After a three-year pandemic lockdown, China’s film and TV industry has undergone a profound shift. In the past two years, low-cost and realistic subjects with quality screenplays have won the favor of investors concerned more about capital liquidity. Major streaming platforms – iQiyi, Youku and Tencent Video – slashed production costs by cutting stars’ salaries or hiring emerging directors. Social media hashtags have replaced extravagant stunts, renowned filmmakers and star-studded casts. However, experts caution that an over-reliance on realistic content may lead to audience fatigue, risking a loss of diversity. Audiences may be disappointed if the short scenes and trailers promoted online do not reflect the quality of the show or movie. Like US studio A24 that tailors content for different audiences, Chinese filmmakers are producing cult movies for younger people.
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