中国における映画・ホームエンターテインメント市場

Abstract

The two leading media and entertainment research companies Screen Digest and Nielsen NRG have joined forces to bring you the most authoritative market analysis and consumer preference study into the Chinese cinema and home entertainment sectors. The report brings together the respective expertise of both companies in market and consumer research to identify the underlying trends in China' s media economy since its entry into the World Trade Organisation.

The report profiles the cinema distribution and exhibition sectors, the film production industry, DVD and home entertainment sectors, regulatory development, overview of population and other factors, digital cinema development, consumer behaviour and attitudes into cinemas, ticket pricing, film preferences, film information sources, DVD buying behaviour, price sensitivity and much more. This study also includes a full series of market data and forecasts on the Chinese cinema and home entertainment sectors from 2000 to 2010.

The Chinese film industry has experienced a period of rapid growth since the government began relaxing its regulations in 2001, with box office revenues tripling to $336m in 2006 as more and more people go to the cinema. Screen Digest forecast that by 2010 these revenues will exceed $720m. The number of modern, or silver, screens will increase in line with the revenue growth - almost doubling from 2,940 in 2005 to 5000 in 2010.

The report also includes a detailed analysis of the findings from a new study conducted by Nielsen NRG and AC Nielsen in China. The research was conducted online and focused on residents living in Guangzhou, Beijing and Shanghai.

The first major obstacle mentioned in the report is that the Chinese government has only partially liberalised the market to allow foreign investment; a full relaxation of restrictions is going to be a crucial part of realising the potential of the market. Warner Bros International Cinemas invested heavily in China when it entered in 2003 only to pull out three years later having conceded the battle against the challenges of government control and investment regulations. However, on the flip side, the relaxation of restrictions has allowed the Chinese film production industry to experience a boom, and China is now the third-largest film producer in the world, after India and the USA.

David Hancock, co-author of the report and Screen Digest senior Analysts comments: "This report is the first time that Screen Digest and Nielsen NRG have collaborated to bring a unique insight into both the market conditions, regulatory advances and consumer behaviour of what could be one of the major global media markets over the next decade. The consumer research underlines the potential of China. However, investment in this market needs to be seen as a long term strategy given the possible pitfalls along the way".

Table of Contents

Executive summary

• Cinema
• Home entertainment
• Consumer tastes

Methodology

• Cinema
• Video
• Statistical methodology
• Hardware methodology
• Software methodology
• Exchange rate methodology

NRG Background

• Sample composition
• Report Notes

Introduction

Territory overview

• Population
• Gender
• Age
• Urbanisation of China
• Geography
• 23 provinces
• 5 Autonomous regions
• 4 Municipalities
• 1 Special Autonomous Region
• Population centres Incomes

China and World Trade Organisation entry

• Sources of data
• The cinema class
• Urban population
• Consumer class
• Brands and affluence
• City populations
• Geography
• Mobile phone ownership
• DVD/VCD ownership
• The Cinema class in China

Cinema exhibition in China

• From monolith to free market
• Admissions and box office
• Cinema screens
• Ticket prices
• Screen density and growth rates
• Copyright theft
• Leading exhibitors and international players
• Large format screens

Theatrical distribution in China

• Distribution market structure
• Leading distributors
• Theatrical Releases
• Distributor market shares
• Films released
• Nationality
• Market shares
• Genre split
• Film marketing

Digital cinema in China

• D-cinema screens
• D-cinema content
• Projector manufacturers and resolution
• Servers

Film production sector

• Moving away from the State
• Film Production in China
• Film Studios
• Leading Domestic Producers
• China as a production centre
• The US majors in China
• Warner China Film
• Disney
• Sony
• Viacom
• Chinese films abroad

DVD and other video formats in China

• The move to disc
• Royalties, rows and local formats
• Hardware penetration analysis
• Pricing
• Hardware pricing
• Software pricing
• Market growth in volume sales
• Analysis of rental sector

Video distribution in China

• Distribution
• Leading distributors
• Copyright theft
• Anti-piracy initiatives
• Government Policy
• WTO entry
• Market Liberalisation

Understanding the behaviour of the Chinese movie consumer

Executive summary

• Attendance patterns
• Decision making process
• Motivations to attend
• Chinese vs. western films
• Most important factors in watching in cinema
• Preferred genres
• Future opportunities

Cinemagoing behaviour

• Cinema attendance
• Decision making/motivation to attend cinema
• Preference for Chinese or ' western' films
• Most important factors to see film in the cinema
• Favourite genres
• Sources of information
• Viewership of ' western' films
• Overview: DVD-related behaviour
• DVD Ownership
• DVD Rental
• VCD Ownership

