To further stimulate Beijing's film consumption, enrich residents' cultural life throughout the summer season, expand access to public cultural benefits, and strengthen the integration of culture, commerce, tourism, sports and exhibitions across the capital, the "Hundred Flowers Returning to Yanjing, A Majestic Capital of Myriad Scenes" - 2026 Summer Public Benefit Screening Campaign under the Beijing Cultural Consumption Promotion Initiative officially launched on July 16, 2026. The campaign will run through October 7, 2026, spanning both the summer box office season and the National Day holiday.

Guided by the Beijing Municipal Film Administration and organized by the Beijing Cultural Industry Promotion Center, the campaign is jointly funded by China's two leading online ticketing platforms, Maoyan and Taopiaopiao. Through a "government subsidies + platform incentives" model, the initiative will provide consumer benefits totaling RMB 20 million, including RMB 12.5 million in movie ticket subsidies and an additional RMB 7.5 million in platform-sponsored offers. The campaign features five major promotional programs: Instant Purchase Discounts, Family Movie Specials, Featured Film Discounts, Hundred Flowers Double Benefits Week, and "Film Plus" Lifestyle Rewards. Throughout the campaign, moviegoers can enjoy an instant RMB 10 discount per ticket on all films showing at cinemas across Beijing through the Instant Purchase Discounts program (limited to two tickets per transaction). The Family Movie Specials section provides an RMB 15 discount per ticket for purchases of three or more tickets in a single order (limited to three tickets per transaction). The Featured Film Discounts section offers selected screenings starting from RMB 19.9, with savings ranging from RMB 2 to RMB 60 per ticket. As the 38th Hundred Flowers Awards Series Activities return to Beijing, bringing a citywide celebration of cinema, the campaign will introduce a dedicated Hundred Flowers Double Benefits Week from August 5 to August 11. During this special promotion period, ticket subsidies will be further enhanced: the Instant Purchase Discounts will increase from RMB 10 to RMB 15 per ticket, while the Family Movie Specials discount will rise from RMB 15 to RMB 20 per ticket. These upgraded offers will apply to both Hundred Flowers Film Festival ticketed screenings and regular commercial screenings at participating cinemas. In addition, the "Film Plus" Lifestyle Rewards program enables moviegoers to receive digital coupon packages with eligible ticket purchases, unlocking special offers across dining, leisure attractions, entertainment venues and other cultural, commercial, tourism, sports and exhibition-related experiences.