Zhapu Road: A cinematic journey unlocks Shanghai's cultural and commercial fusion
The 27th Shanghai International Film Festival recently kicked off, with the opening film She's Got No Name sparking a citywide cultural phenomenon. Leveraging its filming locations in Hongkou district, the area launched a series of innovative culture-commerce-sports-exhibition integrated events, using movie ticket stubs as keys to unlock immersive consumer experiences.
Sky-high cinematic spectacle
Ahead of the film's release, Hongkou's culture, radio, film, and TV office partnered with Sinar Mas Plaza to install China's tallest She's Got No Name movie poster — a 320-meter UFO-shaped billboard hovering above The Stage observation deck. Director Peter Chan and stars Zhang Ziyi and Yi Yangqianxi attended a packed premiere at CGV Cinema, drawing hordes of fans who later fueled mall traffic at dining and retail outlets.
A movie poster of She's Got No Name hovers above The Stage observation deck. [Photo/WeChat ID: shhongkou]
Historic Zhapu Road transforms
Last year, the production team of She's Got No Name filmed extensively on Zhapu Road, revitalizing the historic street into an immersive cultural landmark. Now, visitors can pose with giant movie posters, interact with NPCs in 1940s attire, and enjoy discounts at nostalgic eateries. A retro tram carriage, repurposed as a cafe, serves the viral "Jiangyuan Latte".
While strolling along Zhapu Road, visitors can take photos in front of the huge posters that recreate the movie scene. [Photo/WeChat ID: shhongkou]
Visitors take photos with 1940s-style installations. [Photo/WeChat ID: shhongkou]
Citywide ticket perks
Seven major cinemas in Hongkou offer film-themed packages with drinks, snacks, and commemorative ticket stubs. Over 220 merchants across seven shopping districts accept these stubs for discounts, creating a closed-loop "watch-shop-explore" experience.
By blending film IP with urban renewal, Hongkou pioneers a sustainable model where cultural buzz drives economic vitality.
