Sequel to Cinema Day blockbuster

Cinema Day is set to make a comeback on April 21, offering moviegoers the chance to enjoy more than 70 films at HK$30 per ticket across all 63 participating cinemas.

The Hong Kong Theatres Association announced the event, which was first held last year as part of the government's "Happy Hong Kong" campaign.During the inaugural event, over 220,000 individuals flocked to cinemas, setting a single-day, non-holiday record.

This year, the association hopes to provide locals with an opportunity to experience high-quality entertainment at an affordable price, allowing audiences to appreciate various projection formats and even VIP theaters.

All major cinema companies in the city, including Broadway Circuit, Emperor Cinemas, MCL Circuit, Newport Circuit and Cinema City, among others, are participating.

Tickets for all movie formats, including special ones like 4DX, IMAX and CGS Laser, will be available for a flat rate of HK$30.

However, special programs and private screenings are not included in this promotion.

And apart from the movies currently being screened, winning films from the 42nd Hong Kong Film Awards, taking place this Sunday, will be re-screened on Cinema Day.

To coincide with the Hong Kong Pop Culture Festival 2024, which is themed Arts and Action, cinemas will organize themed screenings for action films and movies adapted from literary and fiction works.Timothy Yuen Yin-man, chairman of the association, said he hopes the film screenings will help promote Hong Kong's pop culture to audiences.

"One-off events like this may have limited impact on boosting ticket sales directly, but it's important tocreate a vibrant cinema-going atmosphere in the city," he said.

He likened Cinema Day to the annual Hong Kong Film Awards ceremony, saying: "While it may not directly boost box-office numbers, it serves as a representation of the industry and adds to the overall excitement."

Kenneth Fok Kai-kong, a lawmaker from the sports, performing arts, culture and publication sector, praised the event for its potential to not only boost the business of shopping malls and restaurants but also enhance the overall experience.

Tickets for Cinema Day will be available for purchase at ticket offices and through the websites of participating cinemas starting from noon on April 17.Individuals can buy up to four tickets each in person, while online purchases are subject to restrictions.