Core Points - The 25th anniversary celebration of "Crouching Tiger, Hidden Dragon" took place in Los Angeles, featuring director Ang Lee and actress Zhang Ziyi in a dialogue with Janet Yang, the president of the Academy of Motion Picture Arts and Sciences [1][3] - The event is a highlight of the Hollywood celebration "Lanterns: A Celebration of Chinese Language Cinema," coinciding with the annual Asian Pacific American Heritage Month [3] - The Academy is showcasing 10 Chinese-language films from April 10 to May 24, including "Crouching Tiger, Hidden Dragon," which won four Oscars at the 73rd Academy Awards [3] Industry Insights - The Academy of Motion Picture Arts and Sciences has announced the establishment of the Janet Yang Film Fund to preserve and honor Asian and Asian American filmmakers, recognizing their contributions to cinema [3] - The celebration includes the re-screening of notable films directed by prominent filmmakers such as Ang Lee, Zhang Yimou, Chen Kaige, and Wong Kar-wai, highlighting the impact of Asian cinema in Hollywood [3]

Core Viewpoint - The article discusses the ongoing issue of box office manipulation in Chinese cinemas, particularly focusing on the recent "补票房" (supplementing box office) actions taken by cinemas that were found to have engaged in fraudulent practices during the Spring Festival period. This has led to significant financial implications for the industry, with the total amount of supplementary box office exceeding 2 billion yuan, marking one of the largest actions of its kind in history [1][5]. Group 1: Box Office Manipulation - "补票房" actions are a response to cinemas that engaged in fraudulent practices, such as inflating box office numbers, which were discovered through big data analysis [3][5]. - The concept of "影厅服务费" (theater service fee) was introduced to compensate cinemas for the operational costs of special screening rooms, but some cinemas exploited this by charging excessive fees that did not contribute to the official box office [4][5]. - The recent crackdown on these practices has revealed that many cinemas were charging service fees exceeding 30%, violating established regulations [5][6]. Group 2: Historical Context of Box Office Fraud - The term "偷票房" (stealing box office) refers to cinemas underreporting ticket sales to retain a larger share of revenue, a practice that has been prevalent since the implementation of the revenue-sharing system [6][8]. - The first major public awareness of box office fraud occurred with the release of "Avatar" in 2010, where it was estimated that over 20% of ticket sales were unreported [8]. - "挪票房" (moving box office) is another fraudulent practice where ticket sales from one film are reported under another, often to meet funding requirements or revenue-sharing agreements [9][10]. Group 3: Regulatory Measures and Industry Response - In response to the rampant box office fraud, the National Film Administration has implemented stricter regulations and is utilizing advanced technology for monitoring and enforcement [15][16]. - The industry has seen a reduction in the scale of box office fraud, with estimates suggesting that currently about 4% of total box office revenue may still be unreported [15][16]. - The involvement of fans and the public in monitoring box office practices has been highlighted as a significant factor in increasing transparency and accountability within the industry [14].

Core Viewpoint - The article discusses the disconnect between promotional activities for films and their actual content, highlighting the ineffectiveness of current marketing strategies that prioritize entertainment over meaningful engagement with the audience [6][20][39]. Group 1: Promotional Activities - The promotional event for the new drama "In the Name of Beauty" featured actors Yao Chen and Jia Jingwen performing a dance unrelated to the show's theme, raising questions about the effectiveness of such marketing strategies [1][6]. - The awkwardness of the performance contrasted sharply with the characters they portray, leading to mixed reactions from the audience, with some finding it amusing while others felt it was forced [2][6]. - This incident is not isolated, as actors have previously expressed discomfort with being required to engage in similar promotional antics that detract from genuine audience interaction [3][4]. Group 2: Marketing Trends - The article identifies a trend where promotional events have devolved into superficial entertainment rather than substantive discussions about the film's content, resulting in a lack of meaningful audience engagement [9][20]. - Various types of promotional chaos are categorized, including forced performances, influencer interactions, and fan meet-and-greets, which often bear little relevance to the films being promoted [10][15][18]. - The commercialization of promotional events has led to a focus on generating viral content for social media rather than fostering authentic conversations about the films [32][33]. Group 3: Audience Engagement - The decline in valuable exchanges during promotional events has been noted, with audiences increasingly disengaged from the content and more focused on entertainment gimmicks [8][21]. - The article emphasizes the importance of returning to meaningful discussions about film content to rekindle audience interest and drive ticket sales [39][40]. - Successful films in recent years have managed to connect their content with broader social issues, demonstrating that engaging narratives can still attract audiences despite the current marketing chaos [34][38].