Xinhua News Agency, Los Angeles, August 26th Reporter's Notes | Thirty years after entering China, Hollywood films are "in the cold" Xinhua News Agency reporter Gao Shan Why are American films no longer popular in China? Is Hollywood losing its appeal to the Chinese market? It's

Xinhua News Agency, Los Angeles, August 26th Reporter's Notes | Thirty years after entering China, Hollywood films have "been in the cold"

Xinhua News Agency Reporter Gao Shan

Why are American films no longer popular in China? Is Hollywood losing its appeal to the Chinese market? This is a topic that has been discussed frequently by many American media and professionals for some time.

In 1994, " The Fugitive ", as the first American film imported into the country, shocked the Chinese audience and the Chinese film industry, which was in the trough, and opened up a good time for Hollywood in the Chinese market. In the years that followed, many Hollywood films including "True Lies", "Titanic" and "Transformers" once occupied half of China's annual box office list. A movie can easily earn hundreds of millions or even billions of yuan in box office revenue, making China the largest overseas market for Hollywood. In 2019, "Avengers 4" set the highest box office record for a Hollywood film in China with more than 4.2 billion yuan.

On April 19, 2018, the main creators of the film "Avengers: Infinity War" made their debut in Shanghai. Photo by Xinhua News Agency reporter Ding Ting

However, entering 2023, Hollywood was surprised to find that its rise in China, the world's second largest film market, turned from prosperity to decline faster than imagined. There is not a single Hollywood film in the top ten of China's box office list in 2023. According to U.S. media reports, Hollywood films’ share of China’s box office will drop to about 12% in 2023. Since 2024, among the top ten in China's box office list, there is currently only one " Godzilla vs. Kong 2: Rise of an Empire " temporarily ranked eighth.

has entered the Chinese market 30 years ago. It was once a smash hit, but now it is no longer popular. Analysts from American media and professionals believe that one of the important reasons is that Hollywood has lacked innovation and progress in recent years, and its films have made audiences feel boring.

Hollywood movies have been obsessed with stereotyped and matryoshka-like IP development for many years, and there is a serious shortage of original films with innovative vitality and imagination. This has triggered many voices of vigilance in the United States. Among the Hollywood films entering China in 2023, the highest box office ranking is "Fast and Furious 10" at No. 12, as well as "Avatar: Water Path", "Transformers: Rise of the Super Warriors", "Guardians of the Galaxy Vol. 3" and other films have entered the top 30 box office rankings in China; films entering China in 2024 include "Godzilla vs. Kong 2: Rise of an Empire", " Deadpool and Wolverine ", " Despicable Me 4", etc. These films can be roughly classified as sequels or spin-offs, which are difficult to stimulate the freshness and enthusiasm of the audience.

The NBC Financial Channel pointed out that Chinese audiences seem to be increasingly tired of stylized Hollywood movie narratives. Hollywood industry magazine "Variety" emphasized that it is difficult for Hollywood to replicate its previous prosperity in China. If you still expect its sequel movies and superhero movies to continue to appeal to the Chinese market, you may be disappointed. "Chinese audiences seem to have gotten rid of American franchises and 'Tom Cruise-like' individualism."

Another important reason for the decline in the charm of Hollywood movies is the competition brought about by the rapid development of China's local film industry.

If the "catfish effect" inspired by "The Fugitive" in 1994 forced Chinese films to strive for self-reliance and self-reliance and embark on the rapid development path of film industrialization, then after 30 years of accumulation, the Chinese film industry has finally made great progress, not only in terms of film content and production has made great progress in different film types. In recent years, movies with various themes including cartoons, action movies, suspense movies, and science fiction movies have exploded, such as "Nezha: The Devil Boy Comes into the World", "The Wandering Earth" and "Operation Red Sea". ”, “ Hot Hot ” and other high-quality domestic films have had a bumper harvest at the box office.

On October 24, 2019, the opening ceremony of the 32nd Tokyo International Film Festival Chinese Film Week was held in Tokyo, Japan. During the film week, 10 Chinese films were screened, including "Nezha: The Devil Boy Comes to the World" and "The Wandering Earth".Photo by Xinhua News Agency reporter Ma Caoran

Lance Bao, the head of the American film research and consulting organization Artisengwei, analyzed that many well-received local Chinese movies are adapted from real stories or the lives of ordinary people. Close to real life, it is easy to resonate with the audience. He said that the recent rise of crime/suspense films in China have the characteristics of unpredictable and clever narratives, which has stimulated the audience's interest in watching movies. In contrast, many Hollywood sequel movies become predictable from start to finish.

Stanley Rosen, an American scholar who studies Chinese films and a professor at the University of Southern California, told the media that the gap between Chinese films and Hollywood films is getting smaller and smaller. The Chinese film industry will first learn from Hollywood and then compete in the Chinese market. Quit Hollywood.

In addition, the development and growth of Chinese films also reflects the Chinese audience's recognition of their country's culture and values. As the US National Review magazine said, as the Chinese film industry becomes strong enough to meet the needs of the domestic market, cultural differences begin to play a more important influence.

Some American media are accustomed to wearing tinted glasses and double standards to accuse China of the so-called "nationalism" and "patriotism" atmosphere. On the one hand, they feel helpless that Hollywood is increasingly losing the lucrative Chinese market. At the same time, they have to admit that the Chinese film industry is producing more high-quality films that resonate with domestic audiences. As American cultural columnist Stephen Kent puts it, “China is actively seeking to shape its cultural narrative and unite its people.”

American media pointed out that China will remain an important overseas market that Hollywood will find difficult to leave in the future, but Hollywood may have to adjust its mentality and strategies to face the fierce competition in this market. It may be difficult for Hollywood to "outshine" in the Chinese market again.

Source: Xinhua News Agency