Produced by:Chan Yuk Ying, Angela Kong Yin Ha, CrystalLi Kit Yi, NicoleYip Yan Hong, Stanley

IntroductionIntroduction

• Was the top three largest film industry in the world • The second largest exporter• Experiencing downturn situation• Can Hong Kong film get a foothold in the

Mainland’s market to expand its industry?

111Angela Chan

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The 1940s to 1960sThe 1940s to 1960s

• Postwar years• Influx of capital and talents• Centre of Chinese language film

The 1970sThe 1970s

• Golden Harvest was found in 1970• Enter the western market successfully • It signed contract with Jacky Chan and Bruce

Lee• Their films were Asia's biggest box office draw.

The 1980s to Early 1990s (The Boom Year)The 1980s to Early 1990s (The Boom Year)• Young directors graduated from overseas film

school• New talents and ideas was brought to HK• E.g. Wong Kar Wai, Stanley Kwan Kam Pang,

Lawrence Lau Kwok Cheong, etc

(Wong Kar Wai, 1994) (Stanley Kwan, 1987) (Lawrence Lau, 1991)

Mid – 1990s to Present (Post Boom)Mid – 1990s to Present (Post Boom)

• Hong Kong film industry declined• Early 1990s: ~ 200 films• Late 1990s: ~ 100 films• 2003: ~50 films• Recession did not be recovered

112Angela Chan

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1. Copyright infringement

- Pirated VCD, DVD- Bit-Torrent People do not willing to go cinema Investors do not invest

Crises of Hong Kong Film IndustryCrises of Hong Kong Film Industry

Crises of Hong Kong Film IndustryCrises of Hong Kong Film Industry2. Talents passed away or moved to Hollywood

- Famous movies talents like Bruce Lee, Leslie Cheung, and Anita Mui passed away

- Some directors and actors moved and are developing in Hollywood

- A short of talent

Crisis of Hong Kong Film IndustryCrisis of Hong Kong Film Industry

3. Economic downturn- Watching movie is entertainment, not

necessity

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2 1Crystal Kong

Question 1Question 1

Can Hong Kong establish a foothold in the mainland’s expanding entertainment Market and Why?(strengths VS. weaknesses)

Our Answer is……

Strengths >> Weaknesses

YES!!! YES!!!

The concerned weaknesses of HK movThe concerned weaknesses of HK moviesies

1. General quality and quantity↓

Not satisfactory in general, not produced seriously Short production time to release for fast return Film producer tends to intimate successful movies

flood with similar type of movies in a market (e.g. triad society)

Annual production ↓

The concerned weaknesses of HK movies (con’t)The concerned weaknesses of HK movies (con’t)

2. Narrow range of theme themes are narrowed in range

limit the choice of audiences

A few numbers of good local actors, directors, talents most of them prefer to develop career path in Hollywoode.g CHOW Yun-Fat, Jackie Chan, Maggie Cheung, Michelle Yeoh, John Woo

3 Insufficient marketing promotion in China without a specialized public relation company (independent to

the producer)

no senior and professional film critics’ comment to promote movie

4. Lack of formal training of film talents

a few of related education institutions providing formal training (e.g. The Hong Kong Academy for Performing Arts)

keep learning skills while they are working

inconsistent quality and not professional enough

The concerned weaknesses of HK movies (con’t)The concerned weaknesses of HK movies (con’t)

Is HK film industry really in a disadvantage?NOT REALLY!!!

Strengths:

1. Still possesses a solid reputation and brand name

used to be Hollywood of the Orient the top 3 film industry base

(Top1: Hollywood of USA, Top2 Bollywood of Mumbai, India) Top1 business export film center in Asia

as elimination, the remaining producers are the elites

2 Rising number of HK movies gain awards and recognition from international film festival

The 79th Oscar Best movie The Departed is based on the HK film Internal Affairs (無間道 )

Maggie Cheung(2004) Tony Leung(2000) the best actress/actor of the Cannes International Film Festival

Strengths:

3. Internationally recognized talents with broader vision

colony of British, deeply experienced the mixed culture of western and Chinese culture movie talents are cultivated in unique cultural environment well-structured story with unique characteristics and innovative production

skills

e.g 1.Kung Fung movie (70S) Bruce Lee Hong Kong style action movie (90s – now)

4. Rising returns of movie talents from Hollywood

creative restrictions and cultural differences in the U.S. language barrier China, a vast and potential market in coming decades

5. High influence of action director (武術指導 ) in Hollywood movie

Yuen, Woo Ping(袁和平 ) of MATRIXDonnie Yen (甄子丹 ) of Blade II Hollywood movies with Hong Kong film elements

6. Increasing support from the SAR government and benefit from the CEPA

allows Hong Kong filmmakers to distribute films in China on a quota-free basis co-production with China, it gives the project automatic distribution in the vast

country

Source: http://hk.movies.yahoo.com/news_detail.html?id=056b710e6dd3359519370e18d9fef05e

Strengths:

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3 1Nicole Li

Question 2Question 2

What are effective methods for What are effective methods for Hong Kong films’ to keep its Hong Kong films’ to keep its distinctiveness yet still attract distinctiveness yet still attract mainland consumers?mainland consumers?

