This year's Shanghai International Film Festival is turning the city into a living movie set, where streets become scenes and ticket stubs unlock shopping perks.
Observation deck at White Magnolia Plaza. Photo by LIU Sunan
by LIU Sunan
When She's Got No Name ended its opening-night screening at the CGV IMAX in White Magnolia Plaza, the audience was met with a surprise: director Peter Chan and stars Zhang Ziyi, Lei Jiayin and Jackson Yee appeared in person. Later that night, the cast posed atop the 320-meter tower in front of what is now China's tallest movie billboard—She's Got No Name glowing above the Huangpu River.
The moment marked the launch of the 27th Shanghai International Film Festival on June 13. Four days later, attention shifted to Hongkou District, the film's main shooting location, for events under the "Premiere in Shanghai" campaign.
Hongkou was reimagined as 1930s Shanghai, with many scenes filmed in and around old homes on Zhapu and Beihaining roads near the Victory Cinema. According to director Peter Chan, both interiors and exteriors were meticulously restored. Now, the same streets are pulling fans from screen to sidewalk. On June 16, actors in period costume staged a "parallel world" flash mob on Zhapu Road, freezing mid-motion at the sound of a whistle as curious passersby looked on.
To extend the experience, Hongkou's publicity department partnered with Spring Tour to launch a sightseeing bus called "Travel with She's Got No Name." Running from June 17, it connects film sites like Richards Hotel, Victory Cinema, and the INLET—merging architecture with cinema.
One of the first riders, local resident Shen Yanguang, said the tour brought back memories of his grandparents who once lived nearby. "So much has changed, but the Victory Cinema still brings that old feeling back."
Victory Cinema has also opened a tram-themed café, Victory Coffee, with drinks inspired by the film. The limited-edition "Zhanyuan Latte" sold out on June 16. Ticket holders can get discounts or a free drink through June 30.
The film stub now acts as a city pass. Seven cinemas in Hongkou and 220 businesses are offering discounts under the "Stub-to-Perks" campaign. Film-and-snack bundles and souvenir stubs are completing the cycle of watching, spending, and exploring.
"Our goal is not just to offer a unique viewing experience, but to help make Shanghai a true city of film," said Liu Changning, deputy head of Hongkou District's publicity department.
She's Got No Name is more than a festival opener. It's activating a full ecosystem of cinema, commerce and tourism—reshaping how Shanghai shares its stories, and how people live them.
