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date: 18 September 2019

Abstract and Keywords

This chapter examines the large screen to consider new approaches to Chinese cinema. The first section examines the large screen as a cultural industry and social institution by introducing its technological and conceptual development using transnational examples in architecture, digital art, urban regeneration, and new media policy, and showing how it has produced new modes of spectatorships, structures of media convergence, and practices of social inclusion. The second section critically demonstrates these characteristics by examining of Zhang Yimou’s large-screen projects in his Impression Series (2004–2010) and further considers the impact of neoliberal cultural production in shaping cultural participation. Governed by China’s global reordering that has reconditioned everyday life, this chapter suggests Chinese large screens are innovative contact zones that question how creative media globalization makes possible new conditions of the national.

Keywords: large screens, new media, Zhang Yimou, Impressions Series, creative media globalization

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