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Cinemas - China - December 2017

“Recovering from a glitch in 2016, cinemas are back on track and seeing sustainable growth. Facing fierce competition from video streaming services, cinemas need to continue to invest in the latest film technologies, since rich formats are a key driver to convince consumers to go to the cinema instead of watching films at home.”
– Yihe Huang, Research Analyst

This report looks at the following areas:

  • Rich formats differentiate in-cinema watching from online streaming
  • Private cinemas an emerging trend
  • Popular celebrities no longer a box office guarantee

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Back on sustainable growth track
                • Figure 1: Best- and worst-case forecast of film box office, China, 2012-22
                • Figure 2: Best- and worst-case forecast of cinema admissions, China, 2012-22
              • Domestic films compete with imported films with more confidence
                • Investment in screens, technology and content will drive further growth, along with consumers’ willingness to spend
                  • Companies and brands
                    • Wanda leads in a fragmented market
                      • Players make attempts to engage consumers
                        • Innovation focused on enhancing watching experience
                          • The consumer
                            • Online streaming is a troublesome competitor
                              • Figure 3: Film watching frequency and occasion, August 2017
                            • Audience visit cinemas to watch a film mostly because they like the film itself
                              • Figure 4: Factors encouraging film watching, August 2017
                            • Rich formats and blockbusters more favourable
                              • Figure 5: Film watching preferences, August 2017
                            • Merchandise other than snacks and drinks are niche
                              • Figure 6: Film-related products spending, August 2017
                            • Cinema visits primarily for better watching experience
                              • Figure 7: Important factors in choosing a cinema, August 2017
                            • Going to the cinema is a relaxing experience for consumers
                              • Figure 8: Meaning for watching films – Word cloud, August 2017
                            • What we think
                            • Issues and Insights

                              • Rich formats differentiate in-cinema watching from online streaming
                                • The facts
                                  • The implications
                                    • Private cinemas an emerging trend
                                      • The facts
                                        • The implications
                                          • Figure 9: A private cinema in China, November 2017
                                        • Popular celebrities no longer a box office guarantee
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Box office recovers and admission continues to grow
                                                • Domestic films contribute more to overall box office
                                                  • Accessibility of screens, decent content and increasing leisure expenditure drive further growth
                                                  • Market Size and Forecast

                                                    • Back on strong growth track
                                                      • Figure 10: Best- and worst-case forecast of film box office, China, 2012-22
                                                      • Figure 11: Average ticket price in RMB, 2012-16
                                                    • Consistent growth in admissions, though speed will slow
                                                      • Figure 12: Best- and worst-case forecast of cinema admissions, China, 2012-22
                                                  • Market Breakdown

                                                    • Domestic films growing strong, despite hiccups
                                                      • Figure 13: Box office by domestic and imported films, China 2012-17
                                                    • Imported films: not just US and European films in the future
                                                      • Great potential in merchandise revenue
                                                        • Figure 14: Drinking water and snack with Zootopia-themed packaging, China, Dec 2016 & Jan 2017
                                                    • Market Factors

                                                      • Accessibility of film screens drives growth
                                                        • Figure 15: Screen number in mainland China, 2012-16
                                                      • Technology enables cinemas to differentiate from streaming
                                                        • Quality content instead of buzz
                                                          • An overall willingness to increase leisure spending
                                                            • Options for leisure activities are broadening
                                                            • Key Players – What You Need to Know

                                                              • A fragmented market
                                                                • Engage through membership and new technologies
                                                                  • Reach more audience via diversified watching experiences
                                                                  • Market Share

                                                                    • Still a fragmented market
                                                                      • Figure 16: Market share by box office revenue, 2014-16
                                                                    • Wanda leads in revenue per cinema and per screen
                                                                      • Figure 17: Cinema and screen number, share and value per capita, 2016
                                                                  • Competitive Strategies

                                                                    • Invest in latest technologies
                                                                      • Membership plans to bond with consumers
                                                                        • Online ticket platforms competing by integrated functions instead of subsidies
                                                                        • Who’s Innovating?

