Scientists make exciting breakthroughs that help push the world improve.

But youth feel irrelevant to science.

The collaboration of Tencent and Science, the top science magazine, is to make science breakthroughs relate and interesting, and in the end to help the youth understand and feel related to science.

Science education is considered boring and irrelevant among Chinese youth. And we want to change that with entertainment content.

Idea: A Science Class in Cinema.

We produce interesting short films base on the watchlist that Tencent collaborate with Science, and launch them in a cinema.

The cinema becomes a science class for the students during their winter vacation. They have this mini-class before watching the movies.

It is not advertising before the movies, but science education.

Going to the cinema is one of the major entertainments to the students during winter vacation.

We leverage that occasion and launch our “mini class of science” before the show, replacing the advertisement.

Interesting classes start before the show.

We select the most interested topics from the watchlist Tencent collaborated with Science magazine and produce short films base on the topics. We have “A trick to manipulate memory” to explain the breakthrough in memory manipulation, and “Who is our oldest ancestor” to talk about the new findings about homo sapiens.

These interesting short films help students understand these breakthroughs in science and arouse their interests in science.

1. We produced short films base on the watchlist collaborated with Science and we surprise the students by releasing the films as sci-fi movies with immersive experience in a cinema during their winter holiday. The media cost for this is RMB 300,000.

2. We are promoting this “mini class in science” in 42 science museums.