Movie ticket stubs turn into coupon bundles, boosting cultural and tourism spending

This summer, Zhejiang launched the “Movie Ticket Stub Benefits Platform,” turning a movie ticket stub into a “coupon bundle” that can be exchanged for a variety of consumer perks, linking scenarios such as moviegoing, tourism, shopping, and cultural entertainment, and promoting the development of the “movie+” consumption model. Starting in midJuly, audiences at many cinemas in Hangzhou have been able to, after watching a film, use their ticket stubs to upload verification via a mini program and generate an electronic benefits card valid for 7 days, allowing them to enjoy discounts such as instant reductions and gifts at partner merchants. Some scenic spots have also rolled out ticketstub discount policies at the same time, such as free admission and halfprice tickets. Reports show that scenic spots such as Lishui Yunhe Terraces have already redeemed discounted tickets for hundreds of visits; since the launch of the “Movie Ticket Stub Benefits Platform,” a cumulative 96,000 valid ticketstub vouchers have been uploaded and 17,000 merchant benefit redemptions have been processed, reflecting the driving effect of crosssector collaboration on cultural and tourism consumption.