电影院不止看电影：国家鼓励引入咖啡简餐、电玩KTV等业态Movie theaters are not just about watching movies: the government encourages the introduction of coffee, light meals, video games, KTV and other formats
【大河财立方消息】7月3日，国家电影局和市场监管总局发布关于促进电影院多样化经营 繁荣发展电影院文化的通知。
其中提到，创新特色餐食卖品。鼓励电影院引入高品质餐饮、轻食简餐、烘焙甜品、咖啡书吧等业态，打造“观影+休闲”消费场景。
拓展文创零售业态。鼓励电影院设立电影衍生品专卖店、文创产品集合店，销售正版电影周边、IP授权商品、潮玩手办、设计师原创产品。
强化科技赋能。鼓励电影院积极采用数字电影LED放映系统等先进技术进行升级改造，提高放映质量。
融合休闲娱乐业态。支持引入AI智能体、电玩游戏、卡拉OK等娱乐业态，打造潮流文化消费聚集地。
关于促进电影院多样化经营 繁荣发展电影院文化的通知
国影发〔2026〕5号
各省、自治区、直辖市电影主管部门、市场监管局（厅、委）：
为贯彻落实党的二十届四中全会精神，以新需求引领新供给，以新供给创造新需求，打破传统经营模式，进一步激发电影院经营活力，推动电影院业态创新、模式创新、服务创新，将电影院打造成为集观影、社交、娱乐、消费于一体的综合性文化体验空间，更好满足人民群众多样化、多层次、个性化的精神文化需求，现就有关事项通知如下。
一、鼓励多元业态融合
1.创新特色餐食卖品。鼓励电影院引入高品质餐饮、轻食简餐、烘焙甜品、咖啡书吧等业态，打造“观影+休闲”消费场景。支持电影院结合中国电影IP和国风、国潮、国粹等文化元素，打造国潮电影美食、开发IP联名食品。鼓励在电影院大堂设置自助售卖区、智能取餐柜，提升服务便捷性。
2.拓展文创零售业态。鼓励电影院设立电影衍生品专卖店、文创产品集合店，销售正版电影周边、IP授权商品、潮玩手办、设计师原创产品。鼓励与本地非遗传承人、手工艺人合作，开发具有地域特色的电影主题文创产品。支持搭建线上线下一体化零售平台，开展直播带货、客群营销。
3.融合休闲娱乐业态。支持电影院结合上映影片，加强与美育艺术、文化讲座、读书分享、科普教育等联动，打造观影特色活动。支持开发电影角色体验馆、品牌旗舰店等特色商业空间。支持引入AI智能体、电玩游戏、卡拉OK等娱乐业态，打造潮流文化消费聚集地。支持电影院依法依规开展贴片广告经营，加强与优质品牌合作，充分挖掘广告资源。鼓励电影院与周边商业综合体、步行街、文旅场所深度联动，实现客流共享、消费互通。
4.打造超级文化场域。鼓励电影院结合自身条件和市场需求，对现有空间进行功能再造和场景升级，布置具有艺术感、话题性的建筑空间，提升电影院美学品质，打造地标式视觉符号。支持电影院利用大堂、走廊、闲置影厅等空间，引入电影主题文创集市、艺术展览、IP快闪店、休闲书吧等业态，打造“电影+社交”“电影+艺术”“电影+生活”的超级文化空间。鼓励利用数智化媒介发布公益广告和优质商业广告，提升商业文化氛围。
二、强化品牌经营
1.明确品牌定位。鼓励电影院结合自身区位特点、历史积淀、硬件条件及目标客群，明确品牌核心价值主张，加强电影院IP运营及品牌建设。支持“一店一策”经营模式，找准发展定位，打造艺术电影院、科技电影院、社区电影院、特色主题电影院等多元形态，培育具有文化辨识度和市场影响力的电影院品牌。
2.挖掘文化资产。鼓励电影院充分挖掘空间文化价值，通过主题影厅设计、电影文化展览、观众故事征集等方式，沉淀形成可识别的文化符号。支持开发具有电影院特色的文创产品、数字藏品及衍生内容，延伸品牌价值链条，打造电影院自有IP内容。
3.深耕客户群体。鼓励电影院建立健全会员体系，强化客群运营机制，用心经营周边客群，开展具有电影文化特色的互动活动。针对核心影迷、年轻客群、家庭客群等，进行客群观影偏好画像分析，开展精准化服务和个性化推荐，为影片找到对应客群，为观众找到适配影片。
4.开展星级评定。鼓励电影行业协会建立健全电影院星级评价体系，依法依规开展星级评定活动，严格标准、规范程序、公平公正，推动电影院提高运营服务质量。
三、提升服务质量
1.强化科技赋能。鼓励电影院积极采用数字电影LED放映系统等先进技术进行升级改造，提高放映质量。支持通过新建电影院、电影院增厅等形式放映虚拟现实电影。加强放映设备维护管理，严格执行电影放映技术标准，确保声画质量达标。
2.提升运营能力。鼓励电影院提高影片宣传发行服务能力，主动开展影片落地宣传发行工作。鼓励电影院加强工作人员培训，树立多样化经营理念，规范服务流程，提升服务水平和专业素养。
四、强化组织保障
各地电影主管部门加强对电影院多样化经营的业务指导和行业管理，组织协调相关部门强化政策保障，及时研究解决遇到的困难和问题。市场监管部门依法对符合条件的电影院办理本领域相关许可事项予以支持，持续优化办事流程，提供便利化条件。依法规范经营主体行为，倡导诚信经营。加强先进典型经验宣传推广，充分发挥示范引领作用。加强知识产权保护，严厉打击票房偷漏瞒报、盗录盗播等违法违规行为。加强电影院安全生产监督管理，压实经营主体责任，落实安全防范措施，定期开展安全隐患排查。
国家电影局 市场监管总局
2026年6月17日
责编:金怡杉 | 审核:李震 | 监审:古筝
On July 3rd, the National Film Administration and the State Administration for Market Regulation issued a notice on promoting diversified operation and prosperous development of cinema culture.
It is mentioned that innovative specialty food products are being sold. Encourage cinemas to introduce high-quality catering, light meals, baked desserts, coffee and book bars, and other formats to create a "movie watching+leisure" consumption scene.
