{"id":6923,"date":"2013-11-26T15:10:34","date_gmt":"2013-11-26T15:10:34","guid":{"rendered":"https:\/\/ft-agency.com\/wordpress\/?p=6923"},"modified":"2013-12-25T03:32:08","modified_gmt":"2013-12-25T03:32:08","slug":"hollywoods-new-strategy-supporting-chinese-made-blockbusters","status":"publish","type":"post","link":"https:\/\/ft-agency.com\/wordpress\/hollywoods-new-strategy-supporting-chinese-made-blockbusters\/","title":{"rendered":"Hollywood’s New Strategy: Supporting Chinese-Made Blockbusters"},"content":{"rendered":"

If you\u2019ve seen the 2012 science fiction movie\u00a0Looper<\/em>, you might remember a telling exchange when a time-traveling hitman (Bruce Willis) sits down with a young version of himself (Joseph Gordon-Levitt) and offers some\u00a0advice.<\/p>\n

\u201cYou should go to China,\u201d Willis says\u00a0firmly.<\/p>\n

Gordon-Levitt resists: \u201cI\u2019m going to\u00a0France.\u201d<\/p>\n

\u201cI\u2019m from\u00a0the future<\/em>,\u201d Willis insists. \u201cYou should go to<\/em>\u00a0China<\/em>.\u201d<\/p>\n

It\u2019s almost as if Hollywood is giving advice to itself. Like every other gigantic business, Hollywood wants to sell its products in China. But selling movies in China is different from selling bubble gum or Coke. The country\u2019s official gatekeeper, the China Film Group, allows in only 34 foreign films per year, a number recently raised from only\u00a020.<\/p>\n

Many millions of dollars of ticket sales come along with snagging one of those coveted spots. So Hollywood\u2019s been trying \u2014 and trying and trying \u2014 to appeal to Chinese audiences while appeasing Chinese\u00a0censors.<\/p>\n

Working Together, Officially
\n<\/strong><\/p>\n

As an \u201cofficial co-production,\u201d\u00a0Looper<\/em>\u00a0cast a certain number of Chinese actors, a certain number of Chinese crew, set a certain number of scenes in China and made other concessions, in exchange for a bigger cut of the box office than other U.S. movies and a preferential release date. (Movies released during major Chinese holidays perform significantly better at the box\u00a0office.)<\/p>\n

When you watch\u00a0Looper<\/em>\u00a0in the U.S., the Chinese elements are not obvious. For example, none of the Chinese actors speak a single line, including the woman who plays Bruce Willis\u2019 wife. But in China, a version of the film was released that gave them more\u00a0emphasis.<\/p>\n

Official co-productions such as\u00a0Looper<\/em>\u00a0have fallen out of fashion due to the difficulties involved, but similar attempts to attract Chinese moviegoers are ongoing. Take this summer\u2019s megahit\u00a0Iron Man 3<\/em>. It also released a Chinese version that played down its supervillian (so unfortunately named The Mandarin) and played up a Chinese good guy, while tossing in some Chinese product\u00a0placements.<\/p>\n

\u201cThe reaction on the part of many Chinese was, \u2018Oh well, you didn\u2019t really have to.\u2019 It felt tacked on,\u201d says independent film producer Janet Yang, who also notes the film was a colossal success in China. Yang is an American who\u2019s worked in both countries since the\u00a01980s.<\/p>\n

Not Everything\u00a0Translates<\/strong><\/p>\n

Hollywood\u2019s learning curve is still notably steep when it comes to understanding what works and what doesn\u2019t in the world\u2019s second-largest movie-going marketplace. A 2010 remake of\u00a0The Karate Kid<\/em>, filmed in China with Jaden Smith and Jackie Chan stumbled, in part, because karate is Japanese, not Chinese. Maybe\u00a0The Kung Fu Kid<\/em>\u00a0would have done better in China.\u00a0The Karate Kid<\/em>\u00a0was a\u00a0bust.<\/p>\n

One American producer working in China told me, on background, that he\u2019s learned that the Chinese censors will never go for horror movies or supernatural elements, and they frown on buildings getting blown up. \u201cUnless the buildings are in Hong Kong,\u201d he added. (As it happens,\u00a0Pacific Rim<\/em>, a movie extremely hard on Hong King real estate, happened to be one of the top grossing pictures in China this\u00a0year.)<\/p>\n

Producer Janet Yang has stories of her own, as when she worked with the Walt Disney Company to create a Chinese version of\u00a0High School Musical<\/em>. They partnered with a Chinese company, Huayi Brothers Media. As she recalls, Huayi Brothers advised Disney, \u201cYou can\u2019t expect a movie with no stars to do well.\u201d Chinese blockbusters tend to be star-driven. To drive up the film\u2019s ticket sales, Huayi Brothers suggested building a fan base for the film\u2019s young actors by making them into a band and taking them on a song and dance tour around the\u00a0country.<\/p>\n

\u201cBasically, Disney rejected that idea,\u201d Yang said ruefully, \u201cThey said no, because the brand that were the whole reason we\u2019re doing this movie is to promote\u00a0High School Musical<\/em>\u00a0as a brand, and not this whole other thing as a\u00a0brand.\u201d<\/p>\n

