China launches initiative to integrate film and sports industries

The National Film Administration and the General Administration of Sport of China have issued a joint notice to launch the ‘Follow Movies to Exercise’ initiative. This program aims to foster cross-industry synergy between the film and sports sectors to stimulate consumption and promote public health.

Key measures include encouraging the creation of sports-themed films and supporting the use of movie theaters as ‘second venues’ for live broadcasting of major sporting events during off-peak hours. The initiative also promotes the development of sports-themed cinema halls, the use of virtual reality for immersive sports experiences, and the integration of movie and sports elements in outdoor activity routes and themed markets.

Furthermore, the plan supports collaborative consumption activities involving internet platforms, commercial banks, and payment institutions. It also encourages cooperation between sports lottery activities and public film screenings, alongside the development of co-branded derivative products for both industries.