A bitter pill
"For some filmmakers and producers, winning an Oscar award is the best way to boost a movie's box office value, but many Chinese films have experienced bitterness after 'going out' to the international community," said Ge Ying, a film industry insider.
If a Chinese movie announces a bid for the Oscar it will soon accumulate attention from audiences and the media, but the attention does not guarantee reputation and profit.
In 2005, the film "The Promise" directed by Chen Kaige was submitted to the Academy, but was not nominated. The film was classified as a blockbuster and expected by its producer to do well at the box office at home and abroad, but it all turned out to be just a dream.
The film was criticized by audiences as being "silly" and its final box office earnings were a disappointment.
The phenomenon was not a rare example. "Curse of the Golden Flower," "House of Flying Daggers" and "Hero," all directed by Zhang Yimou, also received a surprisingly lackluster response.
In recent years, some film directors have also started focusing on kung fu films to emulate Ang Lee's success, but to no avail.
Success starts at home
"Competing for Oscar honors should not be the ultimate goal for Chinese blockbusters. Instead, filmmakers should take into account ordinary peoples' tastes," said Li Qiankuan, a member of China's top advisory body and director general of Changchun Film Studio.
"Making movies to attract domestic audiences might be a better way for Chinese movies," said an industry insider.
According to predictions, total box office revenue in China will surpass 13 billion yuan (US$2.04 billion) this year, and in the near future China could become the second biggest movie market behind the United States.
"Many foreign movie producers are coming to China for opportunities, while Chinese filmmakers are still striving to go abroad," said Ge. "If a movie can win the hearts of domestic audiences, the film will be a successful one."
"Only when a movie has its own characteristics and is accepted by people of the same culture will it be accepted overseas," added Ge.
