Prepared for Hong Kong Trade Development Council March 2009 1
METHODOLOGY Timing of fieldwork : March 23-24, 2009 Target group : Total 330 respondents 73 exhibitors; 257 visitors Fieldwork : Face-to-face interview at the Exhibition Venue 2
RESPONDENTS BACKGROUND INFORMATION
COMPANY BASE OF RESPONDENTS EQ/BQ A1 Exhibitors Visitors Americas 16% Hong Kong 23% Chinese Mainland 10% Americas 5% Hong Kong 26% Chinese Mainland 15% Europe 15% Asia Pacific 36% Europe 14% Asia Pacific 40% Respondents: 73 Exhibitors Respondents: 257 Visitors 4
NATURE OF MAIN BUSINESS OF RESPONDENTS EQ/BQ A3 Exhibitors Visitors % % Film 67 63 TV 15 22 Digital Entertainment & Others 18 15 Respondents: 73 Exhibitors 257 Visitors 5
INDUSTRY OUTLOOK
PAST 12 MONTHS BUSINESS RESULT EQ B1 Very/ quite good 63% % Overall (Worldwide) Very good 12 Quite good 51 Average Very/ quite poor 32 5 Respondents: All exhibitors 73 ## Very small base 7
NEXT 12 MONTHS GROWTH PROSPECT Worldwide Overall Film TV Digital Entertainment Industry Industry Entertainment Industry Industry Very/ quite good 44% 41% 51% 49% Very good % 8 5 6 14 EQ/BQ B2 Quite good 35 36 45 35 Average 42 41 37 47 Very/ quite poor 13 Uncertain 1% *% 6% 1% Chinese Mainland Very/ quite good 59% 54% 67% 56% 17 6 3 Respondents: All exhibitors and visitors 330 210 67 22## ##Very small base 8
EXPECTED CHANGES OF BUSINESS VOLUME OF THE MAJOR MARKET MAJOR MARKET EQ/BQ B3 Overall Hong Chinese Europe US Other Asian Kong Mainland Markets % % % % % % Increase 36 30 51 26 44 31 Unchanged 47 48 39 59 41 50 Decrease 17 23 11 15 15 19 Respondents: All exhibitors and visitors 330 44# 83 54 34# 104 #Small base 9
TOP 5 SOURCES FOR CONTENTS ACQUISITION FROM ASIA BQ B5-6 Past 12 Months Next 12 Months % % Hong Kong 46 53 Chinese Mainland 41 44 South Korea 31 31 Japan 31 34 Thailand 14 12 Respondents: 257 Visitors 10
MARKET WITH THE HIGHEST POTENTIAL FOR HONG KONG CONTENT EQ/BQ B11 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/Middle East/ Japan 4. Japan 4. Japan 4. Korea 4. Korea Respondents: All exhibitors and visitors 330 210 67 22## ##Very small base 11
INDUSTRY TREND
CO-PRODUCTION IS THE LATEST WORLD TREND IN THE ENTERTAINMENT INDUSTRY Regions that are going to have a closer co-production relationship % EQ/BQ C3a-b HK/Chinese Mainland 54 No 5% Yes 95% HK/Asia HK/US 7 23 HK/Europe 4 Chinese Mainland/Europe 3 Chinese Mainland/US 3 Chinese Mainland/Asia market other than Hong Kong 3 Respondents: All exhibitors and visitors 330 Respondents: Those who agree that co-production is the latest world trend in the entertainment industry 312 13
CROSS MEDIA CONVERGENCE BRINGS MORE BUSINESS OPPORTUNITIES Strongly agree/ agree 81% % EQ C1 Strongly agree 25 Agree 56 Neutral Disagree/ Strongly disagree 11 8 Respondents: All exhibitors 73 14
MORE AMOUNT OF COPYRIGHTS ACQUIRED ON MOBILE CONTENT IN 2008 BQ B7 % More 31 Remains the same 32 Less 7 Did not acquire copyrights on mobile content 30% Respondents: All visitors 257 15
INVESTING IN DIGITAL TECHNOLOGY/ MOBILE BROADCASTING IN NEXT 3 YEARS Digital Technology No plan to invest in next 3 years 37% Plan to invest in next 3 years 63% Mobile Broadcasting No plan to invest in next 3 years 56% EQ/BQ C6-C7 Plan to invest in next 3 years 44% Respondents: All exhibitors and visitors 330 Improve digital technology in production Advertising & promotion % 46 41 Develop content of mobile phone broadcasting % 54 Develop interactive technology for viewers Cooperate with overseas companies/ companies in Mainland China Develop broadband broadcasting Employ technicians in related fields 33 28 27 15 Make use of mobile phone broadcasting for promotion (e.g. film trailer) Develop content of laptop broadcasting 35 47 Respondents: Those who will invest in digital technology in the next 3 years 208 Respondents: Those who will invest in mobile broadcastings in the next 3 years 144 16
ROLES OF HONG KONG
PLAN TO EXPAND/ START BUSINESS IN DIFFERENT PARTS OF THE WORLD IN NEXT 3 YEARS EQ/BQ B8 (Definitely/ probably would) Overall Film TV Digital Entertainment Industry Industry Entertainment Industry Industry % % % % Chinese Mainland 56 55 60 77 Hong Kong 53 50 58 68 Central/ Eastern Europe, Russia Latin America 26 24 30 27 19 15 18 14 India 22 26 13 5 Middle East 16 15 18 23 Respondents: All exhibitors and visitors ##Very small base 330 210 67 22## 18
