More new films in need to bolster industry hit hard by COVID, experts say

After the closure of cinemas for six months due to the novel coronavirus outbreak, Chinese moviegoers finally returned to their beloved silver screen.

On Monday, cinemas in low-risk areas started to reopen under COVID-19 prevention protocols. Most chose to screen old films that have already won great popularity in the past few years, such as the Disney production Coco, last year's Chinese thriller Sheep Without A Shepherd and the animation Ne Zha.

The new productions with high budgets, which should have come out during Spring Festival, have yet to be released.

Nevertheless, one film, the story of two children in the Xinjiang Uygur autonomous region, is an exception. The award-winning A First Farewell became the first new film to be released after the reopening.

According to Maoyan, the major Chinese business analysis website on the movie industry, the film was released in 44 cities, including Shanghai, Guangzhou, and Shen-zhen, and became the highest-grossing production in cinemas on Monday.

On Monday, about 29 percent of the over 1,600 screenings nationwide were arranged for A First Farewell.

"I think our distribution this time is special," said Wu Feiyue, chief distributor of the film. "We used to promote specific films before, but now we promote not only a film, but also the whole industry. It's time to rebuild confidence and bring people back to cinemas.

"And, in the current mood of a comeback after a long farewell, no other film suits better than this one with its warm tone," he said.

Tian Shan Cinema at Hongqiao Art Center, one of the most historic cinemas in Shanghai, started preparations to receive its first customers as early as 8:30 am on Monday. A First Farewell became the first film to be released that day. Its earliest screening was at 9:50 am.

All 27 tickets for this debut were sold out in less than an hour on Sunday. For safety reasons, tickets have to be booked online in advance with real identities, and attendance per show must not exceed 30 percent, according to Chinese Film Administration. And the showtime for screenings should not exceed two hours.