Films produced by and about China's ethnic minorities will have a new platform to show their excellence usually stifled by the highly-competitive blockbuster market. 

A launch ceremony for the creators of ethnic films to form strategic cooperation with Smart Cinema, a mobile app developed by Linksus Digiwork able to turn a cellphone into a mini movie screen, was held on Thursday in Beijing. 

As an outlet with great ambitions, Smart Cinema aimed to screen new films on mobile devices at the same time they hit cinemas; however, the studios producing blockbusters hesitated to promote their films through this platform. 

That was not the case with smaller production units, who have shown growing interest in the way Smart Cinema could provide more opportunities for their survival and release after they are rejected or underplayed by theater managers. 

Ethnic minority films fell into this category as they are rare and are not as appealing as other commercial blockbusters to cinema bosses and the public, even though China has 55 ethnic minorities who have much cultural value.

Hence, the Film and TV committee of the China Promotion of Minority Culture & Art Association (CPMCAA) signed a cooperative agreement with Smart Cinema to promote ethnic minority films both at home and overseas. At the same time, next year's Beijing International Film Festival will also create a section for ethnic minority films, with Smart Cinema as a partner. 

A new mobile filming studio has also been established to encourage ethnic minority artists to make films by using their mobile phones conveniently in the remote and poor areas, rather than using other more professional (and expensive) equipment. 

What they record via mobile phones in their daily life could help protect and develop the cultural heritage of the minorities. 

Ten films, such as "Hometown on the Cloud," "Journey to the Snow Mountains," "Silk Road Hero: Khan's Arrow" and "Red Paper-Cut," form the first batch of ethnic minority films to be presented via the Smart Cinema app.

Beijing National Culture Exchange Center has also formed a strategic collaboration with Smart Cinema to explore new ways to promote and broadcast ethnic films, including creating more salons, forums and screenings in the future. 

Dr. Jack Q. Gao, CEO of Smart Cinema, said he hoped to exploit the advantages of the mobile internet to cover more previously uncovered and potential areas through his company. "This is not only an incremental expansion of the Chinese film and television market, but also an important channel to broadcast ethnic films in the future.

"It is our mission to help ethnic films go out into the world and help overseas Chinese and more global audiences watch Chinese movies," Gao said, adding that Smart Cinema is exploring cooperative opportunities in North America, ASEAN countries and the Guangdong-Hong Kong-Macao Greater Bay Area.

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