'Cinema Day' promises cheap moviegoing fun for fans

“Cinema Day” will return on April 21, with tickets at all 63 participating movie theatres costing HK$30 on the day. Tickets will be available for sale from 12pm next Wednesday at cinema box offices and online. Each person can buy a maximum of four tickets in one go at box office counters — while online ticket purchases are subject to restrictions of individual cinema chains. Selected movies that match the “Arts and Action” theme of the Hong Kong Pop Culture Festival 2024, as well as films that won at this year’s Hong Kong Film Awards, would also be screened on the day. The initiative was first held last year under the government’s “Happy Hong Kong” campaign, attracting over 220,000 visits. However, local annual box office earnings for 2023 remained at around HK$1.4 billion, dropping by 25 percent compared with 2019. Timothy Yuen, head of the Hong Kong Theatres Association, said while such one-off events might not have a significant impact in boosting box office numbers, it's more important it creates a movie watching vibe in the city. “I believe they contribute to creating a certain atmosphere or ambiance. Just like the annual Hong Kong Film Awards ceremony, it is a grand event that adds to the overall excitement. While it may not directly boost box office numbers, it serves as a representation of the industry,” he said. “Such events should be seen as a means of sharing and engaging with the community, both for ourselves and the general public.” He added the number of movies screened last year dropped, partially due to the strikes in Hollywood, saying that also affected people's desire to go to the cinema. Yuen hoped movie numbers in the second half of the year would return to normal.