Adapting to Crisis: Social Media Behavior and Strategic Shifts of Chinese Cinema Chains During COVID-19

The COVID-19 pandemic drastically impacted global industries, including the cinema sector, where restrictions forced widespread theater closures and disrupted traditional film distribution models. This study investigates how two leading Chinese cinema chains—Wanda Cinema and Guangdong Dadi Cinema—adapted their social media behavior on the Weibo platform to address the unique challenges posed by the pandemic. Utilizing content and statistical analysis, we examined over 1,200 tweets from official cinema accounts on Weibo, spanning from November 2019 to March 2020. Our methodology included data collection on tweet frequency, timing, thematic content, and engagement metrics, coupled with a comparative analysis to observe shifts in behavior pre- and post-pandemic onset. Additionally, we discussed the commonalities and distinct features of Chinese cinema chains’ social media behaviors during the pandemic compared to findings from similar studies on cinema chains in other countries. This study reveals that the social media focus of Chinese cinema chains evolved from sales-driven marketing to fostering audience engagement and maintaining connections amid theater closures. Compared to the pre-pandemic period, cinemas decreased tweet frequency, shifted content themes from film promotions to interactive and industry-related topics, and modified engagement strategies to prioritize user interaction over direct marketing. Comparative analyses indicate differences between the two chains’ approaches, with Wanda Cinema employing a more dynamic engagement strategy. The strategic adaptation of social media by Chinese cinemas highlights the resilience of the film industry in navigating audience engagement during crises. This shift from traditional marketing to relational engagement highlights the increasing importance of social media in the entertainment industry.