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Hua Xia inks pact with exhibs

Pact may boost cinemagoing in fall

BEIJING — China’s Hua Xia Film Distribution has pacted with 37 cinema chains to release 18 films in the slow period that comes after the National Day holiday in October and before Chinese New Year in February.

Film Bureau VP Mao Yu said the new approach to distribution is aimed at attracting different kinds of auds.

It will also smooth distribution and increase revenues during slow periods, as most filmgoers go to theaters during China’s various holidays.

Many of the movies due for release are propaganda pics, such “Di yi shu ji,” about a Communist Party martyr, and “Iron and Blood in Shanghai,” about a general’s contribution to the liberation of Shanghai.

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