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South China Morning Post

Study Buddy (Explorer): Hong Kong Cinema Day achieves a 3-year high occupancy rate

Content provided by British Council Read the following text, and answer questions 1–9 below: [1] Hong Kong movie theatres reached an 83 per cent occupancy rate for Cinema Day, a three-year high. Although the overall turnout was slightly lower than in 2024, nearly 195,000 people enjoyed a day at the pictures this year. Cinema Day took place on May 10. Tickets were priced at HK$30 (US$3.86) and 1,774 screenings were held throughout the day at 53 venues. Showings across the city enjoyed strong ticket sales, and many boasted a full house. [2] The Hong Kong Theatre Association, which organises the annual event, said its preliminary figures showed 194,755 film-goers flocked to cinemas for the special day. This year's 83 per cent overall occupancy rate surpassed the 68 per cent and 78 per cent recorded in 2024 and 2023, respectively. [3] However, the actual number of attendees fell short of last year's record of 203,017. Regardless, the association said it was upbeat about the results, especially given that fewer cinemas took part in the promotion this year compared to last. [4] 'The figures remained similar, which greatly satisfied the Theatre Association. [We] also observed a significant increase in foot traffic in various shopping malls,' group chairman Timothy Yuen Yin-man said. 'Notably … many young people were seen enjoying movies with like-minded friends, indicating that Cinema Day is quite appealing to the younger generation and that cinemas are a popular social venue for them.' [5] The event's tickets were subsidised due to support from the government's Film Development Fund and the Create Hong Kong agency. Seats, including VIP ones, cost just HK$30. The promotion was first launched in 2023, after the Covid-19 pandemic, and aims to revitalise the film and cinema industry after three years of disruptions caused by inconsistent business and mandated social distancing. [6] The association said this year's Cinema Day continued to receive widespread support, with shopping malls, retailers and restaurants all taking part by offering various promotions to encourage public spending. Film-goers started lining up both online and in person a week before the event in hopes of obtaining cheap tickets. [7] 'The vibrant flow of people through the city demonstrates the effectiveness of the Hong Kong Cinema Day strategy; it not only encourages residents to visit movie theatres but also successfully mobilises various merchants to participate, which has proved very beneficial for boosting the local economy,' Wilfred Wong Ying-wai, chairman of the Hong Kong Film Development Council, said. [8] But the strong performance comes after three cinemas closed in the first three months of this year. At least nine venues closed in 2024. Only 56 cinemas currently operate in the city, a sharp drop from 112 venues in 1994. Last year, cinema revenue dropped to a 13-year low. Source: South China Morning Post, May 11 Questions 1. Find a phrase in paragraph 1 that means 'all tickets were sold'. 2. According to paragraph 1, what was the total number of screenings on Cinema Day? 3. The year's occupancy rate was … the rate of the last two years, based on paragraph 2. A. higher than B. lower than C. around the same as D. none of the above 4. As mentioned in paragraph 4, what group was seen watching movies on Cinema Day? 5. When did Cinema Day start and why, according to paragraph 5? 6. How much did each VIP seat cost on Cinema Day, based on paragraph 5? 7. Decide whether the following statements, according to paragraphs 5 and 6, are True, False or the information is Not Given. Fill in ONE circle only for each statement. (4 marks) (i) Tickets for Cinema Day could only be bought online. (ii) The public showed little interest in the cheaper tickets. (iii) Many shops offered a 'buy one, get one free' promotion on Cinema Day. (iv) Tickets for the event are cheaper because the government helps cover the costs. 8. What are two positive outcomes of the Hong Kong Cinema Day strategy, according to paragraph 7? 9. Based on paragraph 8, the overall number of cinemas in the city has … since 1994. A. increased B. decreased C. remained stable D. become unpredictable 10. How many cinemas closed between 2024 and March 2025, according to paragraph 8? People head to Emperor Cinema at iSquare in Tsim Sha Tsui to watch a film on Hong Kong Cinema Day 2025. Photo: Dickson Lee Answers 1. full house 2. 1,774 3. A 4. young people 5. The promotion was launched in 2023, following the Covid-19 pandemic, and aims to revitalise the industry after three years of disruptions caused by inconsistent business and mandated social distancing. (accept similar answers) 6. HK$30 7. (i) F; (ii) F; (iii) NG; (iv) T 8. It encourages residents to visit movie theatres and successfully mobilises various merchants to participate. 9. B 10. 12