"The rewards are for those who do not begrudge showing their affection to their lovers," said Gao Jun, an executive of the New Film Association grouping these cinemas.

Gao doesn't see the measure as a publicity stunt to promote the film. He maintains it is a worthwhile attempt to arouse tender feelings among loved ones.

In the film, two young lovers in Taiwan become separated by the social turbulence of the 1940s. One remains in Taiwan while the other lives on the mainland. Despite their yearning for each other, they are unable to meet for 60 years.

Film critics are calling the movie "a great, poignant love film such as we haven't seen in years", a film without Hollywood frills that "moves people deeply" and a film that "urges people to reconnect with their long-lost days" of pure, sincere feelings.

Many tickets have been pre-sold with the New Film Association reporting 500,000 yuan of advance box office. The film premieres in Asia on December 1.

Ticket prices vary from cinema to cinema, averaging around 40 yuan, according to a staffer

Poster of romantic film "The Knot" [Photo: Sina]