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E-mail Xinhua, November 7, 2012
What bothers film insiders most is the existence of a large amount of low-quality micro movies -- some were poorly shot, some show unhealthy content, others were embedded with excessive advertisements.
The State Administration of Radio Film and Television has tightened scrutiny since July over the content of micro movies as it called on Internet video service providers to screen unhealthy issues.
In addition to the content concerns, moviemakers are trying hard to keep high-level artistic experience after weaving ads into their work.
Zhao said his company has made remarkable achievements in seeking balance between artistic pursuit and commercial benefits.
A series of ads.-built-in micro movies featuring the themes of family ties, abandoned pet animals, crackdown upon drug-trafficking, smoking-control, and handicapped children protection, have gained increasing popularity due to unique story ideas and advanced filming techniques.
"Micro films should have a solid and thought-provoking plot. They share the responsibility of sending positive information about social value to the public," said Wang Qian, Chairwoman of Beijing Herun Detang Media and Advertising Co., Ltd.
Moviemakers should know about people's concerns and work out films to reflect common aspirations. This could be the key for gaining popularity, she stressed.
Zhao noted that copyright trading may become another source of funding in the future, which is expected to relieve directors from commercial restrictions, stimulate creative ideas and promote productions with artistic tastes.
Micro movies are combining traditional filmmaking techniques with modern cultural trends to cater to public value evolution, which is a new medium amid China's century-old film industry development, said Cheng.
They add another dimension to the industry that last year saw box office receipts total more than 2 billion U.S. dollars for the first time, making it the world's second largest behind North America.
"Chinese films always follow social and economic developments within and outside the country," said Zhou Xing, professor with the School of Art and Communication under Beijing Normal University.
Early Chinese films were profit-driven products with the techniques and artistic skills lagging behind the rest of the world. The intrusion of Japanese and the invention of sound motion pictures in 1930s pushed forward the all-round growth of the film industry in the country.
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