HDR Vivid Trailer of The City in My Heart: Altay Impresses at the 2025 Cannes Film Festival
From May 14 to 21, 2025, the UHD World Association (UWA) participated in the 78th Cannes Film Market. On the afternoon of May 19, a delegation from the China Film Association, led by Vice Chairman Mr. Deng Guanghui, visited the UWA booth for an in-depth exchange.
UWA’s Chief Marketing Officer of Europe, Mr. Rémi, welcomed the guests and introduced the Audio & HDR Vivid audiovisual standards spearheaded by the association. He also highlighted UWA’s recent international outreach efforts, including a keynote speech at Series Mania in Lille this March and a UHD webinar co-hosted with France’s CANAL+ Group in April. A key moment of the visit was the European debut of a UWA-authorized HDR Vivid-certified large-format display, used to present the exclusive HDR Vivid trailer of The City in My Heart: Altay.
Guided by Artistic Director Tian Zhuangzhuang, Literary Director Mei Feng, and Artistic Advisor Wang Jingchun, the film comprises five narrative shorts—Gulina’s Pillow, When We Parted, I Was Still Young Then, A Promise in the Wind, and Aliya’s Jierbala. Through the lens of emerging Chinese filmmakers, the film captures the emotional depth and stunning natural beauty of Altay in northwestern China.
Serving as both co-producer and the strategic technology partner for Audio & HDR Vivid, UWA is leading the development of UHD cinema standards based on LED screen theaters. Altay represents the first cinematic work released under this emerging LED UHD format and is the only UHD version for both theatrical and new media channels. UWA’s collaboration with the China Film Art Center brings together cinematic storytelling and next-gen UHD technology, marking a significant step in China’s independent innovation in film production standards. The five shorts and the official Audio Vivid theme song are currently in post-production and are expected to premiere in full UHD glory by July 2025—offering a fresh audiovisual experience and new energy for the Chinese film industry.
As part of the same showcase, guests also viewed a special HDR Vivid highlight reel of the French TV drama Bardot, in which legendary actress Brigitte Bardot strolls along the iconic blue coast—resonating beautifully with the seascapes just outside the Cannes venue.
A lively discussion followed between the delegation and UWA staff on East-West cultural exchange in cinema. Professor Chen Yu, acclaimed screenwriter, director, and professor at Peking University’s School of Arts, posed the question: “What kind of Chinese stories can truly captivate European audiences?” Rémi responded that in today’s increasingly diverse and connected world, audiences—especially younger generations—are becoming more open to cross-cultural narratives. While storytelling styles may differ, the universal values behind a good story remain the most powerful force of connection. In addition, cutting-edge technologies like AI and UHD are increasingly vital to enhancing the audience experience globally.
The HDR Vivid version of the trailer for The City in My Heart: Altay was presented at the UWA booth during the Cannes Film Festival, with color grading support provided by UWA member iQIYI Color Grading Laboratory.
The delegation from the China Film Association, including Vice Chairman Deng Guanghui and Professor Chen Yu of Peking University, joined UWA’s European CMO Rémi for the screening of The City in My Heart: Altay in its HDR Vivid edition.