'Flowers of War' distribution dispute settled
- By Keen Zhang
0 Comment(s)
Print
E-mail
China.org.cn, November 25, 2011
A dispute regarding distribution rights for "The Flowers of War", the anticipated war epic film by Chinese director Zhang Yimou, was settled yesterday, industry insiders said.
Being described by industry insiders as an "Armageddon" between Zhang's label and eight major Chinese theater chains, the crisis was settled within four hours, reportedly when Chinese Film Bureau officials intervened.
The standoff reportedly began when New Pictures Film Corporation Ltd, alongside with Huaxia Film Distribution Co. Ltd and China Film Group Corporation, the producers and distributors of the film, raised the minimum ticket prices by 5 yuan (US$0.78) without negotiating with major theater chains in advance. Average minimum prices now range from 30 yuan (US$4.7) in third-tier cities to 40 yuan (US$6.28) in major cities. Also, New Pictures raised their box office take to 45 percent of revenue from the previously negotiated 43 percent.
On November 22, eight major Chinese theater chains including Beijing New Film Association, Wanda International Cinemas and Shanghai United Circuit LLC. co-signed a petition against New Pictures, asking it not to raise minimum ticket prices and their share of revenues, and threatening to boycott the movie if New Pictures insisted on the changes.
Following the announcement of the boycott threat, Chinese Film Bureau officials ordered both sides to attend test screening and negotiate a settlement.
After four hours of talks, word spread that a compromise had been reached. Not specific details were released, but, insiders said that the minimum prices and revenue proportion for New Films will eventually be raised but Zhang Weiping, the boss of the New Pictures Film, promised that chains that they could apply to lower or adjust the minimum prices under special circumstances, such as group-buying and half price day discount. The theaters will also take a higher proportion of the gross after achieving a certain threshold point for box office sales.
Wu Helu, vice President of Shanghai United Circuit, said his company was originally displeased by the one-side contract thrown onto them, but that it was good for both sides to sit together and work out problems. He said there would likely be more negotiations before a contract is signed.
|
The movie trailer from the highly anticipated blockbuster "The Flowers of War" by Zhang Yimou. |
New Pictures Films' Zhang Weiping, the executive producer of Zhang Yimou films such as "Hero", told press that the film is 145 minute long and the most expensive Chinese movie ever made. "It is like a value-added product, He said. "Of course we should raise the price."
Sources say the controversy was caused by the sudden price increase, as several theaters have already started promotions based on the previous routine minimum price before being notified of New Pictures' intent to raise the price. One cinema worker predicted that production companies may imitate New Pictures' tactics to increase their box office takes for their films in the future.
"Theaters are also angry with proportion raise," the worker said. "If the 'The Flowers of War' can do 1 billion yuan, it means the theaters will lose 10 million in revenue. "
Zhang Weiping pointed out in an interview with Sina.com that industry bosses must accept reasonable market rules. "According to international rules, the investors should get a higher proportion from the revenue since they have more risk," he said.
"The theaters take more revenue than we do, but all the investment risks are placed on us alone, how can they be not satisfied?" he asked.
Zhang said that when "The Flowers of War" will be released in the United States during the Christmas season, "we get 65 percent, the American distributor will get 10 percent and American theaters get 25 percent."
"This time I invested big in this big-budget film, I have the balls and confidence to do it. If any theaters are displeased, they can boycott as they will," Zhang said.
|
|
|
Director Zhang Yimou directs Christian Bale at the set. [File photo] |
"The Flowers of War", starring Oscar-winning actor Christian Bale, will hit Chinese screens on December 16, 2011. It will tell a story of Chinese sex workers in 1937 who volunteered to replace university students to satisfy invading Japanese soldiers. It is reported to be the most expensive Chinese movie ever made with a budget of 600 million yuan (US$94.31 million), and took Zhang Yimou 164 days to film, the longest and most dedicated experience ever in Zhang's career. Theater bosses applauded Zhang's efforts after the private viewing.
Go to Forum >>0 Comment(s)