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SUMMARY
The two leading media and entertainment research companies Screen Digest and
Nielsen NRG have joined forces to bring you the most authoritative market
analysis and consumer preference study into the Chinese cinema and home
entertainment sectors. The report brings together the respective expertise of
both companies in market and consumer research to identify the underlying
trends in China's media economy since its entry into the World Trade
Organisation.
The report profiles the cinema distribution and exhibition sectors, the film
production industry, DVD and home entertainment sectors, regulatory
development, overview of population and other factors, digital cinema
development, consumer behaviour and attitudes into cinemas, ticket pricing,
film preferences, film information sources, DVD buying behaviour, price
sensitivity and much more. This study also includes a full series of market
data and forecasts on the Chinese cinema and home entertainment sectors from
2000 to 2010.
The Chinese film industry has experienced a period of rapid growth since the
government began relaxing its regulations in 2001, with box office revenues
tripling to $336m in 2006 as more and more people go to the cinema. Screen
Digest forecast that by 2010 these revenues will exceed $720m. The number of
modern, or silver, screens will increase in line with the revenue growth -
almost doubling from 2,940 in 2005 to 5000 in 2010.
The report also includes a detailed analysis of the findings from a new study
conducted by Nielsen NRG and AC Nielsen in China. The research was conducted
online and focused on residents living in Guangzhou, Beijing and Shanghai.
The first major obstacle mentioned in the report is that the Chinese
government has only partially liberalised the market to allow foreign
investment; a full relaxation of restrictions is going to be a crucial part of
realising the potential of the market. Warner Bros International Cinemas
invested heavily in China when it entered in 2003 only to pull out three years
later having conceded the battle against the challenges of government control
and investment regulations. However, on the flip side, the relaxation of
restrictions has allowed the Chinese film production industry to experience a
boom, and China is now the third-largest film producer in the world, after
India and the USA.
David Hancock, co-author of the report and Screen Digest senior Analysts
comments: "This report is the first time that Screen Digest and Nielsen NRG
have collaborated to bring a unique insight into both the market conditions,
regulatory advances and consumer behaviour of what could be one of the major
global media markets over the next decade. The consumer research underlines
the potential of China. However, investment in this market needs to be seen as
a long term strategy given the possible pitfalls along the way".
TABLE OF CONTENTS
Executive summary
- Cinema
- Home entertainment
- Consumer tastes
Methodology
- Cinema
- Video
- Statistical methodology
- Hardware methodology
- Software methodology
- Exchange rate methodology
NRG Background
- Sample composition
- Report Notes
Introduction
Territory overview
- Population
- Gender
- Age
- Urbanisation of China
- Geography
- 23 provinces
- 5 Autonomous regions
- 4 Municipalities
- 1 Special Autonomous Region
- Population centres Incomes
China and World Trade Organisation entry
- Sources of data
- The cinema class
- Urban population
- Consumer class
- Brands and affluence
- City populations
- Geography
- Mobile phone ownership
- DVD/VCD ownership
- The Cinema class in China
Cinema exhibition in China
- From monolith to free market
- Admissions and box office
- Cinema screens
- Ticket prices
- Screen density and growth rates
- Copyright theft
- Leading exhibitors and international players
- Large format screens
Theatrical distribution in China
- Distribution market structure
- Leading distributors
- Theatrical Releases
- Distributor market shares
- Films released
- Nationality
- Market shares
- Genre split
- Film marketing
Digital cinema in China
- D-cinema screens
- D-cinema content
- Projector manufacturers and resolution
- Servers
Film production sector
- Moving away from the State
- Film Production in China
- Film Studios
- Leading Domestic Producers
- China as a production centre
- The US majors in China
- Warner China Film
- Disney
- Sony
- Viacom
- Chinese films abroad
DVD and other video formats in China
- The move to disc
- Royalties, rows and local formats
- Hardware penetration analysis
- Pricing
- Hardware pricing
- Software pricing
- Market growth in volume sales
- Analysis of rental sector
Video distribution in China
- Distribution
- Leading distributors
- Copyright theft
- Anti-piracy initiatives
- Government Policy
- WTO entry
- Market Liberalisation
Understanding the behaviour of the Chinese movie consumer
Executive summary
- Attendance patterns
- Decision making process
- Motivations to attend
- Chinese vs. western films
- Most important factors in watching in cinema
- Preferred genres
- Future opportunities
Cinemagoing behaviour
- Cinema attendance
- Decision making/motivation to attend cinema
- Preference for Chinese or 'western' films
- Most important factors to see film in the cinema
- Favourite genres
- Sources of information
- Viewership of 'western' films
- Overview: DVD-related behaviour
- DVD Ownership
- DVD Rental
- VCD Ownership
Appendix - timelines
- Cinema
- Digital Cinema
- VCD and DVD
Tables and Charts
Executive summary
Methodology
Introduction
- China: Key cinema data
- China: Key cinema data
- China: Key cinema data
- China: Population growth
- China: Population forecasts
Territory overview
- China: Population growth
- China: Age breakdown by gender
- China: Age breakdown by gender
- China: Age and gender breakdown
- China: Population breakdown according to dwelling
- China: Population breakdown according to dwelling
- China: Cities with populations greater than 1,000,000
- China: Cities with populations greater than 1,000,000 (cont.)
