On the evening of December 9, the launch ceremony of the "Cross-Year Celebration & Welcoming Spring — National Film Beneficial Consumption Season" by the National Film Administration, and the "New Year's Eve — New Film Crew Meet & Greet" of the 6th Hainan Island International Film Festival (HIIFF) were grandly held at the Kangnian Hotel in Sanya, with Zong Ming serving as the host for both events.
Launch of the National Film Beneficial Consumption Season:
Collaborative Efforts to Drive the Development of the Film Market
To implement the spirit of the Third Plenary Session of the 20th CPC Central Committee, fully stimulate the consumption vitality of the film market at the turn of the year, and better meet the viewing demands of the general audience, the "Cross-Year Celebration & Welcoming Spring — National Film Beneficial Consumption Season" initiative by the National Film Administration was launched in Sanya on the evening of December 9.
Lu Liang, Deputy Director and First-Level Inspector of the Film Bureau of the Central Publicity Department, noted in his speech that film, as an important part of cultural consumption, makes promoting film consumption essential for implementing the decisions and deployments of the CPC Central Committee and driving the healthy development of the film industry. Since the beginning of this year, the Film Administration has organized activities to promote film consumption during multiple periods, investing over 330 million yuan in viewing discount subsidies. Local film authorities have also taken active actions and increased their investments in public benefits. He hoped that during this consumption season, localities would continue to innovate their methods to bring more tangible benefits to audiences, jointly create a festive atmosphere, and attract more viewers to the cinemas. Finally, Lu Liang, along with Chen Jiyang, Executive Deputy Minister of the Publicity Department of the CPC Hainan Provincial Committee and Director of the Provincial Film Administration; An Hui, Chief Customer Manager of the Corporate Finance Business Department of the Industrial and Commercial Bank of China; Ren Tianfeng, Assistant General Manager of the Acquiring Market Department of China UnionPay; Qi Wenbo, Vice President of Maoyan Entertainment; and Zhang Ying, Vice President of Alibaba Pictures Group, jointly launched the "Cross-Year Celebration & Welcoming Spring — National Film Beneficial Consumption Season."
Lu Liang, Deputy Director and First-Level Inspector of the Film Bureau of the Central Publicity Department
It is reported that this consumption season will run from December 2024 to February 2025, covering important film seasons such as the New Year, New Year's Day, and the Spring Festival, benefiting film audiences nationwide. The Industrial and Commercial Bank of China, China UnionPay, Maoyan Entertainment, and Taopiaopiao, as supporting institutions, will jointly invest no less than 600 million yuan in viewing consumption subsidies. The four supporting institutions announced their beneficial measures for the consumption season at the event. Through various engaging formats such as instant ticket purchase discounts, lucky draws for viewing, Spring Festival value bundles, and cross-industry promotions, they will bring tangible discounts to film audiences and actively create a festive atmosphere for the cross-year celebration and welcoming of spring.
Audiences can conveniently access subsidy benefits through the four institutions' proprietary apps and partner platforms. According to reports, consumers who bind their ICBC card to their WeChat account can enjoy a half-price discount when paying within the Maoyan WeChat mini-program or app, with a maximum discount of 25 yuan; through the "Let's Watch a Movie Together" special page on the Yunshanfu app, they can claim benefits such as 50% off discounts and 10-yuan viewing vouchers; platforms like Maoyan and Taopiaopiao have also launched activities such as buy-one-get-one-free viewing red packets and 19.9-yuan special viewing offers.
Chen Jiyang, Executive Deputy Minister of the Publicity Department of the CPC Hainan Provincial Committee and Director of the Provincial Film Administration
During the consumption season, the National Film Administration will also guide local film authorities to carry out distinctive film beneficial consumption activities, attracting audiences to the cinemas to enjoy the festivals. At the ceremony venue, Chen Jiyang, Executive Deputy Minister of the Publicity Department of the CPC Hainan Provincial Committee and Director of the Provincial Film Administration, announced Hainan Province's viewing discount initiatives, launching the "2024 Hi-Ying Hainan Film Beneficial Activity." Synchronized with the National Film Beneficial Consumption Season, this activity spans golden film seasons including the HIIFF, New Year's Day, and the Spring Festival. It will distribute approximately 500,000 beneficial consumption vouchers, such as "instant ticket purchaseD=discount:Discount" vouchers and "ticket discount" vouchers, with a total subsidy amount reaching 7 million yuan. Users on the island can simply log into the Maoyan platform to enjoy, and find more friends andG=and:and? themselves."
