HK film industry goes beyond box office

Hong Kong (CNS) –In Hong Kong, perhaps the most important production base of Chinese films, box office performance has been regarded as the life force of the film sector for many years. But local film experts said on Wednesday that Chinese cinema has entered a new post-product era and is tapping the many possibilities of multi-media.

The Hong Kong Film Development Council announced a promotion plan on Wednesday themed "Hong Kong Film New Action- Multi-media Expanding Opportunities".

It is an important plan of the bureau's 2012 agenda, aiming to provide an interaction platform for the film industry, network industry and multi-media industry and unite them in the exploration of business opportunities, said council member Raymond Wong, who is also one of the most successful producers in Hong Kong cinema.

Since the council set up a film development fund in 2007, that has helped finance 22 films with 5.6 million Hong Kong dollars, said Wong. He emphasized talent is the foundation of film industry development and the council gave a powerful push to a new generation of directors.

Chan Wai-ming, vice chairman of Asia Licensing Association, suggested the sector adopt an international perspective and learn from the European and the US film sectors how to earn money mainly from product licensing rather than box office returns.

Chan said the post-product array, such as DVD, animations, clothing, games, are low risk and low cost, with a high rate of retail success.