Storyline Cinemas in China innovate viewing modes, expand consumption scenarios The movie-going experience in China is undergoing a transformation that includes integrated dining options and extended reality. In Huzhou City of east China's Zhejiang Province, this cinema has been attracting crowds of young people by combining movies and hot pot -- a popular shared meal, especially in winter. Lin Huan, moviegoer: "This area offers greater interactivity and a much better user experience." Besides in-theatre meals, the use of extended reality is also drawing patrons to theatres. At a shopping mall in Shanghai is the nation’s first and only animation-themed cinema which offers immersive XR virtual screens and 360-degree panoramic theaters. But experts say China’s film industry is aiming far beyond just the movie viewing experience. Dai Yun, general manager, Shanghai Film Co., Ltd.: "We hope to offer audiences more immersive and interactive experiences with the IP beyond just watching movies in theaters. Therefore, we aim to create a closed-loop consumption experience, encompassing movie viewing, consumption, interaction, and parties." China’s film industry staged a powerful comeback last year with the annual box office closing out 2025 at more than 7 billion U.S. dollars. [Restrictions: No access Chinese mainland]