- China: Cities with populations greater than 1,000,000 (cont.)
The cinema class
- Determining the cinema class in China
Cinema exhibition in China
- Box office (in local currency)
- Box office development
- Box office growth rates
- Screens in China
- Screens in China
- Growth in silver screens %
- Ticket prices
- Average ticket price bar chart
- Average ticket price growth rate %
- Screen density
- Top 10 cinemas
- China Film cinema circuits
- Warner China deals
- Exhibitors by screen
- Exhibitor market profiles 2006
- Warner Bros International theatres circuit in China
- IMAX
- Box office nations 2005 vs 2010
Theatrical distribution in China
- China: Leading theatrical distributors
- China: Distributor market shares
- China: Distributor market shares
- Market share by origin
Digital cinema in China
- Number of d-cinema screens ranked by networked operator
- Leading world cities by d-screens 2005
- The development of d-screens in China
- The development of d-screens in China
- Digital releases in China 2000-2005
- Digital versus all releases
- Digital releases by distributor
- Projector market shares in China
- Territory breakdown by projector manufacturer
- Digital cinema servers installed by manufacturer
Film production sector
- Film production in China
- Top 10 films of the year 2005
- Leading film production entities in China
- Highest-grossing Chinese films abroad
DVD and other video formats in China
- China: Hardware
- China: Hardware forecast
- China: Video hardware penetration of TV households
- China: Video hardware installed base by format
- International: DVD Video player/recorder penetration of TV households by
country 1997-2005
- International: DVD Video player/recorder installed base by country
1997-2005
- China urban: Video hardware penetration of TV households
- China urban: Video hardware installed base by format
- China: Video hardware pricing 1996-2005
- China: Average consumer price of legimate retail software by country of
origin 2005
- China: Average consumer price of pirated retail software by geographic
region 2005
- VCD video market (volume, value and average price)
- VCD video market forecast (volume, value and average price)
- DVD video market (volume, value and average price)
- DVD video market forecast (volume, value and average price)
- China: Legitimate DVD sales by location 2005
Video distribution in China
- China: Video distribution by studio
- China: Estimated level of piracy
Understanding the behaviour of the Chinese movie consumer
Executive summary
- Paid cinema visits over the last 6 months (mean)
- Cinema-going frequency
Cinemagoing behaviour
- Decision making for attendance timeframe (%)
- Decision making for attendance timeframe
- Primary motivation to attend cinema (%)
- Primary motivation to attend cinema
- Chinese vs. western films (%)
- Chinese vs. western fi lms (%)
- Reasons for preferring western movies (%)
- Reasons for preferring non-western movies (%)
- Reasons for preferring non-western movies (%)
- Cinemagoing frequency
- Summary of "very important" (%)
- Genre preference (%)
- Genre preference (%)
- Information sources used (%)
- Sources used most often
- Buy or rent DVDs (%)
- Summary of "yes" (%)
- Ratio of western movies vs. "other" for
- DVD purchases (%)
- General DVD purchase locations (%)
- DVD Ownership breakdown (%)
- Premium & catalogue DVD purchases (%)
- "Special features" influence on DVD purchases (%)
- Ratings of special feature options (%)
- General DVD purchase locations (%)
- Mean number of DVD's rented in past 6 months
- Special feature ratings (%)
- No. of DVD's rented in past 6 months (%)
- Average amount paid for DVD rental
- Mean amount paid for DVD rental
- VCD Ownership
- Gender profile (%)
- Age profile (%)
- Parent profile (%)
- Average amount paid for DVD rental (%)
- No. of DVD rentals that are western/Hollywood (%)
- Leisure hours during normal weekend days (%)
- Own in household (%)
- Whether currently purchase movies on VCD (%)
- Marital status (%)
- Occupation (%)
- Leisure hours during normal weekdays (%)
Appendix - timelines
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