Go­ing­global

China-made movies face chal­lenges in the in­ter­na­tional mar­ket

ChinAfrica - - Lifestyle -

ZHU Yuqing, a vet­eran movie critic in Bei­jing, was pleas­antly sur­prised by China’s 2017 box of­fice suc­cess. On Septem­ber 4, the rev­enue hit 40 bil­lion yuan ($6.11 bil­lion), 69 days ear­lier than it took to reach the same fig­ure last year.

“It’s re­ally heart­en­ing news af­ter 2016 wit­nessed the big­gest slow­down in China’s movie mar­ket over the past five years,” Zhu, founder of Bei­jing Juy­inghui Movie Cul­ture Co. Ltd., China’s first movie evaluation and tar­get au­di­ence in­ves­ti­ga­tion ser­vice provider, told Chi­nafrica.

As the first Chi­nese hit listed in the world’s Top 55 gross­ing movies, will Wolf War­rior II be a turn­ing point for China’s movies to go global? In fact, dif­fer­ent from other hits in the Top 55 list whose box of­fice rev­enue came from di­verse re­gions, 99 per­cent of Wolf War­rior II’S ticket sales come from the Chi­nese main­land and the rest mainly came from over­seas Chi­nese com­mu­ni­ties.

China-made movies have been lack­ing in the in­ter­na­tional mar­ket more than im­ported ones in the Chi­nese mar­ket. Dur­ing 2012-16, Chi­nese movies earned just 10.94 bil­lion yuan ($1.67 bil­lion) over­seas, less than one sixth of the rev­enue gen­er­ated by im­ported block­busters in China.

“Chi­nese movies still have a long way to go to win in­ter­na­tional au­di­ences,” said Jiang Wusheng, Gen­eral Man­ager of the United En­ter­tain­ment Part­ners, one of the dis­trib­u­tors of Wolf War­rior II, adding that for­eign­ers show lit­tle in­ter­est in and haven’t got­ten used to the works of Chi­nese moviemak­ers.

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