(Yicai) June 18 -- Chinese cinemas and hotels are tapping new revenue streams through live World Cup broadcasts, offering fans immersive viewing experiences on giant screens and high-end audio systems.

The shift has been made possible by the completion of broadcasting rights authorizations. China Media Group, the exclusive multimedia rights holder for the World Cup in China's mainland, has authorized China Film Group Corporation to distribute screening licenses to cinemas participating in the live-broadcast program.

More than 1,200 cinemas in over 150 Chinese cities completed technical preparations before the tournament began, according to data previously released by China Central Television. More than 60 matches will be broadcast live during this year's World Cup.

The initiative is expected to create new consumption opportunities this summer by attracting football fans to cinemas and hotels while also benefiting nearby restaurants and retailers through joint promotions and partnerships.

Due to the time difference between China and North America, many live broadcasts take place during the morning in China. However, several high-profile fixtures are scheduled during the early hours, such as the England-Croatia match at 4 a.m. earlier today.

Yicai found on a China Film mini-program that participating cinemas have already begun selling tickets for World Cup viewing sessions. Ticket prices vary by venue, with most ranging from more than CNY40 to more than CNY50 (around USD6 to more than USD7).

This marks the first large-scale live screening of World Cup matches in Chinese cinemas. During the 2022 World Cup, some cinemas attempted to launch live-broadcast services, but relatively few screenings took place because the venues were unable to obtain broadcasting rights.

Hotels are also using the tournament to attract guests. Some have made the provision of high-quality match broadcasts a key part of their offerings, while certain high-end hotels have launched presidential-suite viewing packages that can accommodate more than 10 people and include professional audio-visual equipment and dedicated services.

Dedicated World Cup viewing venues can help cinemas and hotels boost business while also driving sales at nearby restaurants and retailers through partnerships with local merchants, further tapping this summer's consumption potential, Zhao Huanyan, a senior economist in the cultural and tourism industry, told Yicai.

Editors: Tang Shihua, Emmi Laine