Step inside Shanghai’s sprawling Xujiahui Metro City mall and you’ll find what was once a struggling cinema has been transformed into the spiritual home for Shanghai’s legion of animation fans.
There’s evidence to be found when, after riding the escalator to the fifth floor, we’re first met by two cosplaying teenagers perfecting their moves while shooting a dance routine for Douyin. On the ground behind them are bags full of anime-themed collectibles — including some furry little recreations from the hit Chinese animation Nobody — purchased from the scores of toy stores spread out across the complex.
Last year the struggling Metro City cinema was transformed into what’s known as the city’s Animation Theme Cinema — with its programs now only catering to that one genre — and during the Shanghai International Film Festival, screenings of everything from the recent Indonesian hit Jumbo to a 4K version of René Laloux’s classic Fantastic Planet (1973) were packed, and the toy-shop attendants outside were being kept busy.
“With clear positioning, targeted goals, and well-designed atmosphere and themed events, our target audiences have gathered steadily,” explained Liu Yina, director of the film department at the Shanghai Municipal Film Administration, during a panel at this year’s festival.
