Chinese films still lack competitiveness in global market(2)

He blamed cultural difference and a lack of "story strategy" for the fact that no Chinese filmmaker had come up with the idea of combining Kung Fu and Panda into a successful movie.

"It's all because of cultural difference. People from other cultures sometimes can not quite understand what Chinese film is talking about. This is called cultural discount," he said.

Zhou urged Chinese film producers and filmmakers to be more aware of the global audience. "You have to target the right audience globally," he said.

China's filmmakers also suffer from a lack of "the right story strategy," said Zhou, calling upon Chinese filmmakers to ponder "what story should we tell, who are we telling story to, and how to tell it?"

"Literally and culturally, Chinese films are too Chinese. The language in the film should be translatable to other cultures," Zhou said.

"This means that Chinese films should tell 'human story,' but not Chinese-specific story, which is not necessarily related to other people in other countries," he added.

Zhou pointed to increased international co-production and cooperation as one of the key remedies to make Chinese films more globally successful.

China has signed film co-production agreements with more and more countries including Italy, France, Canada and Austrilia, among many other countries, he added.