In September, Wanda Film partnered with gaming company HoYoverse for a location-based entertainment tie-up celebrating the four-year anniversary of the fantasy role-playing game Genshin Impact. As part of the activities, select Wanda cinemas were transformed into the game's cosplay zones, with limited-edition merchandise for sale and a live concert of the game's popular soundtrack screened in the cinemas' Imax theaters.

In August last year, Wanda Film launched a project to nurture young talent and streamline the transition from short to feature films, with more than 800 projects and 150 actors participating, according to Chen Zhixi.

"People still love movies," Chen Zhixi says, adding that the symbolic nature of cinemas needs to be redefined and upgraded and films should not be confined to the big screen.

As the film industry adapts to these changes, initiatives like art exhibitions in cinemas represent a strategic effort to attract and retain audiences by offering a richer, more diverse cultural experience.