Beijing, China – On August 21, the Launch Press Conference of the 6th Lushan International Romance Film Week, themed “Green Wild Love Letter, Cinematic Lushan”, was held in Beijing. As a cultural brand carefully crafted by Lushan City, the Lushan International Love Film Week leverages the world cultural heritage of Lushan and its position as a landmark of Chinese Love Film culture, making it an important window to showcase the natural and cultural charm of Lushan. This year’s Film Week, themed “Fall in Love with Films”, will feature classic love films, immersive cultural and tourism experiences, and various other activities to promote deep integration between films and tourism, empowering tourism consumption and industrial revitalization through movie IP.
Mountains and waters convey emotions, representing the ultimate romance unique to the Chinese people. Since its inception in 2020, the Lushan International Love Film Week has been held for five consecutive years, successfully integrating Lushan’s natural beauty and cultural heritage into cinematic art. It has explored the “Lushan Path” of transforming cultural resources into economic momentum and elevating local brands into international symbols. This year, marking the 120th anniversary of Chinese cinema, the 6th Lushan International Romance Film Week continues the theme of the 5th edition, “Lushan, Your Pillar of Love”, and innovatively launches the “Fall in Love with Films” sweet project, offering Chinese cinema a timeless romantic tribute.
At the launch press conference, the Film Week Ambassador Chen Jianbin and Jiang Qinqin interacted remotely, sending beautiful blessings to all those who believe in love, yearn for love, and are currently in love, drawing inspiration from Lushan’s majestic grandeur and its towering waterfalls. “Fall in Love with Films” ambassador Li Xiaomeng voiced over a classic scene from the film “Romance on Lushan Mountain”, recreating the emotionally stirring love story. The group Shuimunianhua performed the theme song “I’m Waiting for You in Lushan”, marking the sparkling opening of this love-themed cinematic journey.
During the Film Week, Lushan will present three major highlight activities centered around the theme “Fall in Love with Films”, including an all-encompassing immersive film-tourism experience, high-level exchanges between filmmakers and the tourism industry, as well as a magnificent celebration and heartfelt interactions. The “New Century Top Ten Love Films Recommendation” event, supported by the Chinese Film Critics Society, along with the “2024 Annual Love Film Main Creative Honors”, will also be officially announced during the event.
As another successful example of CMG’s deepened central-local collaboration and co-creation model, this year’s Lushan International Love Film Festival will fully leverage the communication strengths of national media and the resource advantages of local industries. It aims to further integrate film culture with regional characteristics, solidify the festival’s brand identity as the “Lushan, Your Pillar of Love” – a phrase increasingly rooted in public awareness – and strengthen its systematic and long-term catalytic effect on related industries. The event continues to develop into a top-tier romantic film celebration in China with growing international influence.
This year’s event will be fully showcased on China Media Group’s Mobile, the new media platform of CMG. Compared to previous years, China Media Group’s Mobile will provide richer content formats and communication channels for the Lushan International Love Film Festival. Leveraging the resources of a national-level new media platform, it will innovatively launch special activities such as opening-day live streams and experience vlogs during the festival, while also initiating online topics and trending discussions on social media. These efforts will not only enable the scenic romance of Lushan to reach a wider audience through the cloud but also foster emotional resonance across the internet around the theme “Fall in Love with Films”.
From September 5 to 11, let’s meet at the 6th Lushan International Romance Film Week, to experience the screen romance amidst the mist, to savor the enchanting scenery both on and off camera, and to witness Lushan, a landmark of love culture, in its innovative practices and vibrant charm.