There is a big difference between the Chinese and French film markets: the average age of the French audience is over 40 years old. Chinese young people take the lead.

France is the largest film market in Europe, and it is well known that French people like to watch movies. In France, you can find a cinema within 20 minutes by car, and the average audience is over 40 years old. By contrast, young Chinese prop up the entire film market, and the average age of the audience is only about 20.

it is well known that French people like to watch movies. In France, there is a cinema within 20 minutes by car. The picture shows the famous Luxor Cinema in France, which was built in 1921.

nowadays, the number of screens in China is increasing by an average of more than 20 pieces a day, which is unique in the global market. In the face of China's fast-growing film market, French filmmakers prefer to cooperate with Chinese filmmakers at many levels. At the recent Sino-French film and television industry high-level forum held in Beijing, senior figures in the French film industry talked a lot about their experiences and feelings in the Chinese film market. Chinese and French filmmakers jointly discussed the opportunities for bilateral cooperation and looked forward to the future development of the film market. The reporter sorted out some great differences in the Sino-French film market from their exchanges, which reflected the differences in cultural concepts and business models between China and France.

strong > difference 1 audience age / strong >

China has a new screen every day, which is very surprising and enviable to the Europeans, especially the French.

"some French cinemas have closed down and are taking a downward route, while China is just the opposite." In the view of Richard Patley, president of the French National Cinema Federation, China is going through a very exciting stage of development, and China's development and changes are now unique in the world.

France has 2000 cinemas and 5500 screens. Of the 2000 cinemas, half are those with only one screen. In 2015, 70% of French people went to the cinema at least once. In terms of per capita, 12000 people in France own a screen, which is higher than that in China.

Richard Patley said that although audiences ranging from 4 to 80 years old can be found in the audience, older French audiences are relatively important. "the French have very good cultural consumption habits. These elderly audiences are the earliest moviegoers. They have always maintained the habit of watching movies, which is where our cinemas benefit."

the number of screens in China exceeded 31000 in 2015, and many cinemas have multiple screens. Among Chinese audiences, the "post-90s" contributed more than 60% of the box office. Viewers between the ages of 15 and 30 contributed more than 80% of the box office.

in this regard, Zeng Maojun, president of Wanda Cinema, believes that the rapid development of China's film market in recent years mainly comes from three driving forces: content-driven, technology-driven and audience-driven. Especially in terms of audience drive, Zeng Maojun believes that the Chinese audience is very different from the European and American audience. "the Chinese audience is getting younger and younger."

strong > difference 2 Film arrangement / strong >

the modernization and service facilities of Chinese cinemas have impressed the French quite. Jean-Paul Salome, president of the French Film Federation, and others visited a large multi-purpose cinema in Beijing a few days ago, and they were "shocked" by a phenomenon.

the cinema has 18 halls, but 17 halls are showing the same blockbuster, and only one hall shows other films. "that's not going to happen in France." Salome said.

Zeng Maojun said that the Wanda cinema line mainly relies on the data provided by the Wanda data center in film production, which is then reported to the decision-making committee. "after the film is released, due to the great differences between the north and south of east and west China, Wanda usually adjusts the proportion of films on the second day according to the box office performance of the day before the film is released, mainly depending on the contribution of the box office and the proportion of the number of shows."

according to Richard Patley, French cinemas show French films, American films, and films from other countries. "in 2015, half of the films we showed were French films and the other half were foreign films. Half of the foreign films are American films and the other half are films from other countries. "

"diversification" is a key word in the development of French film market. The diversity of cinemas and films aims to attract people of different ages to enter the cinema. In order to train the audience, French cinemas also implement a price reduction policy for young people to watch movies, issue them annual cards, and cultivate their cultural consumption habits of watching movies.

"once good cultural consumption habits are formed, they will be the future audience of our cinema." Richard Patley said that in France, even if a blockbuster is shown, no cinema will give it that high volume at the same time, because there are other films to be shown. "We will make sure that other films will not be squeezed out by blockbusters, and we have relevant laws and regulations."

