IN the early hours of July 8, Beijing time, Joaquin Estrader leapt to his feet, cheering and embracing fellow supporters as Argentina completed a dramatic comeback victory over Egypt in the FIFA World Cup Round of 16.

The celebration unfolded not inside a football stadium or a sports bar, but in a giant-screen cinema auditorium in Chengdu, southwestern China’s Sichuan Province, where nearly 200 football fans had gathered to watch the match on the big screen.

For Estrader, an Argentine who now lives in Chengdu, the shared viewing experience offered something he had long missed. “Everyone cheered together, held their breath during the tense moments, and hugged each other after the final whistle. That’s something you simply can’t experience watching at home,” he said.

During the tournament, cinemas in many Chinese cities broadcast live World Cup matches, which were often held at midnight or early morning Beijing time, alongside their regular movie schedules.

The giant screen and immersive atmosphere make cinemas an appealing alternative to watching at home or in sports bars, said Zhang Jiahao, manager of a cinema in Chengdu. “The broadcasts have helped attract more late-night customers.”

China Film Group Corp. and Huaxia Film Distribution have organized over 28,000 World Cup screenings across 255 cities nationwide.

A cinema in Beijing’s Daxing District has rolled out exclusive perks for World Cup ticket holders, including a voucher for any regular movie screening, free popcorn and a soft drink.

Nearly all seats were filled for a Sunday morning screening of the match between Argentina and Switzerland. Spectators, many wearing team jerseys, cheered enthusiastically throughout the game.

“The screen is huge and the sound is fantastic,” said Chen, a football fan from Beijing. “After the match, it’s lunchtime. We can eat at the mall and shop in the afternoon.”

For many theater operators, however, showing World Cup matches is more than a response to football fever. It is part of a broader effort to diversify revenue streams and transform cinemas into destinations for culture, entertainment and shared experiences.

The transformation is taking shape across the country. Some cinemas have introduced cultural and creative retail stores featuring locally designed products, while others are incorporating immersive technologies such as XR experiences.

Family-friendly entertainment, themed dining, live performances and esports events are also becoming increasingly common, as operators seek to encourage visitors to stay longer and return more often.

Industry observers say such changes have become increasingly necessary as cinemas grapple with a challenging market, evolving consumer preferences and growing competition from streaming platforms.

“For years, cinemas have relied mainly on box office revenue, leaving many auditoriums underused outside peak seasons,” said Chen Shangshi, a young Chinese film director and producer. “That’s why these new experiments are so encouraging. They make better use of existing resources while giving cinemas fresh vitality.”

The industry’s efforts are now being backed by fresh policy support.

Earlier this month, China Film Administration and the State Administration for Market Regulation jointly issued a circular encouraging cinemas to diversify and expand their operations.

Yi Dan, a professor at the College of Literature and Journalism of Sichuan University, said cinemas are inevitably evolving from venues solely for movie screenings into spaces for urban cultural and social life as the entertainment industry continues to evolve.

“What they can offer is a sense of participation, emotional connection and shared experiences that streaming platforms simply cannot replicate,” said the professor. (Xinhua)