                                                                          • Cinemas go beyond being just somewhere to watch films
                                                                            • Leveraging technology to enhance watching experiences
                                                                              • Serve the underrepresented
                                                                                • New ways of pricing
                                                                                • The Consumer – What You Need to Know

                                                                                  • Cinemas face fierce competition from video streaming service
                                                                                    • Film content the most important motivator
                                                                                      • Preference for rich formats and blockbusters
                                                                                        • Consuming snacks and drinks while watching films is common
                                                                                          • Location and effect are key consideration factors
                                                                                            • Going to cinemas is a way to relax
                                                                                            • Film Watching Frequency and Occasions

                                                                                              • Fierce competition from new ways of watching films
                                                                                                • Figure 18: Film watching frequency and occasion, August 2017
                                                                                                • Figure 19: Total number of films released in China, by domestic and imported, 2015-17
                                                                                              • Heavy cinema-goers are likely to be film enthusiasts from tier one cities
                                                                                                • Figure 20: Cross analysis for heavy cinema-goers and heavy streamers, August 2017
                                                                                            • Film Choice Factors

                                                                                              • More focus on the film itself, although reviews have an influence
                                                                                                • Figure 21: Factors encouraging film watching, August 2017
                                                                                              • Males prefer series while females listen to friends and family
                                                                                                • Figure 22: Selected factors that would encourage people to watch a film, by gender, August 2017
                                                                                                • Figure 23: Film watching motivators, featuring actor/actress, by age and gender, August 2017
                                                                                              • Consumers with higher education level select films more seriously
                                                                                                • Figure 24: Film watching motivators, by education level, August 2017
                                                                                              • Cinema-goers vs online streamers
                                                                                                • Figure 25: Film watching motivators, by heavy streamers and heavy cinema-goers, August 2017
                                                                                            • Film Watching Preferences

                                                                                              • Consumers look for rich format in cinemas
                                                                                                • Figure 26: Film watching preference – Format vs Occasion, August 2017
                                                                                              • Blockbusters still an important driver of box office
                                                                                                • Figure 27: Film watching preference – blockbuster vs cult films, August 2017
                                                                                              • Consumers want light-hearted but not shallow films
                                                                                                • Figure 28: Consumer matrix by film type preference, August 2017
                                                                                              • Being foreign no longer proof of high quality
                                                                                                • Figure 29: Film watching preference – foreign vs Chinese films, August 2017
                                                                                                • Figure 30: Film watching preference – foreign vs Chinese films, by income and education level, August 2017
                                                                                            • Film-related Spending

                                                                                              • Snacks and soft drinks regarded good companions
                                                                                                • Figure 31: Film-related products spending, August 2017
                                                                                              • Consumers aged 25-29 and parents tend to splurge
                                                                                                • Figure 32: Film-related products spending, by age, August 2017
                                                                                                • Figure 33: Film-related products spending, by family structure, August 2017
                                                                                              • Alcoholic drinks in cinema are more popular among tier one consumers
                                                                                                • Figure 34: Film-related products spending, in-cinema choices, by city tier, August 2017
                                                                                            • Cinema Choice Factors

                                                                                              • Audio/visual effects are the second most important factor, after location
                                                                                                • Figure 35: Important factors in choosing a cinema, August 2017
                                                                                              • Males value audio/visual effects while families value leisure amenities
                                                                                                • Figure 36: Cinema attractive factors, by gender, August 2017
                                                                                                • Figure 37: Cinema attractive factors, by family structure, August 2017
                                                                                            • What Does Watching Films Mean to Consumers

                                                                                              • Relaxation is the top reason for film watching
                                                                                                  • Figure 38: Meaning for watching films – word cloud, August 2017
                                                                                              • Meet the Mintropolitans

                                                                                                • MinTs watch more films, and go to the cinema more often
                                                                                                  • Figure 39: Film watching occasions, once a week or more, by consumer classification, August 2017
                                                                                                • Mintropolitans are likely to buy in to the brand effect
                                                                                                  • Figure 40: Film attractive factors, by consumer classification, August 2017
                                                                                                • A primary target for on-site spending
                                                                                                  • Figure 41: Film related consumptions, by consumer classification, August 2017
                                                                                                • Making the experience unique, fun and memorable
                                                                                                  • Figure 42: Cinema choice factors, by consumer classification, August 2017
                                                                                              • Appendix – Market Size and Forecast

                                                                                                  • Figure 43: Market value of box office, China, 2012-22
                                                                                                  • Figure 44: Market volume of cinema admission, China, 2012-22
                                                                                              • Appendix – Market Segmentation

                                                                                                  • Figure 45: Box office for domestic films, China, 2012-22
                                                                                                  • Figure 46: Market value of domestic films box office, China, 2012-22
                                                                                                  • Figure 47: Box office for imported films, China, 2012-22
                                                                                                  • Figure 48: Market value of imported films box office, China, 2012-22
                                                                                              • Appendix – Methodology and Abbreviations

                                                                                                • Methodology
                                                                                                  • Fan chart forecast
                                                                                                    • Abbreviations

                                                                                                    Cinemas - China - December 2017

                                                                                                    US $4,460.00 (Excl.Tax)