Chinese distribution company Hishow has launched We Love Cinema, a new label dedicated to highlighting arthouse films from around the world in mainland China.

The new programme, unveiled at the Hong Kong FilmMart, will focus on distribution, marketing and exhibition for movies across arthouse and genre. We Love Cinema will be developing innovative marketing initiatives, for instance a WeChat mini app boasting exclusive contents and bonuses, as well as early screenings and Q&a with filmmakers. As part of the programme, Hishow will also be setting up a network of arthouse cinemas.

The Beijing-based distributor has been ramping acquisitions of international prestige movies. One of its recent acquisitions include Walter Salles’ Brazilian family drama “I’m Still Here” which just won best international feature film at the Oscars, along with Salles’ 1998 film “Central Station.” Other recent pickups include the Oscar-nominated animated feature “Memoir of a Snail” from Australian stop-motion master Adam Elliot,...