The 27th Shanghai International Film Festival, scheduled to run from June 13 to 22, has unveiled an innovative approach to immerse movie buffs in the rich historical and cultural tapestry of Shanghai.

Using the new Movie Land WeChat mini-program, the festival aims to captivate audiences by offering a cinematic journey through the city.

In collaboration with the inaugural Shanghai Movie Fans Festival, the Movie Land mini-program explores Shanghai's 120-year film history, pinpointing key locations that have played pivotal roles in the city's cinematic evolution.

The program invites film enthusiasts to embark on city walks and explore iconic venues that have shaped Shanghai's entertainment landscape.

The inaugural on-site exploration expedition, led by Shanghai Theatre Academy professor Shi Chuan on June 6, kicked off at the ever-popular Grand Cinema, a source of nostalgia for many locals.

Reflecting on the cinema's significance, Shi recalled, "The Grand Cinema holds a special place in the collective local memory. During our childhood, only when we excelled academically were we allowed to watch movies here."

Designed by Hungarian architect Laszlo Hudec, the Grand Cinema stands as a testament to Shanghai's cinematic heritage and serves as a favored filming location. Teaming up with the historical edifices within the walking vicinity, the cinema tells the tale of Shanghai's entertainment industry metamorphosis over the years.

Within the Movie Land mini-program, users can assume various characters and traverse designated routes, each featuring a unique storyline. For instance, users may be tasked with capturing an image of the Grand Cinema against the backdrop of People's Square, delving deeper into the city's cinematic lore.

As users navigate specific locations and engage in prescribed tasks, they can recreate vintage movie scenes by posing with film frames provided.

Additionally, the mini-program has partnered with stores along the routes to introduce the "Movie Adventure Card", granting users access to themed merchandise and interactive experiences.

Featuring eight distinct themed routes, enthusiasts can delve into Shanghai's architectural marvels and iconic landmarks in areas like Wukang Road, Suzhou Creek, and Lujiazui. Participants can take on roles such as film preservationist or journalist, enhancing the immersive experience.

In a bid to reward participants, a special check-in game has been devised, offering winners exclusive perks such as priority seating at popular screenings hosted at the Grand Cinema, personalized gift packages, and coveted tickets to the SIFF closing ceremony.

Source: Jiefang Daily