Expand cultural and creative retail formats. Encourage cinemas to establish movie derivative specialty stores and cultural and creative product collection stores, selling genuine movie merchandise, IP authorized products, trendy figurines, and designer original products.
Strengthen technological empowerment. Encourage cinemas to actively adopt advanced technologies such as digital movie LED projection systems for upgrading and improving the quality of projection.
Integrating leisure and entertainment formats. Support the introduction of AI intelligent agents, video games, karaoke and other entertainment formats to create a gathering place for trendy cultural consumption.
Notice on Promoting Diversified Operation and Prosperous Development of Cinema Culture
Guoyingfa [2026] No. 5
Film regulatory authorities and market supervision bureaus (departments, commissions) of all provinces, autonomous regions, and municipalities directly under the central government:
In order to implement the spirit of the Fourth Plenary Session of the 20th Central Committee of the Communist Party of China, lead new supply with new demand, create new demand with new supply, break the traditional business model, further stimulate the vitality of cinema operations, promote innovation in cinema formats, models, and services, and build cinemas into comprehensive cultural experience spaces that integrate watching, socializing, entertainment, and consumption, better meeting the diverse, multi-level, and personalized spiritual and cultural needs of the people, the relevant matters are hereby notified as follows.
1、 Encourage the integration of diverse business formats
1. Innovative specialty food products for sale. Encourage cinemas to introduce high-quality catering, light meals, baked desserts, coffee and book bars, and other formats to create a "movie watching+leisure" consumption scene. Support cinemas to create China-Chic film cuisine and develop IP co branded food in combination with Chinese film IP, national style, China-Chic, national essence and other cultural elements. Encourage the establishment of self-service areas and smart food lockers in the cinema lobby to enhance service convenience.
2. Expand cultural and creative retail formats. Encourage cinemas to establish movie derivative specialty stores and cultural and creative product collection stores, selling genuine movie merchandise, IP authorized products, trendy figurines, and designer original products. Encourage cooperation with local intangible cultural heritage inheritors and artisans to develop film themed cultural and creative products with regional characteristics. Support the establishment of an integrated online and offline retail platform, and carry out live streaming sales and customer group marketing.
