Special feature of 1905 film network Three children who were once close are about to face the pain of separation from their friends. They are reluctant to say goodbye, and they are infinitely attached to the time in front of them.
Suddenly, the closed window in the room was pushed open. A mysterious alien waved a magic weapon, set up a bridge outside the window with books as the carrier and dreams as the horse. The children crossed the "book bridge" nervously and capered, boarded the dazzling spaceship and ran to the Great Wall of Wan Li, the top of the motherland.
Everyone is at the foot of the Great Wall, looking up at the starry sky and imagining the future. ……This fantastic scene comes from a hit movie.Mozart in outer spaceIt is full of children’s pure and innocent feelings, and it also reflects their courage to pursue what they think fearlessly.
Recently, "Mozart in Outer Space" came to the countryside of Ningbo for a public welfare screening. This public welfare screening event was hosted by Beijing Yitong Legend Film and Television Culture Co., Ltd., Wanda Film and Television Media Co., Ltd. and Alibaba Pictures (Beijing) Co., Ltd., and assisted by Wuzhou Film Distribution Co., Ltd. This is the first public welfare project of Alibaba Pictures’s "Taobao Film Starlight Spot" public welfare screening program, and it has also become the first domestic film to organize public welfare screening in rural areas in the first month of its release.
It is understood that Alibaba Pictures’s "Taobao Film Starlight Spot" public welfare screening program aims to pay attention to the public welfare film service for rural children, and with the advantage of "content+technology", promote good films to enter the countryside and among rural children, continuously enrich the cultural life of rural teenagers, and accompany rural children to study happily and grow up healthily. The first event has been held in rural Ningbo for 5 times, and will go to more rural areas in the country to organize public welfare screenings in the future.
Rural children have always been the focus of social attention.As early as 2010, "children first" has been included in the national strategy. Rural children have been written into the No.1 Document of the Central Committee and the rural revitalization strategy document for many times, and strengthening the care for rural children is an important content. However, compared with urban children, the comprehensive level of rural children’s development in China still has room for improvement.
According to public data, the average annual growth rate of the comprehensive level of urban children’s development is 2.8%, which is higher than that of rural children’s 1.98%. Including expanding extracurricular activities resources, rural children still have many problems to be solved urgently.
According to China Rural Children’s Development Report 2021, China’s rural children’s development support system can be divided into two stages.
The first stage (2021-2025) aims at the outline of the 14th Five-Year Plan, improving the level of urban-rural equalization of the children’s development system, and realizing the transformation of rural children’s service population to all children, rural children’s work team to specialization, and rural children’s welfare system to high quality.
The second stage (2025-2035) aims at socialist modernization, realizing the equalization of children’s development in urban and rural areas, making the level of children’s welfare and protection more advanced, making the education and resources of children in urban and rural areas more balanced, making the environment for rural children to grow up better, and deepening their sense of acquisition, happiness and security.
Wang Zhenyao, president of China Public Welfare Research Institute of Beijing Normal University, said in his interpretation of the Report that non-governmental organizations should actively cooperate with the government and actively integrate into big undertakings. It is a long way for social organizations to participate in children’s development. In the future, we need multi-party cooperation to make the promising children’s cause develop more vigorously throughout the country.
It is based on the observation of the development of public welfare undertakings in China, especially rural children’s public welfare activities. At the beginning of July this year, Alibaba Pictures officially established the "Taobao Film Starlight Spot" public welfare screening program, which means "Illumination and Pratt & Whitney", aiming at expanding and popularizing the inclusive value of movies as cultural works, so that more children in rural areas can enjoy spiritual guidance and artistic edification.
Looking at the movie market in China, in 2021, the domestic movie box office recorded 39.927 billion yuan, and the annual total box office closed at 47.258 billion yuan, of which the box office contribution of third-and fifth-tier cities was 48.3%. County-level cinemas became the main component of China cinema, and the film market sank significantly.
