Some Chinese movie theaters in Beijing and Shanghai are experimenting with cinema texting, where viewers can send texts to a dedicated number and have them displayed over the movie or on an adjacent screen for everyone to see. Shen Leping, director of an animated film called The Legend of Qin, said he's enthusiastic about the idea.

“We are exploring how the response from the audience can affect the movie itself,” he said. “We are, in fact, putting the director and viewer on equal terms, and I think many of the opinions of the viewers are very helpful for filmmakers.”