The fantasy comedy Mermaid, directed by Stephen Chow (second left), has topped the box-office charts during the Spring Festival holiday. Veteran singers Adam Cheng (left) and Karen Joy Morris sing the movie's theme song.[Photo/China Daily]

This is because in their young days the main way to see movies starring Stephen Chow or Chow Yun-fat was through videotapes or DVDs.

This also explains Stephen Chow's success with Mermaid.

Hailed as the "king of comedy", the 54-year-old filmmaker has influenced a large section of older Chinese film fans with his brand nonsensical humor.

A message that went viral on social media recently says: "We all owe Stephen Chow a ticket."

The message reflects the collective nostalgia of his large fan base of older viewers－a significant element in the unprecedented support for Mermaid.

So now, with 31,600 screens in more than 6,000 cinemas, yesterday's videotape enthusiasts around the country－who now form a large group of theatergoers－can see their movie idols on the big screen.

Even with promotional road shows－previously held in big cities－the focus is now on third- and fourth-tier cities, says Zeng Zhigang, vice-president of Ariadne's Thread, a Beijing-based movie firm.

China is populous country and will increasingly see more Chinese going to cinemas, says Zeng in a telephone interview with China Daily.

"More and more Chinese now want good-quality entertainment, which can also be used as a social networking tool or as a means for a family to hang out together," he says.

"Compared with stage plays or concerts, watching movies is definitely much cheaper," Zeng adds.