Market size matters? An approach to illustrate the market preference of Hong Kong-mainland China co-production cinema

ABSTRACT

International co-production deal helps regional filmmakers to enter non-local markets. However, to please cross-border audiences, it may hinder cultural uniqueness. Further, when the participants from an obviously bigger market are engaged in, the minor’s cultural elements may be neglected. This ‘market size matters’ argument is often applied to understand the deterioration of Hong Kong (HK) film industry, which has largely collaborated with mainland China (CN) counterparts. To question this argument, this article proposes five co-production scenarios as ideal types: big-market oriented, lowest-common-denominator, small-market oriented, non market, and hybridity, which are illustrated in a scatter plot. With this comparative approach, HK-CN co-productions are located in the hybridity scenario while they increasingly favour mainland China market.

KEYWORDS:

• Film industry
• Hong Kong cinema
• co-production
• hybridity
• transnational cinema

Notes on contributor

Dr. Shih-Chien Chang is an assistant professor in the Department of Journalism and Communication at Chu Hai College of Higher Education in Hong Kong. He has studied the development of film co-production in East Asia, and also the global influence of Hollywood. His research outcomes were presented in conferences host by ACEI, IAMCR, and ICA in recent years.

Data availability statement

The data that support the findings of this study are available in ‘A Collection of Information about Hong Kong Film Industry’ of Hong Kong Film Development Council at https://www.fdc.gov.hk/en/press/publication.htm.

ORCID

Shih-Chien Chang http://orcid.org/0000-0002-1967-6487

Additional information

Funding

The author appreciates the financial support from Seed Fund for Research (Reference no. CHC/FASS2/17) at Chu Hai College of Higher Education in Hong Kong.