欧洲电影在中国的际遇 —— 从零增长到零增长 —— 呼唤对策 European cinema in China – from 0 % growth to 0% growth – call for ideas

欧洲电影在中国的际遇 —— 从零增长到零增长 —— 呼唤对策 European cinema in China – from 0 % growth to 0% growth – call for ideas

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 20131016日杭州举行了一个创意产业专家小组研讨会,我想与大家分享一些看法和为大家留下一些思考的空间。

在中国,平均每天就会新增五到十张电影屏幕。全国电影屏幕总数接近四千张,年票房收入增长百分之三十。如今,中国已成为仅次于北美的全球第二大电影市场,2012年的票房收入就高达26亿美元。具体市场份额为:国产电影与外国电影各占百分之五十(50%)。好莱坞占外国电影部分的市场份额为百分之百(100%)。

这种状况真的匪夷所思!中国和欧盟都是联合国教科文组织的《文化多样性公约》缔约地区。在上世纪九十年代,欧洲电影制片人成为了张艺谋和李安的主要投资方,这样的天才现在仍然是中国最引人关注的电影导演。两位导演均在欧洲电影节(不论是戛纳电影节,还是柏林电影节)上首获国际影坛的认可。欧洲的中小型企业与独立电影的制作模式应该是中国电影界发展的仿效对象,这样的模式能培养不同风格的电影制作公司及一批批才华洋溢的电影导演在产业里出现。欧洲与中国的电影人是不是应该联合起来,携手打破好莱坞影片的主导地位?中国电影人雄心勃勃,有志于提高国产电影的制作能力,并向中国观众奉献多元化、睿智和剧本一流的电影;为何中国每年三十四个国际大片的配额全都奉献给好莱坞的作品呢?到底欧盟在全球为其影视产业的推广,付出过怎样的努力?

到底应该怎么做?一些意见如下:

可否让中国影片发行商与欧洲电影公司携手合作(问题是,他们会不会始终追逐赚钱的好莱坞影片) ?可否与阿里巴巴公司签约,为中国电影观众打造一个独立的网上电影平台,略过传统影片的发行渠道?可否寻求商业伙伴,一起游说中国的国家电影部门,允许在中国这个渴求文化食粮的国家发展独立影院?可否在欧洲举办有关中国电影的跨媒介推广活动?可否在中欧之间就电影引进配额问题展开谈判?

由于美国本土的电影市场拥有排斥外国影片的传统,中国国产电影几乎不可能打进当地市场;欧洲如能向中国敞开当地电影市场的大门,努力展示其文化多元性的优点,实为明智之举!

你对本题目有什么想法?有没有任何对策?

 

 

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European cinema in China – from 0% growth to 0% growth – call for ideas

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Here are some reflections following Creative Industries’ panel discussion in Hangzhou on 16 October:

There are 5 to 10 new cinema screens opening every day in China. There are close to 4000 cinema theaters in the country with a growth of the box office of 30% yearly. The market is now the second largest in the world behind North America with 2.6 billion USD in the box office in 2012.

Market share of local films: 50%
Market share of foreign films: 50%
Market share of Hollywood in foreign film segments: 100 %.

Bizarre! China and the EU are both signatories of the UNESCO Convention on Cultural Diversity. European film producers were the main investors in 90s Chinese talents Zhang Yimou and Ang Lee, still the most interesting film directors in China. Both directors were first internationally recognised at European film festivals (whether in Cannes or in Berlin). The European SME model and independent cinema is surely a model to follow for China to develop a diverse range of film productions companies and to encourage the emergence of talented film directors. Both Europe and China have an interest in fending off Hollywood domination. Why is the 34 foreign films quota limited to Hollywood blockbusters in a country that aspires to develop its local production capabilities and offer diversity to Chinese people who also deserve access to intelligent and ambitious story telling? What is the European Union doing to promote its image industry in the world?

 

What to do? Some ideas:

Encourage Chinese distributors to work with European film companies (but will they always prefer lucrative Hollywood?)?

Contract with Alibaba to build an independent film platform to access Chinese consumers and by pass traditional distribution channels?

Find business allies to convince Chinese authorities of the merit of enabling independent cinema to develop in China, a country hungry for cultural content?

Offer cross promotional activities for Chinese films in Europe? Negotiate a share of the film quota?

As China will never be able to access the US market – foreclosed to foreign films- it would be clever for Europe to show that its market is more open and what cultural diversity means to Europe !

What do you think? Any ideas?

Philippe Kern, 20/10/2013

 

 

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