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More people buy tickets online in the wealthier and more technologically advanced eastern parts of the country, but China’s middle and western regions are now experiencing the fastest growth in online ticket sales, especially in fourth- and fifth-tier cities. Bullet comments – real-time commentary from other viewers that scrolls over streamed videos – have become a distinctive part of Chinese online film-watching culture. They’ve grown in popularity in the past two years, with the total annual tally of comments more than doubling since 2017. The highest-grossing film in Chinese history, 2017’s “Wolf Warrior 2,” has just 248,000 bullet comments on Tencent Video, but 2018’s romantic drama “Cry Me a Sad River” has 501,000.
In terms of content selection, Chinese viewers are primarily streaming new Chinese films. This year, 68.1% of films screened online were new Chinese fare and 10.1% were new foreign films, while 15.2% were older Chinese films and just 6.6% were older foreign ones.
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