Cross-cultural value of the International Film Festival

Film is an effective tool for cross-cultural communication. Human communication is usually done by language, but for people who have used different languages, language differences can hinder communication. The film language is intuitive, the vivid and intuitive film creates direct communication and colleges. Especially in the most important “coding” and “decoding” steps in the process of communication, the film directly transmits the information to the audience by directly stimulating the audience’s hearing and visual. To a large extent overcome the dependence on traditional words and language. Therefore, the film is an international artistic language that can overcome the communication obstacles and communication difficulties caused by different language and characters and is more easily accepted and understood by people of different countries, different nationalities and different cultures.

In addition, with the advancement of film technology, the ability of film communication has been continuously strengthened, and the scale of film transnational communication has become larger, covering more. The film festival provides a platform for the international exchange of films, which not only brings huge international income to the film industry but also promotes international cultural exchanges and attracts more people’s attention.

The film festival is not only a simple video sharing organization, but it is also a platform for cultural exchange. Participants in the festival and selected films fully reflect the diversity and provide that possibility for cross-cultural communication. As far as the participants of the film are concerned, directors, producers, screenwriters and other film producers from all over the world attended the film street related activities and communicated directly with the media and audiences from all over the world, which promoted people to different types. Through the cognition and understanding of film art. Through the face-to-face exchanges, the two parties with different cultural backgrounds understand the film market, development trends and related policies of each country.

As one of the cultural carrier, the world movie is in the “globalization” environment, and the transnational communication and international exchange of the film have formed a vigorous development trend. In the case of Hollywood monopolizing the global film market, the importance of the festival is self-evident. According to film scholar David Bordwell (1986), there are two important distribution systems in contemporary movies, one is a Hollywood-led distribution system, and the other is a system for film distribution through major film festivals. Therefore, the success of any international film festival, even if it is to promote the needs of international cultural exchanges, is to promote the country’s films to cross the cultural barriers and to the world.


Bordwell, D., 1986. Narration in the fiction film. s.l.: London: Routledge.


Development of the three major Asian film festivals

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.wKgB3FYtmnSAMu1yAAFjixQ72nU69

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.1496888925744

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.

The commercial value of the International Film Festival

The International Film Festival is a branch of the cultural industry,  with the establishment of the film trading market, matures in the film festival’s profit model, and the film market has become a new unlimited type of economy business. Dutch scholar Marie de Falk pointed out (2014) that the film festival is a protector of film art and a promoter of the film industry, and since the 1980s the film festival phenomenon has been thoroughly specialized and industrialized. The commercial function of the festival has become more prominent with the development of history.

The commercial function of the festival is mainly derived from the film trading market opened  and the commercial activities . The International Film Festival is an efficient information exchange and resource distribution center. Through its project venture platform, movie trading market and other commercial activities, it provides financing, negotiation, project incubation and publicity for film projects from all over the world. copyright and factor trading in one commercial operation system. For filmmakers who lack funds but have good themes and ideas, they may solve the funding problem to a certain extent by applying for funds or pre-sales during the film festival, so that the film can be born smoothly and go to the audience. At the same time, the opportunity to apply for fund application and program pre-sale at the International Film Festival can also attract the attention of the international market, play a certain propaganda effect, and create a reputation for the future distribution of the film.

The International Film Festival plays an important “window role” of creating a symbolic and reputable capital to profit from a series of value-added media. The International Film Festival is often the first stop for all kinds of films to enter the market, and it has become a “knock-knock” to open up various value realization channels. The International Film Festival often has strict standards in the film selection.  Therefore, the authority and professionalism of the International Film Festival provide important protection for both buyers and sellers. At the same time, during the film festival, professionals and enterprises in various fields of the film and television industry gathered at a high density, which can produce economies of scale, greatly reduce transaction costs of all parties, and improve the effectiveness of communication and the success rate of transactions.

Secondly, through the international film festival awards, screenings, forums, transactions, venture capital and other links, industry information is frequently exchanged and disseminated, and the professionalism and authority of the film festival make this information have important value after integration, and promote the development of the industry and Adjusted wind vane, because the International Film Festival brings together some of the best international works, the latest technologies and concepts, and has a certain exemplary effect. Especially in the premise that there is still a technological gap between developed and developing countries, the demonstration effect of the festival can bring about technological spillovers, through exchanges and transactions, in the latest types of shooting equipment, digital projection equipment, post-production effects, high-tech In terms of technical personnel training, the introduction of technology and services from developed countries has promoted the overall production level of the film industry in developing countries.


Falk, M. d., 2014. Film Festival as a new research object. Film Arts, Volume 5, p. 110.


The role of the “gatekeeper” in the film festival: the Melbourne International Film Festival


The Melbourne International Film Festival is Australia’s first international film festival and it is one of the most influential international film festivals in the Southern Hemisphere. It was founded in 1952. The main purpose of the film festival is to understand the film situation in countries around the world, to promote the close cooperation between Australian filmmakers and foreign filmmakers, and to contribute to the development of the country’s film industry. In addition, the Melbourne International Film Festival has also played an important role as a “gatekeeper”.


In the 1950s, communication scholar White, D.M. (1950) applied this concept “gatekeeper” to journalism research and proposed a “gatekeeper” process model for news dissemination. White (1950) believes that the news media’s reporting activities are not “recording”, but the process of selecting and processing a large number of news materials. In this process, the media forms a gateway and through the gateway to delivery news or information to the audience and that is only a minority. The shortcoming of White’s “check” mode is that he does not realize that the check is an organizational behavior, but thinks that it is mainly a news editor’s choice based on personal subjective judgment. In addition, this model does not indicate the standard of news check.

Melbourne International Film Festival is the “gatekeeper” role. Every year, the Melbourne International Film Festival collects and screens a wide range of films from a wide range of subjects. Includes feature films, short films, documentaries, cartoons, experimental films and multimedia movies. Movies from around the world, these films are often fresh and controversial. Film festival as a media form which is not blindly selecting movies. Each movie represents the information that the festival wants to pass to the audience.


For example, many different types of movies can be seen on the official website of the Melbourne International Film Festival. This not only increases the exposure, but also increases the chances of film display, which further enhances the recognizability of the film. Some niche, less-famous movies have gained exposure through the festival, allowing more viewers to understand them. These are the roles of the film festival “gatekeeper”. In daily life, it may be difficult for some young viewers to have access to these niche movies. They are more likely to be attracted to some commercial films. The Melbourne International Film Festival provides an opportunity for more people to see and understand these movies.


The Melbourne International Film Festival plays the role of “gatekeepers” and selects different types of films to meet the needs of different groups and people of different ages.


White, D.M. (1950). The gatekeepera case study in the selection of news. Journalism Quarterly, 27, 383-390.