Video seeks to bolster city’s image

A five-minute promotional video featuring the bright lights of Shanghai is set to air on giant screens at major commercial districts in downtown Houston next month - marking the first stop of an international short film tour around the world, which seeks to influence positive images of China.

The shortened version of a film used to welcome visitors to the opening of the 2010 World Expo in Shanghai will air in the US port city of Texas on March 22, detailing Shanghai's unique architecture, the everyday lives of ordinary people and popular tourist sites like the Oriental Pearl TV Tower.

Snippets of the video have also been broadcast on Shanghai TV networks.

"The video will be looped on digital screens and run for half a year in Houston," Tang Shifen, head of development for the city's press office, told the Global Times Thursday. "It's meant to enhance mutual understanding and communication between Shanghai and other foreign cities around the world."

Local authorities also hope the video will appeal to the likes of people in Chicago, Melbourne, Rome and Osaka. In exchange, commercial hubs in Shanghai will present promotional clips from the respective cities, said Tang.

Although the video may be nothing more than an added splash to a busy backdrop in many of the international cities Shanghai has its eye on, the city's marketing approach may slowly - and little by little - help to reverse negative stereotypes and misconceptions about China by offering a window into the nation's most modern city, according to Xu Jian, executive director of Shanghai Jiao Tong University's Research Center for National Image, Creativity and Innovation.

"Many people overseas are familiar with 'Made in China' products, but often have no clue about the country, or its cities," he told the Global Times Thursday. "You never know with the power of film - it might just get more foreigners interested in truly getting to know the real Shanghai."