"One of the reasons for the sharp increase in the number of cinema admissions in China has been the prodigious growth of its economy and the increase in the standard of living and disposable incomes of the middle class. These newly wealthy citizens can now afford to go to the cinema to enjoy both national and foreign movies. This growth has spurred the continual and rapid construction of theatres: “China is building something like 10 screens a day”, said Christopher Dodd, MPAA chairman and CEO on March 2013 (The Hollywood Reporter, 2013). And despite the tremendous increases in average ticket prices, Chinese spectators continue to fill theaters.Although the number of new multiplexes has risen steadily, China is still lacking screens (as seen in Section 3.3) in comparison to its population and market. In 2011, China had approximately 2,000 theaters and 9,286screens across the country –making it the second largest national exhibition market in the world. However, this represents only one screen per every 136,000 people. In contrast, the USA had approximately 40,000 screens in 2011,with a population of approximately 280 million, representing one screen per every 7,000 people. China will need to construct some 170,000 screens to reach the same level of screen density as in the USA."