Moviegoers still love martial arts

The 2002 movie Hero, directed by Zhang Yimou, made kung fu star Jet Li known to a broader global audience.

Chinese at the Oscars

'Chollywood' goes arty

The research suggests that to draw more viewers, action and kung fu movies have to innovate kung fu effects and demonstrate Chinese characteristics in the plot.

The last part of the questionnaire requires respondents to write down a key word related to Chinese movies. Jackie Chan tops the list with 322 mentions, followed by Bruce Lee (106) and Jet Li (95).

But Chinese kung fu movies are not always about these famous kung fu stars. The Grandmaster, the 2013 directorial martial arts movie of Wong Kar-wai, was nominated for Best Cinematography and Best Costume Design at this year's Academy Awards. None of the three actors were in the movie.

According to Zhang Bai-qing, director of the China Film Critics Society, besides Chinese action and kung fu films, Chinese art-house movies are also influential overseas because they win awards at international film festivals. But mainstream audiences are not so familiar with them.

In February, Chinese actor Liao Fan won the Silver Bear for Best Actor for the Chinese movie Black Coal, Thin Ice, which also won the Golden Bear for Best Film.

"The popularity of domestic films is related to our country's economy, politics and culture. Values in the films are very important," Zhang says.

For foreign audiences, the other attractive factors in Chinese films include the scenes, plot, Chinese philosophy and cast. Some movies also arouse their interest to visit China, understand Chinese culture, and learn the Chinese language and kung fu.

But the report discovers that although many foreign audiences are interested in Chinese society and life, they are not attracted to realistic Chinese movies.

"It means that realistic Chinese movies lack the power to move foreign audiences and cannot satisfy their need to know about China. Screenwriters should strive to make movies an irreplaceable vehicle to introduce Chinese society," Huang says.

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