Yang is quick to point out she can see both points of view, but cultural problems persisted. High school is a miserable time for Chinese teenagers. They\u2019re cramming for college, not singing and dancing. So they changed the name to\u00a0High School Musical: College Dreams<\/em>, with students singing upbeat songs about the joys of calculus. All the back-and-forth made the Chinese partners eventually lose interest. The movie did not do very well in\u00a0China.<\/p>\n

Home Grown\u00a0Hits<\/strong><\/p>\n

\u201cI think Hollywood\u2019s finally, maybe, slowly beginning to figure out it\u2019s not that easy,\u201d says Stephen Saltzman, a lawyer who often negotiates deals between Hollywood and China. \u201cWe can\u2019t just walk in there, soak up all this capital and not provide a real quid pro\u00a0quo.\u201d<\/p>\n

The quid China wants for its pro quo is help making its own global hits. Jeffery Sharp is among a new wave of Hollywood insiders investing in what\u2019s now being called \u201cChinawood.\u201d He produced major independent movies including\u00a0You Can Count On Me<\/em>\u00a0and\u00a0Boys Don\u2019t Cry<\/em>. Now he\u2019s focused exclusively on\u00a0China.<\/p>\n

\u201cWe are working with filmmakers who are Chinese \u2014 either mainland Chinese, Hong Kong or Taiwan,\u201d he said from his office in Santa Monica. \u201cIt\u2019s basically building partners on the\u00a0ground.\u201d<\/p>\n

Sharp\u2019s also working with a publishing company, teaching his Chinese partners about financing, how to option popular books, and package and develop them into\u00a0movies.<\/p>\n

\u201cThey\u2019re all Chinese authors, and we\u2019re developing a lot of these with U.S. screenwriting talent,\u201d he\u00a0said.<\/p>\n

The idea is injecting Hollywood DNA into an industry already worth billions. Hollywood is learning to leverage its expertise and learning to pay attention to what Chinese people are watching. Not what Hollywood thinks they want to\u00a0watch.<\/p>\n

Few American movie-goers have heard about\u00a0Lost In Thailand<\/em>\u00a0or\u00a0So Young<\/em>\u00a0or\u00a0American Dreams In China<\/em>\u00a0but all are recent Chinese-made movies that did far better than most American films in the Chinese box office. Of the eight top grossing movies in China this year, six were made in China. China\u2019s audience is hungry to see their own stories, many of them breezy, contemporary comedies, and they\u2019re getting more and more opportunities. China is pouring wealth into its movie infrastructure. As many as 10 new movie screens open there every day. Already a Chinese company owns the biggest movie chain on the planet, AMC. What China needs now is worldwide Chinese-made blockbusters to put into\u00a0them.<\/p>\n

Certain Americans scoff at the idea that China, in a few short years, could emulate a 100-year-old industry built by immigrants spinning stories mostly about their own fantasies of assimilation. But China is filled with rich stories and great storytellers. And it\u2019s banking on its so-called \u201csoft power\u201d to include films with the cultural reach and universal appeal of movies made in Hollywood.<\/p>\n

\"AngLee\"<\/a><\/p>\n

Source:\u00a0https:\/\/www.opb.org\/artsandlife\/article\/npr-hollywoods-new-strategy-supporting-chinese-made-blockbusters\/<\/a><\/p>\n

Foreign Talent Agency – Provides Foreign Models, Actors, Host, Dancers and A&R Talent in China.\u5916\u56fd\u4eba\u624d\u4e2d\u4ecb\u673a\u6784 – \u63d0\u4f9b\u5916\u7c4d\u6a21\u7279\uff0c\u6f14\u5458\uff0c\u4e3b\u6301\u4eba\uff0c\u821e\u8e48\u5bb6\u548cA\uff06R\u5728\u4e2d\u56fd\u7684\u4eba\u624d\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"

Foreign Talent Agency – Provides Foreign Models, Actors, Host, Dancers and A&R Talent in China. \u5916\u7c4d\u6a21\u7279 ,\u5916\u7c4d\u6f14\u5458 ,\u5728\u4e2d\u56fd\u7684\u5916\u7c4d\u6f14\u5458, \u5916\u7c4d\u6f14\u5458\u7537, \u5916\u7c4d\u827a\u4eba, \u5916\u56fd\u827a\u4eba , \u5916\u56fd\u513f\u7ae5\u6a21\u7279, \u5916\u56fd\u513f\u7ae5\u6f14\u5458, \u5916\u7c4d\u513f\u7ae5\u6a21\u7279, \u5916\u7c4d\u6f14\u51fa, \u5916\u7c4d\u821e\u8e48, \u5916\u7c4d\u821e\u8e48\u6f14\u51fa, \u5916\u7c4d\u4e50\u961f, \u5916\u7c4d\u6b4c\u624b<\/p>\n","protected":false},"author":2,"featured_media":6924,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[289,49,48,47,46,291,290,292,55,59,58,57,52,53,56,54],"class_list":["post-6923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-actors","tag-children","tag-china","tag-dancers","tag-foreign","tag-men","tag-all-models","tag-women","tag-55","tag-59","tag-58","tag-57","tag-52","tag-53","tag-56","tag-54"],"yoast_head":"\nHollywood's New Strategy: Supporting Chinese-Made Blockbusters - 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