3. Integrate leisure and entertainment formats. Support cinemas to combine the screening of films, strengthen the linkage with art education, cultural lectures, book sharing, science popularization education, etc., and create distinctive viewing activities. Support the development of distinctive commercial spaces such as movie character experience halls and brand flagship stores. Support the introduction of AI intelligent agents, video games, karaoke and other entertainment formats to create a gathering place for trendy cultural consumption. Support cinemas to carry out patch advertising operations in accordance with laws and regulations, strengthen cooperation with high-quality brands, and fully tap into advertising resources. Encourage the deep linkage between cinemas and surrounding commercial complexes, pedestrian streets, and cultural and tourism venues to achieve passenger flow sharing and consumption interconnection.
4. Create a super cultural venue. Encourage cinemas to combine their own conditions and market demand, carry out functional reconstruction and scene upgrading of existing spaces, arrange artistic and topical architectural spaces, enhance the aesthetic quality of cinemas, and create landmark visual symbols. Supporting cinemas to utilize spaces such as lobbies, corridors, and idle theaters, introducing film themed cultural and creative markets, art exhibitions, IP pop-up stores, leisure book bars, and other formats to create a super cultural space of "film+social", "film+art", and "film+life". Encourage the use of digital media to publish public service advertisements and high-quality commercial advertisements, and enhance the commercial cultural atmosphere.
2、 Strengthen brand management
1. Clarify brand positioning. Encourage cinemas to combine their own location characteristics, historical accumulation, hardware conditions, and target audience, clarify their brand core value proposition, strengthen cinema IP operation and brand building. Support the "one store, one strategy" business model, identify the development positioning, create diverse forms such as art cinemas, technology cinemas, community cinemas, and characteristic theme cinemas, and cultivate cinema brands with cultural recognition and market influence.
2. Explore cultural assets. Encourage cinemas to fully tap into the cultural value of space, and form recognizable cultural symbols through theme theater design, film culture exhibitions, and audience story collection. Support the development of cultural and creative products, digital collections, and derivative content with cinema characteristics, extend the brand value chain, and create cinema owned IP content.
3. Deeply cultivate the customer base. Encourage cinemas to establish a sound membership system, strengthen customer group operation mechanisms, carefully manage surrounding customer groups, and carry out interactive activities with film culture characteristics. Targeting core movie fans, young audiences, family audiences, etc., conduct audience viewing preference profiling analysis, provide precise services and personalized recommendations, find corresponding customer groups for the film, and find suitable films for the audience.
4. Conduct star rating assessment. Encourage the film industry association to establish and improve the star rating evaluation system for cinemas, carry out star rating activities in accordance with laws and regulations, strictly follow standards, standardize procedures, be fair and just, and promote the improvement of operational service quality for cinemas.
3、 Improve service quality
1. Strengthen technological empowerment. Encourage cinemas to actively adopt advanced technologies such as digital movie LED projection systems for upgrading and improving the quality of projection. Support the screening of virtual reality movies through the construction of new cinemas, the addition of new theaters, and other forms. Strengthen the maintenance and management of projection equipment, strictly implement the technical standards for film projection, and ensure that the sound and image quality meets the standards.
2. Enhance operational capabilities. Encourage cinemas to improve their film promotion and distribution service capabilities, and actively carry out film landing promotion and distribution work. Encourage cinemas to strengthen staff training, establish diversified business concepts, standardize service processes, and improve service levels and professional qualities.
4、 Strengthen organizational support
The film regulatory authorities in various regions strengthen business guidance and industry management for the diversified operation of cinemas, organize and coordinate relevant departments to strengthen policy guarantees, and timely study and solve difficulties and problems encountered. The market supervision department shall provide support to eligible cinemas in handling relevant licensing matters in this field in accordance with the law, continuously optimize the process of handling affairs, and provide convenient conditions. Standardize the behavior of business entities in accordance with the law and advocate for honest management. Strengthen the promotion and dissemination of advanced typical experiences, and fully leverage their exemplary and leading role. Strengthen intellectual property protection and crack down severely on illegal and irregular behaviors such as box office leakage, concealment, and unauthorized recording and broadcasting. Strengthen the supervision and management of cinema safety production, consolidate the responsibilities of business entities, implement safety prevention measures, and regularly conduct safety hazard inspections.
National Film Administration, State Administration for Market Regulation
June 17, 2026
Editor in Chief: Jin Yishan | Reviewer: Li Zhen | Supervisor: Guzheng