Too busy to watch now? Just pick another time

Qian Ming is a movie buff but frequently has to give her cinema ticket away because of business commitments.

As a fashion designer in Beijing, the 26-year-old usually ends up missing out on the latest must-see film after getting snowed under at work.

But all that could change as Alibaba Group Holding Ltd has announced plans to link up with a major cinema chain in the capital to allow customers to swap their tickets, or simply get a refund.