Chinese distributor Hishow Entertainment is launching a marketing, distribution and exhibition program, We Love Cinema, to promote arthouse titles in the mainland China market.

The Beijing-based company has also recently acquired Best International Oscar winner I’m Still Here, directed by Brazilian auteur Walter Salles, along with Salles’ 1998 film Central Station, adding to its expanding roster of prestige titles.

In addition to acquiring specialist titles for mainland China theatrical distribution, the We Love Cinema program involves building a marketing strategy and loyalty program for cinema fans. The company is developing online communities and a WeChat mini app through which members can enjoy exclusive contents and bonuses including early screenings, Q&As with filmmakers, limited edition merchandise and special gifts.

The program also involves establishing a network of arthouse-friendly cinemas, working towards a platform releasing strategy, starting off with release in a select number of cinemas for each title, potentially expanding wider...