According to statistics from online platforms, as of now, the box office revenue (including pre-sales) for this year's summer movie season has exceeded 10.5 billion yuan (RMB). Many domestic films continue to gain popularity, and consumer activity has already extended beyond the movie screen. Visiting filming locations, co-branded restaurants, and cultural and creative merchandise are all experiencing a surge in demand. The "movie+" business model is continuously extending the consumption chain, injecting strong new momentum into the domestic summer consumer market.

On the 19th, the Shitanjing Industrial Tourism and Film Town in Shizuishan, Ningxia, was bustling with tourists. Amidst the weathered industrial relics, many visitors searched for scenes from movies, comparing them to stills. The stone gatehouse featured in the film "Welcome to Dragon Restaurant" became a popular photo spot. Shitanjing was once an important coal base in Ningxia, but the town fell into decline after the coal mines closed. Its unique industrial ruins attracted films and television dramas such as "The Long Way Home," "Flame in the Wind," and "Welcome to Dragon Restaurant" to film there.

"I brought my child from Wuhai the day after watching the movie. Being in the actual setting of the story made the viewing experience even more immersive," said Zhang Qiang, a tourist from Wuhai, Inner Mongolia. Data from travel platforms shows that with the film's popularity, searches for the Shitanjing Industrial and Cultural Tourism Film Town increased by over 180% month-on-month, and bookings for major attractions in Shizuishan surged by over 580% week-on-week, significantly boosting local accommodation and short-distance travel consumption. In the past three years, Shitanjing has received over 400,000 tourists, maintaining an average annual growth rate of over 10%; after the film's release, the town received an average of about 2,000 tourists per day. The film's popularity has effectively translated into real economic benefits. Local restaurant owners stated that after the film boosted the town's popularity, both customer traffic and revenue at their establishments have increased significantly.

The film's popularity continues to spill over, not only revitalizing the cultural tourism market but also extending to multiple consumer sectors such as catering and cultural and creative industries. The line "Eat well" from the film *Welcome to Dragon Restaurant* resonated with audiences, and the food featured in the film has become a reality. Restaurants in many regions have launched co-branded and similar dishes, with some restaurants in Beijing offering eight dishes inspired by the movie; a certain burger brand's co-branded product, the "Xu Fu Beef Burger," has sold over 4 million units, with takeout sales accounting for nearly half of the total.

Inside the cinema, merchandise related to the film's IP was selling briskly. At the officially licensed pop-up booth for "Welcome to Dragon Restaurant," more than ten kinds of cultural and creative products, including bag charms, refrigerator magnets, and blind boxes of badges, attracted many viewers to purchase them after the movie, allowing film fans to preserve their movie-watching memories through these products.

Previously, the National Film Administration and the State Administration for Market Regulation jointly issued a document encouraging cinemas to create cultural and creative markets, transform into multi-functional cultural spaces, and enrich the cinema industry. Data from the National Film Administration shows that China's film box office multiplier is approximately 1:15.77, meaning that every 1 yuan of box office revenue can drive 15.77 yuan of output in upstream and downstream related industries. This year, the total output value of China's film industry chain has exceeded 400 billion yuan.

A single movie ticket connects diverse consumption scenarios including movie watching, tourism, dining, and cultural and creative products. It tells Chinese stories on screen and unleashes consumption potential beyond. This ever-expanding "movie+" model is becoming a crucial tool for promoting the deep integration of culture and tourism and boosting service consumption. (Source: China News Network)