Kids to get a summer of Chinese animation
Print Edition
CINEMAS across the country have been ordered to show only locally made animated movies between the hours of 9am and 11am for the duration of the summer holidays.
“The move is designed to provide more cultural works for children who are on their summer vacation and to support the development of the domestic animated movie sector,” the State General Administration of Press, Publication, Radio, Film and Television said yesterday.
More than 2,000 cinemas, almost half the total in China’s mainland, will be involved in the scheme. They will also be required to offer discounted tickets from today through the end of August, it said.
The move won’t affect the programming of other films, but cinemas will have to adjust their timings, the administration said, adding that 18 animated movies will be screened in the period.
Last year, 34 domestically made animated features were released across China, which is home to the world’s second-largest film market. They grossed nearly 1.1 billion yuan (US$177 million), an increase of 68 percent from 2013, but still less than 4 percent of the total box office for the period.
The poor quality of the films and strong competition from Hollywood are to blame for the weakness in the segment, the administration said.
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