China researches films inhouse
Just like anywhere else, market research is important to the Chinese film business. But because of tight state controls on how films are distributed and a general lack of transparency in China, private market research companies are rare.
Most entertainment companies find it easier to do their own research via inhouse marketing departments, which they feel give the most accurate results.
“The creation of content and market research are both important and done hand in hand,” says Zhang Huixia of Huaxia Film Distribution. “You can’t say which is more important, we do both at the same time.”
Lana Peng, who is in charge of the international sales and distribution office at Huayi Brothers, one of China’s most important private shingles, agrees.