Blockbuster movies for
Lunar New Year audiences are a tradition in China, but the box
office success of this season's home-made hits over foreign imports
is a sign that the country's struggling film industry may finally
be ready for take-off in its centenary year.
Two festive big-budget comedies -- Steven Chow's Kung Fu
Hustle and Feng Xiaogang's crime caper A World Without
Thieves -- have already raked in estimated takings of more
than 100 million yuan (US$12 million) each.
Following on from the success of Zhang Yimou's epic House of
Flying Daggers, last year's top revenue earner which grossed
153 million yuan (US$18.5 million), analysts see a cinema boom in
China.
"We are happy to see the success of Kung Fu Hustle and
A World Without Thieves," said Woody Tsung, chief
executive of Hong Kong's Motion Pictures Industry Association.
"The Lunar New Year movie tradition started in Hong Kong but the
mainland is fast catching up. There's no doubt China is a huge
market and this is only the tip of the iceberg," Tsung said.
Chinese cinema takings rose to a total of 1.5 billion yuan in
2004 from 1.1 billion the previous year, according to the State
Administration of Radio, Film and Television (SARFT).
But analysts stress the numbers are still small for a country
with a population of 1.3 billion and warn the perennial problem of
rampant piracy remains an impediment to the industry's growth.
"With barely 7 million people, Hong Kong's takings were roughly
the same," said Zheng Dongtian, professor at the Institute of
Cinema in Beijing and member of the national censorship body.
Significantly Chinese film receipts exceeded those from foreign
films for the first time since 1994, according to SARFT, while a
record 212 movies were produced in China last year, a huge jump on
the 140 made in 2003.
This was despite a doubling of the number of foreign movies
allowed to be shown in China, from 10 to 20, with takings split
between the foreign distributor and the Chinese cinema.
Thirty other overseas films annually are permitted to be bought
by Clouded Film Import Export Corporation, which monopolises
imports and pays a lump sum but no box office percentage to the
distributor.
Yet only a select few domestic productions, in particular those
made by heavyweights like Zhang, Feng and Hong Kong's king of
comedy Chow, draw large numbers of punters.
"Whether home-made movies will dominate in China it is still too
early to say," said Tsung.
China now has 1,188 cinemas with 2,396 screens, although that
works out at about one screen for every 650,000 people. This
compares with the more than 30,000 cinemas in the United
States.
Yet many seats remain empty.
The high price of tickets, which cost as much as 60 yuan
(US$7.2) in major cities like Beijing or Shanghai, and rampant
piracy, are blamed for the poor attendances.
In China, DVD versions of the latest films can often be found on
the streets for as little as six yuan.
In the mid-80s, before television, video and DVDs became widely
available and popular, annual takings at cinemas were as much as
two billion yuan, according to Zheng Yang.
With the market ripe for exploitation, many new cinemas are
being built in big cities to take advantage of growing affluence as
China's economy expands at a blistering pace.
Most recently, Warner Brothers this week signed an agreement
with a Chinese company to open five new cinemas in Shenzhen,
Nanchang, Changsha, Zhengzhou and Chongqing, with the first one to
open in May.
The American movie giant will hold a controlling 51 percent
stake in the cinemas while the state-owned Shenzhen International
Trust Investment Corp will hold the rest.
Rules under which China joined the World Trade Organization now
allow foreign investors to hold up to 75 percent in cinemas.
In rural areas, where incomes are lower, the rush to build
cinemas is not yet on. Many picture houses here still belong to the
state and are forced to show a small number of propaganda films as
well as blockbusters,
This is not popular, with few profits to be made from
propaganda.
"Distributors and cinema owners do not want to make efforts to
promote films that are more difficult to sell," said Zheng
Dongtian.
"Distributors are focusing on coastal cities where people have
higher earnings," said the industry association's Tsung. "Only when
the economic benefit can be broadened to inland cities and
provinces will we see China's full potential."
(China Daily February 9, 2005)
