Wanda Cinema plans to rename itself to Ruyi Film, upgrading from a solely "movie" focus to a diversified entertainment experience.

Cover News reporter Ouyang Hongyu

On March 27, Wanda Film released an announcement, stating that it plans to change its name to “Yuyi Film Entertainment Co., Ltd.” It is reported that after the name change, Yuyi Film will focus on “Super Scenes + Super IP” under the Super Entertainment Space strategy, upgrading online and offline entertainment experiences, and delving into the entire cultural and entertainment industry value chain. Among them, “Yuyi” represents the content-creation gene; “Film Entertainment” demonstrates the company’s determination to focus on offline venues as the core and to deepen its investment in diverse entertainment experiences. In the future, Yuyi Film will strive to evolve from a traditional film company that covers content production, distribution, and exhibition into a globally loved cultural and entertainment brand.

The announcement indicates that this renaming is to better align with the company’s strategic direction for transformation. Wanda Cinemas, as one of the important cinema brands under Yuyi Film, will continue to provide users with high-quality moviegoing and offline entertainment services.

It is understood that after the brand refresh, Yuyi Film will rely on more than 700 directly operated cinemas nationwide and Yuyi’s rich IP reserves to build “Super Scenes” and “Super IP,” providing users with online and offline entertainment consumption experience.

Public information shows that the so-called “Super Scenes,” under the “Super Entertainment Space” strategy, is to drive cinemas to evolve from “watching movies” to “socializing,” so that movie theaters offer not only films but also IP-based immersive stage drama, theme exhibitions, Livehouse, and distinctive food and drinks—turning cinemas into core urban entertainment hubs that people are willing to make a special trip to and that are frequently checked in at.

“Super IP” is based on Yuyi’s IP reserves, with deep efforts to realize the value of IP across its full lifecycle. In the future, Yuyi Film will not only promote film-and-TV IP linkups, but will also bring the development of merchandise and the creation of themed spaces forward to the content-creation stage, continuously tapping the value of the content downstream chain. It will transform IP into a “space narrative” that is tangible and participatory, and build an immersive cultural universe.

A previously released performance forecast for 2025 shows that Wanda Film is expected to generate full-year profits of between 480 million and 550 million yuan; for the 2026 Spring Festival film season, among the top 10 cinema chains nationwide by box office, it holds 6 seats, and the film “YOLO: Run!” in which it participated in production and distribution also won the Spring Festival box office championship.

A wealth of information and precise interpretation—exclusively on the Sina Finance app