鈥楩resh meat鈥 gets young fans rushing for the latest movies
Print Edition
An army of budding male stars has brought more young fans into China鈥檚 cinemas, rewriting box office records in the world鈥檚 second-biggest film market.
Films featuring xiaoxianrou, or 鈥渟mall fresh meat,鈥 a phrase referring to handsome men under 25, have seen consistent commercial success, raking in big bucks while receiving little critical acclaim.
The 鈥淭iny Times鈥 trilogy, produced by author-turned-director Guo Jingming, grossed 1.3 billion yuan (US$213 million) in the past two years, outselling many Hollywood blockbusters.
The latest teen movie 鈥淭he Left Ear鈥 has raked in more than 470 million yuan since its release on April 24. It stars 23-year-old talent show idol Oho Ou.
The rom-com 鈥淢iss Granny: Back to 20,鈥 led by heartthrob Lu Han, earned 360 million yuan in January. The initial investment for the film was about 20 million yuan.
鈥淧eople love young, pretty faces, and film investors have commercialized such psychology,鈥 said Zhang Huijun, president of the Beijing Film Academy.
For Rao Shuguang, secretary general of the China Film Association, fresh meat fever reflects a demographic change in Chinese moviegoers. With fast economic growth, more and more young people are willing to pay to go to the cinema, and filmmakers have been quick to meet their demands, Rao said.
A report on China鈥檚 film market by Entgroup showed that people aged between 15 to 35 contributed 92 percent of China鈥檚 2014 box office takings of 29.6 billion yuan.
Teenagers, especially young girls, are devout admirers of the 鈥渟mall fresh meat鈥 film idols and are willing to pay good money for films, songs and public appearances, Zhang said.
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