Ancient Town Transformed into a Creative Town? Analyzing the Impact of Pingyao’s Cultural Policies on Local Film Mechanisms
The Ancient City of Pingyao is a well-preserved example of a traditional Han Chinese city. It was listed as a World Heritage Site by UNESCO in 1997. However, over the past 20 years, Pingyao County has not just relied on its rich history and indulged in the past. Instead, it has used the international film festival as a cultural brand to actively connect with the international community. This approach has influenced and changed the trajectory of Pingyao’s development, and the city is now known for its creativity（Jian Xiao &Lin Jin, 2020). In this article, we will discuss how the film culture and creative industries have flourished in this remote town in China. How have cultural policies related to the ancient city of Pingyao impacted cultural mechanisms?
In 2018, the Shanxi provincial government completed the Regulations on the Protection of the Ancient City of Pingyao in Shanxi Province, which legitimized the principle of protecting the ancient city. In 2017, the government issued the Document on Cultural Reform and Development of Shanxi Province, which emphasized organizing international festivals and events to enhance the city’s cultural connotation. As an ancient city, Pingyao has the brand advantage of being a famous cultural city. The Pingyao government has taken this opportunity to plan a series of festivals, including the Pingyao International Photography Festival, Pingyao International Film Festival, and Pingyao Sculpture Festival. These cultural events aim to increase Pingyao’s local and global influence in the construction of a famous historical and cultural city and a modern tourist destination. As a result of these events, Pingyao has become known for its festivals, adding contemporary cultural significance to its narrative image.
The Pingyao International Film Festival receives support from the Ministry of Culture, the Information Office of the State Council, the Shanxi Provincial Party Committee, the Pingyao Government, and other official state agencies. The Pingyao government funded the transformation of an old abandoned factory into the Festival Palace of the Pingyao International Film Festival（Jian Xiao &Lin Jin, 2020). The transformation of the Festival Palace aligns with the government’s cultural policy-led urban regeneration strategy, which aims to promote economic growth and improve the image of urban areas. Cultural policies are interested in re-creating decaying urban centers that are considered to lack cultural significance and aesthetic value (Lee, 2017).
Representatives from top film investment, distribution, and publicity companies in China and abroad are appointed during the Pingyao Film Festival. Some films that premiered at the festival have already sold their Chinese copyrights, and several Chinese-language films have sold their international copyrights. Industrial transactions have impacted the film and culture industry, and the Pingyao International Film Festival has become a platform to boost the industry.
The film festival, influenced by Pingyao’s cultural policy, has had a significant impact on the cultural life and movie consumption of the regional audience. In 2018, Pingyao, a county with a population of only 500,000, experienced a 550% increase in box office revenue compared to 2017, according to Cat’s Eye, a professional Chinese film research organization. During the festival, movie enthusiasts from across the country gathered in the ancient city of Pingyao. Tickets were in high demand for many movie screenings. The audience was diverse, including professionals, young people, and families from neighboring cities such as Taiyuan, Linfen, and Lvliang.
In summary, the Pingyao International Film Festival has become a driving force for Shanxi’s film industry, and a series of cultural policies have influenced the mechanisms of film culture. The film festival has not only brought a creative charm to the ancient city of Pingyao but has also facilitated collaboration between various aspects of the film and culture industry. This has enlivened the market and regional cultural life, making cultural consumption more diverse and colorful.