外文文献原文

外文文献原文

Development of China’s Film Industry

――文章来自《国家广电总局关于加快电影产业发展的若干意见》（2004年1月8日）

Some Opinions of the State Administration of Radio, Film and Television on Expediting the Development of the Film Industry

(January 8th, 2004)

With a view to fully implementing the spirit of the 16th CPC National Congress as well as the 3rd Session of the 16th CPC Central Committee, satisfying the requirements for reform and development of the socialist market economy, addressing the characteristics and law of the socialist spiritual construction, and carrying out the overall planning for deepening cultural reform, the following opinions are hereby put forward on expediting the development of the film industry in the light of the practical situation concerning films.

Th e Situation and Tasks Concerning the Development of China’s Film Industry

1. The importance and urgency of developing the film industry. Films are one of the cultural and entertaining forms popular with the general public. As one of the industries backed by new and high

technologies and featuring high intelligence, high input and high output, the film industry has become an important and vigorous component part of, and played a significant role in, the cultural industry as a whole. To develop the film industry can be active and important in propelling the socialist spiritual construction, carrying forward the national culture and the national spirit and promoting the restructuring of the national economy. At present, the film industry reform and development are urgently required to be compatible with the institutional environment that China is improving for its socialist market economy, the growing spiritual and cultural demand of the people in the context of a well-off society, the pattern of all-round ope ning to the outside world after China’s entry into the WTO, and the new situation of rapid development of science and technology and of fierce competition in multimedia around the globe. We must establish a new concept of film development and remove all ideological and institutional obstacles and other practices against the film industry development. We must come to the full understanding that problems do exist such as neglect of the industrial nature of films, lack of market and business awareness, irrational structure of the film industry, undiversified ownership pattern, relatively low marketization level, undersupply of products, lack of vigor and competitiveness among enterprises, etc. We must fully understand that the only approach in solving all these problems lies in the acceleration of reform, innovation

and development. We must be fully aware of the significant opportunities and challenges brought by the ongoing economic development and social progress to the film industry and as soon as possible, come up with a new path that satisfies the requirements of developing the socialist advanced culture and the socialist market economy.

2.The guidelines and principles in developing the film industry. We must hold high the great banner of Deng Xiaoping Theory and the important thought of the "Three Represents", fully implement the spirit of the 16th CPC National Congress as well as the 3rd Session of the 16th CPC Central Committee, keep moving in the direction of advanced culture, uphold the principle of "Two Serves" (serve the people and serve socialism) and the policy of "Two Hundreds" (let a hundred flowers blossom and let a hundred schools of thought contend), carry forward the leading melody and advocate diversification. We must strengthen and improve the leadership of the Party over films. We must emancipate our minds, seek truth from facts, keep pace with the times, and make pioneering efforts in innovation. We must uphold the principle of coordinated development between the film industry and the film undertakings and between the film culture and the film economics. We must orient films towards the general public and the market, take development acceleration as the theme, innovative reform as the driving force and institutional innovation as the focal point, actively explore

diverse forms in realizing the public ownership of the film industry, strengthen the macro-control, and activate the competition mechanism at the micro level. We must bring into full play the leading role of the market and the progress in science and technology, fully tap into the initiatives of the film industry forces as well as other social forces in operating films, closely follow the law of the film art and of the film market, strike a balance between social benefits and economic returns and produce more excellent works and talents, so as to continuously satisfy the spiritual and cultural demand of the general public and propel the all-round modernization of the Chinese-characterized socialist film industry.

3.The goals and tasks of developing the film industry. The first two decades of the 21st Century are an important period of strategic opportunities for film industry development. We must expedite the institutional reform and innovation in the film industry and establish as soon as possible a film industry operating pattern featuring the leading role of market forces, enterprise autonomy in operation, and statutory administration by the government. We must establish a national film market system characterized by uniformity, openness, fair competition, regulation, orderliness and legal operation. We must establish a film production and operation system characterized by multiple sources of investment, diversified operation, production in diverse forms,

distribution through diverse channels and development at diverse levels. We must establish a policy and legal framework and a government supervision and administration system characterized by the rule of law in public administration, scientific regulation, forceful guarantee and effective administration. It is our goal through five to ten years of development to form several large modern film enterprise groups with prominent principal businesses, quality brands, leading market roles and international competitiveness, foster and remold a vigorous and competitive group of new film market players, therefore greatly improving the film production and operation capacity, diversifying film products, upgrading film projection facilities in both urban and rural areas, securing a continuous increase of the film audience, keeping a good cycle of input and output, making the film culture flourish at large, seeing to it that the film box office revenue and the gross film production value become a new growth point in the national economy, and making China’s film industry stronger and bigger and China one of the world film powerhouses.

