Wanda International Cineplex is slated to open in Beijing's central business district's Wanda Plaza next month. In order to attract moviegoers, a publicist from the cineplex told Beijing Times all tickets for daytime screenings will be sold at half price during its trial run in December. 　

The publicist said the half-price discount covers all movies before 6pm every day, including the weekends. She added the cinema has not decided on a date for ending the promotion. 　

Huang Ziyan, marketing manager from New Film Association, responded, "The low-price strategy is the future trend for the development of cinemas, but the timing is not right. The cost of operating cinemas is still high. 　

Current audience numbers do not cover operating costs, so cinemas have to make ends meet by charging higher prices." 　

However, moviegoers are very happy to hear the news. Wang Yu from the University of Science and Technology of China echoed most people's opinions. "If they are showing same movies but at a lower price and with quality service, that is persuasive enough," he said. 　

(CRI November 8, 2006)