As night falls, cinematic light shines in the countryside. Since the beginning of this year, Cili County Film Company, adhering to its original mission of benefiting the people through culture, has continued to deepen the rural public welfare film screening project. It has innovatively promoted a new "film+" service model that combines "people's requests, precise screenings, film viewing and publicity, and cultural empowerment," delivering high-quality cinematic feasts, safety knowledge, and positive social values to the front lines of rural areas. This has effectively enriched the spiritual and cultural life of grassroots people and illuminated the "nighttime civilization" of the countryside.

Previously, rural public welfare film screenings were often "whatever was shown, people watched," resulting in inaccurate film selection and a lack of diverse service formats. In response to the reality that many elderly people and children are left behind in rural areas, leading to a relative scarcity of cultural activities, the company proactively shifted its service mindset, moving from "government-provided services" to "customer-selected services." Through door-to-door visits, on-site opinion gathering, and village-level feedback summarization, the company regularly surveys the viewing preferences of each village. Taking into account factors such as the pace of farming, village population structure, and the age characteristics of the residents, the company scientifically plans screening locations and dynamically optimizes screening schedules. Whether in remote mountain villages or central town communities, public welfare screenings achieve full coverage and seamless service, truly bridging the "last mile" of public cultural services.

In Cili's rural areas today, an open-air movie screening is a neighborhood gathering, a grassroots lecture, and a public education session. At screenings in towns like Xujiafang, Lingxi, and Ganyan, villagers arrive early, even before nightfall. The elderly reminisce about classic films, children gather around the screen to experience the magic of cinema, and neighbors take the opportunity to chat and connect. This effectively addresses the monotony of rural nightlife and the lack of neighborly interaction, greatly strengthening village cohesion and making quiet rural nights "lively, vibrant, and civilized."

In terms of film supply, the company adheres to a three-pronged approach of "ideological, entertainment, and practical," providing films precisely categorized and tailored to specific needs. For the elderly, it selects classic revolutionary films and nostalgic films to cultivate patriotism; for rural residents, it releases films on rural revitalization, inspirational stories of wealth creation, and the beauty of rural areas, visually showcasing the tremendous changes in rural development in the new era and boosting the morale of the masses in building their shared homeland; and for teenagers and families, it provides safety education, science popularization, and inspirational films, subtly influencing and educating them through entertainment.

Meanwhile, the company innovatively created the "Ten-Minute Pre-Screen Micro-Classroom," upgrading the integrated service model of "movie viewing + lecture." Before the main film begins, short public service educational videos on topics such as telecommunications anti-fraud, fire safety, drowning prevention, road traffic safety, emergency rescue, and family values and education are played in a loop. These videos are combined with real accident cases, typical anti-fraud cases, and common safety hazards in rural areas to provide accessible explanations, transforming rigid policy provisions and serious safety knowledge into "local classrooms" that the public can understand, remember, and apply, achieving the goal of "showing a movie, spreading civilization, and benefiting the local people."

From "sending movies to rural areas" to "delivering services to people's doorsteps," and from "single-faceted film supply" to "multi-faceted empowerment through culture, science popularization, lectures, and civilization," the Cili County Public Welfare Film Screening Project is achieving a significant upgrade in quality and efficiency. Moving forward, the Cili County Film Company will continue to prioritize the public welfare film project, routinely conduct equipment maintenance, film sourcing review, and staff training, continuously optimize the screening service system, and deeply cultivate the integrated model of "film + lectures, film + science popularization, and film + civilization." By using film to enrich the countryside and promoting cultural revitalization, the project will continuously inject a steady stream of cultural energy into the county's spiritual civilization construction and rural cultural revitalization.

(Source: China.com; Author: Wang Hong, Gong Na)