China’s National Film Administration and the State Administration for Market Regulation issue new guidance encouraging cinemas to expand beyond ticket sales. Multiple outlets report that theaters are urged to add new in-lobby and on-site services, including AI “concierge” agents to help customers, karaoke offerings, and coffee shops. The guidelines also encourage cinemas to develop additional revenue streams tied to film culture rather than relying primarily on screenings. Alongside those entertainment and hospitality upgrades, the guidance mentions expanding into movie-themed retail and related activities such as merchandise sales and exhibitions. The overall approach aims to reshape cinema experiences by adding services that can attract audiences before and after showtimes. The reported changes reflect a broader effort to promote diversification in cinema operations and improve the consumer-facing mix of services available at theater locations. The outlets describe the policy as a set of recommendations that cinema operators can follow as they plan upgrades to physical spaces and customer support offerings.