Chinese Film Industry Analysis
3. Chinese Film Industry
In recent years there has been an increase in the practice of product placement in Chinese movies industry along with the quick development of Chinese film industry itself (Guoming Yu 2012). Film industry refers that as the core of filmmaking, it contains film production, distribution and other related industries that have economic pattern collectively( Liao QI, 2008). Chinese film industry is different from others film industry. It has a late start. However, currently, China's film production continues to increase who grossed rapid growth. Film type is also more abundant.（Ping He, 2011）
AS Zhu Yuqing said to China National Radio (who is a veteran Chinese filmmaker), "China's entertainment industry has been growing
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For films, most Chinese audiences have a simple desire which is to relieve stress and have more fun, and they do not mind advertising implanted them as enterprises to enhance visibility (Xiaoqin Zhang, 2008). Having considered the product placement started relatively late in China. For example, first product placement appeared in China was a pen product placement in film "Editorial story," which was actually a popular film. However, it was not fully product placement. However, the first successful product placement was in Feng Xiaogang's film - "Phone". It was a phone brand product placement through the whole movie which brought audiences a total new awareness on product placement (Zhou Nie, …show more content…
The main reason for this phenomenon was due to the Chinese movie product placement market was not mature, and there was no scale, third-party professional companies could grasp the effective resources and budget (Nie Zhou, 2011).
However, there was a different opinion according to Mei-feng(2008), sponsors in China who would rather find their own agents, nor to trust a third party without resources professional film product placement company. Furthermore, in Yuanyuan Pei’s (2013) paper, there was a he bigger question: third-party companies were also worried that the producers would contact with advertisers without them or unilaterally signed a contract with an advertiser.
On the other hand, most of the more high-quality film projects were in the hands of the big film companies, and these companies didn’t need a third-party company due to the scale of development, also in order to save costs to consider setting up their own advertising department. Third-party companies were hard to survive, so the market became extremely limited( Xiaoyan Wan,2011; Yanmei Nie,
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