China officially launched the “2026 Film Economy Promotion Year” on February 12 in Beijing, with an event that promises to revolutionize the industry through massive incentives and innovative consumption strategies.
China launches "2026 Film Economy Promotion Year": ceremony in Beijing
The launch event took place on February 12, 2026, in the Chinese capital. The ceremony was organized by the National Film Administration and China Media Group (CMG), with the support of the Ministry of Commerce. Prominent figures such as Shen Haixiong, president of CMG and deputy director of the Communications Department of the CPC Central Committee, and Yan Dong, vice-Minister of Commerce, attended the event. This initiative aims to capitalize on the success of 2025, when the film production chain exceeded 810 billion yuan in total value.
Main objectives of the initiative
“The "2026 Film Economy Promotion Year" encourages provinces and regions to launch dedicated thematic activities, exploring consumption potential and enhancing the quality of the sector through the "cinema+" model. The aim is to stimulate domestic spending by linking film with sectors such as tourism, retail, and entertainment, promoting integrated economic development. In 2025, the sector demonstrated resilience, with incomplete data indicating robust production, laying a solid foundation for this expansion.
Grants and financial support
Various entities have committed at least 1.2 billion yuan in cinema ticket subsidies throughout the year, making tickets more affordable and incentivizing moviegoing. These resources are intended to unleash the power of diversified consumption, as evidenced by the screenings of new films for Chinese New Year 2026. The expected impact is an increase in box office and increased attendance, supporting cinema chains and local producers.
“Exploring the Market with Filmi” Initiative”
At the same time, the "Exploring the Market with Filmi" campaign has been launched, connecting cinema-going to retail, encouraging customer exchange and activating new market potential. This "cinema+" strategy integrates screens with retail experiences, such as promotions during holiday screenings, to amplify the economic impact. The goal is to transform cinemas into multifunctional hubs, boosting related sales and audience loyalty.
Economic context of the sector
In 2025, China's film industry production reached over 810 billion yuan, confirming China as the global box office leader despite post-pandemic challenges. The 2026 initiative aligns with trends such as the use of 5G, 4K/8K, and AI technologies in galas and productions, stimulating consumption during key holidays. This momentum strengthens China's soft power, with benefits for employment and regional growth.