Beijing has initiated the "Galloping Horse Celebrates Spring, Splendid Chinese New Year" 2026 Spring Festival惠民movie viewing program ahead of the upcoming Lunar New Year. The program allocates nearly 30 million yuan in subsidies, covering over 300 cinemas across the city.
The campaign is organized by the Beijing Film Bureau and hosted by the Beijing Cultural Industry Promotion Center, with票务platforms MAOYAN ENT and Taopiaopiao as partners. They will jointly offer instant discounts for Spring Festival moviegoing, providing substantial benefits for audiences. The program will run for 17 days from February 15th (Lunar December 28th) to March 3rd (Lunar January 15th).
Residents can participate in various movie discount activities through either platform's app or WeChat mini-program.
■ Early Bird Special: 30 Yuan Discount via Ticket Grab The promotion covers all films in all Beijing cinemas. MAOYAN ENT offers a 30 yuan discount for screenings before 9:30 AM daily, with a maximum of one ticket per order. Taopiaopiao provides a 30 yuan discount for morning sessions between 7:00 AM and 9:30 AM, allowing each account one participation per week during the campaign period, limited to one ticket per transaction.
■ 15 Yuan Discount on Ticket Purchases This offer applies to all films in all Beijing cinemas, with residents eligible for an all-day 15 yuan discount. Through MAOYAN ENT, each order can receive discounts for up to two tickets. On Taopiaopiao, each account can participate twice weekly during the campaign, with one ticket per transaction.
■ Special Film Sections MAOYAN ENT covers popular and mid-range films across all Beijing cinemas, offering platform users movie tickets as low as 19.9 yuan, with single-ticket discounts ranging from 2 to 60 yuan. Taopiaopiao includes all films screening during the campaign period, providing new users with tickets as low as 0 yuan, with single-ticket discounts from 1 to 100 yuan.
■ "Movie+" Benefit Packages In response to calls from the National Film Administration and the Ministry of Commerce, the "Movie+" initiative has been launched. MAOYAN ENT collaborates with Meituan to offer benefits covering performances and food/travel discounts through resource integration, including 20 yuan performance coupons and food/travel benefit packages worth over 100 yuan. Taopiaopiao partners with Damai performances, Taobao Flash Sales, and Fliggy Travel to distribute benefits around themes of "enjoying performances, tasting food, and traveling with movies," coordinated with consumption voucher distribution.
For movie-themed performances, Damai platform offers 4-9.8折discounts on performance tickets. For movie-themed dining, Taobao Flash Sales provides food coupon packages worth up to 66 yuan for local moviegoers. For movie-themed travel, Fliggy Travel offers benefit packages including family flight coupons, round-trip air tickets, and new customer car rental discounts, with total value reaching thousands of yuan, available daily until quantities last.
■ Special Care Movie Benefits The Spring Festival惠民movie program, in coordination with the Municipal Social Work Department, will provide 10,000 "30 yuan no-threshold" movie coupons through MAOYAN ENT for new employment groups including delivery personnel, ride-hailing drivers, truck drivers, and online家政workers, enriching their cultural lives and allowing them to share in urban development achievements.