The walled ancient city of Pingyao in China’s Shanxi Province could soon become the star of the country’s film industry.

Film director and Shanxi native Jia Zhangke is turning Pingyao’s abandoned diesel engine factory into the site of the area’s first international film festival. The inaugural Pingyao Crouching Tiger Hidden Dragon International Film Festival (PYIFF) – named after the Oscar-winning kung fu movie – will be launched October 28.

During a press conference Monday it was announced that Chinese director Feng Xiaogang’s latest work, “Youth,” will kick off the festival.

Jia – who himself has triumphed at the prestigious Cannes, Berlin, and Venice film festivals – has assembled a team of international curators and producers to select films for the Pingyao festival. A heavyweight 10-member film advisory team was unveiled. It consists of Feng Xiaogang, Johnnie To, Walter Salles, Aleksandr Sokurov, Olivier Pere, Anurag Kashyap, James Schamus, Roger Garcia, Alexander Rodnyansky and Tony Cao.

They reportedly hope to see the PYIFF become the Chinese version of Sundance, an annual film festival held in the US state of Utah that features only independent films.

The inaugural festival will be held from October 28 to November 4 showcasing independent films from young Chinese filmmakers and all around the world.

Jia’s own movies, which he wrote and directed, tend to be small productions as well, with focus on people living on the fringes of society. One recurring element in Jia’s work is his home province, Shanxi.  He even owns and operates a noodle restaurant in his hometown of Fenyang. 

The ancient walled city of Pingyao sits 444 miles southwest of the Chinese capital, Beijing.  

Though the PYIFF is Jia’s brainchild, it has also received backing from the Pingyao County government as part of its push to attract more visitors. The government has pledged 40 million yuan (6 million US dollars) to cover the festival’s costs for the first three years, hoping that the film event will contribute to Pingyao’s already-sizable tourism industry.

Situated in the heart of China’s coal mining base, Pingyao once relied heavily on the industry as a main source of income. Shanxi Province was once one of the major suppliers of coal in China and abroad. Luckily, the area was endowed with more than just coal: It began promoting its walled ancient city, complete with well-preserved historic architecture.

In 1997, Pingyao Ancient City was named a UNESCO World Heritage site. Then, in 2015, it became a 5A-level tourist attraction, the highest ranking awarded by China National Tourism Administration, based on a host of factors, including site preservation and popularity. 

Pingyao received more than 10 million visitors in 2016, which earned the county a total of 11.8 billion yuan (1.8 million US dollars). The local government has set earning forecast at 19.3 billion yuan (3 million US dollars) for 2019. If the PYIFF is the fan favorite Jia hopes it will, that goal may easily be reached.