Methods for keeping its distinctiveness Methods for keeping its distinctiveness attract mainland consumers attract mainland consumers

Characteristics:

Hong Kong director Involves mainland actors or actresses Involves both Hong Kong and Mainland back stage teamTelling a Chinese storyJoint-venture Investment and film production

Benefits:• Keep the unique characteristics of Hong Kong Films• Enter the Mainland market easier due to the CEPA permission • Good approach to meet mainland customers’ taste and needs• Increase box office income e.g. A Battle of Wits(墨攻 ) earn over

$30million in Mainland market

Launch in 2005 Asian largest Expo Attracts 480 industrial players from 38 countries Purpose: - Converging leading players in Asia entertainment industry to enjoy Hong Kong glitziest entertainment

- Provides a strong platform of spectacular events for business deals, screenings, recognition of industry excellence and entertainment

Benefit:

• Good channel to promote Hong Kong Films• Learn from others and generate new ideas• Grasp the latest trend and information• Increase customers and companies’ cooperation with Hong Kong• More interactive insight into mainland customers’ needs

“King Of Kung Fu” held Press conference in Entertainment Expo

Establish an official Creative Film Alliance Invite directors, screenwriters and actors & actresses to join

Benefits:• Creative scripts with new tastes• Involves new thinking• Cultivate new successors of film industry• Better market segment management for Hong Kong and Mainland

A film shot by Director, Cheung Chi Leung, Jacob and Leslie Cheung

Participate in International Film, Examples: Tokyo Film Festival, Cannes Film Festival & Venice Film FestivalIncrease the recognition of Hong Kong FilmsRaise the awareness of the film to attract the mainland customers

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4 1Stanley Yip

Question 3Question 3

What kind of marketing strategies What kind of marketing strategies (4Ps) are necessary for Hong Kong (4Ps) are necessary for Hong Kong films to capture mainland consumers films to capture mainland consumers competing with Hollywood and competing with Hollywood and mainland films?mainland films?

2 Videos sharing……

Product Product

-Further develop of Action films The Beast Stalker(証人 ) , Forbidden kingdom(功夫之王 )

- Compatible culture story to release sympathy (sex, custom, language, humor element)

-Innovative story Shaolin Soccer (少林足球 )

ProductProduct-High cast actor and actress (Andy Lau, Liu Yi Fei 劉亦菲 )

-Fulfill world-class Industry standard Hong Kong - Asia Film Financing Forum (HAF)

-Technology of special effects(computer virtual The Matrix ,Slow motion technology )

PricePrice- Provide discount for normal ticket Different time slots Student & senior tickets Different locations

- Different place have different price to increase the box office receipt(Shenzhen and Beijing based on the same film, same date and time)

http://one.cn.yahoo.com/s?p=%E5%BD%B1%E5%9F%8E&v=web&pid=hp

$40$70

PricePrice

-Western and Chinese movie have different price to enhance the competitiveness

Date:2008-11-10 Time:16:30

Place: Shenzhen Broadway Cinema(深圳百老汇影院 )

Quantum of Solace,007:大破量子危机

$80

Capture (奪標 )

http://paper.wenweipo.com/2008/11/06/EN0811060002.htm

$35

Promotion - Corporate with public relation to promote the film (film-reviewer ‘s article影評人發表文章 )

- Preview in the cinemas or the internet (Yahoo frontage adv. Banner)

- Medial channels as advertisements in televisions, radios and newspapers (CCTV broadcast and local TV channel)

Promotion Promotion

-Mass transit promotion(the lighting panel advertisements in the MTR and the bus stations)

-Offer of associated accessories(gift items distributed through fast food restaurantMcDonald’s Happy Meal)

-Cast exposure(movie release, celerity interview )

Place and Ticket Selling SlotsPlace and Ticket Selling Slots

-Government banned cinema ( Shanghai Film Art Centre)-Rural traditional cinema Modernization project-IMAX (3D & 4D state-of-the-art digital surround sound systems)-National theatre-More convenient ticketing outlet (Cityline購票通 ,movie club)

ConclusionConclusion

• Adjustment period （調整期）• China is a huge and potential market• 梁朝偉 :電影無分國界和語言 , 只要有誠意 ,有質

素 ,就可以吸引到觀眾

HK film can establish a foothold in Mainland market

Q & A