2025-06-23

International Film & TV Market | “CINEMART” Debuts, Kicking Off a Carnival of Film and TV for All

This year, SIFF Market and STVF Market were merged into a single International Film & TV Market. For the first time, the exhibition area was opened to the public, and a new concept, the “CINEMART” - was introduced to create an immersive cultural carnival celebrating film and television. On June 21, the CINEMART officially opened at the open square of the Shanghai Exhibition Center, offering industry professionals market insights while giving the general public a chance to experience the magic of cinema up close.

 

 

 

Despite the drizzling and sunny spells typical of the rainy season, the square of the Shanghai Exhibition Center was bustling with visitors. Various brands thoughtfully designed their booths, showcasing film-related merchandise and engaging with eager fans from all over.

 

 

The booth of “Elemeet” featured a creative zone called “My Movie Story”. An illustrator first sketched iconic Shanghai cinemas and alley scenes, and then visitors were invited to co-create or color the drawings. In just half a day, the board was already filled with notes and doodles. In addition to this offline activity, Elemeet also launched a mini-program, encouraging users to follow a city walk map and visit actual movie filming locations. One fan, Shi, spent two days checking in at all 58 spots and came to the market specifically to redeem prizes. “I’ve recently visited places like the Wukang Mansion, Shanghai Postal Museum, and the Big World,” she said. “Of course, I’ve also secured tickets for the festival screenings. I’m planning to watch Mulholland Dr. next.”

 

 

At the First Note booth, there was a “Film List Red & Black Board” where fans could place red dots for films they liked or black dots for those they didn’t. In just half a day, the board was densely covered. Fan, Lu, passing by, didn’t hesitate to put a red dot on Oppenheimer‎. “Lately, I’ve been nonstop - spending weekends at the cinema or browsing this market,” he said. “I love watching films and collecting movie memorabilia. I’ve participated in many film festival activities.”

 

 

The “Time Traveler” Peter’s booth was filled with vintage charm. He brought many “antique” foreign movie collectibles, such as 35mm microfilm reels, movie magazines, glass negatives, and even parchment-style letters often seen in classic films. Fan, Li, who loves classic foreign films, was captivated by the vintage prints on display. “I need to call my mom and ask her to pick one too,” she said with excitement.

 

Fellow classic film enthusiast, Liu, not only bought a film-themed magazine page from the Time Traveler booth, but also purchased “fan-made” movie posters from the INBETWEEN booth. “I picked posters for I’m Still Here, Barbie, and a few others. I plan to decorate my new home with them,” Liu said as she organized her “loot.”

 

 

University student Mo was also holding a newly purchased poster in his hand. He traveled all the way from Nanchang to attend the Shanghai International Film Festival and planned to watch 20 films in total. “I came to this market specifically for the I Am What I Am exhibit and the TVB booth, both of which I really like,” Mo said.

 

Fan Qian, who squeezed in a visit to the “CINEMART” between three films in one day, headed straight to the TVB booth. There, she participated in a drama title guessing challenge, winning a “Happy Matters the Most” card and buying her favorite fridge magnet. “I’ve been attending the film festival with my dad since I was 10, and I’ve never missed it in over 20 years,” she said. As a drama lover, she added, “There are not many film and TV-themed markets like CINEMART, especially ones open to the public. It’s really nice just casually to stroll around; it has a chill vibe.”

 

 

In addition to seasoned film lovers, there were many people at the market with a casual “just browsing” or “happened to pass by” attitude. However, none of them left without being drawn in by the various activities: a 9-year-old girl sketched her favorite cartoon character in the “My Movie Story” creation zone; an elderly man from Shanghai left with Comrades: Almost a Love Story and Romeo and Juliet transparent cards; and two young tourists in Shanghai took photos and checked in at the “My Life’s Lens” activity area on TikTok.

 

At the same time, booths and activities like the Pokémon “Sky Mirror” and official Shanghai International Film Festival merchandise made their dazzling debut. The “CINEMART” - a cinematic carnival for audiences of all ages - will continue until June 25.

 

 

Q: How to participate in the International Film & TV Market and the “CINEMART”?

Event Dates: June 21-25

Entry is by reservation. Please scan the QR code below to register.