2019年6月17日，中国电影家协会和厦门市人民政府联合在上海国际电影节召开新闻发布会，宣布第28届中国金鸡百花电影节将于11月19日至23日在厦门举办，福建籍演员姚晨将担任第28届中国金鸡百花电影节形象大使。
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