Market size matters? An approach to illustrate the market preference of Hong Kong-mainland China co-production cinema

Abstract

ABSTRACTInternational co-production deal helps regional filmmakers to enter non-local markets. However, to please cross-border audiences, it may hinder cultural uniqueness. Further, when the participants from an obviously bigger market are engaged in, the minor’s cultural elements may be neglected. This ‘market size matters’ argument is often applied to understand the deterioration of Hong Kong (HK) film industry, which has largely collaborated with mainland China (CN) counterparts. To question this argument, this article proposes five co-production scenarios as ideal types: big-market oriented, lowest-common-denominator, small-market oriented, non market, and hybridity, which are illustrated in a scatter plot. With this comparative approach, HK-CN co-productions are located in the hybridity scenario while they increasingly favour mainland China market.