Wanda is transforming cinemas into social hubs by curating cinema environments that cater to anime fans, collectors, and other interest groups, driving higher engagement and a notable 137 percent year-over-year rise in box-office share for animated films.

The company envisions a Super Entertainment Verse that extends beyond films to include AI, self-made brands like snacks and home furnishings, and integrated experiences that enrich visitors’ lives.

Future plans involve multi-category IP collaborations with K-pop and sports, reinforcing the cinema as a four-hour social playground where audiences mingle, discuss, and buy related products.

Strategy centers on three pillars: customized content, co-branded merchandise, and exclusive experiences that position the cinema as a community venue rather than a mere screening space.

Pre-movie messaging featuring characters and interactive experiences resonate strongly with female audiences, who engage in dress-up and selfies, signaling an outsized experiential draw.

Overall, Wanda’s approach reframes cinemas as multipurpose cultural hubs designed to foster community, creativity, and economic activity beyond traditional film exhibition.

Collaborations and events, such as a Golden Week tie-in with Genshin Impact, generated RMB 64 million in GMV and over RMB 100 million in related ancillary spending across Wanda locations.

Staff deliver immersive, park-like service with themed settings and character-driven scenes in lobbies and theaters to boost engagement and social sharing.

Wanda Film is actively transforming its 707 cinemas into youth-oriented social hubs to attract and retain younger audiences amid competition from streaming and other platforms.