Hengdian: Telling the Chinese Story Well
发布日期:2021-10-27 浏览次数:

On October 13, the committee of the 8th Wenrong Awards announced the shortlist of 17 committee awards. Among them, innovative works have attracted much attention, including the best films, the best TV series (including network dramas), the best network films, and other shortlists. Sixteen film and television works including Hi, Mom; 1921; and Song of Youth were shortlisted.

Many of the films and TV series were produced by Zhejiang Hengdian Film Co., Ltd. or film and television companies stationed in Hengdian. Upgrading from “shooting in Hengdian” to “producing in Hengdian,” Hengdian is successfully promoting its strategic layout of the industry chain.

Strategy: Focus on the Content

During the National Day holiday, the box office revenues experienced continued growth. As of October 18, the box office of the movie My Country, My Parents had exceeded 1.347 billion RMB, which was jointly produced by Zhejiang Hengdian Film Co., Ltd.

Nowadays, Hengdian’s film and television production continues to go upstream of the industrial chain, forming a closed industrial loop covering film and television investment, production, distribution, and screening, and realizing the all-round development of “content + channel.” Taking this year as an example, the Hengdian film industry not only produced topical films such as A Little Red Flower; Hi, Mom; and Sister, but also participated in the production of the animated film Boonie Bears: The Wild Life, the documentary film Days and Nights in Wuhan, and other works. Among them, Hi, Mom had box office sales of over 5.2 billion RMB, temporarily ranking runner-up in the total box office list of Chinese film history and breaking various records during the Spring Festival holiday. Thus the effects of industrial chain expansion has emerged gradually.

In the choice of content and subject, the Hengdian film industry insists on the standards of “precise and professional” to create high-quality film and television works, especially discovering and promoting the excellent parts of traditional Chinese culture, revolutionary culture, and advanced socialist culture.

Tactics: Tell the Chinese Story Well

Insisting on promoting China’s underlying values and positive energy, Hengdian has gradually become a special window to showcase the excellent Chinese culture and tell Chinese stories well.

Huanyu Entertainment was registered and established in Hengdian in 2012. The company adheres to the concept of “ingenuity and quality,” spreading excellent traditional culture through each scene of its film and television dramas and telling good Chinese stories by carrying forward intangible cultural heritage. Huanyu Entertainment also invites a number of inheritors of intangible cultural heritage to participate in the production of film and television dramas, and successfully publicized more than 30 types of intangible cultural heritage projects, such as Kesi weaving (1), velvet flowers (2) and Beijing embroidery. As of the end of 2020, many popular dramas of Huanyu Entertainment have been distributed and broadcast on more than 90 overseas national TV stations and media channels, reaching more than 1 billion overseas viewers and allowing more people to appreciate Chinese culture.

Strategy: Gathering Talents in Film and Television

To produce good content, talent introduction is the key. With the rapid development of the film and television industry, the market has put forward higher requirements for the professional skills of film and television talents. Cultivating and tapping high-quality film and television talents is the key to the sustainable development of the film and television industry.

In September this year, more than 4,000 new students enrolled in Hengdian College of Film & Television, a record high number of new students. The college is focused on strengthening the film and television majors, and by now it has 6 secondary colleges and 26 majors, including drama, film, and television performance, 8 of which have become provincial-level advantageous majors. In the second half of this year, the college cooperated with Woosong University of Information Technology in South Korea to organize a higher education program for fashion design, introducing high-quality foreign educational resources, promoting school professional construction, and improving the quality of talent training.

Zhejiang’s 14th Five-Year Plan proposes building an internationally influential film and television cultural innovation center with the Hengdian film and television cultural industry cluster as the leader. The director of the Hengdian Film and Television Cultural Industry Cluster said that they will continue to introduce and cultivate film and television cultural talents, and guide companies to strengthen the construction of talent teams. (By Zhang Yixiao, translated by Wei Han, edited by Kendra Fiddler)

Translator’s notes:

1. Kesi is a type of tapestry weaving done with fine silks and gold thread.

2. The velvet flowers of Nanjing, one of the traditional handicraft arts, were once seen in festivals and the daily lives of people.

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