SIFF MARKET Closes｜Celebrating centenary of Communist Party of China’s founding, empowering and connecting Yangtze River Delta, and showcasing whole industry chain

Film Poster Exhibition Celebrating the Centenary of the Founding of the Communist Party of China

The first thing visitors see upon walking into the Shanghai Exhibition Center is probably the huge poster of the movie Nineteen Twenty-One, part of the Film Poster Exhibition Celebrating the Centenary of the Founding of the Communist Party of China held at the SIFF MARKET venue. The 13 selected upcoming films to celebrate the centenary of the founding of the Communist Party of China had their posters exhibited during the event, attracting visitors participating in various film festival activities to stop to have a look.

The 13 selected films include Nineteen Twenty-One, Shanghai Tower and Chen Wangdao made by Shanghai and Zhou Enlai in His Childhood, The Red Boat, Love on the Tuul River, etc. made by Jiangsu, Zhejiang and Anhui provinces of the Yangtze River Delta region.

These newly made films exhibited at the Film Poster Exhibition Celebrating the Centenary of the Communist Party of China’s Founding sing the praises of the Communist Party of China, the country, the people and the heroes. Through them, the filmmakers repeat the common theme of “The Communist Party of China leads us to a better future” and create a grand, warm, and festive atmosphere for celebrating the 100th anniversary of the founding of the Communist Party of China.

Comprehensively promoting the integrated development of the Yangtze River Delta

The "Yangtze River Delta Pavilion" is a permanent pavilion created by SIFF at this year’s SIFF MARKET in response to the national strategy of higher-quality, integrated development of the Yangtze River Delta.

On June 12 when SIFF MARKET opened, the Yangtze River Delta Film Distribution and Screening Alliance launched the "Celebrating the Centenary of the Founding of the Communist Party of China – Joint Promotion of Selected Films Produced in the Yangtze River Delta" event. On that day, Shanghai, Jiangsu, Zhejiang and Anhui each released a selected film celebrating the 100th anniversary of the founding of the Communist Party of China. They are Nineteen Twenty-One which tells about the Chinese Communists taking on the important task of saving the Chinese nation from perils and creating a bright future for it, The Red Boat which artistically reproduces the inception of the Chinese Communist Party and the entrepreneurship of the trailblazers involved, Zhou Enlai in His Childhood which depicts a young Zhou Enlai who was “learning for the Rise of China”, and Love on the Tuul River which pays tribute to the engineers of China Railway who contribute to the Belt and Road Initiative. Representatives of major movie theater chains, theaters and industry associations in the Yangtze River Delta region said they will work closely together and integrate their resources to make their respective advantages and strengths shared ones and make every effort for the release and screening of the four selected films produced in the Yangtze River Delta and build up cinema-goers’ enthusiasm for them to celebrate the centenary of the founding of the Communist Party of China.

As early as last year's SIFF, Shanghai Film and Television Production Service Agency and the first batch of 17 film and television shooting bases in the Yangtze River Delta jointly announced the establishment of the Yangtze River Delta Film and Television Shooting Base Alliance. At this year's SIFF MARKET, the Yangtze River Delta Film and Television Shooting Base Alliance held a promotional conference and released the Yangtze River Delta Film and Television Shooting Guide (2021 Version). The alliance will further integrate the resources, strengthen horizontal communication among its members, improve industry self-discipline, enhance collaboration capabilities, and empower the integration of film and television shooting services in the Yangtze River Delta.

On the afternoon of June 13, the China Film Foundation, the China Film Producers’ Association, and China Film Co-Production Corporation held at SIFF MARKET the "Press Conference on Promoting the Establishment of a Film and Television Production Service Mechanism in China" and together with Shanghai Film and Television Production Service Agency promoted the "Shanghai experience" in film and television production services nationwide to jointly establish a normalized, standardized and international film and television production service system. The achievements and experience of Shanghai Film and Television Production Service Agency in launching the "Shanghai Service" brand are being promoted across the country through the SIFF platform.

Industry professionals discuss IP adaptation

In response to the current industry trend of the rapid growth of various IP markets, this year’s SIFF MARKET launched the special event of "IP Adaptation Conference" in cooperation with Shanghai Writers’ Association, Shanghai Film and Television Copyright Service Center, and Shanghai Animation Industry Association. The event displayed excellent IP in literature, animation and other forms through dedicated promotion sessions and salons, and promoted the efficient connection between content sources and film and television adaptations.

At the literary work promotion event held on June 12, thirteen writers recommended their works on the themes of revolutionary history, rural poverty alleviation, urban industries, Chinese and Western cultures, and science fiction. These works of different genres successfully attracted the attention of many film and television production companies. In the subsequent one-to-one matching negotiation sessions, many film and television production agency representatives showed a keen interest in future adaptation of the literary works, reached memoranda of understanding with the copyright owners of the works, who share the wish to present these works in the form of film or TV series.

At the animation IP adaptation salon held on June 13, industry professionals focused on the film and TV adaptation of animations and escape the room or murder mystery games.

In recent years, the domestic animation industry has developed rapidly with the Boonie Bears series being a representative and a large number of original animations with high-quality content and outstanding character design emerging. These original IP creations are of high quality and spare no effort to develop peripheral industries, and are much sought after by young people. During SIFF MARKET, the animation IP roadshow at the IP Adaptation Conference was also a highlight. At the event site, the snowboard animation Fighting Snow, the healing animation Dooro Bear, and Planet Cat appeared one after another, attracting a lot of attention.

Enhanced interactive experience in offline markets

This year's SIFF MARKET, in addition to the traditional programming, paid more attention to the display of the entire film industry chain. Besides business negotiations for exhibitors' production and distribution, there were a lot of on-site exhibitions and interactions. In addition to the characteristic Yangtze River Delta Pavilion, the Film Talent Cultivation Pavilion and Film Technology Experience Zone also became highlights.

The Film Talent Cultivation Pavilion attracted Shanghai Vancouver Film School, Shanghai Theatre Academy, East China Normal University and other universities to participate as exhibitors, aiming to build an exhibition and exchange platform for college students majoring in film and television. At the site, some of the award-winning works of students from the schools were shown on the big screen, and teachers from the schools did special effects makeup for the visitors.

The Film Technology Experience Zone brought together the high and new technologies by a number of well-known special effects companies, including the "digital film and television production" technology by Mirror Pictures, the "digital human" technology displayed by the leading company of Unreal Engine, Epic Games, the 8K theater by Magic D Studio, etc.