-GT screen – the widest in Asia.

"In the beginning, audiences mainly came because moviegoers spontaneously shared their viewing experiences online. Later, as media coverage increased, more and more fans learned about the cinema. Starting February 14, 2025, it became impossible to get tickets for the IMAX-GT auditorium – something we had never imagined," said Feng Zhipeng, regional manager of Yuejie Cinema in Guizhou.

As one of only six IMAX-GT screens in China, Yuejie Cinema in Guiyang boasts the widest IMAX-GT screen in Asia, measuring 32.16 meters wide and 18.17 meters high. It is equipped with a next-generation 4K laser projection system and a 12.1-channel surround sound. Its 714 seats are strategically arranged, with a 120-degree ultra-wide viewing angle covering the entire auditorium. Together, these hardware features create a competitive advantage that is unique both in China.

Yuejie Cinema in Guiyang is a top attraction for film buffs. [Photo/Guiyang news network]

During the screening run of Ne Zha 2, Yuejie Cinema in Guiyang topped the national box office rankings for a single cinema for several consecutive days, with daily attendance exceeding 3,500. Weekend screening tickets were in short supply. Countless out-of-town fans traveled long distances just to experience what many called the "ultimate big-screen experience."

What made Yuejie Cinema a national model was not only its top-tier hardware but also its innovative efforts to transform itself into a comprehensive "film+" cultural hub.

The cinema invited the Dong ethnic choir who contributed to the soundtrack of Ne Zha 2 to perform the film's music live. Additionally, traditional art forms such as Anshun Dixi opera were staged at the cinema, creating a "dialogue between ancient and modern" that echoed the spirit of the hit film.

The cinema also launched village T-stage shows, where models wore traditional costumes of the Dong, Miao, Bouyei, and other ethnic groups, incorporating modern fashion elements to showcase the unique charm of each ethnic attire.

On the cinema's first floor, the "Qianpin Youxuan" exhibition and sales area brings together Miao embroidery, silverware, tea, and other ethnic handicrafts. It not only showcases contemporary innovations in traditional craftsmanship but also provides a platform for artisan enterprises.

These cultural activities drove a 45 percent month-on-month increase in spending on nearby dining and accommodation, with daily sales of intangible cultural heritage products exceeding 100,000 yuan.

The cinema has also partnered with over 300 merchants across various sectors in Guiyang, connecting the film-tourism integration industrial chain, including transportation, accommodation, dining, retail, and scenic spots. To make travel easier for out-of-town visitors, the Yunyan Branch of Guiyang Public Transport Co launched a downtown shuttle service that runs as late as 1:35 am.

The cinema has also teamed up with nearby hotels to offer accommodation packages that include screenings of Ne Zha 2, with exclusive discounts for ticket holders. Furthermore, to enhance the viewing experience for fans, Yuejie Cinema in Guiyang undertook an overnight cleanup of its exterior walls, installed new floor tiles, added greenery, and introduced luggage storage services.