Domestic firms Guangzhou Jinyi Media Corp, Bona Film Group Ltd and Wanda have agreed to install 20 Cinity Cinema Systems in their cinemas across China.
In addition to high-tech, popular technologies like smartphone apps are boosting box-office receipts in China. Moviegoers find it convenient to pick and choose their seats and book combo deals online in advance at cheaper prices, although such discounts appear to be ebbing of late.
"Now, the market is heading to saturation. Fewer cinemas are betting on filmgoers' habitual visits to boost profit. Instead, they are seeking new revenue growth through technology-embedded film screenings," Neil Wang, president of consulting firm Frost & Sullivan China said, adding such shows can help attract big audiences even if tickets are priced higher.
"Many leading Chinese cinema chains are shifting their focus from box office-led revenue to non-box office-led revenue."
Chen of Peking University said many cinema companies have started seeing derivatives as a new revenue stream, though the sector still lacks a well-developed industry chain. "Intellectual property protection, copyright licensing… these are all challenges that need to be tackled to develop film derivatives into a sector.
"Going forward, there might be more tech innovations for cinemas to better deliver film content. Tech advancement has always been important to boost China's film market."
Source: China Daily
