China's Film Industry in 2025: At the Ceiling, Slowing Down Is Bound to Be Better
"The stronger the creative and innovative capabilities of Chinese filmmakers, the higher the ceiling of China's film market."
"The greater the passion of Chinese audiences for films, the higher the ceiling of China's film market."
On the occasion of the 130th anniversary of global cinema and the 120th anniversary of Chinese cinema, the 15th Beijing International Film Festival (BJIFF) Industry Forum, themed "How High is the Ceiling for China's Film Market?", co-hosted by the BJIFF Organizing Committee and the China National Film Museum, was successfully held on April 19 at Langyuan Station · O-Stage.
Guests of the 15th BJIFF Industry Forum
Present at the forum were Huo Zhijing, Deputy Director of the Publicity Department of Beijing Municipal Committee of the Communist Party of China, Director of the Beijing Municipal Film Administration, and Vice Chairman and Secretary-General of the BJIFF Organizing Committee; Huang Xiaowei, Secretary of CPC Leadership Group and Director of the China National Film Museum; Zhu Na, CPC Leadership Group member and Deputy Director of the China National Film Museum; Liu Jun, CPC Leadership Group member and Deputy Director of the China National Film Museum; and Feng Zhiming, member of the Standing Committee and Director of the Publicity Department of the CPC Chaoyang District Committee. Other distinguished guests included Fu Ruoqing, Secretary of the Party Committee and Chairman of China Film Group Corporation, Chairman and General Manager of China Film Co., Ltd.; Janet Yang, President of the Academy of Motion Picture Arts and Sciences; Cedric Behrel, Co-founder of CineAsia Trinity, UK; Huang Jianxin, renowned director, screenwriter, executive producer, Chairman of Beijing Film Association, and Dean of the School of Film at Xiamen University; Andrew Lau , renowned director from Hong Kong, China; Meng Danqing, CEO of IMAX China; Ying Xujun, Vice President of CMC Inc., President of CMC Pictures, and President of Pearl Studio; Zhang Yu, Founder and Chairman of the German-Chinese Cultural Exchange Foundation (GeKA); and Xu Jian, Deputy General Manager of Capital Culture and Technology Group and Chairman of Cultural Investment Holding Co., Ltd. The forum was hosted by Lan Yu, presenter of the China Movie Channel.
Huo Zhijing, Deputy Director of the Publicity Department of Beijing Municipal Committee of the Communist Party of China, Director of the Beijing Municipal Film Administration, and Vice Chairman and Secretary-General of the BJIFF Organizing Committee
Huang Xiaowei, Secretary of CPC Leadership Group and Director of the China National Film Museum
Film as a Global Medium: A Critical Leap for Chinese Cinema
For China's film industry, “going global” is a necessary path, this is the channel through which we move from a major film-producing country to a film powerhouse.
According to statistics from relevant data platforms, 19 out of the top 20 highest-grossing domestic films in Chinese-language cinema history have been distributed overseas. Notably, the 2025 Chinese New Year film season marked a milestone for the overseas distribution of Chinese-language film, both in terms of box office and release scale.
Among the six films released this Chinese New Year season, four had overseas distribution plans. For example, Ne Zha 2 was screened in 18 countries and regions, grossing over $20 million in North America and exceeding $61 million globally, achieving the best overseas box office performance for a Chinese-language film in nearly two decades.
Roundtable Discussion at the 15th Industry Forum
Commenting on the success of the Chinese-language films of this year's Chinese New Year, Ying Xujun expressed her delight in seeing a film succeed so greatly in both the Chinese and international markets. She noted that it had the power to bring audiences worldwide together, drawing them into cinemas, and once again showcasing the charm of Chinese films and the magic of movie theaters. "After decades of exploration and growth, Chinese filmmakers are now both confident and capable. Looking ahead on the global stage, Chinese films and filmmakers have great potential." she said.
