Hold Cinema Day six times a year, filmmaker urges

Stacy Shi

Renowned filmmaker Tin Kai-man has proposed Cinema Day be held at least six times a year rather than an annual event.

Tin believes more frequent Cinema Days would attract larger audiences to watch movies in theaters.

In an effort to entice citizens back to cinemas, several theaters recently offered discounted HK$30 tickets with some even topping it with additional promotions.

For instance, Broadway Circuit provided an extra HK$25 discount for customers purchasing film tickets between April 22 and May 22, while Cinema City Langham Place offered a HK$30 food and beverage coupon to ticket holders.

Tin expressed his views in a radio interview, calling on the Hong Kong film industry to reevaluate its overall operation and extend the discount period.

"Holding Cinema Day during off-season non-holidays will be effective in attracting more viewers to theaters," he said.

Pointing to the differences between the cinema operations in Hong Kong and the mainland, Tin said an absence of handling fees and the availability of discounts in mainland cinemas have put Hong Kong at a disadvantage. "It is necessary for the Hong Kong film industry to find innovative solutions rather than waiting for its demise," he said.

According to Tin, the film industry faces challenges from streaming platforms as audiences can conveniently watch movies at any time with comfort at home.

He agreed that the global film industry also grapples with similar issues and emphasized the importance of overcoming the challenges, suggesting that cinemas should emphasize the unique experience they can offer, such as the immersive sound effects and atmosphere that can only be enjoyed at the theater.

Tin also expressed concerns about the weak competitiveness of Hong Kong movies in tapping into broader markets due to a perceived lack of creativity and quality.

While local support for Hong Kong movies exists, he believes it is not enough to sustain the industry.

He said that compared to movies from other Asian regions like South Korea, Japan, Thailand and Taiwan, Hong Kong movies are limited in their themes that makes them less attractive to streaming platform operators who, as a result, may only purchase a limited number of the city's movies.

"Young Hong Kong directors should incorporate more commercial elements into their productions to enhance their competitiveness," Tin said. "By diversifying themes and broadening the appeal, Hong Kong movies can strengthen their position in the market."