BEIJING — Chinese distrib Hua Xia Film Distribution Co. has signed a pact with 37 cinema chains to allow 18 films be shown during the fall period between the National Day holiday in October and Chinese New Year, traditionally a slow period for cinemagoing. Film Bureau VP Mao Yu said the new distribution model was aimed at attracting different kinds of auds.
The strong rise in the number of Chinese cinemas has seen a sharp increase in B.O. receipts, but there is a lot of concentration on the various holidays in China. The move is an effort to smooth distribution and also increase revenues during slow periods. Many of the movies involved in the new pact are propaganda movies, such “Di Yi Shu Ji,” which is about a Communist Party martyr, and “Iron and Blood in Shanghai,” which tells of a general’s contribution to the liberation of Shanghai.