Now for some movie business. The 90th annual Academy Awards is approaching. And as it does, there's more talk of how the tastes of Chinese movie fans are changing and how Hollywood sees opportunity in tapping into that trend. CGTN's Phil Lavelle has more from Los Angeles.

If swearing offends you, you might want to give this one a miss.

Three Billboards Outside Ebbing, Missouri - a favorite for Best Picture at the Oscars Packed with expletives.

And it's on its way to China.

MAX MICHAEL UNITED TALENT AGENCY "Those kinds of movies are getting through for the first time, and it's really encouraging and amazing."

Because the movie market there is a valuable money maker for Hollywood. And it's - apparently opening up even more.

PHIL LAVELLE LOS ANGELES "Hollywood's wanted this for a long time - China's set to become the world's biggest movie market in the next year or so. But there's been a bit of a bottleneck. Loads of people with cash to spend on movie tickets - but also, a strict government quota on how many foreign language films were allowed in."

That number capped at 34 for several years. Expanded to 38 in 2016. Apparently expanding again - with what appears to be a more relaxed attitude from China.

"Movies like Three Billboards. That's kinda surprising that a movie like that got through, isn't it?"

MATT PRESSBERG HOLLYWOOD-CHINA REPORTER, THE INFORMATION "Yeah it is - you know, China's built hundreds, if not thousands, of screens in recent years and they definitely need movies, they need supplies to fill the theaters and censors have shown some signs of bending on some of the maybe stricter rules that they've had before. For example, Coco got in last year, and that's a movie that heavily focuses on the supernatural, which has been a taboo topic for many years."

In fact, these are the kinds of Hollywood exports China tends to get. Action movies, like the eighth Fast and the Furious film, breaking records last year, taking in more than $380 million. All of the movies in this franchise have done incredibly well in China. But now, signs that the audience is becoming more discerning.

MAX MICHAEL UNITED TALENT AGENCY "I think what that trend is it's a new trend towards adult, mature movies that are for the audience that is seeking out interesting films to watch in China, and that's a newer thing. The indie movie audience never really existed there before, but there's been a new crop of independently minded theaters in China and an interest in these types of films for the first time in a while."

PHIL LAVELLE LOS ANGELES "But wait - there's a problem. See, Hollywood is not the only big filmmaker with its eye on China. Remember, that quota is split across foreign films. This place has competition."

Bollywood - providing the top grossing foreign movie of the year so far in China. Secret Superstar has grossed more than $92 million.

Compared to the latest Star Wars film, The Last Jedi. Only around $42 million earned at Chinese box offices. Meaning movies like these are going to need more than a little help from the force to find their place among Chinese eyes.

"If you're a director or a producer, do you tend to now have to have an eye on what the Chinese market will want Because surely that's where a lot of the money's going to come from?"

MATT PRESSBERG, HOLLYWOOD-CHINA REPORTER 'THE INFORMATION' "Yes, absolutely. Especially for a big budget movie. There are many, many cases where they're really relying on that market. And so, you're not going to see a Chinese villain in a lot of Hollywood movies, you're probably not going to see a lot of sensitive political themes, you're gonna see something that really appeals to a broad, ideological audience."

Which may include all manner of profanities. Not to everybody's taste, sure. But Three Billboards' makers hoping it will appeal to the Chinese. They're banking on it. Quite literally. Phil Lavelle, CGTN, Los Angeles.