In recent years, a growing number of Chinese film industry executives, have turned up in northern Spain at the San Sebastian Film Festival which comes on the heels of major film festivals in Venice and Toronto. A Chinese film, "I'm Not Madame Bovary," won the top prize at San Sebastian two years ago, helping increase interest in the Chinese industry. While China is pushing its films, European industry executives are also eyeing the huge Chinese market, where just a fraction of the audience can add handsomely to the bottom line. Al Goodman reports from San Sebastian.

Just in from Beijing to promote their new movie, "Breeze". It's the first film for the director, in the middle. Flanked by producers. The movie portrays a Beijing resident who finds he can't go back home to his native city. But the producers are hoping to find a home in European cinemas for this film, after it's shown at the San Sebastian Film Festival.

This producer says it's their first effort to sell a Chinese film abroad, and she recognizes - in two languages – it'll be a challenge.

LINYUN SU PRODUCER, 'BREEZE' "No, not easy to sell. Yeah I know it's very difficult. Because until now we haven't met a very suitable partner to cooperate with. We are waiting and trying."

But the San Sebastian festival, in northern Spain, might be the place they're looking for. Especially after a Chinese film, "I'm Not Madame Bovary," won the top prize here two years ago.

The festival's director says that put San Sebastian on the map for the Chinese film industry.

JOSE LUIS REBORDINOS DIRECTOR OF SAN SEBASTIAN FESTIVAL "This year there are some Chinese movie studios, some journalists and above all, some investors."

AL GOODMAN SAN SEBASTIAN, SPAIN "Some industry veterans say the San Sebastian Film festival has gained importance in recent years as a movie marketplace. That's partly because of the stiff competition between the overlapping film festivals in Venice and Toronto. San Sebastian is seen as a comfortable place to do deals."

This French film producer says Chinese films, like Breeze, get a big boost when they're accepted to be screened at San Sebastian.

The European industry executives don't just look at buying Chinese films. They also want to sell their movies for China's huge and lucrative audience. In San Sebastian, the dealmaking is somewhat calmer than at the frenetic pace of the Cannes film festival in France.

VICENT MARAVAL WILD BUNCH PRODUCER/SALES AGENT "I would say one of the advantages is we have more time, that's true, instead of doing a half an hour meeting, we can do a lunch or we can do a dinner. We can spend more time."

The "Breeze" filmmakers don't know how much time they'll need to make a sale for European rights. But they hope to go home to Beijing with at least a better sense of the Spanish and European markets.

Al Goodman, CGTN, San Sebastian, Spain.