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How to Distribute your Independent Film into China: Practical Insights from the Successful Independent Distribution of South Korea's "The Host" into China
Entertainment Asia Network, Oct 2007
In spite of the labyrinthine film import procedures in China, viable and profitable options exist for foreign film producers to reach China’s cinema screens. The recent successful independent distribution of “The Host,” the highly acclaimed 2006 Korean blockbuster film that is the most watched movie of all time in Korea, represents one such example. By detailing the on-the-ground experience of the distribution process of “The Host,” this report attempts to provide practical insight into China’s complex foreign film import system and enhance foreign film entities’ perception of the inner workings of this process. The model provided by “The Host” will illustrate crucial market principles while aiming to assist prospective film companies in formulating strategic plans and avoiding pitfalls so as to position themselves properly within this essential market.
The real potential of China’s film industry to emerge as the largest film market in the world continues to form the basis of the country’s allure. Rather than a distant promise, tangible results are now taking shape, as evidenced by the near 200% growth of the domestic box office in the short three years since 2003. From its huge consumer base and market potential, to China’s rapidly expanding economic strength, to the central role of China in the growing regional interdependence of economies in Asia, and to its deeply ingrained historical and cultural influences in the region, China’s pivotal importance in Asia’s media market is well apparent. For all these reasons, the entry into China’s film market is a target goal for many foreign film companies, who find their quest stalled by the layers of regulatory challenges posed by the staunchly protectionist policies of the Chinese government.
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