East China's Zhejiang province will issue coupons worth 10 million yuan (about $1.4 million) to moviegoers from Saturday. [Photo/China News Service]

East China's Zhejiang province will issue coupons worth 10 million yuan (about $1.4 million) to moviegoers from Saturday to boost the film industry, the provincial film department said on July 24.

Moviegoers can get the coupons from a news app and use them when buying movie tickets online. The promotion will last until the end of October.

Since Monday, Chinese cinemas in low-risk areas for COVID-19 have resumed operations with epidemic prevention measures in place.

As of Thursday, 349 cinemas, accounting for nearly half of the total in Zhejiang, have reopened, according to a box office data platform.