The three major film festivals in Asia are the Shanghai International Film Festival, the Tokyo International Film Festival, and the Busan International Film Festival.
Among the three Film Festivals in Asia, the Busan International Film Festival, which was founded in 1996, has the shortest history. As a Class B special competition film festival, it has gradually formed a special shape. The Busan International Film Festival focuses on the Asian film market and screening the best films in the world, attracting many people. It is particularly worth mentioning that after the launch of the PPP (Pusan Promotion Plan), the Busan Film Festival has launched the Film Industry Expo (BIFCOM), where Asian films and animations are distributed worldwide. These two featured projects quickly caught the attention of national filmmakers, and all video-related film and television programs (including new media) could be traded in this emerging market. The Busan Film Festival was jointly funded by the Central Government of South Korea, the Busan Municipal Government, and the Film Festival Organizing Committee. Through several years efforts, the Busan International Film Festival has become one of the best in Asia.
The Tokyo International Film Festival was founded in 1985, and it is the largest film festival in Asia. Its purpose is to use “internationalization” as a package to take advantage of the opportunity to develop Japanese local films and promote the prosperity of the local film market. However, such positioning appeared to be “international” and was eventually overtaken by the Shanghai Film Festival and the Busan Film Festival. Since 2008, the Japanese government has begun to reverse this trend. Not only the prime ministers attended the opening ceremony of the film festival but also increased government-level investment. However, as the focus of world cinema has shifted to China, industry insiders generally believe that the Japan Film Festival is inferior to the Shanghai International Film Festival in terms of film festivals and markets.
Compared with these two major competitors, the Shanghai International Film Festival has developed very well, regardless of the countries and regions that participated in the competition or participating in the film, the quality of the registration film, the participation of the industry, the media reports, the number of audiences. The Shanghai International Film Festival is the only large-scale cultural project in the world that has no government investment. According to international practice, an international film festival relies solely on cinema box office and advertiser sponsorship. It is difficult to break even and it is difficult to achieve the pull of the film industry. Behind the international important film festivals, there are generally input from the state, local governments, and private consortia as capital support. It can be said that due to the lack of stable financial guarantees, the Shanghai International Film Festival needs to spend more energy and manpower to raise funds than the major film festivals. The investment market includes four groups, namely strategic partners, official sponsors, special event partners, and designated sponsors. The investment promotion method adopts the combination of independent investment and agency investment so that the advertising brand and the film festival brand can achieve successfully. The creation of a festival brand requires a long period of hard work. Only by persisting in reform and innovating can we make the brand operation lasting vitality.