华策影视的国际化之路

文/林念衾 胡文慧

《长歌行》以少女李长歌描绘少年成长群像，展现了初唐少年们意气风发、奋发向上的精神风貌。The Long Ballad centers around Li Changge, the daughter of Li Jiancheng, crown prince of the Tang dynasty, and shows the energic spirit of youth during the time.

过去的十年，中国电视剧的海外整体售价提升了近30倍。

2021年，古代传奇电视剧《长歌行》突破华语影视单集销售价格，以15万美元一集出售海外发行版权费，单集销售创华语影视剧新高。该剧在Youtube、Net flix、Viki、Line TV、MyVideo等全球新媒体平台和韩国、日本、新加坡、越南、菲律宾等多国国家电视台播出，实时观看人数排名美国地区全站第一。

与《长歌行》一样，从神话仙恋题材的《三生三世十里桃花》，到宫廷权谋剧《天盛长歌》，再到东方童话极致浪漫爱情剧《与君初相识》，无一不打破海外点击量或讨论量的数据纪录，引发前所未有的现象级追剧热潮。而在这些不同古装剧的背后，都有一个共同的名字—华策。

提到中国电视剧的国际化发展，华策是个绕不开的关键词。华策从创立之初就致力于文化“走出去”，从2009年起，华策每年海外出口影视剧的份额就一直居中国影视企业首位。目前，浙江华策集团的影视内容出口额占中国总量的近五分之一，向220个国家发行了超过15万小时的影视内容。从影视传统强项古装剧到“后疫情”时代推出主旋律题材剧，从剧目的国际化到IP的国际化，从最初把旅馆两个小标间作为办公室到国际影展上“摆地摊”再到如今在全球范围内积极构建新媒体传播宣发“一张网”，华策的这十年海外励志史，不仅为中国电视剧进一步打开国际市场提供了有益经验，也为国际受众有机会了解真实、立体、全面的中国贡献了更加多元化的视角和素材，更对于影视制作国际合作的模式创新具有重要的现实意义。

从剧目国际化到IP国际化的“华策之选”

受益于中国传统文化的国际魅力和“四大名著”电视剧海外行销积累的声誉，古装剧一开始便成为华策开启全新海外市场之路、赢得海外受众认可的“敲门砖”。

《三生三世十里桃花》是华策YouTube官方频道点击冠军，全剧累计观看次数破10亿，观看时数则达到了惊人的17亿小时。《天盛长歌》则成为被Net flix最高级别预购的第一部中国古装大剧，并且以无删减版全集播出，美国最重要的电视电影专业网站IMDb网友对它的评分为最高分10分。《与君初相识》在Facebook上阅读覆盖量超过54万人次。

这些古装剧为海外观众提供了了解中国历史文化、感知富有中国特色东方美学意韵的丰富素材，在很大程度上满足了他们对拥有五千年文明历史的东方大国的神秘想象。在海外受众眼中，中国古装剧里快意恩仇的武侠江湖、玄幻多情的仙侠世界宛如另一重瑰丽浪漫的奇妙时空。值得一提的是，诸如华策等中国影视人越来越注重将细节做到极致，让这些美妙场景得到全面的支撑。中国古装剧在这十年发展中，早已摆脱了过去“粗布麻衣”“造型简陋”“特效低劣”的标签，一些剧的质感甚至不输于电影，从剧情逻辑到包括临摹所涉历史时期生活习惯、衣着风格在内的对于服化道的精准把控，都迎来“精品时代”，这也正是这些古装剧能赢得海外市场的重要因素。

除了古装剧，近年来华策向全球推广中国题材的另一大影视作品类型便是主旋律题材剧，先后将《外交风云》《绝境铸剑》《海棠依旧》《觉醒年代》《我们的新时代》《解密》等多部作品发行到海外。其中，讲述新中国建交史的重大外交题材剧《外交风云》的版权发行覆盖亚洲、欧洲、北美、非洲等26个国家和地区，海外播放量突破2000万。以“数学奇才”容金珍为主人公的谍战题材剧《解密》先后被翻译成近10种语言，在Viki上评分达到9.5分，引发俄罗斯等国家年轻受众的追剧热潮。

