Hong Kong FILMART & HAF 2008 1 Prepared for Hong Kong Trade Development Council March 2008 Hong Kong FILMART & HAF 2008

1Hong Kong FILMART & HAF 2008

Prepared for Hong Kong Trade Development Council

March 2008

Hong Kong FILMART & HAF 2008


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


RESPONDENTS’ BACKGROUND INFORMATION


COMPANY BASE OF RESPONDENTSEQ A1/ BQ A1

Respondents: 84 Exhibitors

ExhibitorsExhibitors

Hong Kong24% Chinese

Mainland9%

AsiaPacific32%

Europe18%

Americas16%

VisitorsVisitors

Respondents: 254 Visitors

Hong Kong19%

ChineseMainland

12%

AsiaPacific36%

Europe20%

Americas13%


EQ/BQ A3

NATURE OF MAIN BUSINESS OF RESPONDENTS

Respondents: 84 Exhibitors 254 Visitors

%

65

18

9

%

ExhibitorsExhibitors VisitorsVisitors

Film

TV

Digital

Entertainment & Others

64

20

12


INDUSTRY OUTLOOK


EQ B1

PERCEPTION OF PAST 12 MONTHS BUSINESS RESULT

24 31

63

19

2

55

6Very good

Quite good

Average

Very/ quite poor

%

Very/ quite good 74% 69%

Overall (Worldwide)

Overall (Worldwide)

Hong KongHong Kong

Respondents: All exhibitors 84 16

[ ] indicates findings in 2007

-

[64%] [60%]


EQ/BQ B2

GROWTH PROSPECT (WORLDWIDE)

Very/ quite good 66% 65% 61% 82%

Respondents: All exhibitors and visitors338 219 62 33

Overall Film TV Digital Entertainment Industry Industry Entertainment

Industry Industry

%

Very good

Quite good

Average

Very/ quite poor

31 31 3418

50 45 70

15 1612

343

51

15

-

Uncertain *% - 2% -


BQ B3-4

TOP 5 SOURCES FOR CONTENTS ACQUISITION FROM ASIA

%

Respondents: 254 Visitors

Past 12 MonthsPast 12 Months Next 12 MonthsNext 12 Months

%

55

43

37

33

11

Hong Kong

Chinese Mainland

Japan

South Korea

Thailand

51

43

34

30

12


EQ B6/BQ B9

MARKET WITH THE HIGHEST POTENTIAL FOR HONG KONG CONTENT

Respondents: All Hong Kong exhibitors and visitors

338 219 62 33

Overall Film TVDigital

Entertainment

1. Chinese Mainland

2. Taiwan

3. US

4. Japan

1. Chinese Mainland

2. US

3. Taiwan

4. Japan

1. Chinese Mainland

2. Taiwan

3. US

4. Japan

1. Chinese Mainland

2. Taiwan

3. US

4. Japan


EQ B7/BQ B10

TOP MOST SALABLE GENRE FOR HONG KONG

Film Industry

Film Industry

Respondents: Film industry exhibitors and visitors 219

TV Industry

TV Industry

Digital Entertainment

Digital Entertainment

Respondents: TV industry exhibitors and visitors 62

Respondents: Digital entertainment exhibitors and visitors 33

1. Action/ Kung Fu2. Comedy3. Animation4. Drama

1. Action/ Kung Fu2. Comedy3. Animation4. Drama

1. Action/ Kung Fu2. Comedy3. Drama4. Animation

1. Action/ Kung Fu2. Comedy3. Drama4. Animation

1. Action/ Kung Fu2. Animation3. Drama4. Comedy

1. Action/ Kung Fu2. Animation3. Drama4. Comedy


INDUSTRY TREND


CO-PRODUCTION IS THE LATEST WORLD TREND IN THE ENTERTAINMENT INDUSTRY

C3a-b

Yes92%

No8%

%

55

22

7

5

5

Regions that are going to have a closer co-production

relationship

Regions that are going to have a closer co-production

relationship

HK/Chinese Mainland

HK/Asia market

HK/Europe market

HK/US market

Chinese Mainland/Asia market other than Hong Kong

Respondents: All exhibitors and visitors 338Respondents: Those who agree that co-production is the latest world trend in the entertainment industry

310


EQ C1

CROSS MEDIA CONVERGENCE BRINGS MORE BUSINESS OPPORTUNITIES

Respondents: All exhibitors 84


11

35

2

51

Strongly agree/ agree 86%

Uncertain/ Don’t know 1%

Strongly agree

Agree

Neutral

Disagree/ Strongly disagree

[81%]

[20%]

%


BQ B5

MORE AMOUNT OF COPYRIGHTS ACQUIRED ON MOBILE CONTENT IN 2007

More

Remains the same

Less

%

Do not acquire copyrights on mobile content 23%

39

5

33

Respondents: All visitors 254


[23%]


INVESTING IN DIGITAL TECHNOLOGY MOBILE BROADCASTING DEVICES IN THE COMING 3 YEARS

EQ/BQ C6-C7

Mobile DevicesMobile Devices Plan to invest

in coming 3 years52%

No plan to invest in coming 3 years

48%

Respondents: Those who will invest in mobile devicesin the coming 3 years 176

%

76

41

Digital Technology

Digital Technology Plan to invest

in coming 3 years74%

No plan to invest in coming 3 years

26%

Respondents: Those who will invest in digital technologyin the coming 3 years 249

