Animated romance film set for Qixi Festival release boosts tourism

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The timeless tale of Madam White Snake during the Southern Song Dynasty (1127-1279) is well-known Chinese folklore, which has often been adapted for theater stages, as well as films and TV dramas.

The latest adaptation of this legend is an animated film called "White Snake: Afloat," which is due out in China's cinemas on August 10, marking this year's Qixi Festival that commemorates the tale of love between a cowherd and a weaver girl according to Chinese tradition.

A film still of "White Snake: Afloat" /Photo provided to CGTN

Light Chaser Animation, which is famed for its dedication to preserving and revitalizing traditional Chinese culture, is the main producer of this new film, whose previous project "Chang'an" was well received by the Chinese film market last year.

Chinese studio Light Chaser continues to roll out hits and after bringing Tang Dynasty (618-907) poetry vividly to life in "Chang'an," this time, it promised to immerse viewers in a stunning portrayal of life in the Song Dynasty, through richly detailed scenes of the bustling city of Lin'an, which is the modern-day Hangzhou.

A film still of "White Snake: Afloat," showing alluring food stalls during the Southern Song Dynasty /Photo provided to CGTN

Viewers will be transported back in time to experience traditional festivals such as Lantern Festival, Dragon Boat Festival, Cold Food Festival, and Mid-Autumn Festival, with each of them depicted with meticulous attention to historical accuracy, allowing moviegoers to witness the vibrant and joyous festive celebrations of ancient times.

The venues amid the misty willow trees and picturesque bridges in Hangzhou that appear in this film have been reportedly crowded with a constant flow of travelers and continue to draw immense attention.