Study examines global reach of Chinese films

Book cover of A Silver Book: The Annual Report on the International Communication of Chinese Films in 2013. [Photo/Agencies]

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A book that examined the obstacles that Chinese films face in achieving overseas screenings was released on Sept 23 by the Academy for International Communication of Chinese Culture that is affiliated with Beijing Normal University.

Titled A Silver Book: The Annual Report on the International Communication of Chinese Films in 2013, the book analyzes the content of Chinese films, their effectiveness in reaching overseas audiences in 2013 and the obstacles they face in being screened internationally.

Huang Huilin, director of AICCC and editor-in-chief of the book, said it is the third annual report by AICCC on the international appeal of Chinese films.

Huang said the study found that kung fu and action movies are the most popular Chinese film genres for overseas audiences. But fewer overseas audiences are willing to watch these movies in theaters.

The study also examined the global marketing goals of the Chinese film industry in 2013, including garnering cooperation deals with international film industries.

According to statistics in the book, although Chinese films participated in 76 international film festivals in 27 countries last year, winning 116 awards in 22 festivals, more than 55 percent of overseas viewers polled by the study said they were not aware of any film festivals in China.

Liu Hanwen, a film expert from the State Administration of Press, Publication, Radio, Film and Television, said the book will be important references for policymakers, corporations, scholars and film major students.

Fu Hongxing, executive director of AICCC, said the annual reports can be faithful records of the growing international influence of Chinese films and culture.