Wang's efforts paid off as the opening day tickets sales across China reached over 200,000 yuan (US$28,571). The movie's opening night success was remarkable given that April 1 was a Tuesday, a day when most cinemas sell tickets at a 50-percent discount.
However, its success was short lived. Following the premiere Hollywood movies The Golden Compass and National Treasure 2 nudged it out of the box office and the film was shelved in just one week.
Narrow screenings has become a major problem for the survival of China's low-budge movies. China does not have a cinema line for art movies so they are forced to compete with commercial productions. "This is really unfair," Huang said.
However, he felt satisfied with the box office result. "It is certain that we will get our investment back," he said. Huang told Beijing Review that the cinema copyright of In Love We Trust had sold better in Europe than Shanghai Dream; and that other parts of the movie's revenue will come from selling video copyrights and TV broadcasting copyrights. These three areas of income, domestic box office income excluded, will be enough to cover all the production costs. However, Huang said he understands why Wang attached so much importance to the domestic box office: expecting more of his country people to watch his work.
"It is silly that art movies have to compete with commercial movies at the box office," Wang said. But he added that he was content with the audience's recognition of In Love We Trust. "This is among the best box office results my movies have ever achieved," he said.
He repeated his consistent request for the establishment of an art movie cinema line in China. "Art movies have their own audience and market, whose demands need to be met," he said.
It has been several years since the commercialized production of movies appeared in China. Zheng Dongtian, renowned director and dean of Beijing Film Academy's acting department, said, "As commercialization is still at its initial stage, movie cinemas regard selling the largest number of tickets as their top priority. They always screen the most lucrative movies, even at the same time in all of their eight or 10 auditoriums."
Zheng said China's cinemas could be divided into several categories. As for the state-owned cinema lines, owners of the majority of cinema screens in China, their managers, appointed by the government, think mainly about how to achieve the largest profits during their term. "This kind of operation model is contradictory to the expectations of movie artists," Zheng said.
Former underground director
Before 2004, Wang, although internationally acclaimed, had never had any of his works shown in Chinese cinemas. After Wang received an invitation from the Berlin Film Festival to show Beijing Bicycle, which eventually won him the Grand Jury Silver Bear Award, he was urged by the film festival to have his movie censored by the State Administration of Radio, Film and Television. "The production company waited for 45 days and still did not receive a verdict," Wang recalled. They could not wait any longer, as it was the deadline for replying to the Berlin Film Festival about whether they could attend and the film had already entered the competition lineup. Under such circumstances, the producer decided to go to Berlin without the permission of the state film authorities.
