Shanghai Film Festival and China Film Promotion

Globalization has blurred the national boundaries of cinema. A film\'s national character must be manifested in its universality. In the pursuit of the “Chinese Dream”, we should actively participate in the construction of globalization as a common goal of human values.

It was in view of this very globalization trend that the State Administration of Radio, Film and Television (SARFT) decided to establish the China Film Promotion International (CFPI) in April, 2004 as a non-profit membership organization. Then, in June, 2006, it was formally incorporated as a joint-stock enterprise with the staunch administrative backing of SARFT. CFPI aims at promoting Chinese films worldwide and enhancing exchanges in film culture between China and the rest of the world by integrating Chinese film resources, building a unified publicity platform and exportation channel, and providing all the film production enterprises with all-around overseas promotion and sales services.

With government backing and guidance, with the objective of “maximizing the international influence of Chinese cinema and making Chinese films glow via various media around the world”, CFPI tries to operate at the following three levels:

Firstly, adequately build up awareness and popularity of Chinese films by way of international film festivals and international film markets. As an extension of government functions, CFPI actively recommends quality Chinese films to international film festivals and sponsors or assists in sponsoring Chinese film festivals or exhibitions overseas, which has greatly enhanced the international status of Chinese films.

Secondly,  cooperate with foreign clients to organize Chinese film festivals or exhibitions to build up awareness of Chinese films in the targeted markets and eventually promote the sales of those films. In 2005, for example, CFPI cooperated with the Columbia College Hollywood International (China) Group Co. Ltd and launched an annual event Hollywood China Film Festival. This festival has been successfully held for four consecutive years in Vancouver, Los Angeles, and Sidney. The 5th Hollywood China Film Festival is also in active preparation. 

Thirdly, the third level of CFPI\'s operation is its daily promotion and sales efforts. Over the past five years, CFPI has tried to build a professional team of international sales of Chinese films and has also established an international network of clients for the distribution of Chinese films. It has now been considered the official representative of Chinese film industry in the global film market, who provides one-stop service for international buyers of Chinese films.