Two departments: Promoting the diversification of cinema operations, encouraging the integration of multiple formats, and strengthening brand management.

On July 3, the State Film Administration and the Market Supervision Administration jointly issued the "Notice on Promoting the Diversified Operation of Cinemas and the Prosperous Development of Cinema Culture." The notice focuses on the prosperous development of cinema culture and proposes ten measures in three aspects to promote innovation in cinema business models, formats, and services. In terms of diversified formats, the notice encourages cinemas to innovate special food and beverage products, expand cultural and creative retail formats, integrate leisure and entertainment formats, and create super cultural venues. In terms of strengthening brand management, cinemas are encouraged to clarify brand positioning, explore cultural assets, cultivate customer groups, and encourage film industry associations to carry out star rating evaluations. The original text is as follows: Notice on Promoting the Diversified Operation of Cinemas and the Prosperous Development of Cinema Culture Departments in charge of film in provinces, autonomous regions, municipalities directly under the Central Government, and market supervision bureaus (departments, commissions): In order to implement the spirit of the Fourth Plenary Session of the 20th Central Committee of the Communist Party of China, to lead new supply with new demand, to create new demand with new supply, to break through traditional business models, further stimulate the vitality of cinema operations, promote innovation in cinema business models, formats, and services, and develop cinemas into comprehensive cultural experience spaces integrating viewing, socializing, entertainment, and consumption, and better meet the diverse, multi-level, and personalized spiritual and cultural needs of the people, relevant matters are hereby notified as follows. 1. Encourage the integration of diverse formats. Innovate special food and beverage products. Encourage cinemas to introduce high-quality dining, light meals, baking desserts, coffee shops, and other formats to create a "watching + leisure" consumption scenario. Support cinemas in combining China Film Group IP with national style, national trend, and national heritage culture elements to create national trendy movie food and develop IP co-branded foods. Encourage the setting up of self-service vending areas and intelligent meal pickup cabinets in the lobby of cinemas to enhance service convenience. Expand cultural and creative retail formats. Encourage cinemas to set up dedicated stores for movie-related products and cultural and creative products, selling genuine movie merchandise, IP authorized products, trendy toys, and designer original products. Encourage cooperation with local intangible cultural heritage inheritors and craftspeople to develop movie-themed cultural and creative products with regional characteristics. Support the establishment of an integrated retail platform with Wuxi Online Offline Communication Information Technology Co., Ltd., to carry out live streaming sales and customer group marketing. Integrate leisure and entertainment formats. Support cinemas in combining screenings with art education, cultural lectures, book sharing, popular science education, etc., to create special viewing activities. Support the development of movie character experience halls, brand flagship stores, and other characteristic commercial spaces. Support the introduction of AI intelligent bodies, video game entertainment, karaoke, and other entertainment formats to create a gathering place for trendy cultural consumption. Support cinemas in carrying out patch advertising operations in accordance with the law, strengthen cooperation with high-quality brands, and fully tap into ad resources. Encourage cinemas to deepen collaboration with surrounding commercial complexes, pedestrian streets, and cultural tourism sites to achieve shared customer flow and mutual consumption. Create super cultural venues. Encourage cinemas to combine their own conditions and market demands to reorganize and upgrade existing spaces, create architecturally aesthetic and topical building spaces, improve the aesthetic quality of cinemas, create landmark visual symbols. Support cinemas in utilizing lobby, corridors, idle screening rooms, and other spaces to introduce movie-themed cultural and creative markets, art exhibitions, IP flash stores, leisure book bars, and other formats to create "movie + social," "movie + art," "movie + life" super cultural spaces. Encourage the use of digital media to release public service advertisements and high-quality commercial advertisements to enhance the commercial cultural atmosphere. 2. Strengthen brand management. Clarify brand positioning. Encourage cinemas to combine their own location characteristics, historical heritage, hardware conditions, and target customer groups to clarify brand core values, strengthen cinema IP operations and brand building. Support the "one store, one strategy" business model, identify development positioning, create diverse forms such as art cinemas, technology cinemas, community cinemas, and themed cinemas, nurture cinema brands with cultural recognition and market influence. Tap into cultural assets. Encourage cinemas to fully explore the cultural value of their spaces and create recognizable cultural symbols through themed cinema designs, film culture exhibitions, audience story collection, etc. Support the development of cinema-specific cultural and creative products, digital collectibles, and derivative content, extend the brand value chain, and create cinema-owned IP content. Cultivate customer groups. Encourage cinemas to establish a sound membership system, strengthen customer group operation mechanisms, focus on managing surrounding customer groups, and carry out interactive activities with cinema cultural characteristics. Conduct customer preference analysis for core fans, young customer groups, family customer groups, etc., and provide precise services and personalized recommendations, match films with corresponding customer groups, and find suitable films for the audience. 3. Carry out star ratings. Encourage the film industry associations to establish a sound cinema star rating system, carry out star rating activities in accordance with the law, strictly adhere to standards, standardize procedures, fair and just, and promote cinemas to improve the quality of operation and service. 4. Improve service quality. Strengthen technological empowerment. Encourage cinemas to actively upgrade with advanced technologies such as digital film LED projection systems to improve screening quality. Support the screening of virtual reality films through new cinemas, additional screening halls, etc. Strengthen the maintenance and management of screening equipment, strictly implement film projection technology standards, ensure sound and image quality standards are met. Enhance operational capabilities. Encourage cinemas to improve film publicity and distribution services, actively carry out film landing publicity and distribution work. Encourage cinemas to strengthen staff training, establish diverse business concepts, standardize service processes, improve service levels and professional qualities. 5. Strengthen organizational support. The film authorities in various regions should strengthen business guidance and industry management for the diversified operation of cinemas, organize relevant departments to strengthen policy support, research and solve difficulties and problems encountered in a timely manner. The market supervision department should support cinemas that meet the conditions to handle related licensing matters in this field in accordance with the law, continuously optimize the work process, and provide facilitative conditions. Regulate the behaviors of operating entities in accordance with the law, advocate honest operation. Strengthen the promotion of advanced typical experience, fully play a demonstrative leading role. Strengthen intellectual property protection, crack down on illegal acts such as box office theft, concealment, piracy, etc. Strengthen safety production supervision and management of cinemas, implement the responsibility of operating entities, implement safety precautions, and regularly conduct safety hazards inspections. The text is compiled from the official website of the State Film Administration, edited by GMTEight: Jiang Yuanhua.