film
Why China’s Short Drama Boom Matters For Luxury
Short drama is an important trend, but the big question is whether this minutes-long format can actually mint valuable long-term IP. Read More
Luxury Content Commerce Collabs Go to Hollywood
A sure sign that the pandemic is winding down in the United States is the return of the summer movie box office season that kicks off with Memorial Day. Read More
What Dior’s “Nose” Knows About Premium Branded Content
While luxury brands have produced high-quality short films for many years, they are increasingly seeking to stand out by upgrading their content. Read More
Ongoing Pandemic to Fuel Brand-Funded Content in 2021
With consumers around the world still spending a significant amount of time at home — whether by choice or as required by law — traditional marketing strategies will become even… Read More
China’s ‘Leftover Women’ Back in Debate with New Skincare Campaign Video
Prestige skincare brand SK-II is back with a new campaign film, 'The Expiry Date,' which addresses China's obsession with a woman’s age. Read More
SK-II Addresses China’s Leftover Women in ‘Marriage Market Takeover’ Film
In a new campaign video by high-end skin care brand SK-II that's going viral, single Chinese women confront their parents about traditional views on marriage, speaking out against the term… Read More
Prague Makes Chinese Tourism Gains Thanks to Blockbuster Film
The historic Czech Republic city feels the "Lost in Thailand effect" as it sees a Chinese tourist influx after wooing audiences in a romantic film. Read More
Chinese Film Wrap-Up: Lunar New Year Edition
In this week's recap of China film news: "50 Shades" gets blocked online, "Wolf Totem" marks a China comeback for director Jean-Jacques Annaud, and Jackie Chan has another box office… Read More
China Film File: ‘X-Men’ Excitement, Han Han’s ‘Hui Hui,’ And Packer’s Production
Welcome to China Film File, a weekly brief on the business of movies in China. Read More
China Film File: ‘Spiderman’ Surprise, Jia’s ‘Mountains,’ And ‘Godzilla’ Adjustments
Welcome to China Film File, a weekly brief on the business of movies in China. Read More
