The 15th Beijing International Film Festival is coming with great fanfare. To celebrate the 120th anniversary of the birth of Chinese cinema and actively respond to the national strategy of the “Chinese Film Consumption Year”, the BJIFF innovatively launches the “2025 Chinese Film Consumption Year: Beijing Film & Life Festival”. Taking advantage of the Beijing International Film Festival, Beijing will further innovate formats, integrate resources, and use film-related activities as both a foundation and a catalyst to host the Beijing Film & Life Festival. The festival will be jointly organized by the BJIFF Organizing Committee, the Publicity Department of the CPC Beijing Municipal Committee, the Beijing Municipal Film Administration, the Office of Cyberspace Affairs Commission of CPC Beijing Municipal Committee, the Beijing Municipal Commerce Bureau, the Beijing Municipal Bureau of Culture and Tourism, the Beijing Municipal Radio and Television Bureau, the Beijing Municipal Cultural Heritage Bureau, and the Beijing Municipal Bureau of Sports.

The Beijing Film & Life Festival, themed “Watch Movies, Enjoy Life”, will widely engage market participants and extend the activities of the BJIFF activities throughout the entire city. The festival will create a “second venue” to stimulate the “ticket stub economy” and plan four major activity sections: “Enjoy Cuisine with Movies”, “Travel with Movies”, “Spring Discount Movie Viewing”, and “Movie Cultural and Creative Carnival”. Together, we will create a new consumption scene integrating culture, commerce, tourism, and sports, providing citizens and audiences with a more diverse and rich cultural experience.

In this city-wide film carnival with the theme of “Watch Movies, Enjoy Life”, the vibrant atmosphere of the film festival will extend to every corner of the city, truly integrating film culture into the daily lives of citizens.

 

While optimizing the main venues in Huairou District and Langyuan Station in Chaoyang District, BJIFF will establish a second venue by livestreaming key events - including opening and closing ceremonies, red carpet activities, masterclasses, and professional forums - on large screens in cinemas, theaters, shopping malls, and other urban spaces. This aims to broaden the festival's reach and influence. Additionally, large screens and public spaces in over 50 major commercial districts, screening venues, and participating businesses will prominently display festival posters, updates, and event information, creating a film-themed consumption experience and enhancing public engagement with various film activities.

 

First, BJIFF will collaborate with Qianmen, Wangfujing, and Chongwenmen business districts, as well as over 600 merchants across 30+ shopping centers - including nine commercial hubs under China Resources Mixc Lifestyle, 14 Wanda Plazas, Scitech More, Changying Paradise Walk, Lize Paradise Walk, Solana, China Central Place, LIVAT, and Huaxi LIVE - to offer discounts for BJIFF ticket stub holders. All participating commercial districts will feature BJIFF-themed decor, while Galleria-Instreet will host open-air film screenings, post-screening meet-and-greets with casts and crews, live music performances, trendy markets, and pop-up brand events. Second, in collaboration with Maoyan, Meituan, Ctrip, and Tongcheng Travel, the festival will unlock bundled discounts on “film + dining + tourism” experiences, allowing visitors to access exclusive deals via mobile apps with just one tap. Third, moviegoers can enjoy ticket discounts for watching the International Equestrian Creative Spring CSI1 event and the FEI Jumping World Cup™ - China League (Beijing Station) by presenting their BJIFF tickets during the festival period. Fourth, the time-honored brands will embrace new trends, offering exclusive and fresh experiences. Apparel brands like Hongdu and Neiliansheng, food brands such as Liubiju and Yueshengzhai, arts and crafts brands like the Enamel Factory and Yidege, and catering establishments including Quanjude, Bianyifang, Cuihualou, and Dongxinglou are all rolling out special activities, such as free drink exchanges with ticket stubs or 20% discounts. Moviegoers can savor the flavors of Beijing cuisine, admire the beauty of traditional attire, and marvel at the mastery of time-honored crafts while enjoying films. Old-established shops in the Qianmen Dashilar business district will also launch a series of promotional activities during the film festival.

During this year's BJIFF, the organizers have meticulously planned four distinctive activity segments, weaving diverse consumption scenarios together through film culture to provide citizens and visitors with an immersive and all-encompassing cinematic life experience.

