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Film to boost Chinese image

07-30-2010 09:58 BJT

BEIJING, July 30 (Xinhuanet) -- China will start shooting its first national publicity film in the capital as part of latest efforts to boost its image worldwide.

The Shanghai Lowe & Partners advertising company has been assigned to shoot the film, Wang Lijun, assistant to the company's president, told China Daily in an interview.

The film will consist of two parts: A 15-minute feature movie to be used at important events of Chinese embassies; and a 30-second commercial aired on mainstream international media.

The 15-minute feature is aimed at showcasing the multiple facets of the country including its politics, economy, society, scientific research, education, environment and ethnic groups.

The movie will provide a panorama of China's accomplishments and present the Chinese spirit in modern times, Wang said.

It will be broadcast before National Day, which falls on October 1.

The 30-second commercial will represent prominent Chinese elites from different walks of life, including those from the sports, academia, science and technology, business and entertainment sectors.

More than 30 celebrities will appear in the commercial, including Yuan Longping, dubbed the "Father of Hybrid Rice" in China, basketball star Yao Ming, major Chinese portal 163.com founder Ding Lei and Hong Kong tycoon Li Ka-shing.

"It's aimed at presenting China's national image as a dynamic country," Wang said.

The commercial is expected to be aired on CNN and BBC in September.

The State Council Information Office proposed the film project and is funding it, Wang said.

The Chinese government's latest move to boost the country's image follows its successful hosting of the 2008 Olympic Games in Beijing and the ongoing Expo 2010 Shanghai.

A poll sponsored by BBC in April showed that China's image has seen an upswing after hitting a low last year.

Editor:Jin Lin |Source: Xinhua

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