Sindo Chen: “Chinese blockbusters like Creation of The Gods have a card to play in France”

Through the company Heylight Pictures, Sindo Chen distributes Creation of the Gods I: Kingdom of Storms. Here she returns to the absence of Chinese blockbusters in France and its strategy of conquest.

Immersed in a mythological China, Creation of the Gods I: Kingdom of Storms is a furious tale where royal families clash against a backdrop of heroic fantasy. Chinese version of Lord of the Rings by Peter Jackson, supported by stunning special effects, the film has already grossed nearly $400 million at the Chinese box office and has nothing to envy of the big Hollywood machines (whether in terms of decor, imagination or fantasy visions…). While the film arrives in France for a duration of two days (February 10 and 11), on the occasion of Chinese New Yearwe asked Heylight Pictures distributor Sindo Chen a few questions about the export of Asian blockbusters.

When did your company Heylight Pictures decide to release Chinese blockbusters in France?

Heylight was founded just before Covid. During the trade war between the United States and China. In fact, at that time, it was becoming difficult for China to import American films. And China then turned to the European market. I was in Europe and we started acquiring French titles for the Chinese market. Black Box, I accuse, Martin Eden…. Then, Covid happened. Cinemas closed and we started working for platforms in a similar way. And then, last year, several people came to ask me if I could distribute Chinese titles in France.

Until now, we saw a few Chinese films in French cinemas, but they were essentially art-house cinema. We forget that Chinese blockbusters are very important. China is the second largest cinema market in the world. It’s a bit of an elephant in the room (laughs). Look at last year’s top 20 worldwide box office. It is largely dominated by American films, yet a few Chinese films appear (like Man Jiang Hong). But these films have not even been distributed abroad! The local market is so big. But today, the idea is to export these blockbusters to other markets.

Which means that you want to go beyond the framework of the Chinese community?

I hope so. I was recently telling a friend: the Chinese community in France represents half of the population of the San Francisco Bay Area. So it’s a very small market. Indian distributors in France do it and it works very well: they distribute a lot of films, sometimes three or four titles per month. They rely on the Indian community, and create specific modes that allow us to go beyond this very framework. It’s very clever. And it can take! In any case, I think that the market needs new strategies. Covid has changed the situation. Spectators have acquired new habits and broadened their horizons. And we have to offer them new things. It’s very exciting. For everyone.

How do you explain that major Chinese commercial films were not distributed before?

The stories in these films are often based on very particular concepts or myths. Moreover, Chinese mega stars are not yet very well known here. I admit that, for a long time, Chinese films were mainly aimed at the local market. But it’s evolving and that’s precisely why I think there are new opportunities. look Creation of the gods. It’s very Chinese, but it’s also very universal. The screenplay is adapted from a Chinese legend, but basically the story is about the relationship between a father and his son. It’s Shakespearean if you like.

Do you adapt the films when you distribute them in France?

We need to break down certain barriers. With the means we have. For example, in subtitles, we simplify concepts or turns of phrase which can sometimes be complicated for Westerners. There is simplification work to be done, that’s obvious. In form as in vocabulary. We need to make these films even more accessible.

But do you think Chinese filmmakers are aware of this?

That’s an interesting question. I regularly have discussions with Chinese directors, actors or producers. And, yes, they are aware that they can now occupy a place of choice in the economy of world cinema. This is why things are moving. Stars and directors are increasingly aware that there is an extra-territorial market. It’s good for them. Good for the promotion of the film, for its notoriety… even within the framework of its domestic exploitation. You know, foreign markets are increasingly considered by local producers and stars. Especially since Hollywood productions are no longer as good as before! There are shares to be taken.

Creations of the gods indeed comes at the right time, given the relative absence of American blockbusters.

It’s true that we are lucky. Hollywood cinema had some problems last year and, in fact, there are fewer blockbusters planned in the coming months. We have a card to play. Especially since the line-up of big Chinese productions is very exciting.

What is the program for Heylight Pictures?

Creation of the Gods is a trilogy. We’re releasing the first film over two days and we’ll see how it goes. This experience will inevitably be rich in lessons for the sequel and the third part. There is also Wandering Earth 2 on our tablets. Creation of the Gods is just the beginning.