On August 29, the 7th China Film New Forces Forum was held in Changchun, Jilin Province. The forum was organized by the Film Bureau of the Publicity Department of the Communist Party of China, hosted by the China Film Art Research Center, and co-organized by the Propaganda Department of the Jilin Provincial Committee (Jilin Provincial Film Bureau). Over 200 participants attended the forum, including relevant leaders from various film-related units under the Publicity Department, representatives from film regulatory authorities across provinces, state-owned and private film companies, filmmakers, and experts and scholars.

Forum poster

In his keynote speech, Mao Yu, Deputy Director of the Film Bureau, expressed that the new forces of Chinese cinema have grown and matured over the past decade, becoming the backbone of the industry. "Today, Chinese cinema stands at a new historic starting point. We believe that the new forces of Chinese cinema will transform their youthful passion into a powerful momentum for reform and innovation, living up to the times and the people's expectations, achieving new glories for Chinese cinema in the journey of building a culturally strong nation," he emphasized. "We need to create engaging films, enhance creativity, explore industrial transformation, expand our global perspective, and share the mission of the times together."

The theme of this year's forum was "Inheritance, Innovation, and Practice - Movies with the Audience Together." During the morning session, new-generation filmmakers including Chen Jianxi, Li Jiakai, Zhang Jiajia, Ke Wenli, Yan Fei, Dong Runian, Wu Rina, and Li Yang shared their creative reflections and cinematic philosophies on topics such as "The Audience Appeal of Genre Films," "New Comedy and New Audiences," and "How to Innovate Film Language."

Notably, the forum this year introduced a new segment allowing upcoming domestic films to preview on stage. Following invitations sent out, many companies responded enthusiastically, and nearly one hundred films were submitted in a short period. Works from new forces such as "A Touch of Sin," "Only This Green," "Point to the Point," "Mistaken Killing 3," and "Strange Tales: Lan Ruo Temple" made their debuts at the forum and are set to hit theaters soon, connecting with domestic audiences.

Still from "Only This Green"

Marketing Strategies to Secure Audience Base

The afternoon forum was hosted by Sun Xianghui, Director of the China Film Archive and the China Film Art Research Center. During a "review" segment, she first recapped the audience satisfaction surveys conducted over the past decade, which, by the summer of 2024, will have covered 55 release periods over 48 weekends, totaling 513 films.

The films topping the satisfaction ratings were "My People, My Country" (91 points), "The Battle at Lake Changjin" (89.6 points), and "Wolf Warrior 2" (89.2 points). "Through extensive research, we have summarized the 'secret' for creating audience-satisfying movies, which can be distilled into: warm realism that resonates with viewers, genre diversity that invigorates the market, strong IP branding that secures audience loyalty, and high production quality that enhances viewing experiences."

Still from "Hot and Spicy"

This year's Spring Festival release "Hot and Spicy" grossed 3.46 billion yuan in China, leading the annual box office chart for 2024. The film also made its debut overseas, with Sony Pictures handling international distribution. Li Ning, the production company's representative and Senior Vice President of New MGM Media, described their marketing strategy, noting that director Jia Ling did not participate in any public appearances or interviews before the film's release. "This was a bold strategy, as we only revealed ourselves to audiences on the film's first day in theaters, allowing viewers to build expectations. On the day of release, the first teaser featuring Jia Ling's character went viral online, significantly impacting our subsequent box office performance."

The film "The Siege of Kowloon Walled City," released on May 1 this year, earned 684 million yuan. Its producer, Zeng Jiyuan, General Manager of Shanghai Lianrui Film Co., noted that maintaining the core audience was crucial in their marketing efforts. "In the face of challenges, our approach is to simplify. Action films traditionally attract male viewers, so we firmly respect this primary label and the film's essence, starting with male audiences. At the same time, the market is changing, and audience aesthetics are evolving, so our marketing strategies must also innovate continuously. Our competitors are not just other films within the industry, but also lengthy videos, short videos, tourism, and mobile gaming. Raising audience satisfaction is the foundation for a film's success and the future healthy development of the film industry."

French poster for "The Legend of the Gods: Part One"

"The Legend of the Gods: Part One" ignited the Spring Festival in Paris this year. Nie Borui, overseas distribution partner at Heylight Pictures, responsible for the film's release in France, stated that in a time when audiences are somewhat weary of Hollywood blockbusters, introducing Chinese blockbusters to the world is more meaningful. "We chose to release during the Lunar New Year period for two days, showcasing our Chinese commercial blockbuster alongside 'The Lord of the Rings' and 'Game of Thrones,' providing viewers with a significant sensory treat. After a favorable reception in France, we plan to extend our release over the summer to 17 countries and regions, including Belgium and Africa, with Latin America to follow shortly."

Adapting to New Times and Telling Good Chinese Stories

"Genuineness breeds genuineness, and respect earns respect," said Fu Ruoqing, Party Secretary, Chairman of China Film Group, and General Manager of China Film Co., during the "messages" segment. He emphasized that amidst uncertainty, young filmmakers must learn to see things from the audience's perspective. "The 'new forces' we envision should be unrestricted, not constrained by old narratives or worn-out concepts, and should not be lost in the logic of replicating past hits. They should embrace a unique youthful character, be free from selfishness and prejudice, respect the audience and the market, and safeguard the trust that audiences have in films and the confidence that the market places in the film industry, ensuring an increasingly close bond between cinema and its viewers."

