Hollywood distributor eyes opportunities in global ambition of Chinese film industry

Given the importance of the Chinese market, it is essential for the company to be more than an importer of Hollywood films, but also an active participant in the local business, Ford said.

Among the big-budget Chinese films that made their way to the American and the European markets, few have had satisfactory performance in box office, raising questions among media and critics on whether the effort was in vain.

However, according to Ford, international success of a Chinese film should not be defined by box office.

"In the Chinese marketplace, box office is what everybody looks at, because that's where 80 to 90 percent of the revenue of a film is generated. But things are different in the international market," he said. "The real benchmarks of success for a Chinese film is not so much the box office number, but the eyeballs, and the methods of dissemination."

He explained that millions of Chinese speakers overseas would choose to watch Chinese films on internet or TV platforms instead of movie theatres, and those are the places that would generate the most revenue for Chinese films in coming years.

When it comes to subjects of Chinese films, Ford said that traditional subjects such as historical dramas and action films featuring martial arts would remain popular among Western audience, but he also expects a new wave coming to bring more human touches to Chinese films.

"As the Chinese film industry gets increasing mature, as filmmakers become more aware of script development and storytelling, I think romantic dramas and romantic comedies will become a new wave finding international audience because of their human components and universal nature of storytelling," he said.