On April 25th and 26th, coinciding with the China Film Huabiao Awards ceremony in Qingdao, the "CCTV IP into Campus: Film Special" event, organized by the Research Institute of China Central Television, took place in the city. Gifts from China Film Archive was invited to participate, generating great enthusiasm from students at China Ocean University and the Qingdao campus of Shandong University.
Many students remarked that they had never experienced a market event like it before. They were impressed by the merchandise inspired by classic films, noting that each item appeared to be thoughtfully and carefully designed. Although some admitted they had not seen many of the older films, the products sparked their interest in learning more about them.
The booth featured a variety of thoughtfully designed merchandise inspired by classic films, including scarves and bookmarks from Princess Iron Fan, blind boxes from Laborer’s Love, a creative cultural bag from Spiders, and postcards from The Goddess. Many of these items were based on films recently restored in 4K by the China Film Archive, highlighting their cultural significance and value. Also on display were mineral pigment paints, made using nationally recognized intangible cultural heritage techniques, along with collectible film IP stamps for visitors to enjoy.
The film merchandise market also drew the attention of many international visitors, with products inspired by The Goddess receiving particular praise. Some even asked staff how to pronounce “The Goddess” in Chinese. One enthusiastic film fan shared, “I’ve known about the China Film Archive for some time, but I never expected its cultural products to come to our campus. I bought quite a few items to take back and plan to share them with my roommates and grandparents so they can experience the charm of these classic films as well.”
Gifts from the China Film Archive is a cultural brand focused on film art, blending diverse cultural elements to create derivative, creative products. This exhibition features China Film Archive IP cultural products, classic Chinese film IP merchandise, creative items that merge film culture with intangible cultural heritage crafts, and themed film exhibition IP products. The initiative brings classic film culture to university campuses in an engaging, contemporary format. It not only highlights the timeless appeal of film culture but also establishes a deep emotional connection with young audiences by presenting it in a way that resonates with modern youth. Through hands-on participation and immersive experiences, students not only discover the allure of film art but also, through subtle influence, gain a deeper understanding and connection to Chinese culture, fostering the positive development of cultural heritage.
(Translation by Luo Desai)