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For many thrifty Shanghaiese, Tuesdays have long been known as "half-priced tickets" day across many Shanghai movie theatres, but this year, because Valentine's Day falls on a Tuesday, the customary weekly promotion will be cancelled at most theatres. Many theatres have already posted notices in advance saying something along the lines of: next Tuesday, for “special reasons”, there will not be a half-price tickets promotion, nor will group vouchers be accepted.

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I think this is a selfish ( only Chinese will do ) act. They thought people will celebrate and it's a great chance to boost up sales. Well... I say people should stop going to theaters and just use the 2-people 90rmb ticket to buy 10 DVD 9's and watch movie at home.
I also recommend IQIYI or SOHU for online movies.
Get these damn businessman out of business!
I disagree and agree John Doe. Taco Bell and several other American companies have been known to do stuff like this. (I'm particularly irritated and Comcast and Sprint at the moment.) And business in South and Central America are also infamous for not honoring business etiquette.
But I do agree that watching a movie at home is what people should do to show disdain for this foul practice. And I also think a home-made dinner and a movie at home is much more romantic than a crowded movie-theater.
I do agree with Michelle Doe......However ,living in Shanghai is not easy... Many valentines in Shanghai don't have home there........