 

First, Meituan has invested 10 million yuan to launch special promotions for BJIFF. Consumers can participate in a variety of preferential promotions on “dining, accommodation, transportation, travel, shopping and entertainment” by searching for “Beijing International Film Festival” or “BJIFF 2025” on Meituan. Second, 31 participating cinemas have partnered with over 300 nearby restaurants, offering exclusive discounts for moviegoers who present their ticket stubs. A “Taste of Beijing” cinema-food guide will also be released. Third, three movie and food carnivals will be launched. The “Spring Scenes·Movie Bazaar” will be co-hosted by the BJIFF Organizing Committee, CMG's Beijing Station, and Douyin Life Service, and will feature over 100 vendors including cultural and creative brands, trendy domestic products, top-rated restaurants on Douyin platform, and entertainment businesses. Langyuan Station in Chaoyang District will bring together more than 30 top-rated premium dining and entertainment brands on the Douyin platform to create a special food zone. Haidian District will launch the “Wukesong Film & Food Festival” with the theme of “A Feast of Films, A Journey for the Taste Buds”. Huairou District will hold a Film, Music & Food Carnival on the shores of Yanqi Lake, bringing together over 80 global flavors, Beijing time-honored brands, and Huairou local delicacies. The carnival will also host music activities such as symphony performances, Mongolian throat singing, and trendy Chinese opera shows.

First, platforms like Ctrip and Tongcheng Travel will launch 12 “Travel with Movies” themed tour routes. Ctrip is offering guests of this year's BJIFF half-price discounts on 2-day and 1-day tours in Beijing, as well as free half-day tours, while providing complimentary customized tours for jury members. The Tongcheng Travel platform will distribute 100,000 travel voucher packs. Attendees can claim these vouchers on the ticket purchase confirmation page after buying tickets for festival screenings, enjoying discounts on round-trip flights and train tickets. Third, Huairou District will select 30 hotels and 72 homestays, offering discounts ranging from 50% to 12%. The district is introducing 13 “Celebrity-Approved Itineraries”, as well as family-friendly and study tour routes, and launching a “Film-Themed Train to the Film Capital”, so as to connect key scenic spots and popular check-in locations.

Section 3: “Spring Discount Movie Viewing” Event at BJIFF

During the BJIFF, the Beijing Municipal Film Administration, in collaboration with Beijing Maoyan Weiying Culture Media, will launch a discount movie viewing event. The campaign will feature limited-time discounts, instant discounts on ticket purchases, dedicated film sections, and a special BJIFF zone, creating a consumer-friendly atmosphere to encourage moviegoing. The initiative will cover over 270 cinemas across the city, with an estimated total discount value of 5 million yuan.

First, Langyuan Station in Chaoyang District will host a cultural and creative fair, featuring a highlight exhibition of hand-painted posters celebrating Ne Zha 2 surpassing 100 million yuan at the box office. Over 30 museums will showcase new cultural and creative products as well as popular bestsellers. Second, Wanda Plaza in Wukesong, Haidian District will launch the “Spring Anime Carnival”, bringing together film and TV derivatives, intangible cultural heritage crafts, and time-honored brand creative products. A classic anime scene photo zone will be set up, creating an IP carnival for anime and film culture. Third, for the first time, official BJIFF cultural and creative products will be available at the “Beijing Gifts” flagship store in Xiushui Street, offering exclusive discounts to ticket-holding festival attendees.

From gourmet dining and tourism to film screenings and cultural creativity, the four major sections promise a dazzling array of activities. To enhance participation in the BJIFF activities and encourage everyone to share their memorable moments, we are launching a special online “Check-in at BJIFF” campaign. Participants are invited to post their orders, photos, and notes online, sharing more check-in moments across platforms.

In collaboration with social media platforms like Xiaohongshu and Weibo, we are initiating the BJIFF “Daily Check-in Star” contest. Themed hashtags such as “Explore the BJIFF Influence Circle”, “100 Things to Do at the Film Festival”, “Ultimate Crossover Player”, and “Cultural Creativity Hunter” will encourage users to post check-in notes and participate in daily rankings. The organizing committee will select the most-liked posts and award BJIFF-themed cultural merchandise.

Meanwhile, we will continue to expand check-in scenarios, making film culture more accessible. Key locations include: Da Guan Lou at Qianmen, which hosted the “120 Years of Chinese Cinema” special exhibition, the Emperor Cinemas, featuring the “Tiantan Award” theme, CBD's “Night Economy” film culture landmarks, China Central Place, where a film-themed cycling party will take place, and the Tongzhou District Image Future Forum, and Tongzhou District's "Future of Cinema" Forum and the aquatic red carpet event.