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BackThe two departments jointly issued a document to promote cross-border cooperation in "film + sports"
The two departments jointly issued a document to promote cross-border cooperation in "film + sports"
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中国新闻网43 minutes agoBusiness2 min readChinaView original

The two departments jointly issued a document to promote cross-border cooperation in "film + sports"

National Film AdministrationGeneral Administration of SportsFollow the movie to exercise

Quick Look

  • The National Film Administration and the General Administration of Sports jointly issued a notice to launch the "Follow the Movies to Sports" campaign to promote cross-border cooperation between movies and sports through cultural promotion, consumption linkage and public welfare collaboration, aiming to stimulate the public's enthusiasm for participating in film appreciation and sports.
  • The activity was officially launched on October 16, 2026 at the opening ceremony of the China Outdoor Sports Industry Conference.

AI-generated summary

Why It Matters

The State Film Administration and the General Administration of Sports aim to promote the integrated development of the cultural and sports industries through policy coordination. This notice is a specific measure to deepen cooperation in the fields of film and sports.

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Recently, the State Film Administration and the General Administration of Sports jointly issued the "Notice on Launching the "Follow the Movies to Sports" Action to Promote the Two-way Empowerment of Movies and Sports."

The "Notice" is based on the characteristics and industry advantages of the respective industries of film and sports, and promotes "film + sports" cross-border cooperation from the aspects of cultural promotion, consumption linkage, and public welfare collaboration, and stimulates the enthusiasm of the broad masses of people to participate in film appreciation and sports.

The main contents include:

The first is to deepen cooperation in promoting film culture and sports culture. Encourage the creation of sports-themed films, encourage professional film media and sports media to strengthen exchanges and cooperation, and guide the people to improve their film appreciation and widely participate in sports. Encourage sports-themed film screenings, film promotions and other activities. Encourage movie theaters to strengthen the promotion of sports culture.

The second is to promote the organic linkage between film consumption and sports consumption. Support cinemas, stadiums, sports event organizers, Internet platform companies, commercial banks, payment and settlement institutions, etc. to jointly carry out "movie + sports" consumption promotion activities. Encourage the creation of unique outdoor sports routes combined with movie scenes. Support co-branded cooperation in movies and sports derivative products. Support the creation of movie and sports markets and integrate sports and movie elements in both directions. Encourage the establishment of sports-themed theaters in cinemas. Support the linkage and reciprocity between movie-watching consumption and sports lottery purchases. Encourage the use of virtual reality film technology to provide immersive sports experience. Support the introduction of sports into cinemas and explore the development of suitable sports events in qualified cinemas.

The third is to promote the coordinated development of film public welfare and sports public welfare undertakings. Support the strengthening of cooperation between sports lottery public welfare activities and film public welfare screenings. Call on filmmakers and athletes to actively participate in film and sports charity activities. Encourage patriotism, collectivism and socialist education for athletes through organizing movie viewings, etc.

The "Follow the Movies to Exercise" action was officially launched on the evening of October 16 at the opening ceremony of the 2026 China Outdoor Sports Industry Conference.

In the next step, the National Film Administration and the General Administration of Sports will guide local film authorities and sports administrative departments to strengthen industry guidance, promote social organizations and enterprises in the film and sports fields to strengthen communication and collaboration, explore more "film + sports" cooperation models, launch measures to facilitate and benefit the people, and help high-quality development of the film and sports industries.

(CCTV financial reporter Guo Jinhua)

Open Questions

  • When and where will specific consumption promotion activities be carried out?
  • What are the standards and subsidy policies for cinemas to set up sports-themed theaters?
  • How to measure the actual effect of this action on increasing public participation in sports?

Related Topics

National Film Administration
PeopleGuo Jinhua
OrganizationsGeneral Administration of SportsCCTV Finance
PlacesChina
TopicsGeneral Administration of SportsFollow the movie to exerciseMovies + SportsSports moviesConsumption linkagePublic welfare collaboration
This article was originally published by 中国新闻网.

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