The 2024 Trendy Thai Film Week kicks off in Shanghai on May 12. [Photo/Shanghai Observer]

The 2024 Shanghai Trendy Thai Film Week commenced on May 12, captivating audiences with a lineup of seven popular Thai films that explore themes of love, life, and dreams, announced by the Shanghai Film Group.

Themed "Trendy Thai", this cinematic event aims to bridge the gap between film screenings and business ventures, merging the act of watching films with immersing oneself in Thai culture and lifestyles. By intertwining film viewing with cultural experiences, the film week seeks to stimulate consumption, foster cultural exchanges, and enrich the cinematic landscape in Shanghai.

Under the guidance of the Shanghai Municipal Film Bureau, the Shanghai Film Group, and CP Group, the film week is set to run until May 20 at two prominent venues — the Shanghai Film Art Center SHO (Dolby Auditorium) in Changning district and the SFC-Bailian Yaohan Branch (IMAX) in Pudong New Area. The curated selection of Thai films includes titles such as Heart Attack, Bad Genius, The Teacher's Diary, Love Destiny The Movie, and One Day.

Liu Yun, the deputy director of the marketing department at Shanghai Film Group and Cinema Line, said that the film choices were meticulously chosen to attract a younger audience to the theaters, aiming to invigorate interest in cinema among the youth.

In a nod to a special date, the organizers have planned romantic Thai film screenings on May 20. This date holds significance as "520" sounds similar to "I love you" in Chinese, adding a touch of romance to the film week's offerings at both cinemas.

Coinciding with the Thai Festival in Shanghai organized by the Royal Thai Consulate General as part of the ongoing 5th Shanghai Shopping Festival, the film week will collaborate with nearby merchants to offer a diverse Thai experience encompassing films and lifestyle. Viewers attending the screenings can acquire a "Thaife" map and ticket stub from the cinemas, enabling them to enjoy discounts at participating merchants, including Thai restaurants, spas, and wrestling venues marked on the map, according to the event organizer.

Source: shobserver.com