Facing the crisis of a consumption gap, time-honored brands on Zhongshan Road in Qingdao's Shinan district are seeking adaptation, and positive results are expected to soon follow.

Zhongguo Cinema is where the very first film with audio, Singing Girl Red Peony, debuted in China. Its establishment gave Qingdao films a strong reputation.

No matter how illustrious its history, cinema must adapt to the times. Zhongguo Cinema has successfully seized the chance of the historic town protection project in recent years by acting fully on its edge as a reminder of the past. It has evolved into a theater that can now not only accommodate current moviegoers' needs but also depict Qingdao's past. 

The Zhongguo Cinema and other businesses on Zhongshan Road have once more come into view as the first Shangjieli Beer Festival began. The cinema has been completely redecorated and doubles as a museum with a film theme.

The cinema now is a hot spot for young visitors. "It is really a great place for taking pictures and I am so impressed," said a visitor surnamed Zhou.

Shinan district is building cultural brands that embrace Qingdao's history. As an important carrier of culture, Zhongguo Cinema serves as a venue for numerous activities yet to come, which is expected to benefit both cultural promotion and economic development.

Posters of old films hang on the wall at Zhongguo Cinema. [Photo/WeChat account: qdweishinan]