As the Hollywood film 'Odyssey' gains popularity in China, state media has highlighted the strong demand for large screens, urging a shift in the Chinese film industry from 'quantitative expansion' to 'qualitative improvement.'
In a column published on August 23, the Economic Daily noted that the success of films like 'Odyssey' has renewed focus on the competitiveness of large screens, stating, "The film industry must move beyond simply increasing the number of theaters and also enhance content and screening quality." This approach aims to leverage the success of Hollywood blockbusters as a catalyst for a qualitative transformation in China's film sector.
'Odyssey,' which premiered in mainland China on August 14, has surpassed a cumulative box office of 400 million yuan (approximately $60 million) as of August 22. In major cities such as Beijing, Shanghai, and Shenzhen, high-end theaters like IMAX and CINITY have seen sold-out shows. Some viewers are even traveling to different cities for the experience of watching the film in large IMAX theaters.
The Economic Daily described 'Odyssey' as a film "tailored for large screens," emphasizing that it was shot entirely on IMAX film, requiring specific large-screen theaters to fully appreciate its visual and auditory effects.
China has built the world's largest cinema infrastructure over the years, with 93,187 screens as of the end of last year. The Economic Daily pointed out, "With such a vast screen hardware already in place, the key now is how to generate industrial effects that match the nearly 100,000 large screens."
As a solution, the column proposed a combination of 'content and hardware.' Instead of indiscriminately expanding high-end theaters, it suggested developing content suitable for large screens to enhance both screening quality and content competitiveness.
In terms of content, it recommended ongoing support for the production of high-quality works that align with the narrative style of large screens. While attracting audiences with foreign blockbusters like 'Odyssey,' it also emphasized the need to focus on works that reflect China's traditional culture and reality, as well as those utilizing industrial visual effects.
Additionally, it called for more Chinese film content that can effectively utilize high-end screening systems like CINITY to showcase the advantages of large screens.
The column also cautioned against indiscriminate upgrades and expansions of theaters, advocating for a differentiated screening system that aligns with the size of cities and consumer levels. It suggested expanding high-end theaters like IMAX and Dolby Cinema in first-tier cities while ensuring affordable pricing and basic audiovisual improvements in county-level cinemas.
Through these measures, the aim is to transform China's largest screen infrastructure into an industrial competitiveness that increases revenue per screen and expands cultural consumption.
The Economic Daily analyzed that the high market interest in large screens reflects changes in China's consumer structure. Consumers are increasingly willing to pay for experiences that are difficult to replicate, with emotional satisfaction, social connections, and unique personal memories becoming important criteria for consumption.
As the rise of streaming platforms raises concerns about the decline of cinemas, the Economic Daily noted, "What is truly being phased out by the times is not the cinema itself, but the outdated supply methods that resist change."
* This article has been translated by AI.
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