Battle for the Market
Relevant national supervisory departments have focused efforts on developing the industry through improving the quality of domestic films, enhancing international cooperation, exploring international markets and expanding the influence of Chinese films abroad.
The recently published national outline on cultural re -form and development for the 2011-2015 period calls for investment of social capital in the cultural industry and transformation of China’s state-run commercial cultural businesses into market-based enterprises. It also specifies policy support through finance, taxation and land use.
Officials of the State Administration of Radio, Film and Television (SARFT) have pledged efforts over the next five years to producing films and TV series about modern life, revolutionary tales, children, ethnic minorities, industrial development and life in rural areas. The SARFT will ear-mark RMB 30 million annually to soliciting quality screen-plays from around the country. Script remunerations will range from RMB 1 million to 3 million. To sharpen the competitive edge of Chinese films on the international market, the SARFT plans to select around 100 aspiring screenwriters and directors that display potential for systematic training.
The film industries of other Asian countries and regions, such as South Korea and Taiwan, have encountered similar difficulties in competing with Hollywood. Their movies have not only survived but also blazed a trail in the market. A large proportion of the romantic movies that Chinese audiences so enjoy are actually produced domestically. Love Is Not Blind , which in 2011 grossed RMB 350 million in box-office revenues, is one example.
Many industry insiders believe that the agreement will bring more opportunities than challenges to the Chinese film industry, and that it could trigger needed adjustments. External pressure and consequent stimulation are expected to promote a revamping of the industry and improve the quality of Chinese films. Domestic filmmakers must now focus on developing a distinctive artistic style that singles out Chinese films and on carving out a niche for them in the international market.
By WANG XINYI
Source: China Today
Print
Save