Hong Kong: The perfect springboard for Chinese cinema to go global

Asia’s largest entertainment market returned to the Hong Kong Convention and Exhibition Centre in March 2023. The 27th edition of the Hong Kong International Film and TV Market (FILMART) also saw the grand opening of the Shaanxi Pavilion, inspired by film strips and the historic Silk Road which the Chinese province is world famous for. The Shaanxi delegation consisted of representatives from 23 companies in the film and TV industry. While it was the third time for Shaanxi Radio Film and TV Culture Industry Development Co., Ltd to take part in the Hong Kong Trade Development Council (HKTDC)’s event, it marked the group’s first physical participation after the pandemic.

Significant growth in Mainland China’s film market
In the past decade, mainland China’s film market has recorded significant growth. Local productions have reflected tremendous creativity and market potential. Even so, the Chinese film market has inevitably been rocked by the global pandemic. It is gratifying to note that in the first quarter of 2023, China’s film market has shown signs of recovery. In fact, the domestic box office shot up by 13.3 percent compared to the same period last year. Viewer numbers also rose 9.4 percent year-on-year. These figures illustrate that China’s film market is gradually emerging from the pandemic and is back on track. As the global environment continues to improve in the post-pandemic era, the Chinese film industry is keen to open up key international markets. The internationalisation of Chinese films can also improve production quality through strengthened cooperation with overseas film companies and professionals whilst better managing market risks.

Hong Kong has long been regarded as the “Hollywood of the East” given its relatively mature film industry. The introduction and involvement of Hong Kong actors and directors in mainland Chinese productions has become a norm in recent years, resulting in a vast majority of co-produced projects between Hong Kong and mainland film organisations. Mainland Chinese companies can also draw from Hong Kong’s valuable experiences in imported film investments and box office distributions. In addition, China’s 14th Five-Year Plan has clearly stipulated Hong Kong’s new positioning as a hub for cultural and artistic exchanges between China and foreign countries. Taking Chinese films to the global stage is an integral part of telling China’s story well. In this regard, Hong Kong’s role is vital.

Taking Shaanxi productions abroad through Hong Kong
As a third-time participant at FILMART, Shaanxi Radio Film and TV Culture Industry Development Co., Ltd recognises Hong Kong’s crucial role in helping TV and film productions go global. Established in 2013, the company is a wholly-owned subsidiary of Shaanxi Media Convergence (SMC) which is focused on the investment, planning, filming, production and distribution of television programmes (TV dramas and films). Past TV productions include Han Dong, Luo Jia Shi Dai, Huang Da Ni, My Robot Boyfriend, In Time with You, The Red of Persimmon, Never Give Up, Boiling Life, National Spirit, History Will Always Remember and The Grand Join Forces. Multiple programmes have since been recognised by Shaanxi Province or Chinese Communist Party’s Publicity Department with the “Five-One Project Award” and either received the Flying Apsaras Award or China TV Golden Eagle Award. Another production - We Came from Yan’an, netted the Annual Collection Award at the 28th Chinese Documentary Festival, meaning it now has a place at the National Archives Administration of China. The National Radio and Television Administration honoured Reborn with an outstanding documentary award. Documentary series Rediscovering Home Truths has been broadcast on China Central Television for five consecutive years, showcasing Shaanxi’s humanities and history. Shaanxi Radio Film and TV Culture Industry Development Co Ltd has also produced a number of movies with My People, My Country; My Country, My Parents, Cloudy Mountain and Embrace Again which received the “Five-One Project Award” from the Publicity Department of China’s Communist Party, Huabiao Film Award, Golden Rooster Award or Hundred Flowers Award. Moreover, Sci-fi film The Wandering Earth 2 received nomination for Best Feature Film at the 36th Golden Rooster Awards.

While Chinese films often find it challenging to secure theatrical distribution overseas, the internet has provided another platform to showcase productions. With the majority of Chinese streaming app users being foreigners, companies have been making continuous efforts to produce online content. Of the nine completed online short dramas, five have already been broadcast online. Among them, Provoke, Afterlife of Love and Revenge, Love Me in Three Days and The Snow Moon have all generated high view rates and discussions. The Shaanxi company has so far produced more than 30 small and medium-budget movies and online films. Productions such as King of Ambition, Life Flower in Tibet and A Police Officer all received multiple awards and enjoyed great market feedback.

The company has not settled for domestic success. Through active participation at FILMART, it secured overseas partnerships with Artop International, a Thai company, to co-produce the drama series A Recipe for Love. Whilst in Hong Kong, it also signed a strategic partnership agreement with World Universal Culture.

At present, the script of the co-production drama is being revised but the Thai side has already completed the initial scouting of film locations. Once the core crew members have been finalised, filming can commence with the goal to complete this year. There are high expectations for this Sino-Thai co-production with both sides attaching great importance to the project. Moving forward, Shaanxi Radio Film and TV Culture Industry Development Co., Ltd plans to keep exporting mainland Chinese productions via Hong Kong and deepen overseas cooperation. The company is particularly focused in the areas of project development, investment and production, filming, resources for artistes, overseas distribution and derivatives development for overseas collaborations.