“Pretty Good Films” Open Air Festival showcases the magic of cinema, Swiss style!

Press releases, 26.09.2024

The Swiss Embassy today announced the launch of its annual showcase of the best in Swiss cinema. Under the embassy's yearly campaign of Pretty Good Switzerland, the event is titled Pretty Good Films Open Air Film Festival and is scheduled to take place from September 26th to 28th. About 200 film enthusiasts, industry professionals, and media representatives attended the Grand Opening today, celebrating Swiss cinematic excellence while fostering bilateral cooperation and understanding through the art of film.

Swiss Ambassador Jürg Burri at the Opening ceremony of the “Pretty Good Films” Swiss Open Air Festival, 26.09.2024
Swiss Ambassador Jürg Burri at the Opening ceremony of the “Pretty Good Films” Swiss Open Air Festival, 26.09.2024 © Embassy

The 4th Swiss Film Festival features a carefully curated selection of films from prestigious film festivals in Switzerland. This year’s lineup includes eight films, including four documentaries, two narrative features, and two animations, all showcasing the unique perspectives and talents of Swiss filmmakers. In addition to the traditional VIP and Public screenings, it also features academic and artistic screenings for economic and art professionals respectively, followed by Q&A and discussions.

Film festivals are deeply rooted in Swiss cultural traditions. The country has a multitude of film festivals, ranging from animated films and documentaries to auteur cinema and shorts. The most well-known festival is the Locarno International Film Festival founded in 1946. Among Europe's most prestigious festivals, it is dedicated to auteur films. The Zurich Film Festival, launched in 2005, also enjoys an international reputation and has already welcomed several Hollywood stars. Film lovers also make pilgrimages to Nyon for the Visions du Réel festival, to the Solothurn Film Festival, and Neuchâtel for its International Fantastic Film Festival.

“I am proud to promote the vibrant and diverse world of Swiss cinema. Our films embody the unique blend of creativity, innovation, and cultural heritage that defines our country, ” Swiss Ambassador Jürg Burri said at the Grand Opening, “With the Economy under the spotlight this year, we will tell you through the lens of film that, how Switzerland, a mountainous country lacking natural resources becomes an economic major power.”

Since 2021, the Swiss Film Festival has become a flagship project of the Swiss Embassy. The previous three editions were all well received by the Chinese audience, with themes on Smart & Sustainable, Swissplained, and Diversity & Me. The 4th edition is also part of the embassy’s public diplomacy campaign 2024-2025, with a focus on the Economy in 2024 to celebrate the entry into force of the Sino-Swiss Free Trade Agreement and will culminate in the 75th anniversary next year of the establishment of diplomatic relations between Switzerland and China.

The “Pretty Good Films” Festival will open to the public free of charge on September 27th and 28th at the Swiss embassy, with subsequent public screenings taking place in Hangzhou between October 3rd to 8th. Follow our social media (Weibo, Toutiao, WeChat) for the full festival schedule and registration details.