CMG Film Culture Carnival opens in Tianjin

The Tianjin edition of the CMG Film Culture Carnival began on August 14 in Tianjin, as China steps up efforts to boost film-related consumption and explore new ways to integrate cinema with everyday life.

Guided by the country's National Film Administration and jointly organized by China Media Group (CMG) and the Tianjin Municipal People's Government, the event is part of the "2026 Year of Promoting the Film Economy.” Shen Haixiong, deputy head of the Publicity Department of the Communist Party of China and president of CMG, joined Tianjin officials at the launch ceremony.

The carnival focuses on the "film plus" economy, featuring immersive cultural activities designed to unlock consumption potential and promote consumption upgrades.

Actors Shen Teng and Huang Zhizhong and actress Liu Mintao were appointed film culture ambassadors at the event.

They said the influence of cinema now extends beyond the screen and is increasingly woven into everyday life.

As ambassadors, they said they would take on greater responsibility by refining their performances while helping bring film culture into communities and households.

The crew of Once Upon a Time in the Middle East , a major Chinese summer release, also shared their experiences.

The film contrasts the chaos of war with the warmth of a Chinese restaurant, where people survive and share meals.

The contrast highlights the Chinese appreciation of everyday life and the value of peace and harmony.

Tianjin unveiled a series of measures, including ticket-based discounts, public services and themed activities, to create new consumption scenarios integrating culture, commerce and tourism.

The event further brings cinema together with traditional culture.

Inheritors of national intangible cultural heritage, including Beijing's Tu'er Ye (Lord Rabbit) clay figurines, Yangliuqing woodblock New Year paintings and filigree inlay, joined the "Follow the Film Culture Carnival to Discover Intangible Cultural Heritage" campaign.

Two carnival markets opened simultaneously at Jinwan Square and the Binhai Cultural Center and will run for seven days.

Featuring film-industry experiences, outdoor public screenings, themed exhibitions and cultural-heritage products, the markets explore the integration of film, intangible cultural heritage and urban life.