CHENGDU, July 10 (Xinhua) -- In the early hours of Wednesday, Beijing time, Joaquin Estrader leapt to his feet, cheering and embracing fellow supporters as Argentina completed a dramatic comeback victory over Egypt in the FIFA World Cup Round of 16.
The celebration unfolded not inside a football stadium or a sports bar, but in a giant-screen cinema auditorium in Chengdu, southwest China's Sichuan Province, where nearly 200 football fans had gathered to watch the match on the big screen.
For Estrader, an Argentine who now lives in Chengdu, the shared viewing experience offered something he had long missed. "Everyone cheered together, held their breath during the tense moments, and hugged each other after the final whistle. That's something you simply can't experience watching at home," he told Xinhua.
During the tournament, cinemas in many Chinese cities broadcast live World Cup matches, which were often held at midnight or early morning Beijing time, alongside their regular movie schedules.
The giant screen and immersive atmosphere make cinemas an appealing alternative to watching at home or in sports bars, said Zhang Jiahao, manager of a cinema in Chengdu. "The broadcasts have helped attract more late-night customers."
For many theater operators, however, showing World Cup matches is more than a response to football fever. It is part of a broader effort to diversify revenue streams and transform cinemas into destinations for culture, entertainment and shared experiences.
The transformation is taking shape across the country. Some cinemas have introduced cultural and creative retail stores featuring locally designed products, while others are incorporating immersive technologies such as XR experiences.
Family-friendly entertainment, themed dining, live performances and esports events are also becoming increasingly common, as operators seek to encourage visitors to stay longer and return more often.
Industry observers say such changes have become increasingly necessary as cinemas grapple with a challenging market, evolving consumer preferences and growing competition from streaming platforms.
"For years, cinemas have relied mainly on box office revenue, leaving many auditoriums underused outside peak seasons," said Chen Shangshi, a young Chinese film director and producer. "That's why these new experiments are so encouraging. They make better use of existing resources while giving cinemas fresh vitality."
In Shanghai, the nearly century-old Grand Theatre regularly hosts film-themed exhibitions and develops movie-inspired merchandise, offering visitors cultural experiences that extend beyond the screen.
In Guangzhou, some cinemas have partnered with nearby shopping malls and tourist attractions, using movie tickets as discount vouchers to draw more shoppers and tourists.
"Cinema-goers are no longer coming simply to watch a film. They are looking for an all-in-one experience that combines entertainment, dining, shopping and social interaction. Consumers increasingly value immersive experiences and distinctive services," said Da Jian, a senior manager of a film and media company that operates a chain of cinemas in south China's Guangdong Province.
The industry's efforts are now being backed by fresh policy support.
Earlier this month, China Film Administration and the State Administration for Market Regulation jointly issued a circular encouraging cinemas to diversify and expand their operations.
The measures include expanding food and beverage services, cultural and creative retail, and leisure activities, while promoting technologies such as LED projection systems and virtual reality films. The circular urges local authorities to provide streamlined licensing for such services.
"The measures are well aligned with the industry's current needs," Da said. "They provide clear policy support and guidance for cinemas to diversify their business models and pursue new forms of innovation."
China is not alone in rethinking the role of cinemas. Similar experiments are underway around the world to attract audiences.
"When I was studying in the United States, many cinemas were already hosting live concert broadcasts and sporting events alongside regular film screenings," Chen said.
China is embracing the same trend, but with distinct advantages, Chen said. "Its vast cinema network, diverse range of cinema formats and rapid adoption of new technologies give the industry enormous potential to develop more innovative and differentiated experiences."
Yi Dan, a professor at the College of Literature and Journalism of Sichuan University, said cinemas are inevitably evolving from venues solely for movie screenings into spaces for urban cultural and social life as the entertainment industry continues to evolve.
"What they can offer is a sense of participation, emotional connection and shared experiences that streaming platforms simply cannot replicate," said the professor. ■
