Abstract:In recent years, a number of popular science venues in China have started to hold local science film festivals. However, compared with the internationally renowned film festivals held by popular science venues, there is still a gap in brand building, and a large room for development. This article takes the innovative practice of the “Science and Technology Unit” of the Beijing International Film Festival as a research object. It explores the application of social identity theory in the brand building of popular science venues. Starting from the aspects of brand positioning, brand identification, brand management, and brand communication, it explores the effective ways to expand the influence and reputation of special effects film in popular science venues. This includes planning and innovating types of activities, optimizing the brand experience in response to audience demands, maintaining favorable collaborations with multiple parties, and intensifying promotional efforts through various online and offline channels. The ultimate goal is to provide a valuable reference for the branding of similar special effects film festivals in domestic popular science venues.