Alibaba Pictures’ ticketing app Taopiaopiao has officially launched an arthouse film fans’ interactive online community called Arthouse Land.

Through its partnership with Nationwide Alliance of Arthouse Cinemas, a group formed in 2016 and operated by the China Film Archive and a consortium of theatre chains supporting arthouse films, Alibaba said it would use big data from its platforms to reach a precise group of users and engage arthouse fans via the app.

Li Jie, senior vice president of Alibaba Pictures and chief executive of Taopiaopiao, said, according to China.org.cn: “It will provide exclusive customised information, rights and interests for arthouse moviegoers, and we hope to build a special place for fans to assemble, which can serve them better and provide unique content.

“In the next three years, the number of people watching arthouse films in China will reach 18 million. This huge number will also promote the progress of Chinese domestic films and growth of Chinese audiences.”

Free Solo, a documentary about rock climber Alex Honnold’s stunning unsupported ascent of El Capitan in Yosemite National Park, was selected by Alibaba as the first film to be inducted into the new arthouse film platform with an official account.

The app’s community will be provided with movie news, community interaction, merchandise, as well as giving users rights and interests to participate in various official events of arthouse films.

Sun Xianghui, director of the China Film Archive and head of the Nationwide Alliance of Arthouse Cinemas, said: “We hope to bring more top-quality content to more people through Taopiaopiao’s platform, which provides arthouse film lovers a more enhanced way to access content, interaction, sharing and consumption.”

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