New Year's Eve — New Film Crew Meet & Greet:
New Film Showcases with Numerous Highlights
Following the launch ceremony, the "New Year's Eve" New Film Crew Meet & Greet was brilliantly staged. New Year's Ambassador Ge You sent his blessings for the "New Year's Eve" via the big screen, adding more joy and anticipation to the event. Xing Tianyu, Chief Planner of the 6th Hainan Island International Film Festival, introduced six new film crews with diverse styles and themes as they took the stage one by one, bringing the audience exciting trailers and stories behind the creation of the films, showcasing the rich diversity and unique charm of New Year's films.
Gan Jianyu, Director of *Sheep Without a Shepherd 3*, and Producer Ma Zheng made an appearance, unveiling the mystery of this crime suspense masterpiece. The film unfolds a brand-new chapter around the father character played by Xiao Yang, revolving around a daughter rescue story, with plot elements such as demanding a sky-high ransom adding new suspense to the narrative. Gan Jianyu stated that the biggest challenge and motivation in filming this movie came from the audience's high expectations for the *Sheep Without a Shepherd* series. "The previous installments in the series have accumulated a large fan base and high attention. We shoulder the audience's deep affection and expectations, hoping to strive for perfection in creation and production to present an even more spectacular film."
Ma Zheng introduced that *Sheep Without a Shepherd 3* features an original screenplay with more complex and diverse character relationships. While continuing the series' signature crime, suspense, and twist style, the richness of the settings and the scale of the production have both been upgraded. "The film features over a hundred scenes of varying sizes. We strive to present a more brilliant narrative structure within a limited runtime, providing a higher-quality viewing experience." In terms of color application, the film features strong color contrasts that echo the characters' emotions, with dark and bright tones intertwining to showcase the layered sense and depth of the story.
Gan Jianyu recommended *Sheep Without a Shepherd 3* as "a film with warmth and intensity," while Ma Zheng passionately appealed to the audience: "The film *Sheep Without a Shepherd 3*—new misdirection, new upgrades, new thrills, and new experiences. I hope everyone will walk into the theaters and jointly experience this wonderful crime suspense journey." The film is set for a grand release on December 31, bringing audiences a tense and thrilling New Year's viewing feast.
Director Li Xiaofeng took the stage with the passionate work *Pegasus Meteor*, a story centered around two fervent and pure-hearted youths. Tian Ye, played by A Runa, is full of power and passion, persisting in his childhood hobby like a young cheetah and developing it into a career he loves; Chen Huoju, played by Ma Boqian, is like a growing lion cub, initially confused and naive, but gradually finding the future he yearns for through boxing matches.
Li Xiaofeng mentioned when sharing his creative inspiration that the film is adapted from a short story, and what attracted him most was the strength of the two young men and their way of conversing with the world through boxing. "This strength is unique to the young; in their growth, they possess both rationality and sensibility, and boxing becomes their way of expressing themselves and fighting against the world's injustice." To better portray their roles, A Runa and Ma Boqian underwent high-intensity training, fully committing themselves from muscle shaping to honing their boxing techniques.
Li Xiaofeng hopes the audience can see the spirit and strength of the youths in the film, as well as their pure friendship. "*Pegasus Meteor* is a film full of passion and innovation. It showcases the youths' journey of pursuing their dreams and witnesses their transformation through confrontation and counterattacks. I hope the audience will walk into the theaters and feel the passion of this youth."
Wang Yiwen, producer of *A Brief History of Family*
Lead actor Sun Xilun and producer Lou Ying
Producer Lou Ying, producer Wang Yiwen, and lead actor Sun Xilun of *A Brief History of Family* represented the crew to share the film's creative journey. The film participated in the Hainan Island International Film Festival (HIIFF) Venture Capital in 2022 and won the Best Work-in-Progress Award. Returning this time with the completed film, producer Lou Ying was deeply moved: "The festival's support was like sending charcoal in snowy weather, helping us complete the post-production. Today, we return here with a heart full of gratitude."
The film faced many challenges during its preparation phase. Wang Yiwen stated, "To make this contemporary Chinese family story understood and accepted by overseas audiences, we repeatedly reviewed and polished the script from different angles, and meticulously prepared for production, financing, and distribution. Now, the film has exceeded our expectations in terms of the festival and overseas sales, which is deeply gratifying."
Regarding the collaboration with actors, working with veteran actors such as Zu Feng and Guo Keyu, young actor Sun Xilun gained a lot: "The veterans were very approachable and highly professional. Whenever I had difficulties understanding my character, they always patiently shared their experiences, which benefited me immensely."
Producer Lou Ying also revealed that the film is unique in its subject matter, using creative methods to integrate suspense elements into the family story, creating a non-realistic family fable that explores family issues from a brand-new perspective.
