Complete Guide: How China’s Wanda Turning Theaters into Youth Hubs
In an era dominated by streaming services and on-demand entertainment, traditional cinema operators are facing unprecedented challenges. China’s Wanda Cinemas, a major player with over 700 theaters, is tackling this issue head-on by transforming its venues into vibrant social hubs designed to attract and retain younger audiences. This guide explores Wanda’s innovative strategies, from customized content and co-branded merchandise to exclusive experiences, demonstrating how they are redefining the cinema experience for the next generation.
Table of contents
Redefining the Cinema Experience: Wanda’s Core Strategy
Wanda’s approach centers around creating a “Super Entertainment Verse,” a concept spearheaded by Wanda Film Chairwoman Chen Zhixi. This vision extends beyond simply showing movies; it encompasses a holistic entertainment ecosystem that integrates film, dramas, games, AI, self-made brands, snacks, offline leisure activities, and home furnishings. The goal is to provide a multifaceted experience where young people can not only watch films but also enjoy great food, have fun, and connect with like-minded individuals.
Li Jinlei, general manager of Mtime (a movie e-commerce portal acquired by Wanda Group), emphasizes the importance of meeting the needs of young people. Wanda Film focuses on providing more entertainment experiences, creating spaces where young people can interact, build emotional resonance, and break the limitations of traditional cinema settings. This involves actively customizing content, offering co-branded merchandise, and curating exclusive events that cater to specific fan communities.
Customized Content and Co-Branding Success
A key element of Wanda’s strategy involves leveraging the inherent advantages of cinemas: space and content. By recognizing that the film itself is a powerful draw, Wanda transforms its theaters into social scenarios tailored to different audience segments. For example, they create dedicated spaces for anime enthusiasts and collectors, fostering a sense of community around shared interests. This approach has yielded significant results, with Wanda Film reporting a 137% increase in box office share from animated films through co-branding events.
Wanda’s co-branding initiatives extend beyond film and animation, incorporating popular video games to attract a wider audience. A notable example is their collaboration with the game Genshin Impact during Golden Week (a Chinese public holiday). This partnership generated a Gross Merchandise Value (GMV) of RMB64 million ($9 million) and resulted in over 20 million in extra box office revenue. Furthermore, shopping malls hosting Wanda theaters reported a total consumption stimulus of over RMB100 million ($14 million) attributed to this segment of users, demonstrating the significant economic impact of these initiatives.
Practical Examples of Co-Branding in Wanda Theaters
- Genshin Impact Themed Theaters: Seat covers featuring game characters, promotional displays, and exclusive merchandise available for purchase.
- Anime Movie Premieres: Special screenings with cosplay events, meet-and-greets with voice actors, and limited-edition collectibles.
- Interactive Installations: Photo booths and selfie stations allowing moviegoers to interact with their favorite film and video game characters.
Exclusive Experiences: Building a Loyal Community
Beyond customized content and co-branded merchandise, Wanda focuses on creating exclusive experiences that foster a sense of belonging and loyalty among young moviegoers. These experiences range from themed events and fan gatherings to interactive activities and personalized services. Wanda Cinemas staff plays a crucial role in delivering these immersive experiences, providing attentive service and creating a welcoming atmosphere.
These exclusive experiences are designed to transform the cinema from a mere venue for watching movies into a dynamic social hub where young people can connect with their passions, meet new friends, and create lasting memories. By providing a compelling alternative to streaming and other forms of entertainment, Wanda is successfully attracting and retaining younger audiences, ensuring the continued relevance of cinema in the digital age.
Conclusion
Wanda Cinemas’ innovative approach to attracting younger audiences represents a significant shift in the cinema industry. By embracing customized content, co-branded merchandise, and exclusive experiences, Wanda is successfully transforming its theaters into vibrant social hubs that cater to the diverse interests of today’s youth. As cinema operators worldwide grapple with the challenges of a rapidly evolving entertainment landscape, Wanda’s strategies offer valuable insights into how to redefine the cinema experience and ensure its continued appeal for generations to come. The focus on creating a “Super Entertainment Verse” may be the key to unlocking the future of cinema in the face of digital competition.
Disclaimer: The information in this article is for general guidance only and may contain affiliate links. Always verify details with official sources.
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