China: The Film Authority of China uses discount coupons to entice moviegoers and promote the stable industry. The economy still faces bleak growth prospects as the latest attempt by the government to boost consumption, China's watchdog body for its film industry, is offering moviegoers discounts on tickets to encourage moviegoers to return to theatres.
In an effort to reduce ticket prices and increase spending since October, the China Film Administration (CFA) has partnered with several movie-ticketing platforms to distribute 100 million yuan (US$14.8 million) discount vouchers.
Regional governments have issued consumption vouchers several times in recent months due to people's growing reluctance to spend money, slowing economic growth and the country's strict zero-Covid policy. A wide range of industries including film are covered by them.
Since lockdown measures were implemented in 2020, theaters in the world's second-largest economy have been forced to close occasionally, plunging the film industry into a protracted recession.
Due to the country's strict zero-Covid policy, slow economic growth and people's growing reluctance to spend money, regional governments have recently issued several rounds of consumption vouchers. These include a wide range of industries including the film industry.
Cinemas in the world's second-largest economy have been forced to close ever since lockdown measures were put in place in 2020, leaving the film industry to experience a protracted recession.
According to Beacon, a movie-data platform owned by Alibaba Pictures, there were about 34 million movie watchers in China during the first week of August, up 11.85% from the same period last month.
One of the movie ticketing platforms that CFA works with is Douyin, the Chinese version of TikTok. By the end of the campaign on 30 September, consumers can receive one voucher worth 12 Yuan (US$1.78) from each account.
According to a Doyin official, the vouchers are good for any movie tickets till October 30.
Yuan Xinyu, a third year university student in Shanghai, is one of those trying to save a little money. The typical ticket price is around 40 yuan.
Yuan said that with this exemption, I feel more confident in persuading my parents to go to the movies once again. "My parents always complain that movie tickets are too expensive," Yuan said.
And last weekend, Peng Sien, a university student in Chengdu, used her discount coupon to see a movie with her friends.
He said that when you are in the mood to watch a movie, it is good to be offered tickets.
However, some moviegoers claim that rather than the ticket price, the quality of the movies has kept them away.
Li Jishuo, a bank employee in Hebei, said he would be more likely to buy a ticket to a premium movie than to do so only to save a few yuan.
"The authorities should encourage the film industry to produce high quality films by easing censorship," Lee said. "Instead of just stimulating consumers through subsidies."
Retail sales in China, a key indicator of consumer spending, rose 2.7% in July compared to the same month a year ago, below market expectations and a 3.1% increase in June.
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