Half-price screenings across 52 theaters aim to draw crowds, with Donnie Yen fronting a star-studded promotional campaign.
Hong Kong’s cinema industry is staging a comeback this National Day with the return of the government-backed “Half-Price Movie Day” initiative, offering moviegoers 50% off all tickets on Oct. 1. The Hong Kong Theatres Association announced the campaign Tuesday, enlisting action star Donnie Yen and a host of local celebrities to rally audiences back to the big screen.
The initiative, funded by the Film Development Fund, comes as the city’s exhibition sector continues its post-pandemic recovery. To kick-start the buzz, the association will launch a street-level promotional blitz on Saturday (Sept. 26) dubbed “Popcorn Alert,” featuring a branded truck adorned with the campaign’s poster that will weave through busy shopping districts while broadcasting the star-studded promo reel.
Adding a personal touch, actress Louise Wong will make in-person appearances at three high-traffic locations—Shatin, Mong Kok, and Causeway Bay—handing out free popcorn to passersby. For Wong, the role is more than just a publicity stunt. “Cinemas have accompanied me through my entire life and hold so many of my cherished memories,” she said. “Being able to use my influence to encourage audiences to support Hong Kong films means a lot to me.” A self-proclaimed popcorn enthusiast, Wong added: “Popcorn represents the joy of going to the movies. I hope to personally share that happiness with everyone. I want the whole city to be holding popcorn, to remember the presale date, and to grab half-price tickets to watch great films—cheerfully supporting Hong Kong’s cinema industry together.”
On the day of the event, all screenings across 52 commercial theaters will be half-price, regardless of format or cinema type. Tickets go on sale starting at noon on Sept. 28 through box offices, official websites, and mobile apps, subject to the latest announcements from individual cinema chains.
This year’s campaign follows a similar initiative in 2023 that drew strong public participation. Industry insiders say the discount day serves as both a thank-you to loyal moviegoers and a strategic nudge to reignite habitual cinema visits, especially amid competition from streaming platforms and changing consumer habits.
With local productions gaining renewed attention—bolstered by recent box-office hits and international festival nominations—the half-price day is expected to inject fresh momentum into Hong Kong’s film ecosystem, from studios to independent cinemas. For now, organizers are betting that a simple price cut, coupled with a dash of star power, can help keep the city’s silver screens glowing well into the autumn season.
