A Review of Marketing Literature on the Chinese Blockbuster Market

24 Sep

Reel China: U.S. Film Producers are engaging the Chinese [Distribution 175] – The Hollywood entertainment industry is seizing the opportunity of the untapped Chinese market to subsidize once reliable (but now collapsing) forms of revenue such as U.S. DVD sales. U.S. producers are now forming partnerships with Chinese production companies to bypass import restrictions on foreign films.
‘Big Bang Theory,’ other U.S. shows vanish from Chinese internet [Economics 87] – Online consumption of U.S. content has surged 41.9% amongst Chinese viewers through streaming services, drawing people away from Chinese government-controlled TV. To combat this, Chinese government unexplainably removed online programming such as ‘The Big Bang Theory’ with hopes of reclaiming traditional TV viewers. As a result, Chinese internet portals and U.S. studios fear the potential revenue loss from such government behavior.
Hollywood takes global view [Digital Media Marketing 252] – Despite U.S. box office fluctuation, the international box office continues to grow steadily. This shift caused a widespread perspective change in the fundamentals of Hollywood filmmaking and deal making. This newfound globality has caused Hollywood executives to rethink former marketing, co-production, development, casting, shooting, and 3D strategies.
The Cost of Movie Piracy [Economics 102] – China and Russia have the highest piracy rates at 90% and 79% respectively, compared to the U.S. at 7%, leading to an international motion picture industry loss of $18.2 billion in 2005. It is suspected that these towering piracy rates are due to local government restrictions on the number of foreign films released, leaving consumers to pirate content that is otherwise unobtainable.
Reel China: Film and Culture [Distribution 162] –Due to the strong performance of Hollywood films in the Chinese market, China has instated month-long blackout periods in which foreign films cannot be screened. U.S. films are pitted against each other for the Chinese box office’s available (non-blackout) dates remaining.
How China’s Homegrown Biz is Threatening Hollywood’s Payday [Attached] – Due to foreign film blackout periods, the growing popularity of internet content, and changing tastes of Chinese audiences, U.S. film studios must adapt to keep up with the booming local Chinese productions. U.S. studios have reacted to by establishing Chinese production/distribution partnerships to continue marketing films to Chinese audiences.
China Box Office Worth $5 Billion to Studios by 2017 [Attached] – The Chinese box office is estimated to be worth $5 billion by 2017, compared to today’s $2.2 billion. As the Chinese government promotes the creation of high-quality indigenous films, the regulation of foreign films is predicted to loosen. As regulation policies become more liberal, U.S. studios can further contribute to the skyrocketing Chinese marketplace.
‘Transformers’ Earning More in China than U.S. [Attached] – Paramount Pictures has collaborated with China Movie Media Group, China’s largest film distributor, in the release of ‘Transformers: Age of Extinction’ after intentionally adding Chinese elements to the film. Due to the Paramount/CMMG partnership ‘Transformers’ in China surpassed U.S. box office revenue in the first five days of release by $13.5 million.
China’s Alibaba, Youku Tudou Pact on Video Marketing [Attached] – Alibaba will provide big data and technology to Youku Tudou to support online video marketing techniques. The partnership’s goal is to sell merchandising that is featured in online videos by clicking on them without compromising video playback.
China to Require Permits for Foreign TV Shows Streamed Online [Attached] – The Chinese State Administration of Press, Publication, Radio, Film, and Television has announced that foreign TV programming must now acquire permits to be broadcast on Chinese internet portals. This is suspected to be due to the Chinese crackdown on the broadcasting of immoral internet content (closely related to the recent ban of content with stars associated with sexual behavior). To counteract delayed releases due to the new policy, foreign content marketers plan to release full episodes for review by the SAPPRFT far in advance from intended release dates


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