Hong Kong FILMART & HAF 2008
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1 Hong Kong FILMART & HAF 2008 Prepared for Hong Kong Trade Development Council March
2 METHODOLOGY Timing of fieldwork : March 17-18, 2008 Target group : Total 338 respondents 84 exhibitors; 254 visitors Fieldwork : Face-to-face interview at the Exhibition Venue 2
3 RESPONDENTS BACKGROUND INFORMATION 3
4 COMPANY BASE OF RESPONDENTS EQ A1/ BQ A1 Exhibitors Visitors Americas 13 Hong Kong 19 Chinese Mainland 12 Americas 16 Hong Kong 24 Chinese Mainland 9 Europe 20 Asia Pacific 36 Europe 18 Asia Pacific 32 Respondents: 84 Exhibitors Respondents: 254 Visitors 4
5 NATURE OF MAIN BUSINESS OF RESPONDENTS EQ/BQ A3 Exhibitors Visitors Film TV Digital Entertainment & Others 12 9 Respondents: 84 Exhibitors 254 Visitors 5
6 INDUSTRY OUTLOOK 6
7 PERCEPTION OF PAST 12 MONTHS BUSINESS RESULT EQ B1 Overall (Worldwide) Hong Kong Very/ quite good Very good [64] [60] 6 19 Quite good Average Very/ quite poor Respondents: All exhibitors [ ] indicates findings in
8 GROWTH PROSPECT (WORLDWIDE) Overall Film TV Digital Entertainment Industry Industry Entertainment Industry Industry Very/ quite good EQ/BQ B2 Very good Quite good Average Very/ quite poor Uncertain * Respondents: All exhibitors and visitors Hong Kong FILMART & 33 HAF
9 TOP 5 SOURCES FOR CONTENTS ACQUISITION FROM ASIA BQ B3-4 Past 12 Months Next 12 Months Hong Kong Chinese Mainland Japan South Korea Thailand Respondents: 254 Visitors 9
10 MARKET WITH THE HIGHEST POTENTIAL FOR HONG KONG CONTENT EQ B6/BQ B9 Overall Film TV Digital Entertainment 1. Chinese Mainland 1. Chinese Mainland 1. Chinese Mainland 1. Chinese Mainland 2. Taiwan 2. US 2. Taiwan 2. Taiwan 3. US 3. Taiwan 3. US 3. US 4. Japan 4. Japan 4. Japan 4. Japan Respondents: All Hong Kong exhibitors and visitors
11 TOP MOST SALABLE GENRE FOR HONG KONG EQ B7/BQ B10 Film Industry TV Industry 1. Action/ Kung Fu 2. Comedy 3. Animation 4. Drama 1. Action/ Kung Fu 2. Comedy 3. Drama 4. Animation Respondents: Film industry exhibitors and visitors 219 Respondents: TV industry exhibitors and visitors 62 Digital Entertainment 1. Action/ Kung Fu 2. Animation 3. Drama 4. Comedy Respondents: Digital entertainment exhibitors and visitors 33 11
12 INDUSTRY TREND 12
13 CO-PRODUCTION IS THE LATEST WORLD TREND IN THE ENTERTAINMENT INDUSTRY Regions that are going to have a closer co-production relationship C3a-b HK/Chinese Mainland 55 No 8 Yes 92 HK/Asia market HK/Europe market 7 22 HK/US market 5 Chinese Mainland/Asia market other than Hong Kong 5 Respondents: All exhibitors and visitors 338 Respondents: Those who agree that co-production is the latest world trend in the entertainment industry
14 CROSS MEDIA CONVERGENCE BRINGS MORE BUSINESS OPPORTUNITIES EQ C1 Strongly agree/ agree 86 [81] Strongly agree 35 [20] Agree 51 Neutral Disagree/ Strongly disagree 11 Uncertain/ Don t know 1 Respondents: All exhibitors 84 2 [ ] indicates findings in
15 MORE AMOUNT OF COPYRIGHTS ACQUIRED ON MOBILE CONTENT IN 2007 BQ B5 More 39 [23] Remains the same 33 Less 5 Do not acquire copyrights on mobile content 23 Respondents: All visitors 254 [ ] indicates findings in
