Chinese and Africans have the same value on family and love and such resonance promotes the popularity of Chinese plays in Africa, said Zhang Junqi, executive officer of the Kenyan branch of StarTimes Corp, a Beijing-based private company that runs a Chinese movie and TV drama channel in Kenya.

"Movies softly but profoundly affect people's view about China, such as how to summarize or memorize China," Shi Hang, a Chinese scriptwriter, told Xinhua on Monday, likening movies to spring rain that moistens everything silently.

During the 69th Cannes Film Festival that ended early Monday, Chinese pavilion welcomed a record of consultations from international film producers and market managers, who see the potential of the Chinese film industry.

At the festival, Roberto Stabile, an official from Italy's motion picture association Anica, called for more co-productions between China and Italy in the film industry, saying the combination of Italy's creativity and China's technology could yield nice results.

International cooperation has been a mutual beneficial way for film and teleplay makers from China and abroad.

Both the co-produced film "Wolf Totem" by China and France, and "Kung Fu Panda" by China and the United States have been successful.

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