Li Jie, vice president of the ESG Working Committee of Alibaba Entertainment, bluntly said that the rural market is an important market for the development of China films and should receive more extensive attention and support.
"First of all, the rural market is pregnant with excellent movie stories. Rural revitalization, precision poverty alleviation, new farmers and other content themes are the main theme of the development of the times and should be widely presented and recorded;Secondly, the rural market is a vast demand market, with the grass-roots audience. Public welfare and commercial cinemas should go hand in hand to jointly promote the formation of a multi-level and diversified rural film market;
Finally, at the moment when the rural film infrastructure is incomplete, the movie-watching needs of rural children should not be ignored. High-quality films such as main melody, science fiction and national romance should actively go to rural children to enhance their sense of acquisition and accompany them to study happily and grow up healthily. "
The "Taobao Film Starlight Spot" public welfare screening program will focus on recommending films suitable for children.
Take the sci-fi comedy Mozart in Outer Space as an example. The film aims to explore the scientific parent-child relationship. Parents’ education should respect children to grow into the best self, that is, "as children are", rather than forcing them to "as parents wish". This is a Chinese-style family story focusing on a "dream of success", with comedy elements and educational significance coexisting, entertaining and entertaining, which is very suitable for teenagers to watch during holidays.
Li Jie said that Alibaba Pictures will continue to deliver high-quality films to rural areas, and convey the positive social energy of "small truth and great truth", so that more rural children can enjoy the benefits of good films.
This also means that by promoting the popularization of public welfare through the market and nurturing rural children’s public welfare activities with a strong sense of social responsibility, the "Taobao Film Starlight Spot" public welfare screening plan will give full play to the advantages of Alibaba Pictures’s high-quality content resources, break the restrictions of rural viewing distance and viewing places, play an important role in the process of spreading film culture in sinking areas, and let film aesthetics flow to the fields and mountains to shine on young people to thrive.
At the rural screening of Mozart in Outer Space in Ningbo, hearty laughter came from time to time.
A parent can’t help feeling that this is indeed a very meaningful public welfare movie-watching activity. I am very busy on weekdays and have no time to accompany my children, let alone take him to the movies. Such movie-watching activities not only provide parents with opportunities to enhance parent-child feelings, but also give them a unique education lesson. "Parents’ responsibility to their children should be selfless support and endless encouragement. Helping children find their real interests is the best way to achieve their children."
A classmate who just passed the graduation exam admitted that he had gained resonance in the film. Mozart, an alien in the play, is helpful, and Ren Xiaotian can open his heart to him. This reminds him of a good friend in his life, and they will also help each other and make progress together. In his view, Ren Xiaotian’s relationship with the teacher is very realistic. It is even more touching for Ren Dawang to put aside his prejudice and save Mozart.
As the exclusive supporting unit of this public welfare screening activity, Publicity Department of the Communist Party of China Film Digital Program Management Center is the core operating unit of public welfare film distribution and screening, aiming at improving the efficiency of public cultural services, enriching people’s cultural life, and providing excellent film screening services to boost rural revitalization.
Zhang Hong, director of the center, said that the film digital program management center always adheres to the people-centered service concept and is committed to providing public welfare screening services for the broadest and most grassroots audience, so that everyone can watch movies and be optimistic about them. The public welfare screening of Mozart in Outer Space made a good start for the public welfare screening of rural children’s films, innovatively met the needs of rural children to "watch movies" and enhanced their sense of gain and happiness, which is worth trying and popularizing in the industry.
The educational significance of public welfare screening of high-quality films is self-evident.
An immersive light and shadow feast may be a meaningful parent-child class for parents; For children, it may be a beautiful literary work. For a rural family, it is more likely to be a beautiful memory that sublimates the parent-child relationship and makes the family members unforgettable collectively.
Paying attention to the rural children’s film service, the "Taobao Film Starlight Spot" public welfare screening program has been launched. Taking public welfare as a point and light and shadow as an axis, China movies are expected to become an important force driving rural revitalization. The two work side by side, moving forward all the way and exploring constantly.