An affiliated event to the 2022 China Golden Rooster and Hundred Flowers Film Festival was held on Wednesday in Xiamen, Fujian province, to explore how to promote Chinese films and culture to global audiences.

The Window of World Screen event is sponsored by the China Federation of Literary and Art Circles and the China Film Association, and organized by China Film Press. It aims to expand the international influence of the Golden Rooster Awards brand and award-winning Chinese films, pass on the core values of Chinese films, highlight the ideals and beliefs of Chinese filmmakers, and demonstrate the confidence of Chinese cinema through film exchange activities.

Zhu Hongzi, chairman of China Film Press, which publishes the major film monthly World Screen magazine and film-related academic books, took part in the event. He introduced the publishing house's plans to build a national film communication and review system, adding that the project was approved this year and will be funded by the Ministry of Finance. 

In addition, China Film Press also has plans to launch a Chinese cyberspace film academy to provide general education on filmmaking and relevant vocational education.

Two forums were held later the same day attended by experts and practitioners from China's film industry. The first focused on building the China film review system, in response to the diverse range of voices among internet users and occasional chaos on online platforms caused by internet trolls and bots. At the event, scriptwriter Song Fangjin suggested that the review system should make good use of internet information and data but not rely fully on online data. Meanwhile, Shi Chengrong, a young director and film festival curator, proposed establishing an authoritative film review system inside the industry to give guidance to filmmakers and the market.

The second forum was centered around sports films. Zhang Chuqiao, a champion equestrian and also filmmaker, noted that sports and films share many common characteristics. "They are both a form of dialogue that can transcend borders," she said. "Sports films play a unique role in showing the human spirit and feelings for our homeland."

The Window of World Screen event was initiated in 2020, when it announced plans to promote Chinese films and the film magazine overseas, organized an international book copyright exchange seminar, launched a short film creation program, and held seminars on how to market Chinese film merchandise to overseas markets. 

The China Golden Rooster and Hundred Flowers Film Festival, featuring the 35th China Golden Rooster Awards, kicked off on Nov. 10 in Xiamen. The festival's events run until Nov. 12.

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