城市变身“大片场”，观影成为新年俗

Core Insights - The "MOVIE Life New Year Carnival" organized by Jiangsu Film Group successfully transformed traditional movie experiences into immersive city-wide events, enhancing community engagement and cultural consumption [1][4] Group 1: Event Overview - The carnival featured synchronized celebrations across three cities in Jiangsu, including Suzhou, Nantong, and Yancheng, integrating film culture into public spaces [1] - Activities included a film-themed party in Suzhou, where participants engaged in various interactive experiences, creating a large-scale movie-themed amusement atmosphere [1][2] - The event showcased diverse cultural expressions, such as music concerts and film screenings, appealing to different audience demographics [2] Group 2: Cultural Consumption Initiatives - A total of 12.8 million yuan in movie consumption vouchers were distributed over nearly three months, promoting accessibility to cinema [3] - The vouchers offered significant discounts, such as 20 yuan off for every 30 yuan spent on tickets, encouraging movie attendance during key holiday periods [3] - The initiative included direct ticket price reductions in selected theaters, further lowering barriers to entry for moviegoers [3] Group 3: Long-term Cultural Vision - The ultimate goal of the carnival is to establish a new cultural norm where "movies are life," integrating cinematic experiences into everyday urban life [4] - The event aims to foster a sense of belonging and community identity through shared cinematic experiences, enhancing emotional connections among participants [5] - The approach emphasizes the importance of cross-disciplinary collaboration, merging film with food, music, and crafts to create a holistic cultural experience [5]