CINE BUZZ - August 17 2014

CHINA'S MOVIE EXHIBITORS IMPOSE RATING SYSTEM

Last month, we reported that the Chinese cinema industry only censors films based principally upon political and social criteria - and has no age restrictions regarding movies.  If a film passes censorship, anyone, no matter age, can view it regardless of the amount of sex, violence, or adult language. China has no official film-rating system as the rest of the world uses. However, now several cinema owners/operators are taking matters into their own hands and have begun to institute their own unofficial age restrictions for film attendance.

Yao Lin, the manager of a multiplex in Guangzhou (once called Canton) and several other exhibitors began issuing ratings for films using Western criteria, and has been turning away younger filmgoers who do not meet  the age requirements. The state-operated China Film Group, which is responsible for censoring films has failed to introduce a rating system despite regular requests from movie producers and distributors (mainly U.S. based studios but also from Chinese film producers).

Both action and horror films are on the exhibitors list of restricted films, where PG-13 and R ratings have been given to certain films.  While these exhibitors have no legal capacity as a censor, they argue they are simply enforcing Chinese laws protecting minors from pornography, violence, and extreme terror. The exhibitors have reported that parents have been very supportive of their actions.

It appears that China will get an age restricted film rating system, like the MPAA's in the U.S., regardless of the Chinese government's official position - which will change over time.

THE CRUELEST MONTH FOR THE BOX OFFICE

It use to be that last August - early September was arguably the worst time for the box office. Coming off the summer blockbusters and entering the busy school year and back from vacation mode, folks weren't thinking about a trip to the local cinema. Only January and the 'after holiday blues' compared to the September b.o. doldrums.  These were the times when Hollywood slipped their stinkers into release.

This may be changing, however, as Hollywood's long-held release tactics are under attack. Experiencing a weak summer b.o. and looking at 2014 attendance figures, the two biggest grossers, thus far, 'Captain America' and 'The Lego Movie' opened in April and February respectively. Warner Bros. just announced that it was shifting the opening of its highly anticipated superhero match-up 'Batman v. Superman' from May to March.

Faced with today's digitally savvy audiences demanding to see what they want, when they want it. Hollywood must conform to the rapid changes taking place across the entertainment landscape. There will always be crappy movies and there will always to be a need to slot these films into each studio's release schedule. But as the old adage goes - 'There is never a bad time to release a good movie, and there is never a good time to release a bad one'.

Best
Jim