1. Produced by: Chan Yuk Ying, Angela Kong Yin Ha, Crystal Li Kit Yi, Nicole Yip Yan Hong, Stanley

2. Introduction Was the top three largest film industry in the world The second largest exporter Experiencing downturn situation Can Hong Kong film get a foothold in the Mainland’s market to expand its industry?

3. 1 1 Angela Chan 11/11/2008

4. 1940s – 1960s 1940s – 1960s 1970s 1980s – Early 1990s Mid 1990s to Present

5. The 1940s to 1960s Postwar years Influx of capital and talents Centre of Chinese language film

6. 1940s - 1960s 1970s 1980s – Early 1990s Mid 1990s to Present

7. The 1970s Golden Harvest was found in 1970 Enter the western market successfully It signed contract with Jacky Chan and Bruce Lee Their films were Asia's biggest box office draw.

8. 1940s - 1960s 1970s 1980s – Early 1990s 1980s – Early 1990s Mid 1990s to Present

9. The 1980s to Early 1990s (The Boom Year) Young directors graduated from overseas film school New talents and ideas was brought to HK E.g. Wong Kar Wai, Stanley Kwan Kam Pang, Lawrence Lau Kwok Cheong, etc (Wong Kar Wai, 1994)(Stanley Kwan, 1987)(Lawrence Lau, 1991)

10. 1940s - 1960s 1970s 1980s – Early 1990s Mid 1990s to Present Mid 1990s to Present

11. Mid – 1990s to Present (Post Boom) Hong Kong film industry declined Early 1990s: ~ 200 films Late 1990s: ~ 100 films 2003: ~50 films Recession did not be recovered

12. 1 2 Angela Chan 11/11/2008

13. 1.Copyright infringement -Pirated VCD, DVD -Bit-Torrent People do not willing to go cinema Investors do not invest Crises of Hong Kong Film Industry

14. 2. Talents passed away or moved to Hollywood -Famous movies talents like Bruce Lee, Leslie Cheung, and Anita Mui passed away -Some directors and actors moved and are developing in Hollywood - A short of talent

15. Crisis of Hong Kong Film Industry 3. Economic downturn -Watching movie is entertainment, not necessity

16. 11/11/2008 21 Crystal Kong

17. Question 1 Can Hong Kong establish a foothold in the mainland’s expanding entertainment Market and Why? (strengths VS. weaknesses)

18. Our Answer is…… > Strengths > WeaknessesYES!!!

19. The concerned weaknesses of HK mov ies 1.General quality and quantity↓  Not satisfactory in general, not produced seriously  Short production time to release for fast return  Film producer tends to intimate successful movies  flood with similar type of movies in a market (e.g. triad society)  Annual production ↓ 80S (Golden age) ≈ 900/yr 90s 200/yr 1997 85/yr 2006 51/yr

20. The concerned weaknesses of HK movies (con’t) 2.Narrow range of theme  themes are narrowed in range  limit the choice of audiences  A few numbers of good local actors, directors, talents  most of them prefer to develop career path in Hollywood e.g CHOW Yun-Fat, Jackie Chan, Maggie Cheung, Michelle Yeoh, John Woo 3Insufficient marketing promotion in China  without a specialized public relation company (independent to the producer)  no senior and professional film critics’ comment to promote movie

21. 4.Lack of formal training of film talents  a few of related education institutions providing formal training (e.g. The Hong Kong Academy for Performing Arts)  keep learning skills while they are working  inconsistent quality and not professional enough The concerned weaknesses of HK movies (con’t)

22. Is HK film industry really in a disadvantage? NOT REALLY!!! Strengths: 1.Still possesses a solid reputation and brand name  used to be Hollywood of the Orient  the top 3 film industry base (Top1: Hollywood of USA, Top2 Bollywood of Mumbai, India)  Top1 business export film center in Asia  as elimination, the remaining producers are the elites 2Rising number of HK movies gain awards and recognition from international film festival  The 79th Oscar Best movie The Departed  is based on the HK film Internal Affairs ( 無間道 )  Maggie Cheung(2004) Tony Leung(2000)  the best actress/actor of the Cannes International Film Festival

23. Strengths: 3.Internationally recognized talents with broader vision  colony of British, deeply experienced the mixed culture of western and Chinese culture  movie talents are cultivated in unique cultural environment  well-structured story with unique characteristics and innovative production skills e.g 1.Kung Fung movie (70S) Bruce Lee  Hong Kong style action movie (90s – now) 4.Rising returns of movie talents from Hollywood  creative restrictions and cultural differences in the U.S.  language barrier  China, a vast and potential market in coming decades

24. 5.High influence of action director ( 武術指導 ) in Hollywood movie Yuen, Woo Ping( 袁和平 ) of MATRIX Donnie Yen ( 甄子丹 ) of Blade II  Hollywood movies with Hong Kong film elements 6.Increasing support from the SAR government and benefit from the CEPA  allows Hong Kong filmmakers to distribute films in China on a quota-free basis  co-production with China, it gives the project automatic distribution in the vast country Source: http://hk.movies.yahoo.com/news_detail.html?id=056b710e6dd3359519370e18d9fef05e Strengths:

25. 11/11/2008 31 Nicole Li

26. Question 2 What are effective methods for Hong Kong films’ to keep its distinctiveness yet still attract mainland consumers?