Ceo of Maoyan Entertainment, Zheng Zhihao, noted that following the summer season, he felt a clear shift in audience attention and the difficulty of making content go viral. "In the future, marketing should not only align closely with the essence of the film but also resonate emotionally with viewers, leveraging social interactions to broaden our reach and attract diverse regional audiences while adjusting dynamically based on immediate feedback about the film." He also emphasized the importance of recognizing diverse audience expressions and the seriousness and complexity of public sentiment. Filmmakers and marketing personnel should consider the audience's perspective in communication, being sensitive to different opinions and establishing an equal, sincere, and effective dialogue with key opinion leaders and audiences, listening attentively to their feedback, and providing thoughtful guidance and timely adjustments."

Forum scene

“Data shows that for the summer season of 2024, the proportion of young audiences has risen for the first time since 2020, yet the average frequency of ticket purchases has dropped from 1.85 times last year to 1.6 times. Meanwhile, the ways that audiences evaluate films are subtly changing.” reported Li Jie, President of Alibaba Pictures. Ticket sales data indicates an increase in comments from viewers who have yet to purchase tickets. "More netizens are sharing their thoughts in advance, providing critiques on films before watching them. Meanwhile, discussions about films on platforms like Weibo and Douyin have decreased, with many new hot topics being less related to film content itself, reflecting audiences' interests in themes beyond mere cinematic narratives. As diverse forms of content vie for audience attention, filmmakers must amplify the unique value of cinematic art, delivering quality films that truly resonate with viewers.”

“Film is a youthful art form. This youth isn't merely about physical age but rather about a youthful mindset. It encapsulates artistic vitality, as well as the essence of the times and innovation,” commented Director Zhang Yimou, a respected veteran in the film industry, during his remarks. "Today, we find ourselves in a new era. This new era brings new challenges and opportunities, along with fresh changes and requirements. All of you present, as fellow filmmakers, are aware that creating a good movie is no easy feat. The excellence of a good film is measured not only in art and social relevance but must also be acknowledged in the market."

"Film is not merely an art form; it is an industry as well. We must adapt to new changes in this era and tell compelling Chinese stories. These Chinese stories should not only please ourselves but should also resonate with the populace and motivate them to buy tickets to theaters! Only then can we create a virtuous cycle, providing directors more opportunities for creativity and allowing more young talents to emerge, as the younger generation pushes the older generation forward." Zhang Yimou stated.

Zhang Yimou

“The cries of the cuckoo in the night still bleed; do not doubt that the east wind cannot bring back the past,” stated Lu Liang, Deputy Director of the Film Bureau, in his concluding remarks. “At this New Forces Forum, we deeply felt the evolving landscape and new dynamics of the film industry, recognizing both challenges and opportunities. We believe that with the scientific guidance of Xi Jinping's cultural thought, and the strategic direction provided by the 20th National Congress and the third plenary session of the 20th Central Committee, the new forces of Chinese cinema will be able to carve out new pathways and create new hopes. The most profound and impactful changes will happen within each creator, and these changes will inevitably be reflected in future cinematic works, yielding fruitful results for the audience.”

“Through this New Forces Forum, we also believe that cinema possesses an irreplaceable charm because our new forces carry on the lineage of film innovation and creativity, collaborating with audiences to create fresh cinematic narratives, new genres, unique characters, new technologies, and viewing experiences. This progress will elevate Chinese cinema, which has experienced nearly 120 years of history, to even more enchanting, moving, and enlightening realms. Our sincerity, enthusiasm, and effort will surely touch the audience, and we look forward to our next reunion!” Lu Liang concluded.

[New Domestic Film Recommendations]

China Film Group

"Only This Green": Created by the original team of the dance drama, it leads viewers into the legendary process of an 18-year-old boy and skilled craftsmen creating a timeless masterpiece. Initial audience reviews call it the "most beautiful film of the year" due to its "Chinese aesthetic DNA."

"Days of Loving the 'Zha Man'": New comedy stars Zuo Lingfeng, Liu Tong, and Hao Han join forces with the queen of comedy at Wanhe Tianyi, Zheng Hehuizi, in a story about "a love adventure journey where one can only speak the truth."

Poster for "The Smiling, Proud Wanderer: Part One"

"The Smiling, Proud Wanderer: Part One": Utilizing the unique expressions of animation, it combines the essence of the original novel's theme with the reader's imagination to convey the spirit of Chinese chivalry. Top production teams from China and Japan collaborated, presenting a visual feast for audiences!

"Lion's Return": Beneath the mighty 'Lion's Return' boulder, Ding Shan and Zhang Shasha spent their innocent childhood together. However, during the college entrance examination, Shasha's scores are swapped. Knowing the truth, Ding Shan chooses to keep it hidden. A decade later, returning to her small town, she decides to confront the darkness alongside Shasha.

"The Wandering Earth 2" (3D Version): Offering audiences a "universe-class" extraordinary experience, the 3D effects make the stunning sci-fi scenes more immersive and detailed, providing viewers with an exhilarating multisensory experience.

HuaXia Film

"Kong Suan Xiao Ren: Reverse World Rescue": The fifth installment of the "Kong Suan Xiao Ren Alliance