Fai Aili, general manager of French film company Studiocanal Greater China, also noticed that blockbusters account for a very large share of the Chinese market, and other films can only share the rest of the market share.

Liu Jing, deputy manager of China Film Digital Cinema (Beijing) Co., Ltd., which has 500 cinemas, said that as far as screening is concerned, whether it is Hollywood films or Chinese high-quality films, many films with high box office are close to national conditions, close to ordinary people, and convey positive energy. "as long as it is a positive energy, approachable, high-level production of the film, can attract cinemas to arrange films, but also the most able to promote the number of moviegoers."

strong > difference 3 Film Marketing / strong >

if a film is to be released into theaters in France, the producer can get everything done by finding a distribution company. But in China, if you want to successfully release a film, you need to find at least 10 relevant distributors. In addition, due to the age difference of the audience, there are also great differences in film marketing and promotion.

in Zeng Maojun's view, whether in France or the United States, the audience is too old, while the Chinese young audience accounts for the vast majority, so there is a great difference in the choice of film genre. "Americans or French, they are more likely to do publicity in traditional media such as television, and will spend more money on TV promotions and film meetings. The Chinese audience is now through the new media, the Internet to understand. Therefore, in the marketing of films, we will also cooperate with new media and reduce the publicity expenses in traditional media. "

facts have also proved that the marketing of Chinese films in China is correct. This is why many Hollywood blockbusters do not perform well at the Chinese box office, one of the important reasons is that the American audience is too old, and the marketing customers of Hollywood films are aimed at American audiences, not young Chinese audiences.

Zeng Maojun believes that when Hollywood blockbusters enter the Chinese market, they should be marketed according to the characteristics of Chinese audiences. If French films want to do well at the box office in China, they also need to understand the needs of Chinese audiences. "Last year, our Wanda marketing" Transformers 4 "and" Terminator 5 "outperformed Hollywood at the box office in China because we knew a lot about the characteristics of the Chinese audience when we were marketing."

Fei Aili knows this very well, but she also finds that the preferences of Chinese audiences are changing so fast that films that did well at the box office a year ago may change a year later.

strong > conclusion / strong >

Wolf Totem is a successful example of Sino-French co-production. It is a model from creation to production. Last year, it won the Best Director Award and the Best Visual effect Award at the Fifth Beijing International Film Festival. In addition, French films such as "fugitive Mediterranean", "Hurricane Rescue 3" and "Sniper gunmen" grossed 518 million yuan in China last year, and 25 French films were broadcast on the CCTV film channel. Jia Zhangke's "the Dead of Mountains and Rivers" was shortlisted for the main competition unit of the 68th Cannes International Film Festival, while "Assassin Nie Yinniang" won the best director award. All these have become a highlight of the friendly cooperation between Chinese and French filmmakers.

France is one of the countries with the largest number of co-productions in the world. Salome and Frederick Bliden, president of the French National Film Center, both said that France is a global leader in special effects production and animation. It is hoped that China and France will expand the scope of cooperation in the field of co-production. Frederick Bliden said that if the film was filmed in France, there would be a 30 per cent tax break for more than 30 million euros, which is good news for Chinese partners.

Lin Mi, president of Yingfutong Entertainment (China) Co., Ltd., which is committed to the introduction of Sino-French films, said that in the past, cinema revenue accounted for 90%, while new media and television stations accounted for only 10%. But now great changes have taken place. "almost half to half, the proportion of cinema revenue has decreased, the income of new media has increased, and the younger generation of viewers have gradually become accustomed to the pay-on-demand consumption model, and we will consider doing something in new media."

with regard to the future development of the film market, Zeng Maojun believes that some types of movie audiences will definitely go to the cinema in the future, such as some special effects, 3D, and well-produced blockbuster films. And the cinema of the future is not only a place to watch movies, but also a place to socialize.

since the beginning of this year, animated films shown in the Chinese film market, including the currently popular "Animal Crazy City", have achieved good box office results. In this regard, Fei Allie said: "this year's animation in the Chinese market has achieved very good box office results, let us see a very good audience in the formation."

Edit: kong