Reported by Nandu reporter Lu Huang
However, for couples, the various Valentine's Day exclusive discounts that have replaced the half-price offers will still make this holiday exceptionally sweet. For instance, Coast Cinema is holding a Weibo confession event where the LED screen in the lobby will loop the confessions. Customers who buy seats 13 and 14 in Hall One for the movie "LOVE" and also purchase the Popcorn & Coke package will receive a free couple set meal worth 40 yuan. At China Film International Cinema, movie tickets will be stamped with a kiss mark, giving ticket buyers a chance to win a diamond ring, pendant or other gifts from Chow Tai Fook. Jinyi Cinema offers roses to couples who purchase movie tickets together. The first 99 couples will also receive two "exclusive couple happiness cards" with their fingerprints, names, and blessings printed on them. In the Xin Nanguo CITIC store, purchasing any Cool Ice package at the merchandise department will earn you a beautiful glow-in-the-dark rose, and you can watch movies all night long. Grand Cinema has even launched a "Monthly Valentine's Day" event where purchasing a "Couple Set Meal" or "Couple Coke Cup" at Grand Cinema will earn you a "Love Commitment Letter". You can collect stamps every month to win the grand prize of the month.
For the cancellation of the half-price offer, most cinemas believe that it is an industry-accepted holiday, so naturally, they adopt the relevant holiday discount policies. Regarding this, some citizens said that the cancellation of the half-price offer does not significantly affect them. "I wouldn't rush to watch a movie on this Valentine's Day anyway. Anyone who consumes during this time period likes this concept," said Ms. Xu, a citizen.
The booming singles' day season last year seemed to already predict the fierce competition in the Valentine's Day movie market this year. As expected, today, there are various types of films available for couples to choose from at major cinemas. "The most fitting film for Valentine's Day would be a romance - such as 'LOVE' featuring three idols: Tian Wang Ruan, Youting Zhao, and Yan Peng; 'High Altitude Love' with Louis Koo and Charmaine Sheh; 'I Do' starring Sun Honglei; and 'Truth or Dare' with Wen Zhang. These films have distinct characteristics, and audiences can choose based on their preferences," said Chen Qiuheng, the marketing manager of Shenzhen China Film Yitian Holiday Cinema. "As a first-tier city, Shenzhen has cultivated the fixed consumer habit of watching movies on Valentine's Day among its audience. Compared to previous years, besides romance films, action films and comedies have also squeezed into this year's Valentine's Day lineup. This year's first 3D blockbuster 'Journey 2: The Mysterious Island', Hollywood's super production 'Mission Impossible 4', and the renowned Du crime drama 'Snatching Fortune' all make today's film market colorful."
Valentine's Day action films and crime dramas are also popular
As a retained project for Valentine's Day, watching movies has become an excellent choice for many couples to spend a romantic and sweet holiday. However, the original "Tuesday half-price" offer implemented by major cinemas has been canceled due to this festival, replaced by various types of raffles, buy-and-gift "sweet" activities.
Qi Xin, the planning supervisor of Coast Cinema, said that currently, 'I Do' has been released for some time, receiving good reviews but without causing a feverish wave. The box office performance of 'High Altitude Love' was average. The most anticipated 'LOVE' was released yesterday, and its box office performance is highly expected. "Mission Impossible will be a strong competitor to these romance films' box office. There will also be corporate bookings for 'Mission Impossible 2' tonight, and watching movies on Valentine's Day has also become a choice for some companies to reward their customers," said Qi Xin.
However, the collision of Valentine's Day with the cinema's customary "Tuesday half-price day" is not a good thing for ordinary citizens who are not couples. Because according to information gathered from multiple cinemas, today's half-price offers will mostly be canceled. Staff from Coast Cinema, Grand Cinema, and Yitian Holiday Cinema stated that it would be full price all day. Some cinemas have adjusted the timing of the half-price offers: Jinyi Cinema indicated that it would be half-price before 12 o'clock, and full price from 12 o'clock until 22:30 at night; Xin Nanguo Cinema CITIC store would offer half-price before 18 o'clock, and after 24 o'clock, all sessions would be offered at a special price of 50 yuan; Happy Coast Store of China Film International Cinema would offer half-price for love blockbusters.
Half-price offers canceled, "sweet" activities introduced