Chinese film industry seeks success through branded movie franchises

Reasons

Movie series hold significant advantages over standalone films in terms of their impact on the box office, according to experts in the film industry.

The built-in audience for movie series, which is already invested in the characters and storylines, can result in more consistent box office performance across multiple films.

Additionally, the ability to develop more complex storylines and characters over several films can foster a deeper emotional connection with audiences and keep them engaged over a longer period.

Movie franchises are able to generate more revenue through merchandise sales, spin-offs and adaptations in other media, further enhancing their overall box office performance and long-term profitability. The success of American franchises such as Star Wars and the Marvel Cinematic Universe has fully demonstrated these benefits.

Methods

The Chinese film industry has been promoting original works and the development of branded and franchised films, as evidenced by a government plan for promoting the growth of the film industry from 2021 to 2025. While there has been impressive progress in the development of Chinese movie series, their exploration of brand building and sustainable development still has a long way to go.

Rao Shuguang, president of the China Film Critics Association, suggests that movie series need to establish trust and emotional connections with viewers, creating consistently pleasing interactions to maintain continuity. Film experts also stress the importance of brand building and meeting the demands of audiences and investors.

According to Chen Xuguang, director of the Institute of Film, Television and Theatre of Peking University, successful franchises are an important indicator of a film powerhouse, and creating them bears on cultural advancement.

Chen urges the Chinese film industry to stay open and actively mine cultural prototypes, while transforming traditional culture into popular and modern culture. The ultimate goal is to engage in dialogue with world cultures and create a powerhouse in the global film industry.