For the last decade or so, Hollywood’s aim in China was to work with Washington and Beijing to expand the industry’s access to the market by opening up the quota for foreign films and making sure its movies got through the censors.
That goal, however, has lost some relevance as the Chinese entertainment market has evolved. The biggest challenge for American studios is no longer whether their films are selected under the revenue-sharing program or avoid getting banned for depicting Winnie the Pooh, according to experts; it’s whether Chinese audiences actually want to see the movies that get in.
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