China’s State Film Administration and the General Administration of Sport have
issued a notice launching the “Follow Movies to Exercise” campaign to boost
synergy between the film and sports sectors. Key measures: deepen joint
film–sports publicity and encourage sports‑themed film production, targeted
screenings and cross‑media collaboration to raise film appreciation and public
sports participation; promote coordinated “movie+sports” consumption promotions
by cinemas, sports venues, event organizers, internet platforms, commercial
banks and payment providers; encourage VR film technology for immersive sports
experiences and pilot appropriate sports activities in qualified cinemas; and
support coordinated development of film and sports public‑welfare projects.