The Influence Mechanism and Promotion Path of The China Film Golden Rooster Awards on Xiamen's City Image

The Golden Rooster Awards, China’s premier film accolade, has been held in Xiamen for many years, integrating the city’s material, spiritual, and cultural dimensions while enhancing its aesthetic appeal. The event serves as a vital platform for showcasing and promoting Xiamen’s image. Its continued presence has not only created new opportunities for the development of Xiamen’s film industry but has also offered fresh perspectives on promoting and shaping the city’s cultural identity, paving the way for Xiamen to gradually establish itself as a city of film.To build the City of Cinema cultural brand, it is essential to capitalize on the long-term presence of the Golden Rooster Awards in Xiamen. Efforts should be concentrated on key sectors of the film industry—such as content creation, post-production, operational management, and talent cultivation—in order to establish a new model of industrial development in which cinema drives urban growth and film festivals stimulate creative production.