Photo: chinesemov.com
The low-budget film, Time Flies Soundlessly, quietly entered mainland cinemas on October 12. Though the film was well-received by insiders, little attention was given by theaters and patrons.
After being initially overlooked, the Time Flies Soundlessly crew is planning different ways to make a clamor. Renting out Shanghai Gymnasium, which has a 20,000-seating capacity, the crew plans to hold a film screening for fans in early November. This is part of their mission to search for alternative ways to market low-budget films.
Initial entry
Directed by Zhou Xu, Time Flies Soundlessly chronicles the lives of three young men born in the 1970s, Ma Weiguo, Tietou and Sihua.
Wang Bing, the film's producer, told Shenyang Evening News that only 40 slots were given for the screening of the film in Beijing, during its opening day. Meanwhile, Bait 3D, a Hollywood movie that debuted the same day, was given over 300 slots.
The situation was worse in Shanghai. Yang Yue, general manager of Pacy Age Media, posted on his Sina Weibo, that there were under 30 screenings for the film there. Many netizens also complained that the screening were during working hours.
Like The Piano in a Factory, 11 Flowers and Full Circle, Time Flies Soundlessly was overlooked among the waves of domestic and blockbusters films.
Instead of lamenting to the media and Internet, the crew decided to take direct action. About a week ago, Pacy Age Media, the film's producer, hashed out a plan to hold a screening of the film at Shanghai Gymnasium on November 3, providing 4,000 seats and a giant 24 by 10-meter screen.
"It is not out of spite," Yang said. "This film will lose money, but we cannot let it go without being noticed by audiences."
They choose Shanghai for the event. The film was given the least screening time there, though local audiences were eager for its arrival.
Two different tickets are available for purchase: 80 yuan ($12.82) for the standing area, 120 yuan for the sitting area.
Over the first three days, about 800 tickets were sold, and Yang is confident about the tickets reamining. He noted that sales of the tickets will cover at most, the cost of the event.
Violations and regulations
Though this event pleased audiences and won support from fellow filmmakers, some cinemas criticized such behavior, deeming it in violation of domestic screening regulations.
Wu Hehu, vice general manager of Shanghai United Circuit, expressed doubts over the legalities of the film screening, in an interview with ent.163.com. He said all the film screening events in China need permission from the State Administration of Radio, Film and Television, and there are set channels to sell film tickets.
Some insiders say the film received a cold welcome on its own accord.
"This film did not promote itself well before screening, and it chose to premiere at the same time as nine other films. How can it do well?" Wu asked.
According to Wu, during the six days of screening in cinemas belonging to United Circuit, there were less than 9 audience members per screening.
"Cinemas need to make money. We screen what audiences like," he added.
Teng Jingshu, a movie critic in Shanghai, told the Global Times that cinemas should not take the blame. Some low-budget films are poor in quality, and promoting a film should not be overlooked.
Also, sections of the film in Shaanxi dialect did not carry subtitles, causing confusion among viewers.
Yang argued that for a small film with a 3-million yuan budget, the crew would obviously prioritize the film itself as opposed to marketing. Yang shields Time Flies Soundlessly from comparisons to Love Is Not Blind, the latter being recognized as a successful low-budget film of 2011.
"Love Is Not Blind cannot be labeled a low-budget film," Yang told the Global Times in a phone interview. "There is a large spectrum of films between the blockbusters and low-budget ones. Love Is Not Blind starred Wen Zhang, an actor in his prime. It was adapted from a popular online novel, which had many followers."
Love Is not Blind, about lost love, premiered on November 11, 2011. The "1" digit, which appears six consecutive times on that date, happens once a century. This appealed to Chinese youth during the Single's Day holiday.
Yang also said that there is no optimal time to choose a release date for a small-budget film, as it will encounter blockbusters any month.
The crew will approach the film screening as a normal concert, and it will be a one-day event, which does not violate related laws and regulations.
In addition, Yang said they received permission from related government in Shanghai.
Creating a space
Yang estimated that the sales of 4,000 tickets generates the same effects brought by 200 film screenings in cinemas, more than the number of times the film was shown in theaters in Shanghai. Yet, Yang does not think this type of event can replace screenings in cinemas.
According to Yang, a gymnasium serving as a normal theater is illegal. Not all gymnasiums have suitable equipment. The cost to rent a gymnasium and hire security is high.
Though supportive of the event, movie critic Teng believes that for low-budget or art films, increasing the amount of art cinemas is the answer.
For major commercial cinemas, she suggests leaving a room or two to screen art films, letting commercial films make the bulk of the profit.
"Currently, the majority of audiences in China enjoy blockbusters. Only about three percent of audiences prefer art films."
Teng said that low-budget films and art films lack support from the government. "Cinemas need profits. But if the government gives financial support to screening small-budget and art films, it will create space."