Growth and Maturity: Before Opening Ceremony for 5th BJIFF

　　The Beijing International Film Festival (BJIFF) is five years old now. Though still young, BJIFF, relying on the unique location in China’s capital and the rich cinematic resources, started from a high level and has achieved leapfrog improvement. Now it becomes world-renowned with its increasingly mature style and features.

　　The 5th BJIFF to be opened on April 16 features a clearer orientation, an operational mode with a higher international level, and stronger industry incubating functions.

　　“Mass” and “Master”

　　A clear orientation and a unique style are important symbols to judge whether a film festival is mature or vigorous. After several years’ exploration, BJIFF this year definitely proposes its orientation: Master, Mass, Market.

　　“The Cannes International Film Festival reminds people of sunshine, beach and beauties. Through our exploration and determination, ‘Master, Mass, Market’ will become an important symbol for BJIFF to distinguish itself from other international festivals,” said Zhao Zhiyong, Executive Vice Secretary-General of the 5th BJIFF Organizing Committee.

　　Inviting master filmmakers and gathering top-notch films are what BJIFF has always pursued. Since the “Tiantan Award” Competition Section was introduced at the 3rd BJIFF, Nikita Mikhalkov and John Woo have been respectively invited to be president of the “Tiantan Award” International Jury. The 5th BJIFF to be opened makes a breakthrough in the number of international heavyweight filmmakers: Luc Besson is president of the International Jury; Marco Mueller who has been President of Venice International Film Festival for eight times is appointed general advisor; 15 presidents and directors of other famous film festivals are invited to attend the event. The Film Panorama Unit features 21 films winning awards of international A-class film festivals and Academy Award, and tickets of some popular films such as The Godfather Franchise, Birdman, The Grand Budapest Hotel and BEFORE Franchise are in short supply.

　　To film-goers, the film festival is undoubtedly a real gala, and dazzling activities such as the Film Carnival, new film release and film panorama will present a feast of light and shadow. “About 10,000 tickets are sold out in three minutes after the on-line ticketing for film panorama started, and fans’ enthusiasm is impressive,” said Zhao Zhiyong.

　　Stage of Beijing and International Market

　　As a cultural product involved in a long chain of process, the film has an enormous market hidden behind. Market is a major feature of the BJIFF.

　　A film market is established at BJIFF, and this is attributed to the fact that the Chinese film industry is entering into a Golden Age boasting prosperous film production and satisfying box-office, and to the fact that the large Chinese market draws attention of global filmmakers. None of the global film enterprises, including major Hollywood filmmaking studios, could neglect the Chinese market, and BJIFF provides an ideal springboard for them to enter into China and seek opportunities.

　　The preceding four editions of BJIFF facilitated negotiation and contract signing on altogether 80 projects, with a transaction value totaling RMB27.319 billion, a figure yet to be surpassed by any film festival in China. During the 4th BJIFF in 2014, as many as 724 film companies and institutions from 24 countries and regions registered for Beijing Film Market, which witnessed international exhibitors outnumber domestic ones for the first time ever. This year, the Festival continues to gain momentum in internationalization.

　　Drawing on the experience of other international film festivals, the 5th BJIFF Beijing Film Market upholds “the system centering on film production companies” to further expand the Exhibition. According to Chen Caiyun, Director of Film Market Department of the 5th BJIFF Organizing Committee, this Film Market attracted a total of 275 registered exhibitors, up 11% year on year. The exhibitors cover the whole chain of the film industry, engaging in film creation, production, distribution, brokerage, marketing and publicity. Moreover, exhibitors from such fields as financing, publishing, advertisement and legal consultation also came to attend the event.

　　Gibson, CEO of New Zealand Film Commission told reporters that about 30 film producers from New Zealand would come to take advantage of the popularity of Beijing Film Market to make filmmakers as well as the film industry of his country better known by the Chinese film community.

　　“BJIFF Beijing Film Market conducts exchanges and transactions at the high end and in a pragmatic way. It has become one of the largest and busiest film markets with the greatest appeal in the world,” said Chen Caiyun.

　　Sino-foreign Cooperation Giving Birth to Excellent Films

　　Since its inception, BJIFF has put “Sino-foreign film co-production” high on the agenda. Only through cooperation can the charm of Chinese culture and Chinese films in particular get better displayed to the world and can the Chinese films get upgraded.

　　On the first day of the lunar Year of Sheep, Wolf Totem, a film starring wolves in the main, was screened nationwide. It registered a box office of RMB700 million with an investment of RMB252 million. This blockbuster is actually a Sino-French co-production project signed at the 3rd BJIFF. Directed by French director Jean-Jacques Annaud, this film was produced through cooperation of Chinese and French film companies. In addition to Wolf Totem, more Sino-foreign co-production films signed at past BJIFFs include Marco Polo, Belated Peace and Warrior’s Gate.

　　“With Sino-foreign film co-production becoming frequent, more and more co-produced films have come into people’s view. BJIFF has contributed to intention of cooperation reached on many film projects and witnessed the birth and growth of a good many excellent films”, said Shi Jianxiang, film investor and CEO of Shanghai Kuailu Investment Group.

　　While putting a premium on its internationalization, BJIFF mainly leverages local resources to promote home-made films and support local filmmakers. For example, The Film Project Market of Beijing Film Market takes it as its foremost objective to hunt for and support new creators and give birth to featured Chinese films of various genres. As an important incubator of Chinese films and talents in Chinese mainland, it has turned out many excellent films, such as The Bodyguard, Mountain Cry and 77 Days.

　　Today, BJIFF has become a significant culture card of Beijing and China at large. “It is hoped and aimed for that through BJIFF Chinese film culture will communicate and integrate with foreign film cultures and secure a foothold in the global film community,” said Li Chunliang, Secretary General of the 5th BJIFF Organizing Committee.