posted 08-22-2014 08:08 PM                    

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Chinese Theaters Test System of Onscreen Text Messages During Movies

For a relaxed movie viewing experience, don't go near any of these theaters

Theaters in major Chinese cities have starting experimenting with “bullet screens” on which audiences can send text messages commenting on the film, which are then projected directly onto the screen.

If you're sensitive to people using their cellphones during a movie, then going to the movie theater in China would be far from relaxing experience. Rows of underlit faces and chiming ringtones punctuate the show, despite requests asking patrons to turn their phones before the movie begins.

This experience is set to become institutionalized during some movies for younger viewers who can’t spend five minutes away from their tablet or phone, according to a report in the China Youth Daily.

The inspiration behind the idea appears to be that it mimicks that of watching a movie on mobile media, which is how most Chinese people watch films, with people sending messages about what they like or dislike about the movie.

In a censored environment like China, precautions are taken to remove sensitive or forbidden words.

There are several Chinese movie websites, based on a Japanese idea of bullet screens, where viewers can spend their whole time making remarks on the film via SMS.

The experiment involves a number of theaters in China, including in Beijing and Shanghai, but also in smaller cities such as Hangzhou.

Earlier this month, the Luxin cinema in Shandong province in northeast China tried the system with a screening of the domestic 3D animated movie The Legend of Qin, a TV adaptation that has taken $9.25 million in box office in China so far.

The manager, surnamed Zhang, said the theater was 90 percent occupied and that “bullet information” was sent by SMS at 0.1 yuan, around 10 cents, per message.

“People like it right now, as it’s a new thing," he said. "In the long term, it might affect people’s concentration. We are trying to continue with some bullet screen activities and play some films that young people like. Time will tell.”

Shen Leping, director of The Legend of Qin, is very enthusiastic about it, ran a report on the Nanfang website.

“We are exploring how the response from the audience can affect the movie itself… We are, in fact, putting the director and viewer on equal terms, and I think many of the opinions of the viewers are very helpful for film makers,” he said.

Fellow film director He Ping, formerly head of the China Film Directors Guild, said that no way could what was being screened be changed by the audiences.

“A film with bullet screen must be authorized by the writer when they sign a contract with the producer,” said He.

On the social media sites, the reaction was mixed.

“I hope bullet screens don’t become big in Chinese cinemas to help save poor Chinese films,” Hesheng commented on Sina Weibo, while Riya Sang wrote: “I don’t like bullet screens. The point of watching a film in the theater is to put away whatever is in your hand and focus on the film. Sometimes, it blocks the screen.”

Jinxi Hexi WY also wasn’t a fan. “When the audience complains during the screening, it interrupts our independent thinking and affects our concentration on the film. I don’t like it.”

But others enjoyed the interactivity.

“This is a real way of watching a film. For us, it is exciting and fun,” wrote Xu Huilin. “It is a reform in terms of the commercial model. It is just like when popcorn got into cinema for the first time, a lot of people protested that it would affect the film viewing experience.”

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posted 08-29-2014 07:54 PM                    

quote: Bobby Henderson

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I couldn't imagine this bullet points SMS message projection thing creeping into American movie theaters.

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posted 08-30-2014 09:45 AM                    

1st of all, most of you know I have to jump in and defend my friends overseas, just like I would for anyone here. I saw two movies in China. One was Spiderman and it wasn't subtitled in English so I had no idea what was going on. I just sat back, drank my 6 pack and ate my KFC that I brought in. The second was some Chinese flick that the girl I was with thought it was in IMAX because of the 2 free coupons had an Imax ad for some new movie they were getting. It was a Chinese film and not Imax and it was spoken in Manderin and subtitled in Cantonese (again beer and KFC, then nap). Both movies had younger audiences and very few people. I doubt that the texting would bother any of them.

What bothers me most is when I'm watching something on T.V. and it has subtitles in an important part when the foreign bad guys are speaking and an ad for some new series pops up and covers the bottom part of the screen, blocking what I need to read and assume is integral in solving this action against the evil foreigners

I don't know if anyone watched the Emmys, but there was one shot from the back, and half the audience was texting or reading texts. Yes, even actors do it in a setting where they should be cheering on their peers.

quote: Bobby Henderson

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I saw a news report a couple days ago showing surveillance video of a SUV rolling over the top of some kid playing in the street. The child was okay; just some bumps and bruises on his back from the SUV's under-carriage. The kid was between the SUV's wheels when it passed over him. The driver claims he didn't see the child at all. He must have been too busy tapping away SMS messages on his phone to bother noticing what was clearly in front of his vehicle.

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posted 08-30-2014 12:11 PM                       

quote: Richard Hamilton

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I don't know if anyone watched the Emmys, but there was one shot from the back, and half the audience was texting or reading texts. Yes, even actors do it in a setting where they should be cheering on their peers.

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posted 08-30-2014 11:19 PM                       

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< 5 minutes of ... BUYBUYBUY ... >

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posted 08-31-2014 02:39 PM                    

quote: Richard Hamilton

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Bobby, so you're just assuming that?

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