On the seventh day of the first month of the Year of Horse, the Spring Festival holiday is drawing to a close, and the Ruihong Xintiandi Huanying Cinema City, located in Hongkou District, Shanghai, is still full of people and full of steam. In the hall, the red New Year decorations complement the cute "Xiong Da" and "Xiong Er" dolls, and children compete to take photos with them; In front of the sales counter, young movie fans lined up to purchase the "Biqi Style Bucket". In Hongkou District of Shanghai, one of the 16 comprehensive pilots of "film+" consumption in China, 11 cinemas, including Ruihong Xintiandi Huanying Cinema, ushered in the peak of viewing during the Spring Festival. A gathering of excellent films, with abundant and diverse supply. During this year's Spring Festival holiday, six films including "Silent Awakening of Insects," "Flying Life 3," "Star River Dreams," "Escort Man: Wind Rises in the Desert," and "Boonie Bears: Every Year, Bears Come Out." These films cover comedy, suspense, action, and animation, showcasing a diverse range of genres with unique characteristics. Among them, "Star River Dreams" produced by Shanghai Film Group is a work that supports director Han Yan's return to the visual effects track under the "Kunpeng Plan" of Shanghai Film Group. It depicts a virtual adventure story with colorful and gorgeous visual wonders, adding a youthful atmosphere and sci-fi color to the Spring Festival season. We allocate prime time reasonably in the screening, taking into account family audiences, young and middle-aged groups. At present, "Flying Life 3" has the most outstanding performance, occupying more than half of the market share. ”The person in charge of the movie landmark Da Guangming Cinema in the center of Shanghai said. On February 24th, the total box office of "Flying Life 3" exceeded 3 billion yuan, accounting for "half of the national Spring Festival box office" and leading the way. The feast of light and shadow ignites the enthusiasm of citizens to watch movies. In Shanghai, the New Year tradition of "watching movies as a family during the Spring Festival" has become increasingly popular. At Ruihong Xintiandi Huanying Cinema, Ms. Li, who took her children to watch "Bears Come and Go, Every Year with Bears", said with a smile: "It has become a 'fixed tradition' of the family to take their children to watch an animated film every Spring Festival. This year, the children watched this film, crying and laughing, with special devotion." Mr. Zhang, who specially took his family to see "Flying Life 3", said:. The Daguangming Cinema is carefully arranged around the theme of "Year of the Horse", launching activities such as morning special offers, sales package discounts, and 39.9 yuan special ticket purchases for audiences born in the Year of the Horse or with a "horse" in their name. It also collaborates with social media to offer check-in gifts, effectively boosting pre-sales and attendance rates. For the family movie watching group, the cinema mainly promotes family packages, where purchasing designated packages gives away "Boonie Bears" dolls, which are popular among children and significantly increase the package purchase rate compared to usual. At the same time, in order to coincide with the hot screening of films during the Spring Festival, Shanghai Lianhe Cinema Line also launched the "New Year Road Book of the Film City" activity, linking Shanghai Film and Television Park, Shanghai Film Museum, and urban landmarks to create the "Shanghai Spring Festival Fun Guide". Its first brand experience flagship store, "Lianhe Wanwu" Cultural and Creative Space, has invited classic IP image dolls from Shanghai Animation Film Studio to take turns as "one-day store managers" and carry out activities such as "little managers", making the cinema a cultural "living room" for parent-child families. The small movie ticket stub has become a key to "turning" cultural consumption, and the viewing craze can extend to broader scenes. In Hongkou District, with movie ticket stubs, customers can enjoy discounts on product combinations at some cinema coffee shops. Ms. Wu, a citizen, praised it, saying, "It looks good, delicious, and fun, it's very cost-effective." The "Le Ying Shanghai" Spring Festival consumption voucher launched by Shanghai has also added a "fire" to the market. According to data, from February 14th to 23rd, a total of 418000 "Le Ying Shanghai" consumption vouchers were cancelled, which in turn drove an increase of 37.092 million yuan in box office revenue. As early as before the Chinese New Year, I bought movie tickets for the mornings of the first three days of the Lunar New Year using coupons, and watched several movies in a row, each of which was exciting, "said Mr. Fan, who lives in Putuo District. According to the Shanghai Film Bureau, as of 22:00 on February 23, the box office of Shanghai films during the Spring Festival period totaled 196 million yuan, with a total of 3.6404 million viewers and 115800 screenings, ranking first among cities in China. In the New Year of the Horse, with the flow of light and shadow, the data with temperature also confirms the infinite vitality and promising future of this' City of Movies'. (New Society)