The show must go on

Not only Wanda Film but Bona Film Group has also ramped up promotions for these films through social media and livestreaming events to wean audiences away from alternative entertainment options.

Especially with the rise of short video content, traditional movie audiences have dwindled. Yin Hong, professor at Tsinghua University, told People's Daily that although there has been an increase in middle-aged and elderly audiences, young people born after the 2000s are more attracted to games, short videos and miniseries.