SHANGHAI, Aug. 5 (Xinhua Silk Road) -- China's film industry is undergoing one of its most significant transformations in years. More cinema screens and cheaper tickets are no longer enough to lure audiences back. As streaming platforms reshape viewing habits and moviegoers become increasingly selective, the question facing every theatrical release has become simple: Is this worth leaving home for?
For Daniel Manwaring, CEO of IMAX China, the answer lies not in making more films, but in creating event films.
"Consumers are becoming more selective," Manwaring said in a recent interview with Xinhua Finance. "Today, it's event films, not just films, that motivate people to go to the cinema. An event film combines three things: a story worth watching, an experience worth leaving home for, and a conversation worth being part of."
The attendance driver: the power of event films
China's 2026 summer movie season is shaping up to be one of the most diverse in recent years, spanning science fiction, comedy, war epics, animation and reality-inspired dramas.
The performance of premium releases has reinforced Manwaring's optimism.
Marvel and Sony Pictures' "Spider-Man: Brand New Day" generated more than 130 million yuan (about 19 million U.S. dollars) at the IMAX box office in China during its opening weekend, setting new franchise records for both opening day and opening weekend in the format.
Meanwhile, British-American filmmaker Christopher Nolan's "The Odyssey" delivered extraordinary demand even before its official release. During IMAX sneak previews on Aug. 1 and 2, the film achieved a record-high occupancy rate of 94 percent across 158 preview screenings in major Chinese first-tier cities, the highest in IMAX China's history. Nearly every IMAX auditorium was full, with roughly half the screenings selling out completely.
"I'm very optimistic about the summer season," Manwaring said. In his view, several releases this season have the potential to become true "event films"—movies that go beyond entertainment, become part of the cultural conversation, and give audiences a compelling reason to return to theaters.
Among them, Nolan's "The Odyssey", scheduled to open in the Chinese mainland on Aug. 14, stands out as a landmark release. It is the first feature film ever shot entirely with IMAX film cameras. Unlike traditional workflows, the IMAX version served as the source master for the film from which every other format was derived.
"From image to sound, this film was crafted from the ground up for The IMAX Experience," Manwaring said.
The summer slate also reflects a broader shift in audience tastes. Alongside blockbuster spectacles such as "Spider-Man: Brand New Day" and the comedy "Kung Fu Soccer", highly anticipated films include "A War of Light", directed by Chinese comedian Jia Ling, and "Once Upon a Time in the Middle East", featuring comic star Shen Ten. Both films focus on contemporary themes and emotionally grounded storytelling.
Animation has also become one of IMAX's fastest-growing categories. Manwaring pointed to "All Wishes Come True!", an animated fantasy comedy inspired by the classic Chinese folklore tale "The Eight Immortals Crossing the Sea", as further evidence that animated films are increasingly becoming premium-format attractions.
"Every successful summer season needs a few truly breakout event films that spark conversations, build momentum, and lift the entire market," he said. "As we often say, a rising tide lifts all boats."
Elevating the experience: winning over more selective audiences
"Dear You", a low-budget film shot entirely in a regional dialect, has grossed over 2 billion yuan (approximately 295 million U.S. dollars) at the Chinese box office as of Aug. 1, making it one of the year's most remarkable cinematic successes. Winning nationwide acclaim for its understated yet deeply moving portrayal of human connection, the film has sparked a renewed conversation about the commercial viability of smaller, story-driven movies.
Although IMAX has traditionally been associated with visual-effects-heavy blockbusters, Manwaring believed that compelling storytelling and premium presentation are complementary rather than competing strengths.
"It's never a choice between a great story and a great theatrical experience. They're not substitutes for one another. A great presentation unlocks the full emotional impact of a great story," he said. "That is exactly the core value IMAX has built through years of deep engagement with the industry."
Manwaring noted that even before an IMAX release of "Dear You" had been confirmed, fans were designing unofficial IMAX posters online and calling for the film to receive the premium-format treatment.
"That says a lot," he said. "When a film truly resonates with audiences, they naturally seek out the best possible viewing experience and often return to watch it multiple times."
Market data underscored this shift. According to Lighthouse Research, average attendance per premium-format screening in China hit a five-year high last year. In the first half of 2026, China hosted over 73 million screenings—a 3.9 percent year-on-year increase—even as total box office revenue fell by 40.6 percent. This divergence highlighted an industry grappling with a paradox: higher screening volumes but significantly lower ticket yields.
Against that backdrop, premium formats have continued to outperform the broader market. IMAX captured a peak market share of 5.6 percent in China last year, despite representing only around 1 percent of total cinema screens.
"I see a market that's evolving, not declining. Consumer demand hasn't disappeared, while expectations have increased." Manwaring said. "The answer isn't simply producing more films. It's creating a steady pipeline of event films that actually build momentum."
Beyond the cinema: expanding the IMAX ecosystem
As cinema operators face slowing industry growth and intensifying competition, in Manwaring's view, IMAX is increasingly positioning itself as both a revenue driver and a competitive differentiator for exhibitors.
The company's continued expansion with major cinema partners reflects that strategy. IMAX has signed new agreements with Ruyi Films for two consecutive years, covering both new IMAX installations and premium-format upgrades. Ruyi's contribution to IMAX China's box office has risen from 49 percent in 2023 to 52 percent in the first half of 2026, while contribution from Hengdian World Studios, known as the "Chinese Hollywood", has tripled over the same period.
However, IMAX's ambitions now extend well beyond cinemas, according to Manwaring.
On the content side, IMAX is expanding into original documentaries with "The Elephant's Odyssey". Live event programming has also gained momentum. Screenings of the FIFA World Cup, NBA games and League of Legends competitions have attracted exceptionally strong attendance, with League of Legends reaching 98 percent IMAX occupancy and NBA broadcasts selling out completely. Concert films have become another growth engine. "Taylor Swift: The Eras Tour" saw IMAX account for 45 percent of its box office.
The company is also expanding its consumer brand through merchandise and licensing partnerships, including Shanghai International Film Festival co-branded merchandise, The Odyssey IMAX film camera-themed popcorn bucket and co-branded gaming accessories with Razer.
Meanwhile, destination cinemas are emerging as another area of growth. IMAX venues at the China National Film Museum, Guiyang Yuejie and the Liaoning Science & Technology Museum have become attractions in their own right, drawing moviegoers from across China. During the release of Disney's "Zootopia 2", 45 percent of admissions at the Liaoning IMAX GT theater came from outside the local market. During the release of Chinese animated blockbuster "Ne Zha 2", the Guiyang Yuejie IMAX welcomed more than 5,000 visitors in a single day.
In addition, IMAX has partnered with acoustic intelligent hardware company Goer Dynamics to launch the world's first IMAX in-vehicle entertainment system, extending immersive experiences into mobility scenarios and breaking the boundaries of traditional cinema spaces.
For Manwaring, the industry's future ultimately hinges on a thriving cinema ecosystem. "Our success is only meaningful if the entire industry succeeds," he said. "We're committed to building a healthy, growing ecosystem together with partners across the entire value chain."
As China's box office enters a new era, IMAX is betting that audiences will continue to return—not just for films, but for immersive experiences they simply can not afford to miss. Ultimately, the future of exhibition lies not in preserving the traditional cinema model, but in redefining the very essence of the theatrical experience. (Contributed by Ji Lei, Wei Yutian and Gao Pan)
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