Chen Sanjun, chief producer of *Say Goodbye Nicely*
Lead actor Lin Dongfu and director Zhang Chi
Director Zhang Chi, lead actor Lin Dongfu, and chief producer Chen Sanjun of *Say Goodbye Nicely* gathered on stage to discuss this heartwarming work. The film revolves around three generations of a family, telling a story of a family facing parting and reconciliation. Although the theme is heavy, the film is presented with a bright and affectionate approach. Director Zhang Chi emphasized the importance of sincere emotions in the creative process: "We pursue the authenticity of the story, filling the film with laughter and anger, showcasing the struggles and growth of an ordinary family in the face of fate."
Lead actor Lin Dongfu, who plays the grandfather Ying Dahai, believes that the grandfather's image represents the elders in many traditional Chinese families who lack emotional communication. This reserve leads to communication barriers in family relationships: "Elders like the grandfather are very common in Chinese families; they have love in their hearts but are not good at expressing it, which affects the relationships between family members. The farewell scenes in the film profoundly reflect the complexity of such family relationships." Lin Dongfu also talked about his experience working with the lead actress Zhong Xintong: "Ah Jiao is exceptionally smart and authentic, bringing us many surprising performances on set."
Regarding the film's exploration of life, death, and parting, chief producer Chen Sanjun stated that the film aims to convey warmth and hope: "We hope that after watching the film, the audience can be inspired, not be afraid of life, death, and parting, learn to reconcile with their loved ones, and cherish the present." The film has successfully obtained the Dragon Seal and is currently applying for a public screening license. It is expected to meet the audience in the first half of next year, bringing a touching on-screen journey about family, life, death, and parting.
Xu Yiding, presenter of *How Lucky to Meet You*
Xu Yiding, presenter of *How Lucky to Meet You*, brought the audience this romantic and pure love film. The film tells the story of a cross-spacetime romance where the male and female protagonists form an emotional bond through a diary in different time and space, a unique setting that is truly eye-catching.
Xu Yiding mentioned when sharing the filming experience that the film was shot on Aixin Island in Cangnan, Zhejiang, and the process was full of challenges: "We had to constantly monitor natural factors such as tides, wind direction, and waves, and we also encountered two typhoons during the shoot, but these difficulties also added a unique atmosphere to the film." In addition, there was a group of non-professional actors in the film who needed to learn the local Minnan dialect, which also became a major difficulty in shooting.
Xu Yiding chose Cangnan as the filming location not only because it is his hometown, but also because its unique atmosphere aligns with the story. "We hope to showcase the local customs and culture of my hometown through the film, integrating the beautiful local scenery into the story to achieve mutual empowerment between film and cultural tourism." He also revealed that if the film receives a positive response, he plans to shoot How Lucky to Meet You 2, considering Hainan as a filming location to fully utilize Hainan's film and television resources. The film is expected to meet the audience in 2025, promising to bring a romantic and pure love story.
Li Tianyu, producer of The Amusement Park This Friday
Actor Ying Ze and director Zeng Zhi
Zeng Zhi, director of The Amusement Park This Friday, producer Li Tianyu, and actor Ying Ze took the stage together to introduce this realist film. Centered on the bond between a mother and daughter, the film tells the story of a mother promising to take her daughter to an amusement park on Friday for her birthday, featuring a lighthearted and heartwarming plot.
Zeng Zhi revealed that the film draws from real life, with inspiration stemming from his frequent visits to hospitals and interactions with nurses. "I found that the nurses lead rich and colorful lives outside of work, which gave me the idea for this film focusing on women and realist themes." In terms of cinematography, the film employs extensive close-ups and upbeat editing to create an intimate atmosphere, showcasing the deep affection between the mother and daughter. Ying Ze plays Song Qian, a woman under considerable pressure in the film. She believes the role embodies the process of role transitions, taking on responsibilities, and making difficult choices in life. "Everyone faces various choices in life; what matters is how to bravely face them after falling. This role has brought me a lot of inspiration."
Producer Li Tianyu stated that the film's uniqueness lies in its realism and contemporaneity, closely relating to the audience's lives. "It focuses on current women's issues; in the absence of male characters, it highlights the process of women's self-discovery and growth, making it a work that is very close to everyday life."
The "National Film Beneficial Consumption Season" and the "New Year's Eve Night" event respectively provided the audience with rich viewing benefits and film choices by launching film discount measures and on-site promotions by new film crews. Numerous New Year's films of various styles demonstrated the diversity and innovation of film creation. It is believed that these outstanding works will bring absolutely spectacular audio-visual feasts to the audience during the upcoming New Year and Spring Festival seasons, jointly promoting the vigorous development of the Chinese film market. We look forward to audiences walking into cinemas during the New Year and Spring Festival, supporting Chinese cinema, and jointly witnessing the realization of the dream of building a powerful nation in film.
