The first movies advertised in the Shenbao in 1914 were systematically associated with novelty (新片 xinpian). In 1924, they were referred to as "English movies" (英國電影 yingguo dianying). Encouraged by the nationalist movement in 1934, advertisements reversed the trend by highlighting the "Chinese" origin of movies (國產巨片 guochan jupian, 國產影片 guochan dianying).