Themed “United We Advance · Share Cultural Achievements”, the 12th Beijing International Film Festival Ever Shining Cinema Public Benefit Activities were successfully held at the Chaoyang Cultural Center on August 19, 2022. Volunteers of the “Ever Shining Cinema” project from the Communication University of China, including teachers and students, showed to the visually impaired audience the barrier-free film Return to Our Promised Land at Hall 9 of the Chaoyang Cultural Center. Set in the historical background of “securing a decisive victory in eradicating poverty and building a moderately prosperous society in all respects”, the film exudes the youthfulness, passion, and enthusiasm of contemporary young people who return to their hometowns to start a business. The event was attended by Yang Fan and Fu Haizheng, Deputy Directors of the Publicity Department of the Beijing Chaoyang District Committee of the Communist Party of China; Ma Jun, Director of the Chaoyang District Publicity and Culture Center; Xu Zhenqing, Deputy Director of the Chaoyang District Publicity and Cultural Center; Xie Shuwang, Director of the Organization and Liaison Department of the Beijing Chaoyang District Disabled Persons’ Federation; Cheng Suqin, Deputy Party Secretary of the Television School of the Communication University of China; Zheng Zhiliang, Director of the Practice and Experiment Teaching Center of the Television School, Communication University of China and Director of the Key Laboratory of Integrated Publishing and Cultural Communication under the National Press and Publication Administration; and Ji Yuli, Deputy Director of the Large Sample Data Center at Beijing Gehua CATV Network Co., Ltd.
Poster of the 12th Beijing International Film Festival Ever Shining Cinema Public Benefit Activities
This public welfare activity was hosted by the BJIFF Organizing Committee and organized by the Beijing Chaoyang District Office of the Center for Civilized Practice in a New Era, the Beijing Chaoyang District Publicity and Cultural Center, the Television School of the Communication University of China, the Barrier-free Information Communication Research Institute of the Communication University of China, Beijing Gehua CATV Network Co., Ltd., and Dongfang Jiaying Television Cinema Media Share Company. To make the activities a success, the host and organizers carefully selected the barrier-free film Return to Our Promised Land, produced by the “Ever Shinning Cinema” project team, for screening based on the development strategy of the Party and the country and the viewing interest of the visually impaired. The film allowed the visually impaired audiences to experience the power of youth, progress and justice in the great practice of poverty alleviation. In order to better serve visually impaired people watching the film, volunteers conducted several full-process walkthroughs in advance, and developed a detailed movie viewing service plan, striving to create a warm, accessible and barrier-free viewing environment.
The visually impaired entered the venue in an orderly manner under the guidance of volunteers
During the screening process, the visually impaired audience was immersed in the film’s barrier-free narration, sometimes frowning and paying attention to plot development, sometimes showing a knowing smile, and responding with bursts of warm applause for the young cadres dedicated to poverty alleviation in the play. After the screening, the visually impaired audience told the volunteers, “We really enjoyed the barrier-free film screening delivered by the ‘Ever Shining Cinema’ project. Through the meticulous film narrative, we felt the unique charm of the film.”
The visually impaired audience were immersed in the storytelling of the barrier-free film screened by the “Ever Shining Cinema” project
During this year’s BJIFF, the “Ever Shining Cinema” project was carried out in grassroots cultural center to promote barrier-free films for the community, allowing visually impaired people to participate in an international film and television cultural event in their communities. It completed the “last mile” of “public benefit for all”, interpreting the social value of the BJIFF with practical actions.
“Ever Shining Cinema” is a public welfare project for barrier-free film production and dissemination launched by the Communication University of China in collaboration with Beijing Gehua CATV Network Co., Ltd. and Dongfang Jiaying Television Cinema Media Share Company. For this project, the barrier-free audio-visual films are presented with insertion of the narration on pictures at the intervals between dialogues and sounds, with an aim to build a “cultural sidewalk for the blind”. At present, the project team has produced nearly 500 barrier-free films, and completed non-profit screenings and promotions in 31 provinces (autonomous regions and municipalities) and the Macao Special Administrative Region of China, covering 2,244 special education schools across the country.
The hearty laughter of visually impaired people came out at the site of the screening
As a regular non-profit screening section of the BJIFF, the “Ever Shining Cinema” project has always been committed to promoting the improvement of the public service system for film screening and expanding the coverage of public services for film screening. At BJIFF 2019, the project held its first non-profit screening at the Capital Cinema. In 2020, it participated in the Beijing Film Market Online Exhibition of the 10th BJIFF to showcase the achievements in barrier-free films. At the 11th edition of BJIFF in 2021, it screened barrier-free films for the students at the Beijing School for the Blind. In 2022, reaching out from its base in the BJIFF platform, volunteers of teachers and students came into grassroots cultural centers to meet the viewing needs of visually impaired people in the community point-to-point.
As the 12th Beijing International Film Festival Ever Shining Cinema Public Benefit Activities were successfully held in Chaoyang District, the original aspiration and mission of the “Ever Shining Cinema” project to promote public benefit for all and culture shared by all will continue. In the future, volunteers will continue to produce 104 barrier-free films every year to ensure the viewing needs of visually impaired people for 2 films available per week, and to work hard to deliver film works to communities, schools for the blind, libraries, cinemas, and film festivals, so that the broad masses of the people can enjoy the rich fruits of film development through joint construction and sharing initiatives.