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Shanghai's largest cinema chain will begin showing art-house movies on weekend afternoon beginning this Saturday. 　 

 

The low-budget flicks will be shown at 2:00 PM every Saturday and Sunday at three cinemas around the city - Shanghai Film Art Center, Paradise Warner Cinema City, and Nextage Film Art Center. 　　

 

Ticket prices haven't been set yet, but are expected to range from 30 yuan (US$3.7) to 40 yuan, according to managers with Shanghai United Cinema Lines. 　　

 

The cinema chain plans to show Mandarin movies with English subtitles in order to attract expats. 　　

 

"We will screen a few award-winning Chinese art films or some maiden works by young domestic directors," said Gu Min, the chain's marketing director. "Some have never been screened publicly before, but are really inspiring." 　　

 

The chain won't announce which film it will show on Saturday until a press conference tomorrow. 　　

 

Gu said the cinema wants to give the general public more chances to see small-budget art films, which are generally crowded out of the market by more commercial films. 　　

 

"It will definitely be good news for the new generation of filmmakers who are longing for a platform to showcase their talent," said a manager surnamed Shao with the Shanghai Film Art Center. 　　

 

The project could face problems due to a lack of money and decent movies. 　　

 

"China only produces about 20 art films every year and many of them are not profitable," Gu said. "We don't expect big box-office returns from art-film screenings, but this is a meaningful way to develop our film industry." 　　

 

The cinema chain will also set up discussions with acclaimed directors and movie buffs. Among the directors expected to take part are Wang Xiaoshuai and Jia Zhangke. 　　

 

"Art films usually have little money for promotion," said Huang Lin, a movie fan who says she looks forward to watching some of the art films. 　　

 

(Shanghai Daily February 28, 2006)