On the evening of November 29, the Nationwide Alliance of Art-house Cinemas (NAAC) launched the Eternal Melody Exhibition 2024 at the Lumière Pavilions in Beijing. The opening ceremony was attended by Yang Wujun, Director of the Office of the National Film Special Fund Office; Sun Xianghui, Director of the China Film Archive; Lin Siwei, Deputy Director of the China Film Archive; Hou Xiao, Director of the Market Division of the China Film Administration; Jiang Xiaoling, Director of the Import Division of the China Film Administration; and Hu Qiming, Founder of Lumière Pictures, among others.
"Film and music are two art forms that complement and illuminate each other. Using music as a thread, we have connected 10 classic films from China and abroad in this exhibition. Since its announcement, participating cinemas, local film clubs, and movie buffs have reacted with enthusiasm," said Sun Xianghui who highlighted the strong support from the China Film Administration and the unprecedented scale of the event.
When the NAAC was established in 2016, Lumière Pavilions became one of its first affiliated members. Reflecting on the current state of China's film market, Hu Qiming noted the necessity of offering a diverse selection of films to attract audiences back to theaters. He hoped that the timeless classics featured in the lineup would offer viewers fresh perspectives and inspire meaningful discussions.
At the opening ceremony, Sha Dan, program curator of the China Film Archive, introduced the featured films. These "treasures of the archive" are highly popular among audiences, garnering significant attention, especially in cities with limited access to film festivals and exhibitions. "It is a rare opportunity to hold multiple screenings of films from different countries in various cities. We hope viewers will be able to enjoy the charm of cinema in theaters," said Sha Dan.
Starting from November 29, the Eternal Melody Exhibition will take place over one month in 30 NAAC cinemas across 18 cities, including Beijing, Shanghai, and Guangzhou. The exhibition, divided into four sections, presents audiences 10 highly representative masterpieces from both Chinese and international cinemas.
creatively designed merchandise inspired by the exhibition
In addition to the carefully selected films, the NAAC has prepared a variety of related activities, such as an exclusive playlist created in collaboration with NetEase Cloud Music, as well as exquisite merchandise and film introduction videos. These offerings aim to deliver high-quality content to every viewer in more engaging and diverse ways.
(Translated by Luo Desai)