2012-07-01 15:19:49



SIFFORUM of the 15th SIFF 

The 15th Shanghai International Film Festival (SIFF) Forum was held from Jun. 17 to Jun. 22, 2012. With the theme of “China Road, World Value,” this year’s forum  consist of 11 seminars categorized into 4 sections, namely “President Lecture,” “Industry Summit,” “Industry New Current” and “Master Class”. The forum hopes to gather professional elites from all over the world to brainstorm about the tendency of creation and production in the background of a shifting focus of global film industry, and a rocketing growth of Chinese local one.
Venue: Jin Jue Ballroom, Crowne Plaza Hotel
As each country has a unique culture rooted in its social system, culture difference has presented the crucial issue for most international co-productions. With different market orientation due to different social values, co-productions can hardly win audiences from all countries. Maybe Hollywood is the only exception with its universal values winning the global market. Anyhow, people might choose to believe its marketing approaches rather than the truth of universal values. Well, is there any cross-cultural co-production film that can meet the contemporary multicultural demands and at the same time be able to highlight its cultural uniqueness, and then win over all markets with its individuality? This year’s President of Golden Goblet Award Jean-Jacques Annaud is such an enlightening figure as he is experienced in cross-cultural attempts. President of Asian New Talent Award Amir Naderi’s latest work is also a success in cross-cultural co-production. They both prove to be instructive for the Hollywood-dominated world industry where co-production has been getting more and more difficult. Annaud and Naderi’s experience as creators will shed new light on Chinese filmmakers’ search for the possibility of cooperation with non-US counterparts.
Panelists: (In Alphabetical Order by Last Name)
Jean-Jacques Annaud, Director
HUANG Jianxin, Director, Screenwriter, Producer
Amir Naderi, Director, Screen Writer
WANG Quan’an, Director
NING Ying, Director
Industry Summit
Industry Summit I. Tell a Chinese Story to the World Audience
Time: 9:30-12:00, June 17, 2012
Venue: Jin Jue Ballroom, Crowne Plaza Hotel, Shanghai
Brief :
“Need to find a good story!”—This is what directors, production houses or investors have repeated every day, which proves the importance of story or content in cinema and entertainment industry. A good story has such capacity to get financed, produced, screened, viewed, and critiqued, and finally to move the viewers with a spiritual feast. Today’s China is in full swing with its ready capital, audience and marketplace, but the performance of domestic film is far behind the expected due to the lagging content creation and lack of good story. Well then, where is the good story? Particularly, how should we address a story which can be understood by global audiences? And ultimately, why no good story? All these questions may not be only for film makers to take, but cross-field artists may, leaving aside the system, talent and many other technical factors, help us explore broader frontiers of Chinese film creation by sharing creative practice, creation law and aesthetic consciousness. For the first time ever, the Forum will invite established theatre professionals, novelists, together with world famous cross-culture screenwriters and producers sitting on panel to converse with successful Chinese directors, in the hope of seeking a Chinese storytelling appealing to the whole world.
Panelists: (In Alphabetical Order by Last Name)
FENG Xiaogang, Director
Gary Kurtz, Producer
LIU Zhengyun, Writer
Mike Medavoy, Chairman, Phoenix Pictures
Nicholas Meyer, Director, Screenwriter
William Monahan, Screenwriter
REN Zhonglun , President, Chairman, Shanghai Film Group Corporation 
Moderators: (In Alphabetical Order by Last Name)
HE Ping, Director
Raymond ZHOU, Film Critic
Industry Summit II. Far-East Dream Factory—Future for Chinese Film Industry Upgrading
Time: 13:30- 17:30, June 17, 2012
Venue: Jin Jue Ballroom, Crowne Plaza Hotel, Shanghai
The year 2011 has witnessed huge changes in financial environment and structure in China where cultural engagement is getting increasing attention from capital. However, Chinese film industry still plays a fairly small role in its national economy, compared to those in developed countries and even some of the neighboring countries in Asia. To become a cinema superpower, the very first thing is to realize industry upgrading. The current box-office-only profiting mode presents not only huge risks to investors, but also backwardness of the industry. It is a must to explore the entire industry chain in order to achieve explosive growth of industry value nationwide.
