On June 25, the national launch ceremony of the "Same Screen Immersion·Light and Shadow Arena" Chinese Super League Cinema Viewing was held in Beijing. The event was jointly hosted by China Film Distribution Co., Ltd. and China Mobile Migu Company, and supported by Beijing Guoan Football Club. As the first innovative practice in China to introduce professional football matches into cinemas for simultaneous live broadcast, this move marks that China Film has officially entered the field of cinema live broadcast and explored a new diversified operation model of "cinema + sports".
Huang Qunfei, member of the Party Committee and deputy general manager of China Film Distribution Co., Ltd., pointed out in his speech that cinemas are the temple of film art and an important public space for enriching the spiritual and cultural life of the people. "Relying on the top projection equipment and technical advantages of cinemas, the project has successfully broken through the key technology of adapting the live broadcast signal of the event to the cinema standard, achieving the excellent effect of smooth synchronization of ultra-high-definition pictures and lossless restoration of immersive sound effects, allowing the audience to enjoy a movie-level audio-visual feast while feeling the passion of competition."
Signing ceremony of the strategic cooperation agreement
At the launching ceremony, China Film Group signed strategic cooperation agreements with China Mobile Migu Company and Beijing Guoan Football Club. Beijing Guoan Football Club became the first Chinese Super League team to implement the plan. This tripartite cooperation breaks through industry boundaries and fully integrates resources in the fields of sports, film and television, and communication technology. It will be carried out in depth around live broadcasts of events, theme viewing, fan interaction, etc., and strive to create a unique "screen home" for fans in the capital, build a three-dimensional cross-border ecology of "content + technology + scene", and create an innovative model of "event IP × cinema audio-visual × 5G digital technology", which is an important practice of "technology empowering sports culture communication".
After the ceremony, the live broadcast of the Chinese Super League match between Meizhou Hakka and Beijing Guoan was shown. The reporter of Thepaper.cn noticed that most of the audience wore green jerseys of the "Imperial Guards" and repeatedly shouted "Where is this? Beijing!" "Who is our team? Guoan!" When the solemn national anthem was played before the official start of the game, the whole audience spontaneously stood up and sang "Arise, those who refuse to be slaves..." The atmosphere on the scene was exactly the same as watching a game at the Workers' Stadium.
Movie theater viewing scene
Meizhou Hakka, the team they faced that night, is currently ranked at the bottom of the Chinese Super League. Beijing Guoan took advantage of the game from the start, but failed to convert it into results. A fan next to the reporter not only stared at the big screen, but also checked the mobile phone report from time to time, "Oh, (Shanghai) Shenhua is 2:0." It was not until the 21st minute of the first half that Beijing Guoan's No. 29 player Fabio shot in front of the goal, "GOAL!" The scene was immediately filled with jubilation, as if the visiting team's game had become Guoan's home court.
After the success of "Nezha 2: The Devil Boy Conquers the Dragon King" this year, the performance of mainland cinemas can only be said to be unsatisfactory. At present, 11,000 cinemas are also actively exploring the "cinema +" diversified integrated marketing model. Bringing "fans" into the cinema is undoubtedly an innovative measure. Previously, Wanda Cinemas and China Mobile Migu chose to live broadcast the opening ceremony of the 2021 Tokyo Olympics and the men's singles table tennis final (Ma Long vs. Fan Zhendong). This time, Huaxia Film started live broadcasting the Chinese Super League, bringing the most enthusiastic and broad-based events to the cinema. Lenovo believes that in less than a year, the 2026 World Cup in the United States, Canada and Mexico will be held. It will be another summer football feast. The meaning of "testing the waters" this time is quite obvious.
Movie theater viewing scene
It is reported that China Mobile Migu uses 5G ultra-high-definition transmission technology, cinema-level audio-visual standards and intelligent broadcast control systems to build a full-link technical guarantee system of "collection-processing-screening", and uses leading technologies such as multi-channel commentary and multi-angle switching to enable immersive viewing experience, and 360° surround sound field accurately restores the atmosphere of the stadium. A senior fan was deeply touched at the scene: "Watching the game in the theater, the picture is more grand and the details are richer! It feels great to cheer for your favorite team with the fans of the association, and resonate with each other!"