MCLC: Looper and the China film market

[Denton, Kirk]

MCLC LIST
From: kirk (denton.2 at osu.edu)
Subject: Looper and the China film market
***********************************************************

Source: The Guardian (10/1/12):
http://www.guardian.co.uk/film/2012/oct/01/looper-sci-fi-blockbuster-china

Sci-fi blockbuster Looper achieves Chinese box office first
Rian Johnson's film was made with the help of Chinese funding in Shanghai
and satisfies country's appetite for action
By Helen Pidd

Artistes can be notoriously reluctant to compromise their creative vision
at the behest of the Man. Not so director Rian Johnson. He agreed
<http://www.filmschoolrejects.com/features/fantastic-fest-rian-johnson-talk
s-looper-bsali.php> to transplant the plot of his latest sci-fi
blockbuster to another continent – from Paris to Shanghai – in order to
gain lucrative Chinese funding.

The switch paid off: this weekend Looper became the first new Hollywood
film to make more money in its opening weekend in China than the US,
provisional figures suggest.

"I'm thrilled the movie did so well in China. I don't think any of us
expected those kind of numbers. It's fascinating to watch that market
emerge and crazy to suddenly be part of the story," Johnson said.

He insisted shifting the action from France to China was not a creative
sell-out, but "gave us production value we'd never dream of". He added:
"In many ways Shanghai was a more natural setting for a sci-fi movie than
my beloved Paris."

The film, which was shot for just $30m (£18.5m) and stars Joseph
Gordon-Levitt and Bruce Willis as two versions of a futuristic hitman,
made an estimated $21m on debut in the US. But according to Deadline it is
likely to return $23m-$25m in China.

The change in location, along with a number of other concessions, allowed
Johnson's tale of time-travelling hitmen to become a US-Chinese
co-production, allowing it to bypass strict rules on the number of foreign
films shown in Chinese cinemas.

Only 34 foreign features are allowed to be shown in Chinese cinemas each
year. Co-productions, however, are exempt from this strict quota system,
giving them a huge advantage in the world's most populous nation.
Looper's stunning performance is sure to encourage other directors to
tweak their work in order to appeal to the increasingly lucrative Sino
audience, said Robert Cain, a producer and entertainment industry
consultant who has been doing business in China since 1987. "We will see
far more of this in the future," he said. "Like everywhere else in the
world, Chinese people like watching films set in places they know,
starring people who look like them."

During a five-day visit to Beijing last month, Titanic and Avatar director
James Cameron said 
<http://www.reuters.com/article/2012/04/22/entertainment-us-china-jamescame
ron-idUSBRE83L04720120422> he was looking very seriously at the
possibility of a co-production with China. He said he was visiting the
country on a fact-finding mission to "find out what restrictions need to
be met, find out what content guidelines need to be met, and find out the
economic incentives are".

The 3D re-issue of Cameron's Titanic earlier this year became the first
Hollywood film to perform better in China than the US on opening. It ended
up grossing $154.8m in China, compared with $57.9m in the states. More
co-productions are likely after China announced
<http://www.guardian.co.uk/film/2012/may/01/china-hollywood-film-studio-chi
nawood> in May it was to build a $1.27bn Hollywood co-production film
studio.

Doing business in China means dicing with the country's strict censor
board. Earlier this year, the baddies from Men In Black 3 were excised
from the China edition
<http://www.independent.ie/world-news/asia-pacific/china-cuts-its-baddies-o
ut-of-men-in-black-3-3124442.html> after the censors took offence at the
fact they were all Chinese.

Portraying any public official in anything other than a glowing light was
a risk in China, said Cain: "Police officers are always honest people of
integrity who always catch their man. Tthere is no bloody crime in China,
no homosexuality, no nudity and no 'excessively terrifying scenes'. Horror
is very difficult in China. You can't have ghosts or gore, no demons or
monsters."

With a potential 1.34 billion cinemagoers, China this year overtook Japan
to become the biggest foreign market for Hollywood films. Twenty-five
thousand screens are set to be installed
<http://www.variety.com/article/VR1118056304?refcatid=19&printerfriendly=tr
ue> in the country over the next five years, many with the latest 4k
digital technology. China has also become the fastest growing IMAX market
in the world, already home to 78 IMAX cinemas, six times as many as the
number in the early 2010. And the country is launching its own version of
IMAX technology, called DMAX.

Already China boasts the third largest annual box office returns
<http://www.guardian.co.uk/film/2012/jan/10/chinese-government-cinema-ticke
ts> in the world. In 2011 alone, it rose by an annual rate of 18% to 12bn
yuan (about £1.22bn).

China's spiralling demand for movies is propping up the ailing US box
office – last year Chinese cinemagoers helped offset
<http://www.guardian.co.uk/film/2012/jan/10/chinese-government-cinema-ticke
ts> a drop in the US box office of 3.5% to $10.2bn, the lowest return in
16 years.

It's easy to sum up what sort of film goes down well in China, said Cain.
"Action, number one. Action, number two – and action, number three."

Film critic Craig Skinner said Hollywood "spectacle" films with simple
plots do best in China. "Films which are visually impressive and not too
hard to digest perform well at the box office in China – plots which do
not require the viewer to be familiar with certain cultural aspects," he
said, citing Avatar as an example of a universally understood story which
became the highest grossing movie in China in 2010, raking in 540m yuan
($85.6m) in only 15 days. One of the worst performing
<http://chinafilmbiz.wordpress.com/2012/09/25/daniel-radcliffe-starrer-woma
n-in-black-falls-flat-in-soft-week-at-chinese-box-office/>foreign films in
China last year was The King's Speech, starring Colin Firth as the
stuttering monarch George VI.

Top grossing films in China in 2011 (in US$)
1 Avatar
2 Transformers: Dark of the Moon
3 Let the Bullets Fly (local)
4 Aftershock (local)
5 Kung Fu Panda 2
6 Inception
7 Pleasant Goat and Big Big Wolf 2 (local)
8 Pirates of the Caribbean: On Stranger Tides
9 If You Are the One 2 (local)
10 Transformers: Revenge of the Fallen