II. Remolding the Market Players and Activating the Micro-level Operating Mechanism

4. Accelerating the transformation of the state-owned film organizations. Organizations engaged in the production, distribution and projection of films are businesses in nature; they are operating entities in the film

market as well as important forces in developing the film industry. The state-owned film organizations should accelerate transformation, implement company-oriented reform in the light of the modern enterprise system, and through institutional innovation, perfect the corporate governance, establish market-oriented operating patterns, create name brands, revitalize their assets, improve returns and upgrade competitiveness, so as to develop into the market players that make business decisions on their own, assume sole responsibility for their profits or losses and apply self-development and self-restraint. However, during the transformation, active and steady efforts must be made to handle well the old-age insurance and medicare guarantee for the retired as well as the repositioning of the redundant personnel.

5.Actively propelling the joint-stock system. We should accelerate the establishment of the modern property rights system, separate ownership from management, clarify the property rights and management responsibilities, expand financing channels, multiply the sources of investment and actively explore a mixed ownership pattern with the participation of state-owned capital, collective capital, non-public-owned capital, etc. We will encourage state-owned, private and foreign capital from outside the film industry to participate in the joint-stock transformation of film enterprises, so as to enable them to establish a modern enterprise system, increase input, adopt better management,

increase the output and open new markets. We will encourage resources reorganization and capital restructuring through such forms as merger, acquisition, regrouping, alliance, etc. among film enterprise; those qualified should try to get listed in stock exchanges. However, during the transformation, we must improve the assets appraisal system to preserve and increase the value of state property.

6.Expanding the intensive operation of films. We should use the market mechanism to rationally allocate film resources, promote scale and intensive operation, do away with isolated operating patterns within certain regions or the guild and form a diversified operating structure featuring the use of multimedia such as film, television, tape-recording, CDs and the Internet. We will encourage film enterprises to build large capital-connected film groups that operate across different regions, industries and ownership patterns, in a way to make the film industry stronger and bigger.

7.Deepening the institutional reform within enterprises. We should deepen the institutional reform within film enterprises, accelerate institutional innovation, establish and perfect orderly and efficient mechanisms in decision-making, management and evaluation, improve the mechanism in competition incentives and restraints, and adopt the responsibility system for management goals and position targets. We should do away with the mentality of "doing nothing but wait, rely on or

ask for exterior support all the time", remove the concept of egalitarianism in distribution, practice the position appointment system and the labor contract system, enhance the reform of the three systems, namely the labor employment system, the cadres and personnel system and the salary and distribution system, and see to it that there are qualification-disqualification mechanism for employees, promotion-demotion mechanism for cadres, and the linking of economic returns to social distribution (or pay to performance). We should improve the systems in finance and cost management and reduce costs in production, management and expansion, so as to improve economic returns. We should actively promote effective operating systems such as the system of film producers, the system of brokers, and the project responsibility system, in a way to continuously elevate film operations. III. Readjusting the Industrial Structure and Tapping the Market Through Diversification

8.Establishing a film products pattern with profit coming from multiple sources. We should fully exert the advantage of films as a content-based industry in stimulating the development of the relevant industries, change the single operating pattern under which box office is the only source of revenue for film products, and use digitized, networked and computerized technologies to spread through multimedia, develop in multi-layers, and sell through multi-channels the film originals, duplicates, derivatives and

image products, in a way to realize the multi-profit-source pattern of the industrial chain of films and tap into the overall returns of film products.

