Recently, the Film Bureau of the Propaganda Department of the CPC Central Committee and the Digital Currency Research Institute of the People's Bank of China guided the launch of the "Watching Movies for the New Year - 2024 Spring Festival Digital RMB Movie Consumption Discount Activity" in Suzhou. At the launching ceremony, ICBC Suzhou Branch and Suzhou Film Industry Association announced that they would invest more than 1 million yuan in digital RMB for preferential movie viewing activities during the Spring Festival, bringing tangible discounts to the audience's ticket purchase and other film consumption.
In recent years, ICBC has actively explored the application of "finance + film" digital RMB consumption scenarios in Suzhou, and after successfully landing the country's first cinema digital RMB payment scenario, it has cooperated with Suzhou Film Industry Association to carry out a number of digital RMB and bank card viewing activities to benefit the people, which has boosted box office growth and has been welcomed and praised by the general public. At the same time, with the help of the characteristics of small-amount and multi-frequency use of movie tickets, residents will be trained to use e-RMB, and the construction of an innovative payment ecosystem for e-RMB will be accelerated.
During the Spring Festival this year, ICBC will continue to increase the investment of digital RMB red envelopes nationwide for movie consumption discounts, innovate and implement cultural projects to benefit the people, innovate and upgrade film consumption models, help the consumer market continue to expand, and improve residents' digital payment experience.