North America is increasingly taking to Chinese movies, but kung fu films－which were once popular－are now losing ground, says a report recently released by Beijing Normal University.

According to the report, which is based on 1,520 responses in the United States and Canada, the interviewees were least interested in upcoming Chinese kung fu movies.

In the survey, they were asked about eight types of films, including romance, fantasy and sci-fi.

The report was part of an annual survey on the global influence of Chinese cinema, and has been done by the Academy for International Communication of Chinese Culture affiliated with Beijing Normal University since 2011.

Commenting on the finding, Huang Huilin, a professor at Beijing Normal University who was part of the survey, says: "Kung fu movies used to be an iconic genre for Chinese cinema and one recognized by overseas audiences. But there is a lack of new kung fu stars with international influence now.

"The number and quality of traditional kung fu movies have been shrinking in recent years. The result may be unexpected, but it makes sense."

Huang says that many kung fu actors are now switching to other genres like fantasy and sci-fi.

"Also, kung fu elements are actually now being featured in other Chinese film genres, replacing orthodox kung fu productions."

The survey also shows 79 percent of those interviewed had watched Chinese films in the past three years. And 43 percent had watched five Chinese movies or more within that time, with 10.5 percent having watched more than 15.

Looking at the numbers, Huang says this shows Chinese films are now commonly accepted by North American filmgoers. But she says Chinese films still comprise a small portion.

"Chinese filmmakers have much room to improve, as Hollywood still rules," she says.

The survey showed that about 61 percent of the interviewees say they have watched more Hollywood productions than all other films combined.

North American viewers between the ages of 25 and 34 show the strongest interest among all age groups when it comes to Chinese films, the survey says. Black North Americans show more interest in Chinese movies.

Meanwhile, Huang says the survey shows that the more people watch Chinese films, the more positive the view they have of China.

"People who watched more than 15 Chinese films in the past three years have a much more positive image of China compared with other groups," the professor says. "This proves that Chinese films portray a positive image of China."

The survey also shows that films are the most common medium for North Americans to understand China－that is, more so than social media and TV.

Dai Yuanchu, a media analyst with a research institute under Global Times, says: "Due to ideological differences, other media are often labeled with stereotypes in the West. Vivid storytelling and figures in films are more appealing to the general public, and the information in them is more easily accepted."

He says this finding can help Chinese filmmakers target overseas markets in a better way.

The survey also points to problems faced by Chinese films in the Northern American market.

For instance, it focuses on distribution, promotion and the translation of subtitles and dialogues.

Dai says: "We often think that Chinese values are the main issue for North American audiences. But the biggest hurdles may be technical."

He hopes Huang's team can do more follow-up interviews based on the survey's findings.