Beijing, China - Feb 12, 2026 (CCTV - No access Chinese mainland)
1. Various of launch ceremony for film promotional campaign in progress
2. Various of guest speaking
3. Clips showing LED, other technologies in film; people experiencing new technologies
4. Guest speaking
5. Various of launch ceremony for different initiatives in progress

China - Feb 12, 2026 (CCTV - No access Chinese mainland)
6. Various of film-themed markets, consumers

Beijing, China - Feb 12, 2026 (CCTV - No access Chinese mainland)
7. Various of launch ceremony in progress
8. Words reading "enjoying food featured in films"
9. Words reading "popularizing science through films"

China - Feb 12, 2026 (CCTV - No access Chinese mainland)
10. Board for "film+" consumption initiative

A promotional campaign to boost the growth of China's movie industry in 2026 was launched in Beijing on Thursday, featuring a wide range of cinema-related promotional events and discount schemes.

The campaign, initiated by the National Film Administration and China Media Group (CMG) in collaboration with the Ministry of Commerce, aims to grow the cultural appeal of Chinese cinema to boost box office and other movie-related revenues.

Shen Haixiong, deputy head of the Publicity Department of the Communist Party of China Central Committee and president of CMG, together with Vice Minister of Commerce Yan Dong, launched the event.

According to incomplete statistics, the total output value of China's film industry chain exceeded 810 billion yuan (about 117.17 billion U.S. dollars) in 2025, indicating that the film sector is an increasingly important economic contributor to different industries, including tourism and hospitality.

The campaign will encourage towns and cities across China to stage distinctive film promotion activities and expand interest in movies.

Major partners of the initiative have committed to providing at least 1.2 billion yuan in an effort to draw larger audiences into cinemas.

Several film distribution companies, along with Henan Broadcasting and Television Station, announced a growth plan for LED movie screens and virtual reality theaters in 2026, aiming to stimulate growth by introducing innovative viewing experiences.

The China Film Science and Technology Research Institute and Huaxia Film Distribution Co., Ltd. jointly initiated the establishment of a national film digital asset platform to facilitate the overall upgrading of the film industry chain.

A pilot list of 16 cities was announced for developing "film+" consumption initiative over the next three years.