Beyond the screen: how “film+” tourism and AI redefine moviegoer experience

As the Beijing International Film Festival takes over the city, films are no longer just something we watch in cinemas. They’re connecting tourism, retail, entertainment, and even cutting-edge tech. What does this “film plus” experience look like for audiences today? And as AI reshapes the film industry, what opportunities and challenges lie ahead? Host Xu Yawen spoke with Li Lun, assistant professor of economics at Peking University; Geng Ling, film producer and CEO of China Film Assist Company; and Teng Jimeng, associate professor of American studies at Beijing Foreign Studies University, to delve into these questions.