Olympic fever: first cinema live broadcast of 2024 Paris Olympics in China

On July 26th this year, the world entered Olympics time. Compared to the previous Tokyo Olympics, Paris Olympics have had many more highlights, from the opening ceremony to brand sponsorships and discussions about the events, Olympic-related topics have dominated major social media platforms. For Chinese viewers, in addition to traditional TV broadcasts, this year marks the first time that Olympic events are broadcast live in cinemas nationwide. China Film International and China Media Group collaborated to broadcast the 2024 Paris Olympics television programs live in hundreds of cinemas across the country that meet the broadcasting criteria.

For the opening ceremony, some cinemas broadcasted the event live using their largest IMAX theaters, with nearly every seat filled by spectators. Images are from RED

Many viewers attending the screenings in cinemas are described as outgoing young individuals. As the primary audience for cinema viewing, they enthusiastically cheer and celebrate as the competitions intensify. Moreover, in many cinemas, audiences are allowed to bring their own snacks, bubble tea, and even beer, creating a lively atmosphere. Some screenings for popular sessions reportedly sell out in advance, with many young professionals even braving heavy rain after work just to experience the vibrant Olympic atmosphere in theatres.

Many spectators were thrilled and cheered loudly when the Chinese table tennis team achieved victory. Video from RED

A user on RED shared that this year marked their first experience watching the live broadcast of the Olympic opening ceremony in a movie theatre. The four-hour spectacle was incredibly romantic. Stepping out of the theatre, they coincidentally caught the sunrise, and even upon returning home, they still felt a lingering sense of fulfilment.

Energetic and well-prepared audiences created a lively atmosphere at the venue. Images are from RED

However, due to the 7-hour time difference between France and China, not all events could be scheduled in cinemas. Apart from the opening ceremony, typically, there was only one live broadcast per day at around 7:30 p.m., with ticket prices ranging from ¥35-80 ($4.88-$11.15). Viewers needed to reserve tickets in advance on ticketing platforms, and the event would proceed only if the attendance met the minimum requirement. For cinemas, adapting to innovative uses and showing a more diverse range of content is becoming an industry consensus.