Storyline: China's film industry taps new commercial potential through cross-industry collaboration [Voice_over] In many Chinese cities, a movie ticket is way more than just a pass to the cinema, its a key to a city-wide experience. In Huzhou City of east China's Zhejiang Province, moviegoers can present their movie stubs to enjoy discounts on tickets to scenic spots and to get exclusive dinning offers. [Sound_bite] Wu Yuxin, Tourist: "After watching a movie, I can use my ticket stub to get a discount for a Pingtan (storytelling and ballad singing in local dialect) performance and enjoy special offers on food and local products while visiting the ancient town." [Voice_over] The city has also launched movie-themed travel routes, which let fans walk in the footsteps of their favorite characters and relive iconic scenes from popular films. Local officials say the so-called "movie-plus" business model is helping boost tourist revenue. [Voice_over] Wu Gaojie, deputy chairman, Federation of Literary and Art Circles in Huzhou's Nanxun District: "We've created a new model of turning the movie ticket stub into a coupon for a variety of services, integrating resources across cinemas, scenic spots and shopping districts, to further unleash the potential of film-related consumption." [Voice_over] China's box offices raked in about 253 million U.S. dollars during this year's National Day and Mid-Autumn Festival holiday that ran from October first to eighth. [Restrictions : No access Chinese mainland]