16 INVESTING IN DIGITAL TECHNOLOGY MOBILE BROADCASTING DEVICES IN THE COMING 3 YEARS Digital Technology No plan to invest in coming 3 years 26 Plan to invest in coming 3 years 74 Mobile Devices EQ/BQ C6-C7 Plan to invest in coming 3 years 52 No plan to invest in coming 3 years 48 Respondents: All exhibitors and visitors 338 Digital technology in production 71 Mobile phone 76 Broadband broadcasting 32 Interactive technology for viewers Respondents: 32 Those who will invest in digital technology in the coming 3 years 249 Laptop Respondents: 41 Those who will invest in mobile devices in the coming 3 years
17 ROLES OF HONG KONG 17
18 PLAN TO EXPAND/ START BUSINESS IN HONG KONG & CHINESE MAINLAND IN NEXT 3 YEARS EQ B3/BQ B6 (Definitely/ probably would) Overall Film TV Digital Entertainment Industry Industry Entertainment Industry Industry Expand/ start business in Hong Kong Expand/ start business in Chinese Mainland Respondents: All exhibitors and visitors
19 HONG KONG IS THE BEST PLATFORM REACHING CHINESE MAINLAND EQ C2a-2b/BQ C1a-1b To explore more co-production opportunities with China To meet more Chinese Mainland buyers Strongly agree/ agree 83 Strongly agree/ agree 80 Strongly agree 20 Strongly agree 20 Agree 63 Agree 60 Neutral Disagree/ Strongly disagree 12 3 Neutral Disagree/ Strongly disagree 14 4 Uncertain/ Don t know 2 Uncertain/ Don t know 2 Respondents: All exhibitors and visitors
20 HONG KONG IS THE BEST PLATFORM REACHING OTHER ASIAN AREAS EQ C2c-2d/BQ C2a-2b To explore more co-production opportunities in other Asian areas To meet other Asian buyers Strongly agree/ agree 79 Strongly agree/ agree 83 Strongly agree 15 Strongly agree 16 Agree 64 Agree 67 Neutral Disagree/ Strongly disagree 16 4 Neutral Disagree/ Strongly disagree 14 2 Uncertain/ Don t know 1 Uncertain/ Don t know 1 Respondents: All exhibitors and visitors
21 HK ACTS AS A MAJOR CONTENT PRODUCTION, DISTRIBUTION, TRADING & FILM FINANCING CENTRE IN ASIA EQB4-5/BQ B7-8 Strongly agree/ agree 77 Drivers Potential Hindrances Creative talent Strong distribution networks in Asia World class industry events State-of-art technology High on-screen production values CEPA Narrow genre Other Asia economies produce better film/ TV/ online games, etc Piracy Smaller budget production * Attributes are ranked in sequence of importance Respondents: All exhibitors and visitors
22 HK IS THE HUB OF BUYING AND SELLING CHINESE FILM AND TV DRAMA Strongly agree/ agree 71 EQ/BQ C4 Strongly agree 14 Agree 57 Neutral Disagree/ Strongly disagree 20 8 Uncertain/ Don t know 1 Respondents: All exhibitors and visitors
23 MOST IMPORTANT FILM MARKET & FILM FINANCING EVENT IN ASIA EQ D11/BQ D10 Most Important Film Market in Asia Most Important Film Financing Event in Asia FILMART (Hong Kong) 60 Others 40 Hong Kong-Asia Film Financing Forum (HAF) 67 Others 33 Respondents: All exhibitors and visitors
24 HONG KONG-ASIA SCREENING PROVIDES GOOD CHOICES FOR ACQUIRING FILM CONTENTS EQ/BQ D2 Neutral 15 Uncertain 12 No 4 Yes 69 Respondents: All exhibitors and visitors
