“He Sui Pian” – Chinese Films Hope to Heat Up Local Film Industry

With Chinese New Year directly around the corner, the local film industry is once again bracing for its busiest time of year. Despite only being two months into the year 2010, the Chinese film industry has encountered more than its share of publicity. Most notably coming from the success and controversy surrounding James Cameron’s epic blockbuster, Avatar.

Avatar Imax tickets in Shanghai and other large Chinese cities are nearly impossible to purchase, making the film even more desirable for film-goers. After one month in theaters, Avatar‘s earnings swelled to over 100 million dollars. Avatar‘s success sets the stage for this year’s “He Sui Pian” or Lunar New Year Films. As local flicks traditionally dominate the Lunar New Year cinematic landscape, this year may see Hollywood cash in its lucky ticket stubs.

The trend and history behind the ‘He Sui Pian’ or ‘Lunar New Year’s film’ is traced back to a single director and visionary, Feng Xiao Gang. Now a well known and celebrated fifth generation director, Feng, started his career in TV working with ‘hooligan’ writer Wang Shuo. The two are characterized for their satirical swipes at modern Chinese society; a topic that initially was met with harsh censorship and lackluster funding.

In 1997, Feng Xiao Gang changed tact, taking influence from both Hollywood and the light-hearted comedies of Hong Kong. With this strategy in place he unintentionally created China’s first He Sui Pian, The Dream Factory. In spite of a modest budget and low expectations the film took in six times it’s initial investment, making a total of 36 million yuan.Regardless of this new commercial appeal comedic approach to the films, Feng’s trademark mocking of the peculiarities of modern day Chinese society remained strong.

Over the next five years he would go on to gross more than 200 million Yuan and even co-produce a film with Hollywood studio, Sony Pictures – Big Shot’s Funeral The film, which featured veteran American actor Donald Sutherland, is a perfect blend of Feng’s unique style. The film see’s classic everyman actor and national icon, You Ge(a close friend of Feng who appears in many of his features), dragged into organizing the farcical fake funeral of a world famous director. The film makes fun of China’s nouveau riche and new culture of advertising whilst maintaining a healthy balance of family entertainment and humor.

This year may see a slow down in the Chinese film industry as the father of He Sui Pian, Feng Xiao Gang remains on the sidelines for this years Lunar New Year period as he is filming and promoting a new film focusing on the famous Tang-Shan Earthquake of 1976. It’s scheduled to be released on the 34th anniversary of the earthquake in late July 2010.

Thus with its biggest star out of the running and much profit to be made in this He Sui Pian period, which movie will win out?

Interestingly, and despite the Chinese government’s best efforts, this years touted must see ‘Spring Festival Film’, Confucius, hasn’t lived up to expectations. Whilst the film is the perfect cultural export for the madding Chinese New Year crowds desperate to spend their hong bao, it fails to meet the basic requirements of any good He Sui Pian pioneered by Feng Xiao Gang.

On the popular Chinese youth social network, Douban, the film is rated at a miserable 4.7/10 while Avatar scores a magnanimous 9.1/10. A Kaixin001 poll also provides a breakdown of the 2010 He Sui Pian must-see films.

It’s apparent that the films Hot Summer Days, The Imperial Guards and Sherlock Holmes score the best chances of winning over Chinese youth audiences. Despite the language differences, both films are unabashed action entertainment features, much more suited to the casual Lunar New Year audience. Hot Summer Days will also no doubt achieve success over this time period as the film has been pushed as both a Valentine’s Day film as well as a traditional He Sui Pian. It just might be the perfect Chinese New Year date movie. Young kids are also not left out of this period as the films Xi Yang Yang Hui Tai Lang offer family friendly alternatives to larger budget action flicks.

The Chinese New Year He Sui Pian period is a unique reflection of local Chinese traditions adapting to a global, modern entertainment industry. The period is not likely to die down in the future as it extols many virtuous family ideals promoted by the Chinese government as well as offering a way for the Chinese government to promote its own historical messages (read: propaganda.)