People's Daily highlights 'film plus' model: movie merchandise and location tourism extend the film's reach

People's Daily Online reported on August 12 that movie ticket stubs have increasingly become a gateway to dining, accommodation, transportation, sightseeing, shopping and entertainment across China, as new business models tap into the broader potential of the film industry; among the examples cited is All Wishes Come True, the domestic animated film that reimagines the ancient Taoist myth of the Eight Immortals through an original coming-of-age adventure and has become a summer hit.[1]

The report noted that merchandise tied to All Wishes Come True, including Shu brocade, stationery, daily necessities and trendy toys, has found a wide audience, and that visitors to the Qingcheng Mountain scenic area in Sichuan Province flock to photograph the nearly 1,900-year-old ginkgo tree that inspired the tree character in the film, where themed check-in activities, discounts and services have boosted local spending.[1]

"We need to make the most of a hit film's momentum," said Zhi Feina, a professor at the Chinese National Academy of Arts, adding that the "film plus tourism" model reflects cinema's broader power to drive economic activity; the China Film Administration and the Ministry of Commerce jointly launched a "film plus" consumption pilot program in 16 cities this year, integrating films with sectors including tourism, food, market fairs and science popularization.[1]