chinese cinema in the age of advertisement: the filmmaker as a cultural broker

Abstract

the article looks at a model of filmmaking that has emerged since the rise of “cultural economy” in the mid-1990s. directors have collaborated with real estate developers and other entrepreneurs and become cultural brokers. they use the prestige, access and popular appeal of the cinema to establish a stronger connection between film and market forces. as filmmakers become trendsetters, their films aim not only at box office success but also at shaping economic agendas and visual experience, social networks and the aesthetic environment. filmmaking as cultural brokering has been practised by directors as disparate as the market-oriented feng xiaogang, the neorealist ning ying and the documentary producer wu wenguang.