Looking at the 50 billion yuan ($7.6 billion) box office pie that is the Chinese film market, arthouse films are barely able to get a bit let alone an entire slice. In fact, things have gotten so bad for art films that one producer literally got down on his knees to beg cinemas to schedule more screening times for his film.
Art house film Song of the Phoenix, the last work of late renowned Chinese director Wu Tianming, hit cinemas on May 6. However, taking only 1 percent of showtimes throughout the mainland, the film was only able to make 3 million yuan at the box office in a week.
On Thursday, Fang Li, the 63-year-0ld producer of the film, took to his knees in a traditional bow on an Internet livestream to beg cinema managers in China to add more showtimes for the film.
Fang's plea soon became a nationwide sensation, piquing people's curiosity as to what could drive this prestigious producer to such lengths and revealing the long-term struggle of arthouse films to survive in China's increasingly commercialized film market.
Generational story
Song of the Phoenix depicts the story of two generations of suona players, delving into their dedication to this traditional Chinese musical instrument and their father-son relationship.
Wu passed away just one month after he finished editing the film in February of 2014.
The film's topic and lack of stars or funding for marketing meant that the film flew under the radar of many moviegoers.
Adding to the film's woes was the fact that most cinemas limited showings of the film to only two or three screenings a day, and even these were mainly scheduled for non-prime time showtimes, making it very difficult for those interested in the film to see it.
Worse, the film released on the same day as Captain America: Civil War, a film that went on to dominate at the mainland box office by earning more than 1 billion yuan and making other films almost invisible.
The film has been well received among those who have seen it. It currently holds a score of 8.3 out of 10 and 4.5 stars out of 5 on media review site Douban. However, these good reviews didn't help ensure increased showtimes.
Fang's livestream, however, seems to have had an impact. Numerous celebrities have voiced support for Fang on social media and cinema chains including Bona, Wanda, Huayi Bros and UME have promised to add more showtimes. Currently, the film's box office has rocketed to 34 million yuan from last week's 3 million.
Cultural education
While literally begging for attention helped Song of the Phoenix, what about other art films?
Independent filmmakers can't be expected to have to beg to get a fair chance in cinemas for their films. One possible solution currently being discussed by filmmakers is the establishment of cinemas dedicated to showing art films.
"Currently the quota for imported films is controlled by the China Film Group, and they only import blockbusters that can make a fortune, like Transformers," Xie Fei, a prestigious director and former professor at the Beijing Film Academy, told the Global Times in a recent interview.
He pointed out if private companies that only distribute art films are allowed to be established, this will provide a channel for those who love these types of movies. Xie also emphasized the importance of film festivals when it comes to increasing audience appreciation of art films.
"I think the limitations on establishing film festivals and art cinemas need to be relaxed. Allowing art films and commercial films to coexist is the best way to change the current situation," Xie said.
Currently blockbusters, comedies, and even films with terrible reviews are dominating China's box office, but Xie said that doesn't mean everyone wants to see them.
Xie stated that one of the reasons why art films are not more popular is because China's exam-orientated education does nothing to cultivate the cultural tastes of today's moviegoers. He stressed the role arthouses could play in changing this situation.
Other filmmakers are turning to the Internet for solutions.
At the ongoing Cannes Film Festival, director Jia Zhangke revealed that he was working on establishing a new online streaming platform dedicated to showing independent films from both China and abroad.
"I would like for it to be a kind of United Nations for arthouse filmmakers, where people can share and discuss short films," Jia told The Hollywood Reporter on Saturday.
