In no more than one year, the Jiaxing citizens will be provided with world class screens and sound effect in the cinemas nearby only with a price of about 25yuan per person. Yesterday afternoon, CineChina formally signed with Jiangnan Mall an agreement on the 180 million RMB investment in building a 4,000m2 cinema in the city. According to plan, this cinema will open to the public in June or July in the next year.

At 9:00 this morning, Yin Gang, the leading principal of CineChina, explained to a journalist of an evening paper that Jiaxing contains a tremendous cinema opportunity for its good location predominance and convenient traffic condition as well as its rapid economic development, solid civilization foundation and a large number of people. "People will certainly pursue mental life when they enjoy abundant material life. Any citizen has the need of watching films." Yin Gang said that the decision of choosing Jiangnan Mall was made after numerous marketing surveys. Jiangnan Mall gathered a large number of brands and the join in of CineChina would be an advantage for various brands to share the visitors and goods resources. It was a double win and even multi win action to both parties.

Yin Gang introduced that this cinema would not only be top class in the country but also in the world regarding it hardware as well as software. "Citizens can absolutely enjoy the world top class cinema effect while watching films." However, the target group of this cinema was neither the high income nor the high consumption people, "Our goal is to develop common culture not highbrow art and literature. We hope more people can afford to watch films." He told the journalist that the price wouldn¡¯t be high and would surely be accepted by Jiaxing people for the average ticket price would be around 25yuan. (From: South Lake Evening Paper)