SIFFORUM | Distribution Strategies behind Chinese Films’ Overseas Success Probed at SIFFORUM

The overseas performance of Chinese films in various markets, including Ne Zha 2, Dear You and several others, was discussed on June 20 at a forum during the ongoing Shanghai International Film Festival.

Representatives from film distribution companies specialized in product localization in North America, Malaysia, Spain, Greece and Cyprus attended the meeting at Shanghai Exhibition Center. 

Titled “Chinese Films in Local Markets: Distribution Channels, Audiences and Marketing,” the forum was part of the festival’s SIFFORUM series.

Esther Hau, head of distribution and co-production at GSC Movies, attributed the success of Ne Zha 2 in Malaysia to social media. 

“Most Chinese animated features, including Ne Zha in 2019, posted muted box office numbers, but Ne Zha 2 ranks fifth on the Malaysia all-time box office chart. This is because the film’s runaway success attracted global attention on social media,”Hau said.

She added that Chinese promotional efforts can resonate well locally because of Malaysia’s ethnic composition.

Spyros Damianakis, managing director of NEO Films, which focuses on the Greece and Cyprus markets, emphasized the timing of film distribution. 

“The film has to come out fresh, when the buzz is still there,”he said. Damianakis used the latest blockbuster “Dear You” as an example, saying that films should ideally be released overseas one or two months after their success in China.

Hau agreed, saying that Dear You was recently released in Malaysia and has generated increasing attention.

The forum was closed by Wang Fukun, CEO of Niu Vision Media, which targets the North American market.

“The distributors here today share the vision that more Chinese films can enter their markets,” Wang said. “But box office should never be the only standard for film importation. That goes against the pursuit of art.”