From September 12 through 21, 5 French films will be programmed in a network of arthouse theaters in Shanghai, China. This network, consisting of 10 theaters located throughout the city and run by 10 commercial operators, was created at the instigation of Shanghai's film office and the association of the city's distributors and operators. This network presents two screenings of Chinese arthouse films each day in each of these 10 theaters.
For the first time, the group will present foreign films. The event, named "Goddesses of French Cinema," will allow the Shanghai public to discover French films not yet released theatrically in China. Each film will be presented 10 times, once per theater.
Organized by Unifrance Films and the Shanghai Theater Operators Association, with support from the French Consulate in Shanghai, this event is a first in China, because it will take place separately from the French Film Panorama and exterior to the import quota policy to which foreign films are usually subjected.
UniFrance Films' aim with this event is to demonstrate that it is possible to distribute French arthouse films on the commercial circuit. Until now, these films, which represent an important part of French film production, have never been able to screen in theaters in China. The aim is to also show Chinese professionals and decision makers that although these quality films may have less commercial potential than the blockbuster productions imported until now, such titles could be distributed in China exterior to the quota, and hence reinforce another kind of film offer and demand in China.