Appendix - timelines

• Cinema
• Digital Cinema
• VCD and DVD

Tables and Charts

Executive summary

Methodology

Introduction

• China: Key cinema data
• China: Key cinema data
• China: Key cinema data
• China: Population growth
• China: Population forecasts

Territory overview

• China: Population growth
• China: Age breakdown by gender
• China: Age breakdown by gender
• China: Age and gender breakdown
• China: Population breakdown according to dwelling
• China: Population breakdown according to dwelling
• China: Cities with populations greater than 1,000,000
• China: Cities with populations greater than 1,000,000 (cont.)
• China: Cities with populations greater than 1,000,000 (cont.)

The cinema class

• Determining the cinema class in China

Cinema exhibition in China

• Box office (in local currency)
• Box office development
• Box office growth rates
• Screens in China
• Screens in China
• Growth in silver screens %
• Ticket prices
• Average ticket price bar chart
• Average ticket price growth rate %
• Screen density
• Top 10 cinemas
• China Film cinema circuits
• Warner China deals
• Exhibitors by screen
• Exhibitor market profiles 2006
• Warner Bros International theatres circuit in China
• IMAX
• Box office nations 2005 vs 2010

Theatrical distribution in China

• China: Leading theatrical distributors
• China: Distributor market shares
• China: Distributor market shares
• Market share by origin

Digital cinema in China

• Number of d-cinema screens ranked by networked operator
• Leading world cities by d-screens 2005
• The development of d-screens in China
• The development of d-screens in China
• Digital releases in China 2000-2005
• Digital versus all releases
• Digital releases by distributor
• Projector market shares in China
• Territory breakdown by projector manufacturer
• Digital cinema servers installed by manufacturer

Film production sector

• Film production in China
• Top 10 films of the year 2005
• Leading film production entities in China
• Highest-grossing Chinese films abroad

DVD and other video formats in China

• China: Hardware
• China: Hardware forecast
• China: Video hardware penetration of TV households
• China: Video hardware installed base by format
• International: DVD Video player/recorder penetration of TV households by country 1997-2005
• International: DVD Video player/recorder installed base by country 1997-2005
• China urban: Video hardware penetration of TV households
• China urban: Video hardware installed base by format
• China: Video hardware pricing 1996-2005
• China: Average consumer price of legimate retail software by country of origin 2005
• China: Average consumer price of pirated retail software by geographic region 2005
• VCD video market (volume, value and average price)
• VCD video market forecast (volume, value and average price)
• DVD video market (volume, value and average price)
• DVD video market forecast (volume, value and average price)
• China: Legitimate DVD sales by location 2005

Video distribution in China

• China: Video distribution by studio
• China: Estimated level of piracy

Understanding the behaviour of the Chinese movie consumer

Executive summary

• Paid cinema visits over the last 6 months (mean)
• Cinema-going frequency

Cinemagoing behaviour

• Decision making for attendance timeframe (%)
• Decision making for attendance timeframe
• Primary motivation to attend cinema (%)
• Primary motivation to attend cinema
• Chinese vs. western films (%)
• Chinese vs. western fi lms (%)
• Reasons for preferring western movies (%)
• Reasons for preferring non-western movies (%)
• Reasons for preferring non-western movies (%)
• Cinemagoing frequency
• Summary of "very important" (%)
• Genre preference (%)
• Genre preference (%)
• Information sources used (%)
• Sources used most often
• Buy or rent DVDs (%)
• Summary of "yes" (%)
• Ratio of western movies vs. "other" for
• DVD purchases (%)
• General DVD purchase locations (%)
• DVD Ownership breakdown (%)
• Premium & catalogue DVD purchases (%)
• "Special features" influence on DVD purchases (%)
• Ratings of special feature options (%)
• General DVD purchase locations (%)
• Mean number of DVD' s rented in past 6 months
• Special feature ratings (%)
• No. of DVD' s rented in past 6 months (%)
• Average amount paid for DVD rental
• Mean amount paid for DVD rental
• VCD Ownership
• Gender profile (%)
• Age profile (%)
• Parent profile (%)
• Average amount paid for DVD rental (%)
• No. of DVD rentals that are western/Hollywood (%)
• Leisure hours during normal weekend days (%)
• Own in household (%)
• Whether currently purchase movies on VCD (%)
• Marital status (%)
• Occupation (%)
• Leisure hours during normal weekdays (%)

Appendix - timelines