State Film Administration and the State Administration for Market Regulation jointly issued a notice encouraging cinemas to diversify operations. The notice supports cinemas introducing premium F&B—full-service dining, light meals, bakeries, coffee-book bars—and developing IP co-branded food products. It urges expansion of cultural-retail formats, including dedicated film-derivative shops and multi-brand cultural-product stores. Regulators back integrating leisure with cultural and science-educa

State Film Administration and the State Administration for Market Regulation jointly issued a notice encouraging cinemas to diversify operations. The notice supports cinemas introducing premium F&B—full-service dining, light meals, bakeries, coffee-book bars—and developing IP co-branded food products. It urges expansion of cultural-retail formats, including dedicated film-derivative shops and multi-brand cultural-product stores. Regulators back integrating leisure with cultural and science-education functions and adding entertainment formats such as AI virtual beings and video gaming to create trend-driven cultural consumption hubs. Cinemas are further urged to raise aesthetic standards by hosting creative markets, art exhibitions and IP pop-up stores to build larger cultural venues.