CCTV News: On January 20, the national launch ceremony of the 2025 "Feel the Movie and Food" event co-organized by the State Film Administration and the Ministry of Commerce was held in Beijing. Measures for linkage and benefiting the people were released on site to promote the mutual empowerment of film and catering consumption, and to boost the prosperity of the film and catering market during the Spring Festival and throughout the year.

This event includes the release of "Movie Reunion Dinner", "Movie + Food" theme special consumption promotion activities, and the promotion of "Light and Shadow-Feeling Food with Movies" series programs. During the "Movie Reunion Dinner", representatives of the film crew of the Spring Festival movies recommended the film in combination with special dishes. In the release of the "Movie + Food" theme characteristic consumption promotion activities, relevant companies have launched the first batch of "Movie + Food" specific measures to promote consumption based on their respective characteristics and advantages. The "Light and Shadow Seeking Taste - Follow the Movie to Seek Food" series program promotion session, the movie channel introduces the highlights and features of the program and will invite well-known filmmakers, cultural scholars, and cooking masters to jointly start the "Light and Shadow Seeking Taste" journey to trace the origin.

Multiple parties work together to promote movies and catering consumption

With the launch of the "Food with Movies and Food" activity, a series of preferential activities to promote consumption have also been launched simultaneously, and major cinemas, platform companies, catering companies and other parties work together to drive consumption.

Starting from January 20, everyone will open the mobile application or cloud flash payment program that is commonly used for booking movie tickets. By searching for "Food with Movies", you can participate in the event and receive movie viewing and food coupons. At present, China UnionPay has invested more than 80 million yuan in total, carrying out more than 300 catering activities and more than 200 movie activities.

In addition to discount activities, some theaters and surrounding catering companies have cooperated to explore the integrated business format of "movie + food", enhance their attractiveness to consumers, expand customer flow, and realize mutual traffic transfer and transformation of theaters and catering companies, and drive consumption.

It is understood that the "Food Food with Movies" activity will be based on the Spring Festival period and radiate throughout the year. Not only will various discount activities continue to be carried out, but film production companies will also launch movies containing food elements one after another to enrich the film market.

A number of records have been refreshed since the pre-sale of the 2025 movie Spring Festival

As the Spring Festival approaches, the film market is gradually becoming hot. Since the 2025 Spring Festival period started pre-sale on January 19, it has set a number of records.

The 2025 film Spring Festival was launched after sales at 9:00 on January 19. In just 1 hour and 40 minutes, the total pre-sale box office exceeded 30 million yuan, setting a record for the fastest pre-sale in Chinese film history. At 2:27 pm on January 19, the total pre-sale of the schedule exceeded 100 million, breaking the record for the fastest pre-sale of the Spring Festival in Chinese film history.

At 9:16 on January 20, the total pre-sale box office exceeded 200 million, once again breaking the record for the fastest pre-sale box office in the Spring Festival in Chinese film history. As of 00:00 today, the total box office of pre-sales in the 2025 Spring Festival has exceeded 270 million.