With the arrival of the "most crowded in history" May 1st, the vitality of cinemas has fully recovered. As a barometer of social consumption index, movies can drive consumption in catering, entertainment, shops and other business districts, and promote economic prosperity, which is particularly important in the current social and economic environment.

In order to implement the spirit of the 20th National Congress of the Communist Party of China and the Central Economic Work Conference, fully implement the deployment of the 12th Municipal Party Congress, further promote the prosperity and development of the Shanghai film market, vigorously boost the confidence of the industry, prosper the cultural life of citizens, and create a good film culture The Shanghai Film Bureau guides the Shanghai Film Distribution and Projection Industry Association to plan and organize a series of activities to promote consumption throughout the year.

The "Promoting the Prosperity and Development of the Shanghai Film Market Series" will be launched soon. According to the characteristics and needs of different age groups and different consumer groups, it mainly includes the following four activities:

Silver-haired movie-going peers on the screen——Improve the "elderly" service in theaters and encourage the silver-haired people to enter the theater.

Cinemas across the city offer special discounts for seniors over the age of 60. Every Monday to Friday (except holidays) before 18:00, the elderly in this city can enjoy a discounted ticket price of no more than 39.9 yuan to watch movies with a valid certificate. The event is valid for a long time. In addition, there are 30 theaters that will offer a "Silver Hair Early Show" event in the near future on the basis of special movie viewing. Seniors over 60 years old in this city can enjoy 10 yuan to watch movies every Wednesday morning. The city’s theaters will add windows for the elderly, and do their best to provide services for the elderly in theaters. The activities are limited to ordinary theaters and movies (excluding 4D, IMAX, giant screen, CINITY, VIP halls and other special theaters and super-long movies).

The five-five movie viewing night offers non-stop nights-to help the "May Five Shopping Festival" and launch the "five-five movie viewing month" discount movie viewing.

In order to further expand the influence of Shanghai's "May 5th Shopping Festival" and fully promote the city's nighttime economy, theaters across the city have launched "May 5th Movie Watching Month" preferential movie viewing activities for citizens. From May 5th to June 5th, discounted ticket prices for night shows (after 21:00) every night, you can enjoy a discount of no more than 49.9 yuan to buy tickets to watch movies. The activity is limited to ordinary movie theaters and movies (excluding 4D, IMAX, giant screen, CINITY, VIP hall and other special theaters and ultra-long movies).

Green onion summer trips and movie viewing benefits are endless-strengthen the city's students' film culture edification, and carry out summer discounts for students to watch movies.

In order to enrich the amateur cultural life of the majority of students and give full play to the important role of excellent films in promoting the all-round development of students' morality, intelligence, physique, art and labor, the city's theaters carry out preferential movie viewing activities for students in the city. In cinemas across the city, before 18:00 every Monday to Friday (except holidays), students in this city can enjoy a discount of no more than 49.9 yuan to buy tickets with their student ID cards. The event is limited to ordinary movie theaters and films (excluding 4D, IMAX, giant screen, CINITY, VIP halls and other special movie theaters and super long movies).

"We have film festivals every week" - do a good job in the organization and planning of film festivals throughout the year, and make special film festival activities bigger and stronger.

From 2021, Shanghai will become the first city in the country to "have film festivals every week". This year, around the important timing of the establishment of diplomatic relations between China and foreign countries, it will focus on the exhibitions of many masters of film history at home and abroad, as well as outstanding domestic films. It plans to launch 22 film festivals throughout the year, and continue to play the characteristics of "film festivals every week and events every month" in Shanghai. . In addition, the form and content of a series of screening activities such as "International Film Masters Exhibition", "Film History Celebrity Retrospective Exhibition" and "Belt and Road Special Exhibition" have been innovated and enriched to meet the diverse viewing needs of audiences.

In response to the movie viewing promotion launched this time, the Shanghai Film Bureau stated that the formulation of this event is to carry out special movie viewing activities according to the characteristics of different groups. According to the needs and characteristics of different consumer groups, each has its own emphasis. At the same time, the morning show and night show have their own characteristics, and they are also actively exploring the theater market space according to the urban characteristics of Shanghai. At the same time, according to the industry characteristics of the film market, relevant departments will also increase the supply of diversified high-quality film sources to meet the audience's viewing needs. Give full play to the overall pulling effect of several important schedules in a year on the film consumption market, mobilize the forces and resources of all parties, promote the release of a batch of high-quality and diversified boutique films, and create a good atmosphere for audiences to return to the theater.

At the same time, in order to meet the ever-increasing movie-watching level of Shanghai audiences, theaters across the city are encouraged to actively launch distinctive film premieres and special screening activities, such as directors' guided tours, meeting of main creators, special film exhibitions of domestic films, premieres and other activities. To meet the audience's increasingly diverse and differentiated viewing needs, create a focused and refined viewing system, and promote the sustained and high-quality development of the Shanghai film market.

On the day of the launching ceremony, representatives of the three theaters present also actively responded to the initiative and read out a letter of commitment to benefit the citizens. Da Guang Guang Cinema said that it will actively strengthen cooperation with schools and provide more resources and support for students to focus on activities; the representative of Wujiaochang Wanda Cinemas said that it will reasonably extend the business hours, expand the movie viewing market, and fully explore the nighttime viewing. The potential of the film market; the representative of SFC Shanghai Film City Ganghui Store said that it actively responds to the preferential movie viewing activities for the elderly, so that the elderly audience can enjoy high-quality film works in a friendly and warm atmosphere.

Polo Liang

Veteran actor Liang Polo, as an "old viewer" of the movie, expressed his heartfelt feelings on the spot, "We were also the main force in movie theaters and enthusiastic audiences of open-air movies. I am retired now and do not participate in direct film production. But they are very concerned about the newcomers and high-quality products produced in the film industry, and also pay attention to the new development of our films. Films are not only for entertainment, but for our generation, we really place high expectations on films.”

It is reported that nearly 20 "Shanghai-produced" films have made release plans this year, and they will be released in the next "May 1st", "Summer" and the second half of the year. Among them, "The King of the Sky" and "Unfamiliar Life" are scheduled to be released on "May 1st", "Megalodon" and "I Love You!" "" "Thirty Thousand Miles of Chang'an" and other 6 films are planned to be released in summer.