Moviegoing emerged as a popular new tradition in Changji Hui autonomous prefecture, Xinjiang Uygur autonomous region, during the Spring Festival holiday.

Yang Zhengzhe, duty manager of a movie theater in Changji, said the cinema welcomed over 10,000 visitors during the holiday period, with families and friends groups making up most of the audience.

"Watching movies has become a new tradition for locals during the New Year," Yang added.

In Changji, six new films were released during the holiday, covering comedy, action, suspense and animation. The prefecture released over 3 million yuan ($4.37 million) worth of vouchers for travel and dining, boosting cultural consumption in the region.