As the Shanghai International Film Festival (SIFF) unfolds, it highlights the intersection of cinema and technology, illuminating trends that could reshape the future of filmmaking and content creation, which are areas of keen interest for collectors and retailers in the toy and collectibles industry.
Over the past week in Shanghai, the blending of film festivities with technology showcases has been notably evident. The atmosphere was set during the opening press conference for the festival’s prestigious Golden Goblet Awards, where actress Xin Zhilei humorously remarked that she had consulted the Chinese AI app Doubao for role preparation. This moment underscored the rapid integration of technology into the industry.
China values its core AI industry at approximately $174 billion, with film and the broader sector of content benefiting significantly from advancements in AI, particularly in short films and animation. One of the standout initiatives of SIFF this year was the AI Backlot program, a collaborative effort with Hailuo AI (MiniMax). This unique initiative teamed a traditional filmmaker with an AI specialist to create an AI short film, all while inviting festival attendees to observe the creative process live. The project transformed a spacious exhibition room at the Shanghai Film Art Center into a dynamic ‘open set’ studio, allowing audiences to watch the progress as it unfolded.
Chinese filmmaker Hou Zuxin, who previously directed The Italian Recipe, partnered with German AI filmmaker Mark Wachholz to produce the thought-provoking short film A Message for the Butterfly. Wachholz characterized the film as a “documentary of ideas,” showcasing AI’s effectiveness in visualizing abstract concepts. “Our entire process is very relaxed,” Hou stated, sharing his initial curiosity about AI’s potential in creative economics. “This work allowed me to create an entire film, and it was like stepping into a new world altogether.”
Also notable was the SIFF ING program’s mobile filmmaking camp, which signified a creative engagement with evolving technologies such as iPhone filmmaking. Driven by the exploration of fresh perspectives, this camp saw ten up-and-coming filmmakers mentored by industry professionals. Equipped with iPhones and guidance, they explored various genres, from science fiction to romance.
The increasing adoption of iPhones in filmmaking is notable, as showcased in works like Taiwanese director Shih-Ching Tsou’s Left-Handed Girl (2025), which effectively captured the vibrancy of Taipei’s night markets. Filmmaker Gao Weizhe, with his short Boxed Mom, employed iPhone technology to create an intimate portrayal of familial relationships. “I wanted to use this technology to make something that feels very personal because that’s what these phones are — personal,” said Gao.
Virtual reality (VR) developments, although overshadowed by the excitement around AI, remain a significant consideration for the Chinese government, eyeing a potential $48 billion market this year. At SIFF, an Immersive section showcased advances in VR, allowing attendees to experience engaging presentations including a concert by Jason Zhang and an interactive screening of The Crafted Crime Cases. These immersive experiences highlight how VR is evolving from novelty to a more standardized production and distribution format, enriching viewer engagement by offering personalized experiences in storytelling.
As the toy and collectibles market continues to evolve alongside advancements in film and media technologies, it presents unique opportunities for creators and collectors alike. The trends observed at SIFF may inspire new avenues of collaboration, creativity, and innovation within the industry.
Based on reporting by Hollywood Reporter. Read the full story at https://www.hollywoodreporter.com/movies/movie-news/shanghai-film-festival-cinema-future-ai-iphone-1236626463/.
