Outlines of “HONG KONG FILM NEW ACTION”

Objective:To launch a large-scale promotional project “HONG KONG FILM NEW ACTION” with a view to developing the markets for Hong Kong films in the Mainland and Southeast Asia (viz. Singapore, Malaysia and Taiwan).

Background: From 1960s to mid 1990s, Hong Kong films obtained good sales proceeds in the Southeast Asian markets. However, over the past 10 years or so, these markets have been predominated by Hollywood films. Even though Hong Kong films are still shown in those places, the number is limited and their market share has declined gradually.

After a period of downfall the Hong Kong films have recently shown some signs of development in the markets of Singapore, Malaysia and Taiwan. Over the years, these three places had high demand for Hollywood films, leading to a significant increase in royalty payments and overall costs. Given the limited number of locally produced films, the Hollywood films have predominated their markets. Meanwhile, with the increased demand for films from pay movie channels, the low supply of Hong Kong films and the low production of local films, there is an insufficient supply of films in these places, resulting in the repeated screening of same movies in the pay movie channels in these three places.

On the other hand, as Hong Kong films are benefited under the Closer Economic Partnership Arrangement (CEPA), Hong Kong has an edge over the above three places in terms of film production and development. As the filmmakers in the three places may wish to develop the Mainland market by cooperating with their Hong Kong counterparts, this provides golden opportunity for Hong Kong films to revitalize the Southeast Asian markets.

Plans : Phase 1( October 2008 to February 2009 )

1. Survey on the Film Markets in Southeast Asia
Hong Kong Film Development Council (HKFDC) has commissioned a professional market research firm to collect data concerning the film markets of Taiwan, Singapore and Malaysia. It will conduct market research, and will make the collected data and analysis available to the industry. It aims to give local film industry a better understanding on the recent trend of the market in the three places, helping them to map out marketing strategies accordingly.


2. Publicity for New Film Directors of Hong Kong
The major organisations of the industry, such as the Hong Kong Film Directors’ Guild, the Hong Kong Screenwriters’ Guild, etc., will be invited to form a working group to make suggestions while prominent new directors of the local film industry will be invited to participate in the forums/seminars during the second phase of the “HONG KONG FILM NEW ACTION” project. To this end, the HKFDC will prepare publicity materials for the participating directors so that the new directors could promote themselves and their works to the buyers, distributors and producers of the above-mentioned places.


3. Foreign Visits made by the HKFDC Delegation
A delegation comprising veterans of the film industry, who are familiar with the buyers, distributors and producers of the Mainland and Southeast Asian markets, and members of the FDC will pay visits to the four places to promote Hong Kong films as well as the new directors and their works. The delegation will invite the buyers, distributors and producers of the four places to come to Hong Kong to attend the forums/seminars during the second phase of the “HONG KONG FILM NEW ACTION”.

Phase 2 ( January to March 2009 )


The “HONG KONG FILM NEW ACTION” forums/seminars aim at providing a chance for filmmakers and market operators to meet, exchange ideas and develop business network, thereby encouraging investment and re-vitalizing the Hong Kong films:

1. “Outlook of Hong Kong Film Market” Forum A forum entitled “Outlook of Hong Kong Film Market” will be held during the “Greater China Film Directors’ Forum” organized by the Hong Kong Film Directors’ Guild in mid January 2009. The forum aims at briefing the filmmakers of the Great China region on the project and the business opportunities to be brought about by the project.


2. “HONG KONG FILM NEW ACTION” Thematic Exhibitions and Seminars Thematic exhibitions and seminars entitled “HONG KONG FILM NEW ACTION” will be held in late March 2009 during the Hong Kong International Film & TV Market 2009. Film buyers, distributors and producers of the four places as well as members of the local film industry particularly the new generation of filmmakers, will be invited to join the following events:

a. Forums will be held to allow participants from Hong Kong, the Mainland and Southeast Asia to understand the trends and demands of their respective markets, and for the new generation of Hong Kong directors to promote themselves and their works;


b. Seminars will be held to allow participants from the four places to know the details of the Hong Kong Film Development Fund, thereby facilitating future cooperation in production of small-to-medium budget films. The seminars will also promote the opportunities for co-production of films under the framework of CEPA;


c. Promotional booths will be set up for the participating film directors to discuss and exchange views with visitors from the four places, paving the way for future cooperation (including investment, sales and distribution); and


d. Luncheons will be held to allow new local talents particularly film producers to get familiar with the visiting film buyers, distributors and producers from the three places, thereby establishing solid market networks.

End/Wednesday, December 3, 2008