The Zhitong Finance App learned that on October 16, the National Film Administration and the General Administration of Sports issued a notice on launching the “Follow the Movie to Sport” campaign to promote the two-way empowerment of film and sports. Among them, it was mentioned that it is encouraged to set up sports-themed cinemas in cinemas, create a “second scene” for watching games, and use the cinema's free time to broadcast live broadcasts of major sporting events. Support the linkage and mutual benefits between movie viewing consumption and sports lottery ticket purchases, and support the establishment of sports lottery sales points in cinemas to enrich the entertainment experience, brand promotion, and public service display functions. Encourage the use of virtual reality film technology to provide an immersive sports experience. Support sports in theaters and explore suitable sports programs in eligible cinemas.
The original text is as follows:
The National Film Administration and the General Administration of Sports on the launch of the “Follow the Movie to Sport” campaign
Notice to promote the two-way empowerment of film and sports
China Film Publishing [2026] No. 6
Film authorities and sports administration departments of each province, autonomous region, and municipality directly under the Central Government:
In order to thoroughly implement the spirit of the 20th National Congress and the 20th Plenary Session of the CPC Central Committee, earnestly implement the arrangements of the Fourth Plenary Session of the Central Committee, implement the arrangements of the Central Economic Work Conference and the National Service Industry Conference, give better play to the role of film and sports in meeting the spiritual and cultural needs of the masses, promote the expansion and quality of the service industry, promote the two-way empowerment of film and sports, and help the high-quality development of the film and sports industry, the National Film Administration and the General Administration of Sports decided to launch the “Follow the Film to Sport” campaign. The relevant matters are hereby notified as follows.
I. Main tasks
Based on the characteristics and industry advantages of film and sports, we promote cross-border cooperation between film and sports, promote the sharing of resources and complementary advantages, prosper and develop film culture and sports culture, strengthen consumer linkage, innovate service supply, stimulate the enthusiasm of the masses to participate in film appreciation and sports, enrich the spiritual world, promote good health and enjoy a quality of life, continuously satisfy the people's yearning for a better life, and promote the all-round development of people.
II. Main contents
(1) Deepen cooperation in promoting film culture and sports culture. Film practitioners are encouraged to dig deeper into sports stories around athletes and the public, actively create sports-themed films, promote Chinese sportsmanship, widely spread sports culture, and stimulate the enthusiasm of all people to participate in sports. Encourage professional film media and sports media to strengthen exchanges and cooperation, thoroughly explore, interpret and disseminate sports elements and sports scenes in movies, and guide the public to improve their level of film appreciation and participate widely in sports. Encourage film festivals to carry out themed screenings of sports-themed films, and support sporting events and cultural activities to promote the popularization and promotion of sports programs. Sports themed film screenings and film promotion activities are encouraged in conjunction with major sporting events, National Fitness Day, Sports Promotion Week, and “Ode to Chinese Sportsmanship”. Encourage cinemas to strengthen the promotion of sports culture when creating comprehensive cultural spaces.
(2) Promote the organic linkage between film consumption and sports consumption. Support cinemas, stadiums, sporting event organizers, internet platform companies, commercial banks, payment and settlement agencies to jointly carry out “movie+sports” consumer promotion activities, set up event columns, and launch consumer promotion incentives such as movie and fitness discount packages, movie event ticket linkage, two-way point exchange rewards, and full consumption reduction to achieve consumer linkage. Encourage the creation of unique outdoor sports routes such as hiking, cycling, and self-driving in combination with movie scenes. Support joint ventures for film and sports derivatives. Support the creation of movies and sports markets, and integrate sports and film elements in both directions. Encourage the establishment of sports-themed cinemas in cinemas to create a “second scene” for watching games, and use the cinema's free time to broadcast live broadcasts of major sporting events. Support the linkage and mutual benefits between movie viewing consumption and sports lottery ticket purchases, and support the establishment of sports lottery sales points in cinemas to enrich the entertainment experience, brand promotion, and public service display functions. Encourage the use of virtual reality film technology to provide an immersive sports experience. Support sports in theaters and explore suitable sports programs in eligible cinemas.
(3) Promote the collaborative development of film public welfare and sports public welfare undertakings. Support sports lottery charity activities to strengthen cooperation with public film screenings, and promote the enrichment of the spiritual lives and spiritual strength of the beneficiaries through screening of outstanding film works, etc. We call on filmmakers and athletes to actively participate in film and sports charity activities, and jointly promote sports-themed films, film knowledge, and sports programs. Encourage athletes to be educated on patriotism, collectivism, and socialism through organizing movie viewing, etc.
III. Job Requirements
Local film authorities and sports administration departments should attach great importance to encouraging and guiding social organizations and enterprises in the field of film and sports to strengthen communication and collaboration, promote cross-border cooperation, explore more new consumption formats, new models and scenarios, launch convenient and welfare measures, and promote high-quality development of the industry. It is necessary to make full use of propaganda positions such as television, newspapers, and new media platforms to continuously expand publicity coverage and comprehensively enhance the influence of the “Follow the Movie to Campaign” campaign. It is necessary to strengthen the safety management of major events, implement territorial responsibilities and the main responsibilities of the organizers, strengthen close cooperation with public security, emergency management and other departments, formulate safety emergency plans, and ensure the safety of activities. It is necessary to promptly summarize good experiences, good practices, and main results in the work and submit them to the National Film Administration and the General Administration of Sports. The National Film Administration and the General Administration of Sports will summarize and promote advanced experiences as appropriate, and explore “film+sports” cooperation models that can be replicated and promoted.
National Film Administration, General Administration of Sports
September 24, 2026
This article was edited by the National Film Administration, Zhitong Finance Editor: Chen Wenfang.