The core of this initiative lies in creative property protection, which will hugely propel development of creative industry and its merchandizing chains, maximize its added value, and eventually achieve industry upgrading.American film makers get their films financed in NY and produced in LA, which has been prevailing for decades, and winning the world all over. If that is the mode, where is China’s NY? If we say Beijing is the center for production, will Shanghai and the Yangtze River yDelta region be experiencing and witnessing the upgrading of local industry? Is there any chance for us to foresee a future of creation and property development, industry park based on creativity and entertainment and theme park, post-production services and the extended sectors, at the same time secured with a system of standard financing, property protection and the many other necessary factors from here?
Is Chinese industry ready for upgrading? This panel will have professionals from financing, investment, co-production and production services to look at a more rational, forward-looking platform for future growth.  
Panelists: (In Alphabetical Order by Last Name)
Danielle Dajani, Senior Vice President, Production Operation, Raleigh Entertainment
Kristina Dubin, CEO, DubinMedia
Mike Ellis, President & Managing Director of the Asia-Pacific Region, MPA & MPA-I
Tom Greally, General Manager, Weta DigitalHUANG Rongnan, Lawyer
Andre Morgan, Producer
Mark Ordesky, Producer
REN Zhonglun , President, Chairman, Shanghai Film Group Corporation
Fredrick Rose, CEO, Technicolor
Stanley TONG, Director, Producer
Peter Vesterbacka, Chief Marketing Officer and Mighty Eagle of Rovio
ZHANG Tian, General Manager, Shanghai Culture Assets and Equity Exchange
Moderator: (In Alphabetical Order by Last Name)
William FENG, General Manager and Chief Representative, MPA China
Stanley TONG, Director, Producer 

Industry Summit III. Road of Redemption for Chinese-Language Film
Time: 9:30- 12:00, June 18, 2012
Venue: Central Hall, Shanghai Exhibition Center
There had been two kinds of Chinese films for a long time: one aims for domestic market, the so-called commercial film; the other, for international recognition, namely film festival. While in recent years, with the abundant capital injection, many of the independent filmmakers have joined the commercial combat as they are enabled to gain a share of the domestic market.
Well then, the story may not be likely the same due to the new deal between China and US which will allow more Hollywood-made films to be shown in China, and inevitably present unprecedented pressure for Chinese cinema as a whole, in particular, the younger generation of filmmakers who produce medium-sized films and the Chinese-language films. On the other hand, the pressure also comes from international film festivals: Main stream film festivals complain that quality Chinese films have disappeared for years, suggesting a challenge of the values of Chinese film. In this context, how are the younger generation of filmmakers supposed to undertake the mission and establish themselves in the industry? Do they have to get stuck between Hollywood and festivals when they go commercial? Is there any film received by both market and film festivals? Facing this situation, will producers and investors continue to support young directors and diversifying creation? Are there any errors when they put investment? And, are there any vital errors in creative side? A clear picture of the above concerns might help all of us to overcome the difficulties and revive soon. Thus, in this session we’ll invite major players of the industry and key programmers of international film festivals to discuss face-to-face with young directors and anticipate a future for Chinese-language film.
Panelists: (In Alphabetical Order by Last Name)Guan Hu, Director
HAN Sanping, Chairman, China Film Group Corporation
Christian Jeune, Director, Film Department and Deputy General Delegate, Cannes Film Festival
Bill KONG, Investor, Irresistible Film; President, Hong Kong Edko Films Co., Ltd.
LOU Ye, Director
LU Chuan, Director
PANG Hong, CEO, Kylin Network (Beijing) Movie & Culture Media Co., Ltd.