9.Developing the film market in multi-levels. We should propel the rebuilding of multi-hall cinemas in urban areas, enliven the cinema market, tap the diversified mobile cinema market, expand film projection scale in both urban and rural areas, expand the TV-connected film market, operate well film channels, and use TV-based media to broaden the coverage of films. We should develop the audiovisual film market and regulate operating activities involving the issue of copyright. We should tap the Internet film market and ensure film products to gain reasonable profit on the Internet. We should cultivate the digital film market and use high and new techs to create new platforms for film production, transmission and projection, so as to bring about new market growth point. We should develop film image products and derivative products and expand brand operation of films.

IV. Deepening the Reform in the Circulating System and Establishing a Modern Market System

10. Introducing a competitive and open market. To enhance the unification and opening of the film market is an important task for building a modern film market system. We must abrogate all market

segmentation provisions in the film circulating system that obstruct fair competition, set up administrative blockade or exclude non-local products and services. We must break up regional blockade and trade monopoly, actively promote the inward and outward opening of the film market, and see to it that film products and all factors can move freely and compete orderly within the whole country.

11. Deepening the reform in the cinema-chain system. We should actively promote modern film circulating methods such as the cinema-chain system which features uniformity in brand as well as in film supply, operation and management. We should change the current situation wherein chained cinemas form a large number but each has a small scale, trans-provincial chain cinemas are anything but strong in terms of their extension capacity, and provincial chain cinemas are retarded by regional blockade. We should expedite the integration of chained cinemas and expand their scale. We will encourage trans-provincial chained cinemas to play the leading role, to practice close integration by assets or covenant alliances, widen financing channels, expand scale operations and conduct capital restructuring in different forms. We will encourage state-owned and private capital from both within and outside the film industry to help the formation of chained cinemas by holding or controlling their stock or by sole proprietorship, while cinemas may select chain partnership on their own. We will encourage fair competition between different cinema

chains and promote prosperity and development of the film market through competition. We should actively explore the operating law, marketing methods and management experiment of chained cinemas, take close partnership as the major form of chain establishment, and uphold the goal of reducing staff and improving efficiency, conducting scale operations, increasing sci-tech content and providing quality services, in a way to create superb chains.

12. Improving the operation and management of cinemas. We should actively develop modern multi-hall cinemas, accelerate the upgrading and renovation of cinema infrastructure and film projection equipment, enhance the networking and application of computerized ticket sales systems, promote star-rating management of cinemas, regulate cinema projection and services standards, strengthen guild discipline and strictly prohibit any kind of violations such as dishonest reporting or pirate projection, so as to ensure that cinema operation and management can give first place to man, be services-based and highlight trustworthiness.

13. Actively cultivating market intermediary organizations. We should actively cultivate professional distribution companies whose operation is standardized, introduce modern advertising and marketing concepts, expand distribution channels, increase the impact and radiation capacity of these companies on the market, and promote the distribution and projection of homemade movies, cross-regional scale operation as well as

institutional innovation in the circulation sector. We should perfect sales service networks and film supply outlets oriented towards urban and rural markets, make broad use of media such as broadcasting, TV, newspapers, magazines and the Internet to advertise films, improve the operating methods of the film trading market, and accelerate the circulation of new products on the market.

V. Transforming Government Functions and Improving the Macro-control System

14. Transforming the administrative functions of government. The administrative departments in charge of films at all levels should separate the functions of government from enterprise management and from those of institutions. These departments shall simplify their administrative procedures, transfer power to lower levels, conduct public administration in accordance with the law, and make a transition from operation to administration of films, from direct to indirect administration and from industry-inward looking to whole-society orientation. We should bring into full play the guiding and controlling role of government departments in promoting industrial development and make full use of the respective functions of the Central and local government departments in orientation guidance, policy regulation, market supervision and administration, social administration and public services, so as to conduct public administration in accordance with the law and make a honest, clean, efficient, open and

transparent government. The government departments may relax control where necessary and shall enhance administration if required.

15. Formulating a long and medium-term planning for film industry development. The administrative departments in charge of films at all levels shall focus on the current situation while having the future in view, study new issues, explore new ideas, and earnestly work out the by-phase goals of as well as the long and medium-term planning for film industry development after allowing for the local and departmental situation, so as to ensure at a strategic height the sustainable development of China’s film industry.