od films. This fact is attested by Chinese films’ soari

ring box office and increasingly impressive performance at major international film

festivals including the Berlin International Film Festival, Cannes Film Festival and Venice Film Festival.

But there is still a wide gap between the Chinese film industry and the Eu

ropean and US movie industries, be it in the art of filmmaking or in the publicity strat

egies and methods. That some Hollywood filmmakers spend nearly half of their budget on publicity and ad

vertising should give Chinese filmmakers some food for thought, especially since some Chinese movies, de

spite being well made and highly rated by movie critics and viewers alike, fail at the box office.

A wine-maker needs to get people to know his wine is good to make his business a success, so do Chinese filmmakers.

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