Li Chunliang: 3M Brings in Six Breakthroughs

　　“Master”: manifesting the international level, professional distinction, and artistic value of the film festival;

　　“Mass”: manifesting the brand influence, benefits to people, and social value of the film festival; 

　　“Market”: manifesting the market vitality, industry recognition, and commercial value of the film festival.

　　The 5th Beijing International Film Festival (BJIFF) was held from April 16 to 23, 2015. It embraces the principle of “Share the Screen, Shape the Future”, advocates the core value of “Beauty in Variety, Harmony in Diversity”, and strictly follows the organizational and operational mode of renowned international film festivals. As a result, its international level, brand influence, marketing degree and scale have kept improving for years running, and the unique 3M orientation and style (Master, Mass, Market) has been developed and formed.

　　On the basis of previous film festivals and according to the style of 3M, the 5th BJIFF has made six breakthroughs this year.

　　Firstly, it made a new breakthrough in the number of master filmmakers. The previous four film festivals had attracted over 1,000 industry heavyweights and representatives including presidents of other major international film festivals, renowned Chinese and foreign directors and filmmakers, heads of world-famous film institutions, and outstanding international actors and actresses. The 5th BJIFF “Tiantan Award” International Jury led by President Luc Besson is composed of industry heavyweights, and all its members are famous directors, producers, actors and actress in the filmmaking industry. Marco Mueller who had been President of Venice International Film Festival for eight times was appointed general advisor of the 5th BJIFF, and 15 presidents and directors of other famous film festivals were invited to attend the BJIFF.

　　Secondly, it made a new breakthrough in film quality. A total of 930 films from 90 countries and regions were registered for the “Tiantan Award” Competition Section. Among them, 45 from abroad had their premiere at the 5th BJIFF, and the number and quality of films have been greatly increased than last year. Fifteen films from 15 countries were nominated for “Tiantan Award”, and 13 foreign films saw their international premiere. A total of 1,524 films from 103 countries and regions were registered for Beijing Film Panorama, including 36 winning awards of international A-class film festivals and Academy Award. A total of 360 films, Chinese and foreign ones accounting for nearly half respectively, are selected for screening and they feature various styles. Among 184 foreign films, 80% saw their first-ever screening in Chinese inland, and 121 have won awards at international film festivals and Academy Award.

　　Third, it made a new breakthrough in improving the film market. Centering on the theme of “Exhibition, Promotion, Transaction and Communication”, Beijing Film Market endeavors to build a sustained comprehensive service platform. The previous four editions of Beijing International Film Festival facilitated negotiation and contract signing on altogether 80 projects, with the total transaction value reaching RMB27.319 billion, a figure unsurpassed by that of any other domestic film festival. This year, Beijing Film Market has attracted a total of 275 registered exhibitors, up 11% year on year, among which there are 140 international exhibitors from 25 countries and regions, accounting for more than a half of the total. The Project Pitches segment collected 455 projects, up 100% year on year; 10 of them have been nominated for awards for their extraordinary excellence and thus Beijing Film Market has undergone qualitative rather than quantitative changes.

　　Fourth, it made a new breakthrough in cooperation with international prestigious film institutions. Beijing Film Panorama Department held the retrospective of Feature Film Jury President and 12 international film exhibitions, including those of Poland, Japan, ROK and India. Beijing Film Market held China – Australia and China – New Zealand film industry forums and presentations, promoted Korean and French film elements as well as Middle and Eastern Europe films. For the first time ever, Australia, New Zealand, Malaysia attended Beijing International Film Festival as a coalition. In cooperation with Cannes International Film Festival, Beijing International Film Festival has set the China’s New Filmmaker Fund Award, and the awarded projects are entitled to directly participate in film market activities during Cannes International Film Festival. Moreover, in cooperation with Motion Picture Association of America, it has set the Hollywood Film Masters Training Course and the MPA award whose winners will undergo training financed by the Motion Picture Association of America.

　　Fifth, it made a new breakthrough in all-media three-dimensional publicity. Through synchronous broadcast by TV, Internet and cell phone, timely relay, earliest possible release of exhibitions and events for the 5th BJIFF, we all-roundly spread information about the film festival and guide the public to learn about film culture, to participate in film activities and to feel the film charm. Featured pages have been launched at the official website of the 5th BJIFF, client, weibo and wechat along with video websites of Tencent, Youku, Iqiyi and Sohu to show relevant programs and arouse discussion among film fans, with a view of stirring up people’s interest to go to the cinema.

　　Sixth, it made a new breakthrough in operation of the exhibition market. Beijing International Film Festival Co., Ltd. has been established, which operates on the basis of a quota of financial subsidy and revenue from market development. The company has been stepping up in-depth exploration of commercial resources of the Film festival, to integrate sponsorship with cash and kind as well as services, and to innovate on cooperation modes and sharing of rights and interests regarding returns, promoting synergy of government and social resources for the Festival.

　　Master, Mass and Market bring about Massive Achievements. Beijing International Film Festival has become an important culture name card of Beijing and of China at large. It is in our plan to build Beijing International Film Festival into the most important film festival in Asia and one of the three most prestigious film festivals in the world, comparable to Cannes International Film Festival of Europe and Toronto International Film Festival in America.

　　(Li Chunliang, Director of Beijing Municipal Bureau of Press, Publication, Radio, Film and Television, Vice President and Secretary General of the 5th BJIFF Organizing Committee)