Can 'kneeling-down' save a film?
- By Zhang Rui
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E-mail China.org.cn, July 27, 2017
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Fang Li, a producer of Wu Tianming's posthumous film "Song of the Phoenix," kneels down in an online broadcast, begging theater owners for more showtime for the critically-applauded film. [File photo] |
It is not the first public stunt by a Chinese film crew. Fang Li, a producer of Wu Tianming's posthumous film "Song of the Phoenix," kneeled down in an online broadcast in 2016, crying and begging Chinese theater owners for more showtime. This stunning move caused both controversy and sympathy for Chinese art-house films, but helped the film from earning only 4 million yuan in initial estimates to eventually grossing 86.95 million yuan.
"Our Shining Days" has grossed nearly 40 million yuan in 6 days since its debut. With two big military action movies, "The Founding of an Army" and "Wolf Warrior 2" set to open on Thursday, there's not much space left for "Our Shining Days" to shine.
EDKO Film Ltd., which is responsible for promoting the film, responded to the controversy on Tuesday, saying they did not either exploit their pathetic situation or beg for more showtime, "We just apologize to the true movie fans and are trying our best to appeal to the audience: don't miss a good film due to the not good enough film title and posters."
Small-sized films always struggle to survive in the Chinese market often dominated by domestic and Hollywood blockbusters while many filmmakers of such small-sized films play tragic cards trying to make hype, gain sympathy and hoping to become a dark horse.
Ann An, CEO and founder of Desen International Media Co., Ltd, lamented the lack of screening time for her company's "Edge of Innocence" in May. "We crafted the film for more than two-and-half-years, but only occupied 5.5 percent of the screening times allotted to all films, while 'Pirates of the Caribbean 5' had 50.9 percent. The gap is so huge, and Chinese films will surely die if this situation continues." Her film eventually grossed 9.36 million yuan.
Another critically acclaimed art-house film, Xing Jian's "Seven Days" grossed only 297,000 yuan. Its producer told reporters, jokingly and bitterly: "Fang Li kneeled down for showtime. What can we do? If our director hangs himself, will it help?"
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