by Robert Cain for China Film Biz

January 25, 2012

If the message hadn’t fully gotten through yet, last weekend’s box office results confirmed it: China has no idea how to make movies that Americans—or the world—will pay to see.

The latest Chinese film to crash on the rocks of U.S. shores is The Flowers of War, the mainland Chinese blockbuster that opened on 30 North American screens this past Friday. The film seemed tailor-made to captivate global audiences, and with its $90 million price tag, it needed to. But despite its international star (Christian Bale), its world-renowned director (Zhang Yimou), a major U.S. producer (David Linde) who had massive prior success with Crouching Tiger Hidden Dragon, and a veteran distributor (Chris Ball), Flowers drooped on arrival with a paltry $48,448 and a per screen average of just $1,615.

Flowers continues a 5 year long string of international misfires from China. Chinese releases in the U.S. have rarely grossed more than $500,000. Even those that earn $50 million or $100 million in their home country typically fail to travel.

It’s not that Chinese films never work in the U.S. and internationally, but successes are extremely rare. The last real hit to emerge from the PRC was Jet Li’s Fearless, which sold $43 million worth of tickets in the U.S. back in 2006.  Hero (also starring Jet Li) grossed $53 million in 2004, and House of Flying Daggers took in $11 million that same year. The highest grossing Chinese language film of all time, Crouching Tiger, Hidden Dragon, was in fact not a Chinese film at all: its producers were from America and Hong Kong, its director a Taiwanese-American.

The failures are not for lack of trying. Most every Chinese producer, director, and financier desperately wants a meaningful slice of the international market. More than anyone, China’s Communist Party wants to export Chinese culture to global audiences in order to counteract the “creeping cultural influence of the West.” But they’re going about things all wrong.

For one thing, there are virtually zero writers in China who know the first thing about writing film stories that would appeal to international filmgoers. Cultural barriers are certainly an issue, but an even bigger issue is that Chinese studios and investors on the whole have no understanding of the development process. With little respect for writers and even less desire to invest in them, China is doomed to keep making films that are mostly mediocre at best, and terrible at worst.

Another major problem is that China’s film censors scrub out so much of the realism, titillation and thrills from their countrymen’s films that they leave them bland and tedious. Their need to micro-manage and sanitize the themes, characters and genre elements of films is anathema to good storytelling.

A third factor is the unquestioned primacy of Chinese directors, who shoot and edit their films with totalitarian disregard for the input of others. While Hollywood’s collaborative approach to filmmaking is far from perfect, its process of allowing cinematographers, editors, production designers, composers, and other craftsmen to meaningfully contribute and even challenge the director usually leads to better results than the Chinese approach of empowering the director to run roughshod over everyone else.

Chinese filmmakers know that their films don’t travel, and the smart ones know they need help. Hollywood has much to offer to them, if only they would listen.

Robert Cain is a producer and entertainment industry consultant who has been doing business in China since 1987. He can be reached at rob@pacificbridgepics.com and www.pacificbridgepics.com.