HONG KONG (MarketWatch) -- Grabbing some popcorn and taking in a movie is a habit few of us think twice about. In China it's been a different proposition, however, when cinemas are often old and run down, and there's a much better selection of movies free on the Web or pirated on DVD.
But now, new figures showing a huge jump in Chinese box-office receipts send a clear message -- mainland Chinese have caught the habit of paying for content.
As the industry leapfrogs into the modern age of digital and 3D cinemas, it has also stumbled onto a massive new movie audience. This will be making studio executives from Hong Kong to Hollywood sit up and take notice.
To foreign studios, China must have seemed like one long horror movie, with overseas films limited by quota to 20 a year, with a gross revenue share, and with piracy losses so large that few even bothered to try counting.
It could now be time for a new China script.
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