"Morning News" And Beijing Early Film Industry (1916-1928)

The major newspapers in the period of Republic of China printed a number of movie adverting, either largeor small. The advertisements become the precious historical data to help us understand the movie survivalsituation today. Using the unique resources of rich newspaper information, selecting the "Morning Post" forfew people involved in field of the promotion of the film, collecting, collating and analyzing movieadvertisements on the "Morning Post" from the Year1916to1928, exploring initially the promotion waysmeans and strategies of the movies and the early cinema, this paper reflected the general situation of thefilm industry in Beijing in the nineteen twenties.It is in the nineteen twenties that movie industry in Beijing step on the track of initiation stage. Beijing onlyhad Peace Cinema-the only one professional cinema-in1907,the first film companies was set up in1927,then North China Union was founded; from the theater teahouse part-time screening of the film, to set up aprofessional full-time movie theater opened in1916; from the "Morning Post", to its Demise in1928,"Morning Post" introduced15cinemas in total."Morning Post" witnessed the Beijing movie industry in thedevelopment process of the20years of the last century.Based mainly on "Morning Post" and starts from information aspects like advertisements, this paperinitially recovers the cinemas in early Beijing that most close to history, and explores a few parts filmscreening situations in early Beijing. The paper is divided into five parts, the first chapter introduces thestructures of the cinemas in early Beijing, the following chapter presents the film promotion strategies andadvertising techniques in early Beijing, the third chapter suggests the early film markets, the fourth chapterintroduces the audiences in that period and the customs watching films, and the final chapter analyzessingle cases with the example of Zhenguang cinema.