HONG KONG IS THE BEST PLATFORM REACHING CHINESE MAINLAND To explore more co-production opportunities with China To meet more Chinese Mainland buyers Strongly agree/ agree 84% Strongly agree/ agree 82% % % EQ/BQ C2a-b Strongly agree 26 Strongly agree 18 Agree 58 Agree 64 Neutral Disagree/ Strongly disagree 11 2 Neutral Disagree/ Strongly disagree 12 4 Uncertain/ Don t know 3% Uncertain/ Don t know 2% Respondents: All exhibitors and visitors 330 19
HONG KONG IS THE BEST PLATFORM REACHING OTHER ASIAN AREAS To explore more co-production opportunities in other Asian areas % To meet other Asian buyers Strongly agree/ agree 77% Strongly agree/ agree 82% % EQ/BQ C2c-d Strongly agree 15 Strongly agree 17 Agree 62 Agree 65 Neutral Disagree/ Strongly disagree 16 4 Neutral Disagree/ Strongly disagree 14 3 Uncertain/ Don t know 3% Uncertain/ Don t know 1% Respondents: All exhibitors and visitors 330 20
HK ACTS AS A MAJOR CONTENT PRODUCTION, DISTRIBUTION, TRADING & FILM FINANCING CENTRE IN ASIA EQ/BQ B9a, B10a Strongly agree/ agree 74 % Drivers* Importance Very Important Important Creative talent Strong distribution networks in Asia World class industry events State-of-art technology High on-screen production values CEPA Protection and respect of intellectual property * Attributes are ranked in sequence of importance Respondents: All exhibitors and visitors 330 21
HK IS THE HUB OF BUYING AND SELLING CHINESE FILM AND TV DRAMA EQ/BQ C4 Strongly agree/ agree 75% % Strongly agree 17 Agree 58 Neutral Disagree/ Strongly disagree 15 6 Uncertain/ Don t know 3% Respondents: All exhibitors and visitors 330 22
3 MOST IMPORTANT GLOBAL FILM MARKET EVENTS (IN ALPHABETICAL ORDER) EQ/BQ D10 American Film Market FILMART (Hong Kong) Marche du Film (Cannes) Respondents: All exhibitors and visitors 330 23
EXECUTIVE SUMMARY
SUMMARY Entertainment market players in general reported to achieve favorable business results last year. Amidst the global financial crisis, their perspective towards the business prospect in the coming year tend to be cautiously optimistic. They in general maintain a positive attitude towards the business volume of their major market in the coming year. Chinese Mainland is viewed as the market demonstrating the highest growth potential in the industry. Nearly 60% anticipate a very/ quite good prospect in Chinese Mainland in the next year. For those whose major market is Chinese Mainland, more than half expect an increase in business volume in the coming year. More than half plan to expand or start business in Chinese Mainland in next three years. Chinese Mainland is also one of the major sources for content acquisition in Asia. 25
SUMMARY Chinese Mainland continues to be seen as the highest potential market for Hong Kong content, no matter it is the film, television or digital entertainment category. Also, almost half see Hong Kong and Chinese Mainland co-production relationship as a world trend in the industry. Majority continue to anticipate more business opportunities to be brought by cross-media convergence. Market players also have plans to invest in digital technology and mobile broadcasting in the coming three years. Hong Kong serves as an excellent platform for the entertainment industry players to explore co-production opportunities not only in China, but also Asia. She also plays an important role in connecting buyers in the region. 26
MOST SALEABLE MALE FILM STARS WHO TAKE PART IN HONG KONG FILM (IN ALPHABETICAL ORDER) EQ/BQ B12 ACTORS Andy Lau ( 劉德華 ) Jackie Chan ( 成龍 ) Jay Chou ( 周杰倫 ) Jet Li ( 李連杰 ) Stephen Chow ( 周星馳 ) Tony Leung ( 梁朝偉 ) Respondents: Film industry exhibitors and visitors 210 27
MOST SALEABLE FEMALE FILM STARS WHO TAKE PART IN HONG KONG FILM (IN ALPHABETICAL ORDER) EQ/BQ B13 ACTRESSES Cecilia Cheung ( 張栢芝 ) Charlene Choi ( 蔡卓妍 ) Maggie Cheung ( 張曼玉 ) Michelle Yeoh ( 楊紫瓊 ) Sammi Cheng ( 鄭秀文 ) Shu Qi ( 舒淇 ) Vicki Chou Wei ( 趙薇 ) Zhou Xun ( 周迅 ) Respondents: Film industry exhibitors and visitors 210 28
MOST SALEABLE HONG KONG FILM DIRECTORS (IN ALPHABETICAL ORDER) EQ/BQ B14 Andrew Lau Wai-Keung ( 劉偉強 ) Jackie Chan ( 成龍 ) John Woo ( 吳宇森 ) Johnnie To ( 杜琪峰 ) Peter Chan ( 陳可辛 ) Stephen Chow ( 周星馳 ) Tsui Hark ( 徐克 ) Wong Kar Wai ( 王家衛 ) Respondents: Film industry exhibitors and visitors 210 29
MOST SALEABLE ASIAN MALE MOVIE STARS IN ASIAN MARKET (IN ALPHABETICAL ORDER) ACTORS EQ/BQ B15 Andy Lau ( 劉德華 ) Chow Yun Fat ( 周潤發 ) Jackie Chan ( 成龍 ) Stephen Chow ( 周星馳 ) Tony Leung ( 梁朝偉 ) Respondents: Film industry exhibitors and visitors 210 30
MOST SALEABLE ASIAN FEMALE MOVIE STARS IN ASIAN MARKET (IN ALPHABETICAL ORDER) EQ/BQ B16 ACTRESSES Gong Li ( 鞏俐 ) Maggie Cheung ( 張曼玉 ) Michelle Yeoh ( 楊紫瓊 ) Shu Qi ( 舒淇 ) Zhang Ziyi ( 章子怡 ) Respondents: Film industry exhibitors and visitors 210 31
32