SCREENINGS, PAGE 18


Transformers: Dark Of The Moon


Love Is Not Blind


which took $52.3m (RMB330m), that take everyone by surprise. Dodd also believes a closer working relationship


will help rather than hinder co-production, which remains the other major method of accessing the China market: “My view is why would you not want to do co-production if they are limiting [the additional quota] to Imax and 3D?” Co-production is important to China as it ena-


‘Bottom-up pressure for content convinced China the time


engage on an international level that is encourag- ing China to open up. “They have a tremendous desire to have a strong


domestic industry and the offer is there of working with them in developing this,” says Dodd, speaking to Screen in Hong Kong after visiting film officials in Beijing. “They are also looking to be a player in the global market. The real benefits of this [agreement] are the effects of a growing relationship between the US and Chinese film industries, which will be tremendous for China and good for us as well.” Certainly there is a need in China for tracking


systems and a deeper understanding of the compli- cated matrix between budget levels, promotional spend and release dates, which is uncharted terri- tory in China but which has grown into a science in the US. At present, there are too many big films that fail and sleeper hits, such as Love Is Not Blind


was right’ Chris Dodd, MPAA


bles local producers to create English-language movies for global consumption at a time when foreign-language product is facing its toughest challenges yet. US and other Western independ- ents such as Relativity, Legendary and Village Roadshow are particularly active in this area and their interest is only likely to increase. Though the expanded quota in theory gives


indies a better chance of securing a revenue-shar- ing slot, as a co-producer their share of profits from the Chinese box office is based on their equity con- tribution so can exceed 25%. The previous lack of Chinese co-production partners is also becoming less of a problem. Until recently there were only the state-owned companies and two private players — Bona and Huayi Brothers — to work with, but there is now a tide of Chinese heavyweights includ- ing Wanda, Le Vision Pictures, Galloping Horse and Stellar Group. It is also hoped the increased transparency under-


stood to be a tacit part of the trade agreement could help the three other methods of accessing the Chi- nese market: flat-fee distribution and sales to inter- net platforms and TV. Though Chinese buyers are paying up to 10 times as much for product as they did a few years ago, these deals can be scuppered if


CHINA BY THE NUMBERS


BOX OFFICE $2.06bn (RMB13bn), up 30% on the previous year. Estimated to reach $2.68bn (RMB17bn) in 2012


NUMBER OF SCREENS 9,100 at the end of 2011, of which 5,000 are 3D


TOP FOREIGN FILM OF ALLTIME Avatar, $214m (RMB1.35bn)


TOP LOCAL FILM OF ALLTIME Let The Bullets Fly, $114.6m (RMB724m)


the movies do not pass censorship, which remains the most vigilant barrier against foreign films. It is hoped the trade agreement will result in greater clar- ity on censorship decisions and that the increasing demand for content will eventually broaden the cen- sors’ definition of an acceptable film. Beyond film distribution, the relaxed quota could


potentially also spur investment between US and Chinese film companies as they jockey for footholds in each other’s markets. This would help reinforce China’s influence at an international level, in the same way CJ Entertainment and Sony’s invest- ments did for Korea and Japan. With its huge consumer base and financing


muscle, China has the potential to overtake both its Asian neighbours in terms of influence in the glo- bal film marketplace. The only question is in what form will this giant emerge: as a consumer, finan- cier or supplier of global product? If the new ranks of Chinese studios get their own way, it is likely to be a combination of all three.


March 20, 2012 Screen International at Filmart 17 n


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