Ruyi Cinema reported that its collaboration with the King Pro League (KPL), the professional Honor of Kings league in China, sold more than 1 million co-branded product units from Oct. 1–7. The company also reported a 36% new-user rate and about 450,000 new users for the Wanda Cinema app and mini-program. Investment界 reported campaign exposure above 200 million impressions. The reports do not define how the 36% rate was measured.[1][2]
The campaign began on Sept. 29 and was announced as a roughly six-week activation. During the National Day period, six cinemas in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and Hangzhou adopted KPL themes, while campaign content ran on screens and in pre-show advertising at more than 700 cinemas nationwide. The products included themed packages, acrylic charms, player support sets and city-specific T-shirts.[3][4]
Ruyi Cinema said it plans to use its cinema network as secondary viewing venues for the 2026 KPL Annual Grand Final, with synchronized broadcasts. The October figures provide a reported measure of product sales and digital sign-ups from the campaign; results from the planned finals activations would show how the model performs as a group-viewing offer.[3]
