Emperor Cinemas sets a benchmark for exhibition excellence in China
Photos courtesy of Emperor Cinemas
Emperor Cinemas has opened a flagship multiplex in Taikoo Li Sanlitun, Beijing. As Emperor Group’s second complex in this major commercial area of the Chinese capital, the new facility reflects the company’s ongoing dedication to quality and continuous improvement. Covering 6,076 square meters (65,402 square feet) with seven carefully designed auditoriums and more than 1,000 seats, the cinema embodies what the future of the industry should represent: not just a movie screening, but a complete and memorable cultural and entertainment experience.
To deliver exceptional moviegoing experiences, the Sanlitun flagship is powered by Christie’s advanced CineLife+™ Series projectors, including RGB pure laser and energy-efficient RBe models featuring Phazer™ illumination, paired with the CineLife+ IMB-S4 media server for secure, DCI-compliant projection. Together, these systems ensure that every frame faithfully reproduces the artistry and vision of filmmakers, creating a truly breathtaking spectacle for audiences.
Emperor Cinemas has chosen Christie’s latest cinema projectors, including the RBe Series, for most of its auditoriums at the new Sanlitun site in central Beijing.
The cinema is also the first chain in China to adopt the all-new “Dolby Vision + Dolby Atmos” (DVA) solution, offering exhibitors the opportunity to equip their theatres with a premium, integrated audiovisual experience. Emperor Cinemas has installed the DVA system in two well-appointed auditoriums at its Sanlitun location. Developed in close collaboration with Christie, Dolby’s next-generation Dolby Vision® projection system builds on more than a decade of Dolby Cinema excellence.
Bill Lee, general manager of Emperor Cinemas (Mainland China), comments: “We’ve long valued our collaboration with Christie. Their projectors are renowned worldwide for their reliability and performance, with virtually no technical issues reported to date. This was a decisive factor in choosing Christie as our partner for this project.”
James Li, executive director, China Cinema, Christie, adds: “At Emperor Cinemas, it’s not about the equipment itself, but about how technology is used to deliver the best possible experience. That is what leaves the deepest impression on the audiences.”
The return of the cinema lobby
Emperor Cinemas also breaks from the trend of shrinking or eliminating lobby space, a side effect of online ticketing. Instead, it has invested in expansive, high-end lobbies designed as cultural extensions and value-added services of the moviegoing journey—elegant, versatile, and inviting.
Emperor Cinemas has created a spacious, upscale lobby at its Sanlitun flagship to enhance the moviegoing experience with added cultural and service features.
Bill Lee explains: “We’ve always wanted audiences to understand the value of DVA and Christie in our own way. But what matters most is how they feel when they arrive, whether the environment is welcoming and comfortable. For example, the greenery that audiences see within the cinema complex is real. From the outset, our vision was to create a ‘park within the city,’ so audiences can feel relaxed and at ease even before the film begins.”
James Li concurs, stating, “Traditional cinemas are not obsolete; rather, they are undergoing a process of evolution.”
Cultivating excellence in every detail
Even in a market no longer expanding at breakneck speed, Emperor Cinemas continues to invest in quality and refinement. Its philosophy is clear: prioritize audience experience and deliver cultural and entertainment value above all else.
“Cinemas should never become cheaper and lower in quality. They should always strive to become better.” - James Li
“All projection equipment here is chosen to reflect the very essence of film,” says James Li. “That’s why Christie and Emperor Cinemas are so aligned in philosophy.”
Bill Lee reinforces this point: “Our belief has always been to present the very best. Even the simplest things, when done to the highest standard, can make a transformative difference. That’s why we partner with Christie, Dolby, and other suppliers of advanced technologies—because in every detail, we want audiences to experience nothing less than the best.”
The results speak for themselves. Since opening more than six months ago, the Sanlitun location has seen virtually zero technical issues with its Christie projection systems, ensuring a consistently high-quality experience for moviegoers.
Rejecting low-price competition
Not all cinemas take the same approach. Some prioritize low prices at the expense of quality, a trend James Li cautions against: “We must avoid an industry cycle driven by price competition, which risks lowering overall standards. Audiences are not exclusively seeking the least expensive option; rather, they are willing to invest in experiences that offer genuine entertainment and cultural significance.”
The mission of cinemas is clear: to reproduce every frame, every detail, and every sound exactly as creators intended. “Cinemas should never become cheaper and lower in quality. They should always strive to become better. We believe Emperor Cinemas represents the right path for Chinese exhibitors by not competing on price, but being accountable to audiences and filmmakers by presenting the very best.”
The potential of Chinese Cinema
Looking ahead, the Chinese film industry still has enormous potential. James Li notes that screen numbers will continue to grow in line with the country’s economic development and urbanization. But this expansion, he stresses, must be coupled with quality by deploying advanced technologies and superior customer service to provide cultural and spiritual enrichment for audiences.
Emperor Cinemas’ Sanlitun complex features real greenery to create a relaxing, park-like atmosphere for audiences before their moviegoing journey starts.
“Cinema is one of the most important pathways to realize our dreams,” James Li concludes. “That dream should never be vague or improvised. Whether in a flagship cinema in a major city or a 40-seat auditorium in a small town, the level of realism and clarity should remain the same. This is the goal that Christie strives to achieve.”
“We’ve long valued our collaboration with Christie. Their projectors are renowned worldwide for their reliability and performance, with virtually no technical issues reported to date.” - Bill Lee
Conclusion
The future of cinema will not be won by who sells the cheapest tickets, but by who creates the most compelling, meaningful experiences. By continually elevating value and audience engagement, cinemas can not only win the hearts of moviegoers but also secure the future of the industry.
