Poster of Song of the Phoenix. [Photo/Mtime]

Song of the Phoenix, a domestic literary film that focuses on traditional suona horn players' to protect this ancient fork art from dying out. The film is nicely produced, the stories well told, plots touching. Yet its box office was nothing but disappointment, which led to the controversial "kneeling down" incident.

The film finished production one month before its director, famous Chinese film master Wu Tian Ming, passed away. With the help of many film professionals, the film was released in May. However, the number of screenings in theaters was less than 1% across the country in the first few days after release.

Facing a floundering box office, film producer Fang Li kneeled down in front of the camera and broadcast it online, crying and begging for theaters to screen the film during prime time. He said he did not expect big sales or monetary returns, but hoped that more people could watch this film, this truly meaningful work. He hoped to fulfill the late director Wu's last wish.

The 63-year-old Fang is one the volunteers who helped to promote the film, among a slew of big names, such as film directors Jia Zhangke and Peter Chan, director and playwright Tsui Hark, and celebrated writer Han Han.

Fang's behavior drew both applause and criticism. While many supporters were sympathetic to Fang, others claimed he was a speculator who used the public’s emotions. People's Daily commented that Fang's move lost him his professional dignity. But in fact, with a high rating yet a low box office, the film itself helps to reflect on the problematic market status quo.

Suona is Chinese traditional musical instrument that is not only played for daily entertainment, but also for showing respect to the dead in a funeral ceremony. In a fast-changing society, traditional lifestyles and folk art are in danger of extinction. Ideology and identity collision between the old generation and the new is somehow inevitable.