Ying Xujun, Vice President of CMC Inc., President of CMC Pictures, and President of Pearl Studio
Janet Yang shared her connection with Chinese-language films over the past three years as President of the Academy of Motion Picture Arts and Sciences. Offering a unique international perspective on this milestone year for Chinese-language films, she emphasized the importance of enhancing cultural representation and content authenticity to resonate deeply with global audiences. “This is an opportunity for Chinese filmmakers to go global - through international collaborations, especially with overseas Chinese, by telling nuanced stories that enhance China's representation and deepen its global impact.” she said.
Janet Yang, President of the Academy of Motion Picture Arts and Sciences
The Challenge Isn't the Film Itself: Technology Drives Audiences Back to Theater
Although this year's Chinese New Year film season once again kicked off the Chinese mainland market with record-breaking success, market volatility remains a concern for all industry participants. In particular, high-quality TV series, variety shows, short videos, AI, and games are all diluting the attention of moviegoers.
However, special effects theaters also became a bright spot this year. In his keynote speech, Fu Ruoqing noted a significant increase in box office revenue from special effects theaters compared to last year. He believes that today's audiences prioritize the movie-going experience, and the difference in experience is the key factor guiding their media choices. In an era dominated by “homebody culture,” audiences willingly leave home and invest their valuable time in the cinema only when films prove they are worth it, and film technology plays a crucial role in this.
Fu Ruoqing, Chairman of China Film Co., Ltd.
Director Andrew Lau shifted the focus back over two decades, recalling how piracy had severely affected the film industry in Hong Kong, China in the early 2000s. The blurred visuals of VCDs degraded the viewing experience. Under such pressure, creators are compelled to push technical upgrades to ensure optimal screening quality in theaters.
Andrew Lau, Renowned Director from Hong Kong, China
Cedric Behrel offered a constructive proposal: “The combination of enhancing the movie-going experience and lowering ticket prices is key to bringing audiences back. Across Europe, cinemas are being upgraded, not just with larger screens but also with improved food services and overall ambiance to create a ‘moderate luxury’ experience. This approach has proven effective in luring audiences back.”
Cedric Behrel, Co-founder of CineAsia Trinity, UK
While advances in terminal technologies are enhancing the viewing experience for audiences, upstream technological innovation is also driving industrial upgrades. At the Industry Forum, Huang Jianxin shared that he produced a sci-fi film last year that made extensive use of AI in post-production. He believes AI will play an increasingly vital role in reducing film production costs and boosting the industry.
Filmmakers Finally Slowing Down: Confidence Comes with Awareness of Market Capacity
Huang Jianxin shared an anecdote: About a decade ago, film festivals often signed over 100 project agreements, yet fewer than 10% went into production the following year. He noted that with so many media now competing for attention, it's important for films to stay emotionally connected with their audiences, and that requires not only high-quality films but also high-quality cinemas, to help nurture a lasting movie-going habit across generations.
Huang Jianxin, Renowned Director, Screenwriter, Executive Producer, Chairman of Beijing Film Association, Dean of the School of Film at Xiamen University
Meng Danqing offered his keen observations. A few years ago, he perceived a great sense of anxiety in the film industry. Now, he feels things are slowing down. "For the film industry, story is key, no amount of marketing or screen space can cover up a bad story. Previously, many directors and screenwriters lacked the time to properly develop a good story. Now, change is happening. The Chinese Spring Festival blockbuster Ne Zha 2 made a big splash, reminding industry professionals that a good story brings good returns." he said.
Meng Danqing, CEO of IMAXChina
In response to the question “Where is the ceiling of China's film market?”, Huang Jianxin distinguished between “ceiling” and “overall market volume.” He argued that the concept of a box office "ceiling" should not replace the idea of "overall market volume". Even if individual films have yet to hit previous record-breaking numbers, the total box office remains substantial. Chinese filmmakers need to keep this in mind and stay confident.
The Ceiling of the Chinese Film Market: No One Really Knows How High It Is When host Lan Yu invited guests to offer a blessing for the 120th anniversary of Chinese cinema, Huang Jianxin said, “Film is still so young and the future is long.” This sentiment perhaps sums up the forum's theme: as China's film industry stands at the ceiling, it has arrived at a new beginning, and even greater opportunities lie ahead.
Lan Yu, Host of the China Movie Channel
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Guests and audiences attended the 15th Industry Forum.