QIN Hong, Chairman of the Board, SMI Corporation Limited
WANG Xiaoshuai, Director
Jacob WONG, Festival Curator & Delegate
WU Ershan, Director
ZHANG Yuan, Director
Moderator: (In Alphabetical Order by Last Name)
HE Ping, Director
JIA Zhangke, Director
Industry Summit IV. Looking for New ModeCinema and New Media, the Second Wedlock
Time: 9:30- 12:00, June 19, 2012
Venue: Central Hall, Shanghai Exhibition Center
In 2011’s SIFF forum, people were giving a big salutation to new media and calling it the “happy blue sea” of local film industry; but this year has seen sudden rise of micro-film and booming webcast of TV series, leaving the blue sea turning to a red one overnight. The wedlock between cinema and new media, however, may be inevitable, the only thing we need is better intelligent and modes. Well, what are the new modes like? Being the extended section of cinema, new media certainly needs to get itself promoted along with cinema. It will be a grand new initiative for the two segments to build up a relationship of mutual benefit by locating cinema as upper segment and new media the lower. In this session, we’ll have top professionals from conventional industry and new media elites to brainstorm with each other, as for to work out a constructive, multivalent relationship for cinema and new media.
Panelists: (In Alphabetical Order by Last Name)
Victor KOO, CEO and President, YOUKU.com
LIU Chun, Chairman of Video Department, Sohu.com
Curt Marvis, Lionsgate’s President of Digital Media 
Dennis WANG, President and CEO, Huayi Brothers Media Co., Ltd.
YU Dong, Founder, Chairman & CEO, Bona Film Group
WANG Ran, CEO, China eCapital Corporation
Time: 13:30-17:00 pm, June 19, 2012
Venue: Central Hall, Shanghai Exhibition Center
As the Chinese entertainment industry is booming, branded entertainment has been adopted by Chinese advertisers and the market. In recent years, several established Chinese brands have developed successful brand integrations with the major Hollywood productions. Their success has certainly raised eyebrows internationally. Branded entertainment in China including brand integration with domestic TV series, motion pictures, low-budget micro-films and branding popular TV shows has emerged and is now integrated into the mainstream of strategic marketing tactics.
For advertisers and brand owners, how to utilize suitable and popular entertainment content for effective marketing campaign and how to evaluate or measure ROI are under debate.
Equally, the content providers encounter challenges with how to present the market with creative content and how the brand integration through creative content can be successfully emerge in-depth, interactive and cross promotional campaign. 
 “The Law of Attraction” in Branded Entertainment International Forum mainly consists of three sections: 1.The Standard Practice in branded entertainment and Hollywood Experiences; 2. Explore a suitable and practical ROI system for the China market; 3. Case study of the successful brand integration.
Panelists: (In Alphabetical Order by Last Name)
Kevin Arnold, Executive Director, Product Placement, Twentieth Century Fox Film
Kathy Findling, EVP, Terry Hines & Associates
Leon GAO, President, EntGroup
HAO Yi, Chief Sales Officer, TCL Multimedia; President, Overseas Business Center, TCL
Annie LI, Co-President, Reach Glory Media Group
Doze NIU, Director
Ben Ji, Managing Director, Reach Glory Communications
Industry New Current II. New EnergyFrom Star to Producer
Time: 9:30-12:00, June 20, 2012
Venue: Central Hall, Shanghai Exhibition Center
In 2012 Chinese film industry witnesses a new phenomenon: more and more film stars choose to be producers. Seen from the production itself, star-producers might not be bad: it makes use to the full the film star’s professional reputation that ensures funds, production, and distribution. Besides, working as producer is a good alternative option for actors in their career. However, if it is viewed in terms of the general industry background, this new phenomenon means more than film stars’ personal career; it sheds new light on the ways as how to improve the productive forces for an industry in predicament. In this session, we will invite several film-star-producers to share their experience as producers, discuss how to improve the system, and what means can be used to support the industrial upgrading.
Panelists: (In Alphabetical Order by Last Name)
Jonah Greenberg, Chief Representative, China, CAA
HUANG Xiaoming, Actor
LEE Bingbing, Actress
LIU Yiwei, Compere, Actor, Director, Producer
Manfred WONG, Director
WONG Jing, Director, Producer, Screen Writer
ZHANG Hanyu, Actor
HUANG Bin, Agent, Producer
Industry New Current . Two Sides of One Coin: Memo of Hollywood Co-production
Time: 13:30-16:30, June 20, 2012
Venue: Central Hall, Shanghai Exhibition Center
The Sino-US new deal has aroused different reactions from the two sides. The Americans embrace it as the “least disputable decision, most welcomed in or out of US government”; while the Chinese professionals have expressed concerns and doubts towards it. As a matter of fact, before the new deal was issued, China was never been able to hold the upper hand as US had reckoned. On the contrary, China was frequently challenged by its counterpart with regard to negotiation of co-production projects due to US’s aggressive attitude towards copyright and agency fee. When all these concerns and doubts come together with the challenges of social values and even unemployment, a variety of co-production mode are emerging, which are now receiving greater attention and expectation than ever. This session will be the first open discussion on Sino-US co-production after the issue of the new deal, and is expected to open up new horizons for constructing new co-production mode.
