China, US not in a race but should join hands for better films for world audience: Expert

China is home to the world's fastest-growing film market in the world, and the country should have a greater say in the global film market.

Industry insiders join in the International Forum for the Development of Chinese Film on April 17, 2019, at the ongoing Beijing film festival. [Photo: China Plus]

That's according to James Su, the chairman of the Chinese-American Film Festival. He was speaking at the International Forum for the Development of Chinese Film on Wednesday at the ongoing Beijing film festival.

"Joining this year's film festival enabled me to clearly feel that China is a strong player in the film industry. The goal for the next phase of the industry's development should see China participate in making the rules for film production. The West used to set many of the criteria, ranging from film production to distribution, and even how stories are told."

Su also spoke about the benefits that could come from greater cooperation between Hollywood and China's film industry.

"Communication will pave the way for a harmonious co-existence. It is through film projects that we can bridge the gap between the two cultures and the two peoples. It's neither a race nor a competition. Hollywood might be attracted by China's 5,000-year old civilization and the abundant stories that come from its large population. And China should learn about the regulated structure that Hollywood uses to manage film projects. It's only when both sides cooperate well and can blend with each other that they will present higher quality films to audiences worldwide."

According to a report by the global consulting firm Deloitte, half of the countries in the 10 leading international box office markets have signed co-production agreements with China.

James Su said China's film industry should focus on transforming its "production at scale" model to one that has a greater emphasis on the quality of the productions.