As the countdown begins for the highly anticipated 27th Shanghai International Film Festival, Shanghai is abuzz with excitement, gearing up to host an array of themed festivities that promise an immersive experience for visitors from around the globe as well as local residents.

Scheduled to run from June 13 to 22, the annual film extravaganza will feature screenings at 43 cinemas scattered throughout Shanghai, followed by more across the Yangtze River Delta region from June 20 to 27.

The city's film enthusiasts have already kicked off the celebrations with a Movie Walk paying homage to Shanghai, hailed as the birthplace of China's cinematic legacy.

Dubbed "the city of film", this initiative was spearheaded by the first Shanghai Movie Fans Festival, where movie buffs embarked on a journey collecting stamps from iconic venues like the Grand Cinema, Huangpu Theatre, and revered local brand stores along the route.

Cinematic delights and gastronomic feasts

In a bid to enhance the festival experience, popular service platforms Meituan and Dianping have teamed up with SIFF to offer a 15 million yuan ($2.09 million) worth of discounts on food orders.

This year, they have introduced affordable one-person set meals for movie buffs, ensuring a quick and convenient dining option during movie intermissions.

Aligned with the festival's six thematic screening units, these platforms have curated a list of recommended restaurants near screening venues, offering delectable international cuisines from countries such as Italy, the United Kingdom, Germany, Spain, Japan, and Turkiye.

Collaborations extend to cinemas and nearby eateries, where moviegoers can indulge in specialty drinks and exclusive dishes while enjoying discounts with their film tickets.

Renowned local brands like Bright Diary and Manner Coffee also offer film merchandise exchanges, adding a touch of cinematic flair to the festival experience.

Cinema goers can unlock more exclusive benefits with their ticket stubs, as Shanghai is cheerleading the concept of the "ticket stub economy".

Cinemas like SFC Shangying Cinema and Palace Cinema will be hosting activities such as lotteries and cultural product redemptions, offering SIFF-themed badges and seals as coveted prizes during the film festival.

Exploring Shanghai through the lens of film

To enrich the tourism experience, the Belt and Road Film Week of SIFF will host a market fair at Bicester Collection's Shanghai shopping village, featuring a culinary extravaganza, performances, outdoor movie screenings, and light shows.

For SIFF guests, leading travel agency Ctrip has tailored chartered travel routes and combo packages that include hotel accommodations and tickets to popular screenings, with prices starting as low as 470 yuan.

Cinemas across the city are expanding their services to moviegoers, offering promotional rates on hotel stays, gift packages upon check-ins, and discounts on tickets to various tourist attractions, enhancing the overall festival experience.

Embracing innovation and technology in cinema

Noteworthy is the introduction of this year's International Film & TV Market, open to the public for the first time.

This cutting-edge hub boasts a strong industrial ecosystem, featuring the latest advancements in filming robots, video production equipment, and AI-powered creative processes.

At the open-air market outside the venue, visitors can engage in hands-on film production experiences, buy creative cultural products, and explore immersive zones dedicated to TV series and films, with themed events scheduled throughout the festival.

Special initiatives like the Sci-Fi Film Week, in collaboration with Songjiang district, will host workshops at regional film and TV production bases, offering attendees a glimpse into the world of science fiction film-making.

Additionally, the SIFF XR event, in partnership with Putuo district, will leverage XR and digital technologies to create interactive experiences that blend films and games, captivating audiences with engaging storytelling.

Interactive posters featuring elements of Shanghai's architecture and daily life will be installed at cinemas like the Shanghai Film Art Center, Cathay Theatre, and the Palace Cinema.

These innovative posters allow viewers to immerse themselves in the cinematic world by gesturing in front of them, effectively stepping into the shoes of the main characters.

As the city of Shanghai prepares to host this cinematic spectacle, the 27th Shanghai International Film Festival promises a blend of cinematic excellence, gastronomic delights, technological innovations, and immersive experiences that will captivate audiences and celebrate the magic of storytelling on the silver screen.

Source: Shanghai Observer