Yuejie Cinema in Guiyang is experiencing a new wave of moviegoers as the summer movie season kicks into high gear.

Yuejie Cinema in Guiyang is a trendy cultural complex that integrates movies, food, and entertainment. [Photo/WeChat account of Yunyan district]

Driven by the strong performance of the epic red film Crossing, the cinema has claimed the top spot for box-office revenue among independently operated theaters nationwide. Its IMAX-GT hall has seen an average occupancy rate exceeding 80 percent, with summer viewing momentum continuing to rise.

The film's popularity is also sparking a consumption boom in the surrounding area, with the cinema teaming up with nearby merchants to offer 15 percent off to moviegoers who present their Crossing ticket stubs.

Guizhou's tourist attractions are joining the consumption boom with free admission offers and 500-yuan consumption vouchers. Guizhou Long March Culture Digital Art Museum is also available at a 100-yuan discount when presented with a cinema ticket. These combined cultural and tourism incentives are extending the movie-going experience into the region's stunning natural landscapes.

Yuejie Cinema's ticket and concession counter. [Photo/WeChat account of Yunyan district]

Yuejie Cinema has made thorough preparations to handle summer crowds, with the entire venue undergoing deep cleaning, setting up dedicated promotional poster displays, and establishing a cultural and creative exhibition zone specifically for Crossing, giving the space a brighter, more inviting feel.

The food court has also welcomed new vendors, offering a wider variety of quick bites, coffee, and other dining options. Cultural and creative product retail is expanding, transforming the area into a trendy hub for cultural consumption. Hall 9 has also received a laser upgrade, further enhancing the viewing experience.

With Crossing continuing its strong run, Yuejie Cinema is not only leading the nation in single-screen box office performance, but also emerging as a top destination for summer cultural consumption and red tourism.

A cozy rest area in Yuejie Cinema. [Photo/WeChat account of Yunyan district]