Chinese Theaters Test System of Onscreen Text Messages During Movies

[snowComet]

Hollywood Reporter, Cinema in major cities of China have started to testing the "bullet screen", which audience can text comments of the film ,and it will be shown on-screen, like this: 

 

 

Sensitive or forbidden words like swearing would be removed before showing it on screen, and those “bullet information” was sent by SMS at 0.1 yuan, around 10 cents, per message. This involves a number of theaters in China, including in Beijing and Shanghai, but also in smaller cities such as Hangzhou.

 

 

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.”

 

http://www.hollywoodreporter.com/news/chinese-theaters-test-system-onscreen-726204

 

http://in.ign.com/entertainment/62986/news/china-testing-allowing-audiences-to-text-onscreen

[Askew]

I've heard some stupid fucking ideas in my time, but this....................................

 

GG China.

[Guest]

Prepare for the theater trolls...

[seabass9990]

I would hate it.

[Deletive]

People wouldn't care about the movie. they'd just tink around with their friends.

[TheSLSAMG]

I would just copy paste Kendrick Lamar lyrics in there while some random Chinese romance movie is on. Most everyone would be confused.

[Guest]

I would just copy paste Kendrick Lamar lyrics in there while some random Chinese romance movie is on. Most everyone would be confused.

and this is what I was talking about...

[Builder]

I feel like this is the worst thing to come to movies since George Lucas was unchained.

[TopWargamer]

This is a horrible idea for 2 reason:

 

1) Nobody will use this seriously. People will more than likely be writing obtrusive things such as spoilers and annoying phrases/ascii art (dare I even elaborate?).

2) It takes away from the viewing experience of the film. I love watching movies, but I do NOT want to see somebody's thoughts pop up on the screen. It doesn't immerse me in the film and would make me enjoy it less.

[flibberdipper]

Seriously? That would move people's attention from the movie to the fucking texts... China, this is a bad fucking idea.

[Trik'Stari]

Seriously? That would move people's attention from the movie to the fucking texts... China, this is a bad fucking idea.

It's a bad idea? You know what that means, coming to California by the end of the decade because "oh it's so cool man, they do it in china, it's so unlike stupid western culture.....maaaan...."

[Maslofski]

then we also show poeple gaming and rename it twitch!

[flibberdipper]

It's a bad idea? You know what that means, coming to California by the end of the decade because "oh it's so cool man, they do it in china, it's so unlike stupid western culture.....maaaan...."

lol Sounds like a stereotypical Californian over-tanned surfer dude.

[zacRupnow]

This is a horrible idea for 2 reason:

 

1) Nobody will use this seriously. People will more than likely be writing obtrusive things such as spoilers and annoying phrases/ascii art (dare I even elaborate?).

2) It takes away from the viewing experience of the film. I love watching movies, but I do NOT want to see somebody's thoughts pop up on the screen. It doesn't immerse me in the film and would make me enjoy it less.

1) its China, most of them wouldn't dishonor their family just to mess around

2) completely right

[Zeruel]

8=====D

[DeViLzzz]

I think this would be better for home viewing of shows and movies and have it be optional if it appears on screen at all and do not let it cover the entire freaking movie or show for crying out loud.  Interesting China but you didn't get the idea quite right.

[Psykomantis00]

In America there is a short video telling you to turn off your cell phone before the movie.

 

In China they want you to be an annoying dick that's texting, and then it will show up on the screen. WHAT? 

[ShadowCaptain]

Some asshole would just text the ending to the screen

 

I thought phones were not allowed in cinemas?  since when can people just sit texting on their phone at the movies

[StingBull]

8=====D

Must be bigger.