FINAS Explores Ways To Expand Malaysian Film Market In China

From Norhidayyu Zainal

BEIJING, Sept 14 (Bernama) -- The National Film Development Corporation Malaysia (FINAS) is exploring ways to increase the number of Malaysian films entering the Chinese market, aiming to bring up to 10 titles a year.

FINAS chairman Datuk Dr Hans Isaac said the effort, however, would depend on market reception, regulatory requirements and the readiness of local distributors.

He said distributors also would consider genre suitability, audience potential, marketing strategies and distribution costs before deciding whether to bring a film into the market.

“The priority at this stage is to open up market access and build confidence among distributors gradually.

“The number of films that can be brought into the market will depend on audience response and the distributors’ commercial assessment,” he told Bernama after attending the gala night of the China-Malaysia Film Festival 2026, held in conjunction with the 12th Xingtan Cultural Season, here recently.

The programme, jointly organised by Alpha Unit Films & Distribution Sdn Bhd and China Film Industry Group Co Ltd with the support of FINAS, featured five Malaysian films: A Mighty Adventure, Ah Beng vs Liang Po Po, Babah, The Last Dive and Abah Saya, Uncle Mike.

Hans said Chinese industry partners selected the films from about 30 titles submitted through an open selection process, taking into account their suitability to local tastes.

He said the festival, which took more than a year to organise, not only provided a platform for Malaysian films to be screened but also opened opportunities for collaboration in production, distribution, technology and talent development.

“FINAS aims to facilitate links between Malaysian producers and their Chinese counterparts, while helping to create more opportunities for distribution, co-production, technology sharing and the exchange of creative expertise,” he said.

He said marketing strategies, market access, documentation processes and industry data were also discussed during a roundtable with Chinese film industry players, allowing Malaysian producers to gain first-hand insights into market requirements and build relationships with potential industry partners.

Hans also witnessed the signing of five memorandums of understanding between Malaysian industry companies and their Chinese counterparts covering film production, content distribution, film distribution and animation.

The collaborations involved Perfect Pet and Fly Studio; Alpha Unit Films & Distribution Sdn Bhd and Le He He for content distribution; Red Sugar Cane and Le He He for film production; Alpha Unit Films & Distribution Sdn Bhd and Lin Nan for film distribution; and Ape House and Liu Ying Intelligent/Dou Ying for animation production.

Hans said international film projects shot in Malaysia could apply for the Film in Malaysia Incentive (FIMI), which offers cash rebates of up to 30 per cent, subject to eligibility criteria, an assessment process and approval under the relevant guidelines.

“This initiative aims to attract more international production activity to Malaysia while encouraging the use of local locations, facilities, production services and talent,” he said.

He said FINAS will also continue to support the government’s efforts to strengthen the co-production framework between Malaysia and China, a process requiring further consideration and coordination among ministries, agencies and relevant authorities in both countries.

“The co-production framework eventually agreed upon could help streamline documentation, taxation and production arrangements between the two countries,” he said.

Hans said the expansion of international cooperation aligns with efforts to transform Malaysia’s creative industry, focusing on talent development, education, technology, market access and improved work processes.

He noted that the Asian market is one of the strategic platforms that can be strengthened to build a track record and raise the international profile of Malaysian films.

“Recognition at international festivals and awards remains important. At the same time, we should strengthen market access and expand our audience, particularly in Asia, as part of a broader international strategy,” he said.

He said FINAS is also exploring creative skills exchange programmes to give Malaysian film crews and production personnel exposure to international working practices and technology, which can strengthen the capabilities of the local workforce and enhance the competitiveness of Malaysian productions in regional and global markets.

-- BERNAMA