当代中国的发展与崛起，并非无根之木、无源之水。历史走到今天，“中国共产党为什么能”“马克思主义为什么行”“中国特色社会主义为什么好”也绝非口号，而是能透过真实反映历史故事、以小人物折射大时代的中国影视剧作品打动大多数海内外受众，甚至受到不少年轻受众认可和追捧的。而华策的关键之选，便是如何让正剧在尊重真实性的基础上变得更青春、更具当下性、更有时代感。在华策董事长赵依芳眼中，中国一直是年轻的中国，革命事业本身就是青春之歌。无论是现在的年轻人，还是一百年前的年轻革命者，都有很多一脉相承的相似之处。这种为理想而奋斗的热血性，是具有跨越国界的感染力的。

为了更加贴近时代伟人们的真实形象，塑造出生动全面立体的人物角色，《觉醒年代》剧组翻阅了大量资料，更是四处了解核实，大到作品中人物的行为、小到称呼。例如李大钊与妻子赵纫兰之间“姐与憨坨”的昵称，就是费尽周折联系到了李大钊的后人才了解到的。正如赵依芳所说，“不要胡编乱造，不要虚构架空，不要浮夸表现，对于观众，只要你真实他们就买账；你不真实，编得再高大上他们也不买账”。

好故事是一门世界语言，《天盛长歌》是中国古装剧一次成功的尝试。A good story is universally loved, and The Rise of Phoenixes, a Chinese historical drama, is a successful attempt.

《致我们单纯的小美好》在亚洲各国收视表现非常抢眼，是菲律宾ABSCBN 电视台播出的第一部中国现代剧。图为该剧在日本播出的宣传海报。A Love So Beautiful is quite popular in Asian countries. It is the first Chinese modern drama shown by the Pilipino broadcaster ABS-CBN. The picture shows a promotional poster for the show's airing in Japan.

《外交风云》一举斩获第32届飞天奖优秀电视剧奖和第30届中国电视金鹰奖最佳电视剧奖。Diplomatic Situation won the 32nd Feitian Award for Outstanding Television Series and the 30th Golden Eagle Award for best TV series.

随着海外市场的不断扩展，海外受众逐渐打破了中国片就等于功夫片的刻板印象，对于中国电视剧题材的需求日趋多元，古装、现实、魔幻甚至谍战，都有其特定的喜好人群。与此同时，中国电视剧也得到越来越多国际同行的认可，剧本输出模式的中国故事全球化制作—国际翻拍成为近年来的重要热点。以华策原创出品的影视剧为例，《致我们单纯的小美好》《百万新娘之爱无悔》《下一站是幸福》《以家人之名》等多部电视剧，以IP改编、翻拍模式分别出口到韩国、越南、泰国、土耳其等国家和地区。其中，《致我们单纯的小美好》韩国版已在韩国KakaoTV和Net flix全球播出，受到海外年轻受众的喜爱。

从两个标准间到全球一张网的“华策之路”

赵依芳说，影视剧行业的精品制造，手艺万岁、内容为王。从她的身上，可以清晰地看到浙商精神中求真务实、吃苦耐劳、敢为人先的特质，而这种精神特质也一路引领着企业从华新到华策的成长。

1992年，赵依芳辞去公职，抛下铁饭碗，毅然投身于“下海大潮”中。此后，她来到杭州，在莫干山路一家小旅馆租下两个标准间当办公室，团队当时只有5个人，开始了白天跑业务、晚上做文案的艰辛创业。三年后，他们完成了第一部电视剧《子夜》，没想到一举获得全国“五个一工程奖”、金鹰奖和飞天奖的大满贯，这个叫“华新影视”的“小作坊”一炮而红。

没过多久，“成长的烦恼”促使赵依芳开始考虑企业发展的新方向。当时，有香港代理机构在内地电视节上看中了由华新影视出品的《绍兴师爷》，并提出购买这部剧的海外发行代理权。卖代理权，看似是一单稳赚不赔的生意，却被赵依芳断然拒绝。她的理由是 ：不建立自己的海外渠道，将来便会很被动，一定要亲自去世界舞台上试试。