Panelists: (In Alphabetical Order by Last Name)
Michael Andreen, Consultant for Legendary Pictures, Producer
Ellen Ruth Eliasoph, China President & Chief Executive Officer, VREG New Asia Representative Office
GAO Jun, Deputy General Manager, New Film Association Co. Ltd;General Manager, Beijing Shenshi Huarui Film Investment & Management CO.LTD
QIU Huashun, Chairman & CEO, Dreams of Dragon Pictures
Sarah Schechter,Vice President, Production, Warner Bros. Pictures
WU Hehu, Vice Manager, Shanghai United Circuit
ZHANG Zhao, CEO, LE Vision Pictures
Ben Ji, Managing Director, Reach Glory Communications
Master Class I. From Idea to Screen, the Process of Project Development
(Only for directors and producers of CFPC)
In China, a director often plays the role of producer at the beginning of a film project. Then, how does a project get started in Europe and the US where industries are more developed? What does a director and producer needs to do for a project? What are the important phases for the director and producer to go through in the process of getting the idea financed? What are the differences in developing independent films and commercial ones? What are the necessary professional preparations respectively? Producer of the Oscar-winning “Star Wars” will be the trainer of this year’s CFPC (China Film Pitch and Catch). At the same time, CFPC will remain the platform for individually-tailored training on how to pitch the investor. Lorna Tee, two-time Golden Bear nominee, and Gary Kurtz will look after this session.
Guest Speakers
Gary Kurtz, Producer
Lorna TEE, Producer

Master Class II. Cheh Chang and Hong Kong’s Big Studio Era
Time: 15:30-16:30, June 18, 2012
venue: Hall 1, Metropol Cinema
Cheh Chang, one of the founding fathers of Kungfu film, is famous for his aesthetics of violence. His “One-Armed Swordsman,” “Revenge,” “Boxer from Shantung,” “The Blood Brothers,” “Five Shaolin Masters” successively started the new trend of Kungfu film. He was initiating the “masculinity revolution” where male stars were widely promoted on screen, changing the female-dominated screen since 1960s. Chang’s impact on Chinese-language film is presented by his followers for generations. To commemorate Chang’s great influence and the tenth anniversary of his passing away, this year’s Master Class will invite a group of filmmakers to recall his life and style, and furthermore, discuss the current situation of Kungfu film from the perspective of style and quality of successful commercial films.
Panelists: (In Alphabetical Order by Last Name)
CHAN Koon Tai, Actor
Daniel LEE, Director
Philip NG, Action Actor, Choreographer
TSUI Hark, Director
WONG Jing, Director, Producer, Screen Writer
WEI Junzi, Media Person, Researcher of Hong Kong Movie
Time: 13:30-16:00, June 21, 2012
Venue: Jin Jue Ballroom II, Crowne Plaza Hotel
What kind of film critic qualifies to be a good one? François Truffaut once asked himself the same question, and his rule is not to be pretending. How should a film critic balance himself as audience who has personal opinion about the film, and critic who is supposed to provide professional criticism? How should a critic get himself prepared for his profession? And how should a critic locate himself in the industry chain as to keep both his disinterested criticism and the positive message the industry wants to deliver? This year’s SIFF Forum will, for the first time, focus on film critics and invite famous international critics to converse with young Chinese counterparts, in the hope of helping them build the discourse system and their identity in the industry. 
Guest Speakers(In Alphabetical Order by Last Name)
CHUNG-Sungill, Film Critic
Jean-Michel Frodon, Journalist, Film critic, Writer, Professor 
Shelly Kraicer, Writer, Critic, Film Curator

Guiding Unit:State Film Administration      Host Units:China Media Group Shanghai Municipal People's Government

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