Better focus can put the film industry on global screen
- By Chen Shaofeng
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E-mail China Daily, October 30, 2015
Third, the Chinese film industry's industrial chain is still very short, and the overall income scale of China's film companies is comparatively small.
And fourth, Chinese films don't perform well in overseas markets. In fact, the export of Chinese films has declined in recent years.
The market space for the Chinese film industry is huge. And the key to promoting China's film industry lies in improving the productions, business models and international competitiveness of Chinese films. To achieve the goal, we have to pay more attention to three factors.
First, the focus should be on the production of "family movies". China's film audience is comparatively young: more than 70 percent of Chinese filmgoers are between 18 and 32 years of age. So movies that can be watched by families together (mainly cartoon films) will draw more children and adults to the cinemas.
Second, more efforts must be made to capitalize on the international market by making Chinese movies more competitive. If Chinese movies have a larger market, they could lower their cost of production and increase their profitability.
Third, the authorities should make efforts to lengthen Chinese movies' industrial chain, including box office returns, intellectual property protection, product placement and theme parks, which will effectively increase their added values.
If Chinese movies can move steadily toward the international market, they will not only improve China's soft power, but also boost exports of products related to Chinese culture. In this sense, the film industry is one of the most significant sectors of Chinese cultural industry, which makes improving Chinese films' quality an urgent necessity.
The author is vice-dean of the Institute for Cultural Industries, Peking University.
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