As the lights dim and the familiar hum of anticipation fills the air, moviegoers in Beijing are in for a surprise — an art exhibition brought to the CBD branch of the Wanda cinema chain.

Launched on New Year's Eve, Be Loved& Be Rich has displayed about 70 artworks by young artists that embody wishes for 2025, transforming the cinema into a multifunctional cultural space.

Curated by Chen Zhixi, chairwoman of Wanda Film, one of the country's largest cinema operators, the three-month exhibition has initiated its Rtime Verse program to build cinemas into multifaceted cultural hubs. Entry to the exhibition is free.

"Moviegoing is a lifestyle, which requires theaters to cater to the diverse needs of today's audiences. The Rtime Verse program aims to make cinemas into places where one can play, appreciate art, dine and shop," the 42-year-old chairwoman says.

For Chen Jianzhou, one of the featured artists, the exhibition offers a new way to explore art. His pieces on display aim to resonate with the festive spirit of the New Year and the upcoming Spring Festival, bringing joy and blessings to the visitors, according to the artist.