Analysts predict emerging Chinese cinema

The 16th Shanghai International Film Festival has opened with analysts predicting China's box office will reach the current size of the U.S.' at 10-billion U.S. dollars by 2018.

Sid Ganis, former president of the Academy of Motion Picture Arts and Sciences, which votes on who win the Oscars, is attending this year's festival.

He shared his view on what filmmakers must keep in mind when directing an artistic film for Chinese audiences.

"Consider it terms of what we call marketability. Can this movie entice a Chinese film-goer to see it?"

He also pointed to poor distribution as the reason why Chinese films are not very popular in the U.S. and not cultural differences.

"Chinese filmmakers are doing as good work today as many American filmmakers are. It's marketing and distribution that has to change, not the content. It's marketing and distribution, it's not the culture."

The festival runs until June 23.