The overall attendance rate of the industry fluctuates downward, and domestic cinemas have entered the "stock optimization" stage.

"The response to the pilot program has been quite good, and we are already studying the possibility of extending the pilot services further," said Zhou Minghui, manager of Hangzhou Xitian City Era United Cinema, to Securities Times reporters. In late February of this year, Era United Cinema introduced an innovative service: audience members who had a poor viewing experience could apply for a 40% ticket refund within 20 minutes. This service has generated a response beyond expectations. Zhou Minghui admitted that the introduction of this service was partly due to intensified market competition, with cinemas seeking to explore differentiation in their business strategies; on the other hand, they hope to effectively enhance the audience's viewing experience. In recent years, the annual box office revenue in China has fluctuated around 50 billion yuan, with the overall industry attendance rate fluctuating downward. With fierce competition, some cinemas have chosen to exit the market, resulting in a decrease in the number of cinemas in China this year; however, many cinemas have chosen to update their equipment and improve services in order to retain audiences."