%

71

32

32

Digital technology in production

Broadband broadcasting

Interactive technology for viewers

Mobile phone

Laptop

Respondents: All exhibitors and visitors 338


ROLES OF HONG KONG


EQ B3/BQ B6

PLAN TO EXPAND/ START BUSINESS IN HONG KONG & CHINESE MAINLAND IN NEXT 3 YEARS

Overall Film TV Digital Entertainment Industry Industry Entertainment

Industry Industry%

%

Respondents: All exhibitors and visitors 338 219 62 33

70 79 6469

(Definitely/ probably would)

Expand/ start business inHong Kong

Expand/ start business inHong Kong

Expand/ start business in

Chinese Mainland

Expand/ start business in

Chinese Mainland

70 82 7068


EQ C2a-2b/BQ C1a-1b

HONG KONG IS THE BEST PLATFORM REACHING CHINESE MAINLAND


12

20

3

63

To explore more co-production opportunities with China

To explore more co-production opportunities with China

14

20

4

60

To meet more Chinese Mainland buyers

To meet more Chinese Mainland buyers



% %

Strongly agree/ agree 83% Strongly agree/ agree 80%

Strongly agree

Agree

Neutral


Strongly agree

Agree

Neutral



EQ C2c-2d/BQ C2a-2b

HONG KONG IS THE BEST PLATFORM REACHING OTHER ASIAN AREAS

%

16

15

4

64

To explore more co-production opportunities in other Asian areas

To explore more co-production opportunities in other Asian areas

%

To meet other Asian buyersTo meet other Asian buyers

Strongly agree/ agree 79% Strongly agree/ agree 83%

Strongly agree

Agree

Neutral




Strongly agree

Agree

Neutral


14

16

2

67



EQB4-5/BQ B7-8

HK ACTS AS A MAJOR CONTENT PRODUCTION, DISTRIBUTION, TRADING & FILM FINANCING CENTRE IN ASIA

77Strongly agree/ agree

%

Creative talent43%

Strong distribution networksin Asia35%

World class industry events 24%

State-of-art technology22%

High on-screen production values22%

CEPA 16%

Creative talent43%

Strong distribution networksin Asia35%

World class industry events 24%

State-of-art technology22%

High on-screen production values22%

CEPA 16%

Drivers

• Narrow genre4%

• Other Asia economies produce better film/ TV/ online games, etc4%

• Piracy3%

• Smaller budget production 3%

• Narrow genre4%

• Other Asia economies produce better film/ TV/ online games, etc4%

• Piracy3%

• Smaller budget production 3%

Potential Hindrances



EQ/BQ C4

HK IS THE HUB OF BUYING AND SELLING CHINESE FILM AND TV DRAMA

Strongly agree

Agree

Neutral

Disagree/

Strongly disagree


20

14

8

57

Strongly agree/ agree 71%


%


EQ D11/BQ D10

MOST IMPORTANT FILM MARKET & FILM FINANCING EVENT IN ASIA


Most Important

Film Market in Asia

Most Important

Film Market in Asia

FILMART (Hong Kong)

60%

Most Important Film Financing Event in Asia

Most Important Film Financing Event in Asia

Hong Kong-Asia Film Financing Forum (HAF)

67%

Others40% Others

33%


EQ/BQ D2

HONG KONG-ASIA SCREENING PROVIDES GOOD CHOICES FOR ACQUIRING FILM CONTENTS


Yes69%

No4%

Neutral15%

Uncertain12%


EQ/BQ D4

THEMATIC PAVILIONS AT FILMART THAT HELP DEVELOPING CROSS MEDIA BUSINESS/ PARTNERSHIP

Respondents: All exhibitors and visitors338

Animation & Digital Equipment & TV LocationsEntertainment Post-production World World-Asia

World Services World

%

24 32 32 34

54 55 52

7 7 6

8686

63

6

Strongly agree/ agree 70% 61% 62% 58%

Strongly agree

Agree

Neutral



WHETHER HAF WILL FURTHER ENHANCE HONG KONG’S POSITION

17 20

61

15

11

60

10Strongly agree

Agree

Neutral


%

Content production

centre

Content production

centre

Film financing

centre

Film financing

centre


EQ D10/BQ D9

Strongly agree/ agree 75% 71%

Uncertain/ Don’t know 7% 8%


EXECUTIVE SUMMARY


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.


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.


EQ B8/BQ B11

ACTORSACTORS


MOST SALEABLE MALE FILM STARS WHO TAKE PART IN HONG KONG FILM (IN ALPHABETICAL ORDER)

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 )

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 )


EQ B9/BQ B12

MOST SALEABLE FEMALE FILM STARS WHO TAKE PART IN HONG KONG FILM (IN ALPHABETICAL ORDER)


ACTRESSESACTRESSES

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 )

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 )


EQ/BQ B13MOST SALABLE HONG KONG FILM DIRECTORS (IN ALPHABETICAL ORDER)


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 )

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 )


EQ/DQ B14

MOST POPULAR HONG KONG MALE TV STARS (IN ALPHABETICAL ORDER)

ACTORSACTORS

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 )

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 )



MOST POPULAR HONG KONG FEMALE TV STARS (IN ALPHABETICAL ORDER) EQ/DQ B15

ACTRESSESACTRESSES

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 )

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 )



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Hong Kong FILMART & HAF 2008 1 Prepared for Hong Kong Trade Development Council March 2008 Hong Kong FILMART & HAF 2008