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Cover Stories Series 2013> Chinese Movies Threatened by Hollywood> Video
UPDATED: July 9, 2012
Chinese, Foreign Films Battle at Box Office

To get a better understanding of why Chinese films are losing at the box office, there are some thoughts from professional movie promoters and industry observers.

Less than six months ago, China's 20-year-old quota on U.S. films was forever changed. The deal between China and the U.S. added 14 films to the 20 foreign film quotas. Now foreign distributors will be able to take a greater share of the box office.

Industry experts believe this is one of the crucial reasons why Chinese films fail to make a profit.

Gao Jun, movie promoter, said, "It's like middle school students competing with college graduates. Only the profitable Hollywood movies are sent to China, they're the most commercially competitive ones."

Many film makers are upset because they think they're unfairly treated when it comes to screening. Director Wang Xiaoshuai's latest work Eleven Flowers was arranged to be screened only once a day in thousands of cinemas. The schedules were being dominated by American blockbusters by then. But cinema staff says it's up to the audience to select which movies they want to watch.

Zhang Xiaobing, executive manager of UME International Cineplex, said, "We do not discriminate against anyone. Popularity is the only criteria; the most wanted movies are the most screened ones. It's a simple rule."

There are many successful cases. From last year's Love is Not Blind to the Painted Skin sequel, industry insiders emphasize the importance of a good screenplay and good marketing strategy. Only in this way can domestic film makers compete with Hollywood.

(CNTV.cn July 8, 2012)

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