While literature has integrated its way into movies and the Internet in the age of digital information, many forms of literature are suffering from neglect. Poetry, one of China's most revered literary forms, is a prime example.

"Most publishers are unwilling to publish poems today because of the poor economic return," said Hai Xiao, pen name for respected Chinese poet Deng Liqun, known for his 2006 Hai Xiao Trilogy.

"In China, there are no more than 100 'real' poets. Many who call themselves poets produce unoriginal, low-quality work," he told the Global Times.

Poets are seeking new ways to break these barriers.

On July 8, the "poetry film plan" was launched in Beijing. Initiated by Hai Xiao, general director of the program and producer Bu Qingwen, the program will shoot 100 contemporary Chinese poems into a series of short films, each episode lasting 30 minutes.

Lonely group

"Poets are a lonely group," said Hai Xiao. "They are often weak and vulnerable.  They develop their feelings by writing poetry and need more care and support from society."

Having made preparations for over two years, Hai Xiao believes this program will leave impressions on both poetry and short films.

"In modern society, poetry can enter the market as a cultural product," he said. "It's doesn't just re-package poetry, but it also alters the creation process and short film industry."

"Besides the 100 contemporary poems, we also plan to shoot ancient Chinese poems and foreign poems in the upcoming years," said Bu.

The first episode will be "Facing the Sea, with Spring Blossoms" by Hai Zi, the pen name for Zha Haisheng (1964-89), an influential modern Chinese poet. The episode is expected to air this October, Bu told the Global Times.

According to Bu, initial investment is around 10 million yuan ($1.57 million). It will take three to five years to finish the production of 100 poems, covering the works of Hai Zi, Shu Ting, Niu Han, and Mang Ke.

"When the production is finished, it will be broadcast on over 100 local television stations and video websites like tudou.com and funshion.com," he said.

Meanwhile, to promote Chinese poems, they will format the production on DVDs and books, to release in foreign countries.

"Films will be translated into foreign languages including English, German, France and Japanese," Bu added.

"For a long time, we've seen many foreign poems translated and imported into Chinese but few domestic creations are exported," said Hai Xiao. "There's a lack of cultural confidence."

Poetry on film

Many poems have inspired films. Howl (2010) is a biopic about American poet Allen Ginsberg (1926-97), a leading figure of the Beat Generation in the 1950s.

Films centered on poetry are popular in eastern European countries, such as Ukrainian films Shadows of Our Ancestors (1964), A Spring for the Thirsty (1965), and The Cross of Stone (1968).

"Our films are linked by poetry, though the styles vary according to the poems," said Bu.

For epic poems, stories will be the focus; for lyrical poems, aesthetics and cinematography will be highlighted; for poems written by interesting figures, the poets themselves will be highlighted.

"For example, Hai Zi's colorful life story will be featured in our film," said Bu.

The series is meant to leave enough imagination for audiences to feel the poetry, the thoughts of the poet as if they were personally writing, according to Bu.

The actors were selected to match the spirit of their character. "All the actors will be chosen through auditions," he added.

Selecting 100 poems that are most representative of contemporary China was not easy.

According to Hai Xiao, the selection is based on their cultural significance and social impact.

Familiar poems like Goddess Peak by Shu Ting, Da Yan River - My Wet-nurse by Ai Qing and Allay in the Rain by Dai Wangshu were all selected.

Long-term benefits

As a new artistic form, poetry films bring changes to both poetry and short films.

"Poetry will intensify the literary aspects of a film, while films will display poetry in a modern and more dramatic way," said Zhang Tongsheng, vice president of China Photographers Association.

The short film industry has remained relatively stagnant in its development, following the 2010 domestic hit Old Boy. These short films will bring new life to the industry.

Some industry insiders have concerns about the program's economic return as a non-State supported project. 

"It's a good idea," said domestic writer Shang Ziqin, "But poetry is not consumed by the mainstream and it's hard to promote," he said.

"I'm not optimistic about its monetary income," he added.

"Economic return is not our main concern," said Hai Xiao. The program's long-term goal is to reignite awareness about poetry. Functioning independently, it's more like a public cultural project, its return is long-term, he said.

"We'd like to introduce those short films to schools and colleges," said Bu. "These films can stimulate interest in poetry, bringing strong social impacts."