China's highest grossing film of 2012, the comedy Lost in Thailand, generated domestic box-office receipts amounting to over 1.26 billion yuan (185 million dollars), yet took barely 60,000 dollars when it was released in North America the following year. Indeed, the overseas commercial success of Zhang Yimou's 2002 martial arts drama Hero is increasingly proving to be something of an outlier, with foreign audiences typically electing to stay away from China's cinematic offerings.

Standing out in a saturated market

Experts say that while production values and quality are vital factors, many other channels can also help Chinese films achieve global success.

Liu Nian, general manager of Poly Film Investment's content production department, noted that Chinese films raked in around 3.9 billion yuan abroad last year, higher than 2015's figures of 2.7 billion yuan. However, this pales in comparison with domestic takings, which hit 4.5 trillion yuan in 2016.

VCG Photo

"With China becoming a more influential global power, overseas audiences are learning more about China," said Liu. "They want to see a greater exploration of human nature in Chinese films, rather than just turning to them for novelty value."

According to Liu, Chinese filmmakers need more cultural confidence in branching out into different genres, adding that no Chinese kung fu film has taken over 1 million dollars overseas since 2008, even though martial arts films are a well-established Chinese export.

Instead, common values are a step towards future success. "The 2015 China-French co-production Wolf Totem explored the harmony between humanity and nature, as well as traditional Mongolia culture", Liu said.

Co-operation leading the way

China and France signed a film co-operation agreement in 2010, with joint productions including Nightingale and Wolf Totem. 

Gesavier Castano, publisher of Wolf Totem, said that film co-production was a very good way of bringing Chinese films to French screens or vice versa, and helping audiences in both countries increase their interest in the work of the other.

VCG Photo

Adjustments needed

While funding is critical, the varying priorities of different markets can create difficulties over investment, says Tu Biao, co-founder of film industry think tank Movie Ticket. "China's film industry is not yet at the stage when it can support as many blockbusters as Hollywood."

In March, China implemented its new Film Industry Law, which aims to promote a healthy environment for the development of Chinese cinema. "It will take some time for the policies to play a role", said Zhang Zhiyi, a film-industry lawyer, "We need effective polices and talented filmmakers with a spirit of craftsmanship. However, we also need good businessmen in the industry and good agencies."

(Source: Xinhua, Sina)