Yin Hong: Policies are good for the rapid development of the film industry, new forces are making domestic films increasingly popular

Market demand and policy promotion promoted the rapid development of the film industry during the 12th Five-Year Plan period. A large number of new audiences in China and the emergence of new markets have made Hollywood films less of a large market, and the audience's aesthetic tastes and cultural hobbies are also changing.

The five years of the "Twelfth Five-Year Plan" have been extraordinary years of development for China's film industry, five years of rapid progress, and five years of entering a new era. In the past five years, the state has introduced many policies to promote the development of the film industry.

On January 14, Yin Hong, executive vice president of the School of Journalism and Communication at Tsinghua University, said that market demand and policy promotion promoted the rapid development of the film industry during the 12th Five-Year Plan period. In the early days of China's film industrialization in 2002, the national box office of films was less than 1 billion yuan. By 2010, the national box office exceeded 10 billion yuan. During the 12th Five-Year Plan period, China films achieved a leap from 10 billion yuan to 44 billion yuan in five years. During this period, the growth rate of total box office of China films remained at around 30%. In 2015, the national box office was 44.069 billion yuan, and the domestic film market share reached 61.58%.

What favorable policies have promoted the rapid development of the film industry in the past five years?

Yin Hong said that the first is the access policy. "In the past, our cultural industry was basically institutional and planned, but the film industry was the first to open the entire industry chain to the society and the market. From investment to film production, to film distribution, to building movie theaters, it was open to the society in all aspects. After that, a large amount of social funds and social resources entered the film industry. This should be said to be a very important reform policy to promote the development of film."

In addition, Yin Hong said that various places have also introduced some different local policies."For example, if a multi-theater theater is rebuilt in Beijing, the government will provide some subsidies to help expand the consumer market." He said that different departments and different places have adopted different incentive policies to encourage local filmmaking, and more importantly, to encourage local cinemas.

From the perspective of industrial policies, Yin Hong introduced that the promotion of a series of policies such as the "China Film Industry Promotion Law" that is currently under consideration has led to an increase in the product volume of the entire China film industry chain and an increase in audience choices.

"In the past, we watched a blockbuster movie a year, but then we gradually had schedules such as Lunar New Year's Eve. Now we have turned watching movies into something we can do every day," Yin Hong concluded. This shows that consumer demand, market opportunities and policy promotion have led to the entire film industry being built into a very good market size.

Domestic films fought hard to compete with the Hollywood blockbuster

"Monster Hunt" and defeated "Super 7","Return of the Great Sage" broke the record of "Kung Fu Panda 2", etc. During the 12th Five-Year Plan period, against the backdrop of the squeeze of Hollywood blockbusters, in just a few years, China's domestic films have created a huge market share of 61.58% in the local market, proving that domestic films can also compete against Hollywood blockbusters. Since February 2012, China and the United States reached an agreement on a memorandum of understanding to resolve issues related to WTO films. According to this memorandum, which is valid for five years, China has added 14 new U.S. blockbusters every year. Among imported films, the US box office share ratio rose from 17.5 to 25%. The domestic film industry was in an uproar, shouting "The wolf is coming."

Yin Hong recalled that at that time, the entire film industry thought that "the wolf was really here", but looking back at this process today, it also had two functions. "On the one hand, Hollywood blockbusters certainly form some competitive relationships with us, because after all, the United States has the most mature film industry in the world, and also has the most complete products and product group, including long experience in promotion and distribution."

But from another perspective, Yin Hong believes that Hollywood blockbusters have brought another promotion and promotion role to China films."It is because of competition that they can develop. It is precisely because of such strong competition that China films have been forced to reform to some extent."

"The past year has been a big year for Hollywood, and many Hollywood blockbuster movies have entered the China market. However, in the competition, they do not have a particularly large advantage. On the contrary, more than half of the top ten box office movies are domestically produced films, and the highest-grossing films are also domestically produced films." Yin Hong said.

Why can domestic films compete with Hollywood films?

Yin Hong said that on the one hand, China films have found some roots in their own local culture. "Domestic films have been greatly influenced by the Internet in recent years. Some good resources have been found from the culture of the Internet to enter our films. This is difficult for Hollywood films to replace."

On the other hand, the large number of new audiences and the emergence of new markets in China have made Hollywood films not have such a big market. "Because moviegoers in these second-, third-and fourth-tier cities have actually not had the opportunity to watch movies in cinemas in the past ten years or so. In other words, they are relatively less influenced by Hollywood movies. They watch more TV and go to the Internet, so it is easier for him to identify with this kind of culture, but he is not familiar with Hollywood movies."

At the same time, Yin Hong also mentioned that the audience's aesthetic tastes and their cultural preferences may also change." Historically, Hollywood has gradually conquered the markets of many countries around the world, which means that it has gradually made the audience Hollywood. So this threat still exists for the future."

"China's film industry must still be more complete and more competitive in all aspects, not just in certain types or certain types of products." Yin Hong suggested this.

Editor: kong