The China Film Administration kicked off its "Summer of Movies" initiative on July 9, with Chinese filmmakers showcasing their latest and upcoming releases at a promotional event in Beijing as the industry looks to boost the summer box office.

Film authorities, executives, and filmmakers launch the "Summer of Movies" initiative to promote summer releases at a press event in Beijing, July 9, 2024. [Photo courtesy of China Movie Channel]

Lu Liang, deputy director of the China Film Administration, referred to the summer season as a "feast of films," featuring revolutionary and patriotic movies, stories of ordinary people, and films highlighting traditional culture and aesthetics. He also noted the inclusion of innovative films showcasing the industrial progress of Chinese cinema.

Among the most anticipated titles are Chen Sicheng's espionage thriller "Decoded," which follows the journey of a mathematical genius, Light Chaser Animation's "White Snake: Afloat," and Stanley Tong's action epic "A Legend" featuring Jackie Chan and his AI-generated younger self.

Other highlights include Wuershan's Chinese superhero film "Under One Person," Xu Zheng's realism drama "Upstream" focusing on express delivery workers, and Yan Fei and Peng Damo's comedy "Successor" about family education, starring renowned comedians Shen Teng and Ma Li.

Lu emphasized that filmmakers must showcase their works to connect with audiences, while those involved in film promotion, distribution, and screening should employ innovative ideas to attract more viewers to theaters. He added that Chinese filmmakers must uphold the philosophy of "being with the audience," actively engaging in various activities to embrace more people.

"We look forward to everyone working together wholeheartedly to create a vibrant and bustling summer of movies, continuing the booming trend of China's film market," he said.

Producers, filmmakers, and actors from "Decoded," "White Snake: Afloat," "Under One Person," and "A Legend" introduce their high-profile projects on stage to build up anticipation at a press event in Beijing, July 9, 2024. [Photo courtesy of China Movie Channel]

The event also promoted smaller yet captivating film projects, including "The Beginning," which chronicles the revolutionary journey of a young Mao Zedong, and "The Dream of the Red Chamber," adapted from the Chinese classic novel. Other notable films include a remake of the dance drama "Red Radio Over Shanghai," the Cantonese Opera film "Madam Xian," the romantic comedy "Welcome to My Side," the tearjerker "Life Hotel" about a community home for terminally ill patients, the Chinese animated feature "Into The Mortal World," and the Hong Kong action film "Customs Frontline."

In addition to Chinese titles, Fu Ruoqing, chairman of China Film Group Corporation, introduced several imported foreign films entering China's summer film market, including "Deadpool & Wolverine," "Despicable Me 4," "Inside Out 2," "Twisters," "Bad Boys: Ride or Die," and "Haikyuu!! The Dumpster Battle." These films will add diversity and vitality to China's film market, providing an international perspective and sharing the market with the world.

China's film market appears more lukewarm this summer than last year, with no releases yet achieving phenomenal status to significantly boost moviegoer enthusiasm.

"A Place Called Silence," which has taken in more than 500 million yuan ($69 million) since its July 5 debut, has shown some strong momentum. However, the total box office gross has not yet reached the levels seen during the same period in previous years, indicating an urgent need for a boost and more tentpole releases.

Fu Ruoqing, chairman of China Film Group, introduces the foreign releases for China's summer film season at a press event in Beijing, July 9, 2024. [Photo courtesy of China Movie Channel]

China Movie Channel pledged to work with over 30 cinema chains nationwide to organize more than 10,000 special screenings in about 100 cities and hold premiere and roadshow events for different summer films to assist with promotion, aiming to ignite more passion for cinema.

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