Every reporter: Wen Menghua Every editor: Chen Junjie
A drama or a movie makes a city popular and is becoming a new trend of "check-in" in the cultural tourism market.
brought "wind" to Dali, Yunnan from "Go Where the Wind Is", "Hurry" made Jiangmen, Guangdong popular, to Shanghai's Yellow River Road in " Blossoms " became a popular check-in place, and then to "My Altay" Let the prairie burst out of the circle.
This year, "City of Movies" has become the theme of the 26th Shanghai International Film Festival. Between the light and shadow, movie fans from all over the world not only grab movie tickets, buy cultural products, and get postmarks, but they also drink coffee near the screening theater, meet filmmakers, and check in at different film and television attractions.
With the continuous extension of new movie scenes, the "opening methods" of film festivals are becoming more and more abundant. Film and television are no longer limited to TV and theaters; film festivals are also more than just movies.
When "movie trip" becomes "city trip", in an economic era where the integration of "culture, business and tourism" is accelerating, how can movies bring more new scenes to urban consumption? How to use the "technology" engine to promote the fission and upgrading of urban cultural tourism consumption?
Tourists experience "Latin American style" during the Shanghai International Film Festival. Photo provided by the Carnival Organizing Committee
html Behind the 8.45 million movie tickets
Wang, who walked into the Shanghai Cinema with a white suitcase, rushed from Nanjing early on June 14 To Shanghai. Having just finished her college entrance examination, she secured a three-day movie-watching trip for herself. She talked about the movies she purchased such as "Looking Back", "The Flowers and the Murder Case of Alice" and the 4K versions of "Villain" and "Moneyball", etc., and she was very familiar with them.
Official data from the Shanghai International Film Festival shows that 450,000 tickets were issued on the day the films were screened on June 7, which has exceeded the total number of moviegoers at last year's film festival. Among the audience at this film festival, 29% of movie fans are from Jiangsu, Zhejiang, Beijing, Guangdong and other places, and the reason why they go there is not just "movies".
Audience interaction after the screening Photo provided by the organizing committee
Nowadays, offline entertainment in large spaces has become a new trend. The Shanghai International Film Festival has gone through more than 30 years, and has developed from film screenings and industry exchanges at the beginning to the in-depth experience of "big integration" today. In addition to traditional movie viewing, technology and consumption are also used to integrate movies with urban culture and urban consumption scenes to provide more immersive experiences.
For example, at this Shanghai International Film Festival, the "Belt and Road" Film Week launched the "Latin American Style" carnival for the first time, enriching new links for film consumption; various embedded formats in future cinemas will create new scenes of cultural consumption; Shanghai The international tourist resort has received a total of 25.627 million tourists, an increase of 44% compared with 2019.
Among them, the Future Cinema unit has introduced 26 immersive experience works from home and abroad, including 5 global premieres, 5 Asian premieres, and 6 Chinese premieres.
In addition, last year, when the world's first commercially operated large-space immersive exploration project "The Lost Pharaoh" landed in Shanghai, it attracted more than 100,000 visitors. This innovative experience that breaks the limitations of time and space is an exploration of the integration of culture, business and tourism.
These diverse new scenes not only "lengthen and widen" the extension of the movie, but also activate cultural consumption in the city. In the future cinema scene, when talking about the offline film and television entertainment ecology with movies as the core, Tang Yicheng, founder of Boxin Universe, believes that the exploration of immersive technology will have a positive role in promoting the digital transformation of the current cultural tourism industry.
City's "Big Business" at the Film Festival
"I have been to Shanghai four times this year, each time at different times. I also went to Huanghe Road to check in, the most popular place in "Flowers"." China Film Archive Program planner Shadan shared.
It’s not just Shanghai. In recent years, more and more film festivals, such as the Beijing International Film Festival, Golden Rooster and Hundred Flowers Film Festival, China Changchun Film Festival, and Hainan Island International Film Festival, have deeply integrated with urban culture, and "festival-based" through art, education, commerce, tourism, etc. Promote production, promote city through economy", giving birth to new formats and business models.
According to incomplete statistics from public information, there are currently nearly 700 film festivals held around the world every year. Relying on these grand worlds of light and shadow, film festivals are generating huge economic benefits. Driven by the film festival, Cannes has formed a business model of attracting tourists through commercial exhibitions. Relevant data from
shows that the Cannes Film Festival attracts at least 60,000 film industry professionals and 200,000 tourists every year; the direct economic value created by the film festival reaches 200 million euros, and the indirect economic value reaches 700 million euros.
During the Shanghai International Film Festival, movie fans experienced AR and other virtual technologies. Screenshot of the official promotional video
In the digital age, culture, commerce, and tourism play a vital role in promoting and expanding consumption. At present, with the integration of technology + business + culture + tourism, film festivals are becoming a more entertaining, interactive and immersive new consumption scene. For example, in the past five years, with the blessing of the "Golden Rooster", the economic contribution growth rate of Xiamen's accommodation and catering, tourism, retail, transportation, etc. has reached about 20%.
Cameron Bailey, CEO of the Toronto Film Festival, believes that film festivals held in cities such as Shanghai, Hong Kong, London, New York, Paris, and Toronto are like an intersection, a place where different cultures blend, bringing together various Different influences all come together.
"Film is a unique art. We use the city to create some film shooting techniques and combine all elements together. Film and city are a symbiotic relationship, both symbiotic. The city creates the film, the film creates the city, the film Tell the story of the city and help us think about the city and imagine the city," said Cameron Bailey.
Daily Economic News
