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Chinese Film Giant Calls for Bids for Hit-Related Advertisements
The Chinese film industry is preparing for challenges from its foreign counterparts as a result of China's upcoming accession into the World Trade Organization (WTO), Guangming Daily reported.
The Chinese Film Company recently authorized the Shanghai Tianlong International Advertising Company to launch an on-line invitation for bids on advertisements, which are to be presented with this year's 10 imported foreign movies and related audio- visual products.
The new business mode largely borrowed from experiences of western entertainment industries, which feature large investments in developing various derivative products relating to video tapes, musical CDs and tourist purposes.
Sources said box-office benefits on average only account for one-third of the total income of a particular movie in the United States, with the other 67 percent being generated from copyrights and movie-related products.
However, the major focus in promoting a movie in China still lies in box-office income. Advanced marketing methods and promotion means are rarely used in relevant practices.
According to a recent survey conducted in Beijing, Shanghai, Tianjing and Wuhan, this year's imported hits remain popular choices among most Chinese movie-goers. Considering this factor, concurrent advertisements with the hits will definitely arouse wider audience attention.
It is a creative move to invite public tender for the advertisements through the Internet, symbolizing a good start in the use of internationally prevailing business modes in China's entertainment industry.
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