27. Hong Kong – Mainland Jointly Shot Films Entertainment Expo Hong Kong Creative Film Alliance Participate in International Film Festival Methods for keeping its distinctiveness attract mainland consumers

28. Entertainment Expo Hong KongCreative Film Alliance Participate in International Film Festival Hong Kong – Mainland Jointly Shot Films Characteristics:  Hong Kong director  Involves mainland actors or actresses  Involves both Hong Kong and Mainland back stage team  Telling a Chinese story  Joint-venture Investment and film production

29. Entertainment Expo Hong KongCreative Film Alliance Participate in International Film Festival Hong Kong – Mainland Jointly Shot Films Benefits: Keep the unique characteristics of Hong Kong Films Enter the Mainland market easier due to the CEPA permission Good approach to meet mainland customers’ taste and needs Increase box office income e.g. A Battle of Wits( 墨攻 ) earn over $30million in Mainland market

30. Entertainment Expo Hong Kong Hong Kong – Mainland Jointly Shot Films Creative Film Alliance Participate in International Film Festival  Launch in 2005  Asian largest Expo  Attracts 480 industrial players from 38 countries  Purpose: - Converging leading players in Asia entertainment industry to enjoy Hong Kong glitziest entertainment - Provides a strong platform of spectacular events for business deals, screenings, recognition of industry excellence and entertainment

31. Entertainment Expo Hong Kong Hong Kong – Mainland Jointly Shot Films Creative Film Alliance Participate in International Film Festival Benefit: Good channel to promote Hong Kong Films Learn from others and generate new ideas Grasp the latest trend and information Increase customers and companies’ cooperation with Hong Kong More interactive insight into mainland customers’ needs “King Of Kung Fu” held Press conference in Entertainment Expo

32. Creative Film Alliance Hong Kong – Mainland Jointly Shot Films Entertainment Expo Hong Kong Participate in International Film Festival  Establish an official Creative Film Alliance  Invite directors, screenwriters and actors & actresses to join Benefits: Creative scripts with new tastes Involves new thinking Cultivate new successors of film industry Better market segment management for Hong Kong and Mainland A film shot by Director, Cheung Chi Leung, Jacob and Leslie Cheung

33. Participate in International Film Festival Hong Kong – Mainland Jointly Shot Films Entertainment Expo Hong KongCreative Film Alliance  Participate in International Film, Examples: Tokyo Film Festival, Cannes Film Festival & Venice Film Festival  Increase the recognition of Hong Kong Films  Raise the awareness of the film to attract the mainland customers

34. 11/11/2008 41 Stanley Yip

35. Question 3 What kind of marketing strategies (4Ps) are necessary for Hong Kong films to capture mainland consumers competing with Hollywood and mainland films?

36. 2 Videos sharing……

37. Product - Further develop of Action films The Beast Stalker( 証人 ), Forbidden kingdom( 功夫之王 ) - Compatible culture story to release sympathy (sex, custom, language, humor element) -Innovative story Shaolin Soccer ( 少林足球 )

38. Product -High cast actor and actress (Andy Lau, Liu Yi Fei 劉亦菲 ) -Fulfill world-class Industry standard Hong Kong - Asia Film Financing Forum (HAF) -Technology of special effects (computer virtual The Matrix,Slow motion technology )

39. Price Price - Provide discount for normal ticket Different time slots Student & senior tickets Different locations - Different place have different price to increase the box office receipt (Shenzhen and Beijing based on the same film, same date and time) http://one.cn.yahoo.com/s?p=%E5%BD%B1%E5%9F%8E&v=web&pid=hp $40 $70

40. Price -Western and Chinese movie have different price to enhance the competitiveness Date:2008-11-10 Time:16:30 Place: Shenzhen Broadway Cinema( 深圳百老汇影院 ) Quantum of Solace, 007: 大破量子危机 $80 Capture ( 奪標 ) http://paper.wenweipo.com/2008/11/06/EN0811060002.htm $35

41. Promotion - Corporate with public relation to promote the film (film-reviewer ‘s article 影評人發表文章 ) - Preview in the cinemas or the internet (Yahoo frontage adv. Banner) - Medial channels as advertisements in televisions, radios and newspapers (CCTV broadcast and local TV channel)

42. Promotion Promotion -Mass transit promotion (the lighting panel advertisements in the MTR and the bus stations) -Offer of associated accessories (gift items distributed through fast food restaurant McDonald’s Happy Meal) -Cast exposure (movie release, celerity interview )

43. Place and Ticket Selling Slots -Government banned cinema ( Shanghai Film Art Centre) -Rural traditional cinema Modernization project -IMAX (3D & 4D state-of-the-art digital surround sound systems) -National theatre -More convenient ticketing outlet (Cityline 購票通,movie club)

44. Conclusion Adjustment period （調整期） China is a huge and potential market 梁朝偉 : 電影無分國界和語言, 只要有誠意, 有質素, 就可以吸引到觀眾 HK film can establish a foothold in Mainland market

45. Q & A