Makers of short films in China find audiences online, but not profits
The creative potential for online microfilms is enormous on the mainland, but censorship and the difficulty in turning a profit are obstacles for young producers
It has been almost a decade since Mai Tian first arrived in Beijing to realise his ambition of becoming a successful filmmaker. "No one would dismiss you as a dummy if you say you've come to Beijing to pursue your dream," says Mai, describing the capital as a "city of dreams".
The Jiangsu native, who just turned 27, is certainly no dummy. After studying film production in college, Mai teamed up with friends in 2011 to set up his eponymous production studio.
Operating out of an artfully converted loft building in Sanjianfang, the workshop is located in the heart of an emerging fashion and media enclave just east of Chaoyang district and within easy access of the prestigious Communication University of China.
A cluster of trophies sitting on one table point to some of his triumphs: best film and best actress awards for I Was Good Here; and best screenplay and best actor prizes for Love Interest at the 3rd China University Microfilm Festival.
What distinguishes Mai from many traditional filmmakers is his focus on new media and online distribution. His production company has established partnerships with some 16 video streaming sites in China, notably majors such as Youku Tudou and iQiyi.
Many of its videos, micro movies and even feature films have received more than 100 million views. Mai's favourite of these is Glorious Days. Taking its name from the 1990 hit by Hong Kong rock band Beyond, the micro movie follows the lives of four school friends whose camaraderie endures through time and personal struggles because of a shared love for music. The 41-minute film that he made in 2012 has been viewed nearly seven million times on Youku alone.