SIFF XR｜Enhancing the Quality and Effectiveness of “Cultural, Commercial, and Tourism” Integration

Last year, the world's first commercially operated large-scale immersive exploration project, "The Vanishing Pharaoh," premiered in Shanghai, achieving both critical acclaim and box office success. As the first stop in Asia, Shanghai attracted over 100,000 visitors to this innovative experience that transcends the limits of time and space. This project pioneered an offline cultural tourism consumption model based on virtual reality (VR) equipment, marking a significant attempt at integrating culture, commerce, and tourism, and positioning Shanghai at the forefront of this exploration.

This year, to offer audiences even more novel immersive experiences and enrich people's lives, the XR section of the Shanghai International Film Festival (SIFF) has introduced 26 outstanding immersive works from both domestic and international creators. These include five world premieres, five Asian premieres, and six China premieres, allowing audiences in Shanghai to experience the latest trends in immersive, interactive, and cutting-edge entertainment.

This morning, the XR section opened at the PUSH Art Center in Putuo District's Push Financial Plaza. The screenings encompass four major themes: "Oriental Charm," "The Secrets of Art," "Me and Myself," and "Supernatural Realm". Utilizing AR, VR, and MR technologies, these immersive interactive experiences showcase the potential future of cinema, highlighting the beauty of technology and creativity.

In addition to the unique viewing activities, XR will host three high-quality exchange events: the "Technology + Cultural, Commercial, and Tourism" forum and two Future Film Industry Sharing Sessions.

On June 14, the "Technology + Cultural, Commercial, and Tourism" forum will feature dozens of high-quality large-scale immersive works from around the world. Rights holders, directors, and studio heads will engage in face-to-face discussions with guests from commercial districts, exhibition institutions, and cultural tourism-related enterprises. Some of these projects are already planning to debut in Shanghai, potentially becoming new landmarks in Shanghai's cultural, commercial, and tourism landscape, and pioneering new consumption models nationwide.

On June 17 and 19, the Future Film Industry Sharing Sessions will focus on "Imagery Exploration in the Era of Artificial Intelligence" and  Offline Immersive Film and Television Entertainment Empowered by Technology". Experts from industry, academia, and research will gather in Shanghai to discuss the development of new productivity through the synergy of film, technology, and culture.

Multi-dimensional Collaboration

Exploring New Productivity in the Shanghai Style

On June 16, the XR launch ceremony was attended by Pan Min, Deputy Director of the Municipal Propaganda Department and Director of the Municipal Civilization Office; Xiao Wengao, Deputy Secretary of the Putuo District Committee and District Mayor; Liu Min, Deputy Director of the Municipal Commerce Commission; Zhai Jinguo, Deputy Director of the Municipal Science and Technology Commission; Zhang Yi, Second-level Inspector of the Municipal Culture and Tourism Bureau; Liu Dongchang, Member of the District Standing Committee and Minister of Propaganda Department; and Wang Jue, Deputy District Mayor. Pan Min emphasized, "Under the comprehensive digital transformation policy of the city, Shanghai is integrating the strengths of technology, commerce, and culture to create new consumer scenarios that are entertaining, interactive, and immersive, promoting the fusion and interaction with various service consumption scenarios."

Culture, commerce, and tourism play critical roles in promoting and expanding consumption, with the integration of industries being central to the development of the cultural, commercial, and tourism sectors. Market diversification drives this integrated development. This year, leveraging the integration of culture, commerce, tourism, and sports, Shanghai's cultural and tourism market has seen a robust recovery, pioneering new traffic entry models nationwide.

SIFF, capitalizing on its advantages, is hosting the "Technology + Cultural, Commercial, and Tourism" forum within the XR section. This forum introduces outstanding large-scale immersive projects, breaking down industry barriers and promoting the sharing and optimal allocation of cultural, commercial, and tourism resources. The goal is to connect cultural venues with unique cultural leisure and commercial consumption content, creating more comprehensive consumer spaces and scenarios, forming a distinctive Shanghai-style cultural, commercial, and tourism service cluster. Notably, projects like LOVE BETWEEN FAIRY AND DEVIL and HORROR STORIES OF TANG DYNASTY have already expressed initial interest in being established in Shanghai.

Cultural Benefits for the People

Digitalization Empowers People's City

In celebration of the fifth anniversary of the important concept "A People's City Built by the People and for the People", the XR section of SIFF continues to uphold this principle by offering free screenings to the public.

During the launch ceremony, Mr. Yu Fu, affectionately known as "Grandpa FU", introduced the XR section in a casual and engaging manner, showcasing the "Magic Putuo" City Walk route to draw more people into the festival's atmosphere. This section provides high-quality content and explores new cultural and tourism experiences by combining premium cultural content with urban spaces. While reinforcing Putuo District's positioning in the digital technology and film industry, it also delves into the grand narrative of "urban aesthetics education," integrating new cultural consumption scenarios into the city's cultural fabric to create the "City of Films" of the future.

The 26th SIFF's XR section promotes the integration of culture, commerce, and tourism in Shanghai, aiding the city's digital transformation. It evolves from "cross-boundary" to "boundary-less", fostering a deeply integrated development pattern. The goal is to explore new paths, models, and formats, allowing people to encounter better times and a more beautiful life.