China: Chinese cinemas integrate dining, fitness to broaden movie-going experience.

Storyline Chinese cinemas integrate dining, fitness to broaden movie-going experience An increasing number of cinemas in China are creating comprehensive recreational venues that incorporate more than just a place to see a movie. Under the "film-plus" business model, cinemas like this one in China’s Sichuan Province, offer art exhibition spaces, dining facilities, gyms and cultural events. Zhang Yuncong, visitor and moviegoer: "Instead of rushing off after a movie, we can make intangible cultural heritage handicrafts near the auditorium, go for a workout or swim, or read in the book lounge. The place offers rich options." The shift marks a move from a "box office-only" approach to a full-chain development model, extending films' influence into other industries and even urban economies. Wang Zheng, president, Mianyang Film Association: "Going forward, we will continue promoting initiatives such as 'taste cuisine with films,' 'experience intangible cultural heritages with films,' and 'learning science with films' to provide moviegoers with more novel audio and visual experiences." The trend is driven by rising spending power among cinemagoers, which has spurred demand for film-related products including movie-inspired cuisine, and trips to filming locations. [Restrictions: No access Chinese mainland]