25 THEMATIC PAVILIONS AT FILMART THAT HELP DEVELOPING CROSS MEDIA BUSINESS/ PARTNERSHIP EQ/BQ D4 Animation & Digital Equipment & TV Locations Entertainment Post-production World World-Asia World Services World Strongly agree/ agree Strongly agree Agree Neutral Disagree/ Strongly disagree Respondents: All exhibitors and visitors
26 WHETHER HAF WILL FURTHER ENHANCE HONG KONG S POSITION EQ D10/BQ D9 Content production centre Film financing centre Strongly agree/ agree Strongly agree Agree Neutral Disagree/ Strongly disagree Uncertain/ Don t know 7 8 Respondents: All exhibitors and visitors
27 EXECUTIVE SUMMARY 27
28 SUMMARY Industry players continue to be positive about the growth prospect, especially the digital entertainment sector. 70 of the companies plan to expand/ start business in Hong Kong or the Chinese Mainland in next 3 years. In particular those from the TV industry, about 80 of them are interested in building their business in these two regions. Chinese mainland is the highest potential market for Hong Kong content. Industry players expect co-production relationship between Hong Kong and Chinese mainland is going to be closer. Vast majority anticipate more business opportunities to be brought by cross-media convergence. Compared to 2007, more amount of copyrights on mobile content has been acquired. Industry players also have plans to invest in digital technology (74) and mobile broadcasting (52) in the coming 3 years. 28
29 SUMMARY Around 80 of the respondents agreed Hong Kong is the best platform in reaching the Chinese Mainland and other Asian areas' buyers and exploring co-production opportunities in these regions. Hong Kong is largely recognized as the hub for content, production, distribution, trading and film financing centre in Asia and also for selling Chinese film and TV drama. 29
30 MOST SALEABLE MALE FILM STARS WHO TAKE PART IN HONG KONG FILM (IN ALPHABETICAL ORDER) EQ B8/BQ B11 ACTORS Alex Fong ( 方力申 ) Andy Lau ( 劉德華 ) Chow Yun Fat ( 周潤發 ) Donnie Yen Ji-dan ( 甄子丹 ) Jackie Chan ( 成龍 ) Jet Li ( 李連杰 ) Stephen Chow ( 周星馳 ) Tony Leung Chiu Wai ( 梁朝偉 ) Respondents: Film industry exhibitors and visitors
31 MOST SALEABLE FEMALE FILM STARS WHO TAKE PART IN HONG KONG FILM (IN ALPHABETICAL ORDER) EQ B9/BQ B12 ACTRESSES Angelica Lee Sin Je ( 李心潔 ) Carina Lau ( 劉嘉玲 ) Cecilia Cheung ( 張栢芝 ) Charlene Choi ( 蔡卓妍 ) Maggie Cheung ( 張曼玉 ) Maggie Q Michelle Yeoh ( 楊紫瓊 ) Respondents: Film industry exhibitors and visitors
32 MOST SALABLE HONG KONG FILM DIRECTORS (IN ALPHABETICAL ORDER) EQ/BQ B13 Andrew Lau Wai Keung ( 劉偉强 ) John Woo ( 吳宇森 ) Johnnie To ( 杜琪峰 ) Jackie Chan ( 成龍 ) Stephen Chow ( 周星馳 ) Wong Kar Wai ( 王家衛 ) Respondents: All exhibitors and visitors
33 MOST POPULAR HONG KONG MALE TV STARS (IN ALPHABETICAL ORDER) EQ/DQ B14 ACTORS Bobby Au Yeung ( 歐陽震華 ) Bosco Wong ( 黃宗澤 ) Bowie Lam( 林保怡 ) Kevin Cheng ( 鄭嘉穎 ) Raymond Lam ( 林峯 ) Moses Chan ( 陳豪 ) Respondents: All exhibitors and visitors
34 MOST POPULAR HONG KONG FEMALE TV STARS (IN ALPHABETICAL ORDER) EQ/DQ B15 ACTRESSES Ada Choi ( 蔡少芬 ) Angela Tong ( 湯盈盈 ) Bernice Liu ( 廖碧兒 ) Charmaine Sheh( 佘詩曼 ) Gigi Lai ( 黎姿 ) Myolie Wu ( 胡杏兒 ) Respondents: All exhibitors and visitors
35 35
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