于是，早在20世纪90年代中后期的香港和美国影视节展上，便能看到华新影视为发行自己的剧目带着《绍兴师爷》《聊斋先生》等到处“摆地摊”的身影。那时去的人不会英文，他们便借来旁边展位的翻译帮忙，做成了第一笔国际单子。这件轶事至今仍被传为佳话。

2006年，华策设立国际部。开启海外征程的头十年里，每年挣回来的版权费，也就能和海外发行的人力、物力成本勉强持平，更别说利润有多少了。为了省钱，国际部工作人员拖着行李箱到处奔波、随身带物料、自己设计中文海报、动手布置展台都是家常便饭。“摆地摊”的足迹遍布韩国、越南、法国等各大国际电视节展，甚至早年在法国戛纳电视节期间留下过利用展馆对面公寓阳台挂广告条幅宣传公司和展台位置的“壮举”。直到2009年，华策凭借《中国往事》获得韩国首尔电视节最高荣誉奖，第一次走上了国际领奖台。

此后的十多年里，随着全球新媒体增长势头迅猛，华策也逐渐将海外发行的重心转移到了建设“全球一张网”上，率先以YouTube、Net flix、Dailymotion、Viki和 OTT平台等作为主要渠道，迄今已建立50多个华策频道或华策专区，并提供30多种在地化译制语言，供全球受众观看。以YouTube为例，华策已开设18个专门频道，形成“网络电视中国剧场”，包括电影、动漫、电视剧等多种节目类型，以电视剧为主，提供中文、英语、泰语、西班牙语、越南语、葡萄牙语、马来语、土耳其语、俄语、韩语、印尼语、阿拉伯语等12个语种的服务，用户规模超1100万，订阅人数居大陆影视制作公司前列。

如今的华策，不再是角落里缺少关注的“龙套角色”，而是国际舞台的重要参与者，掌舵人赵依芳则成为首位被授予“法国戛纳电视节最高荣誉勋章”的中国电视人。现在，华策国际部员工中有许多都是海归年轻人，疫情暴发前每年12个月里有10个月几乎都在参加各大节展的路上。他们不仅对自己国家和民族有着强烈的认同感和归属感，更有让中国电视剧变得更好、让世界更加了解中国的使命感和责任感。正如赵依芳所言，“华策人一直这样告诉自己，世界上就应该有一个地方播出中国电视剧，让更多人了解中国人，了解中国优秀的文化”。

从国际化表达到全球化合作的“华策之力”

毫无疑问，中国需要了解世界，一直以来中国都在不懈努力，为之伸出开放、包容、互惠的橄榄枝并积极分享中国智慧、贡献中国方案；同样的，世界也需要了解中国。影视作品便是与世界沟通、让世界获得对中国真实认知的“一扇窗”。通过积极寻找国际化的表达方式、让中国剧走向海外，从而建立与外部有效的沟通，则是作为中国影视剧领军者的华策十多年来为让这个世界变得更好而奉献出的满腔诚意和满怀力量。

为何说是让“世界变得更好”？从近年来华策推向海外影视剧的成功案例来看，无论是古装剧还是主旋律题材剧、现实题材剧，都能让受众沉浸在作品本身魅力的同时，真切感受到中华优秀传统文化的美妙和中华民族善良、忠义、坚忍、顽强等精神内核的美好。而这些美妙和美好，应该被更多人看见、听见、懂得，因为它们既具有世界普遍价值观的共通性，又是人类共同的文化精神财富，可以让世界变得更美更好。这与中国始终期盼同世界“美美与共”的初衷如出一辙。

优秀的中国神话武侠古装剧，是中式审美浓墨重彩的集大成者，通过对历史典籍反复考究，上至皇室深宫的礼服长袍、器皿摆设，下至市井生活的家长里短、烟火气息，都充满传统文化的诗情画意，尽可能多地还原中国古代的雅致生活，展现出一幅政通人和、波澜起伏的时代画卷。除了东方美学韵味之外，无论古装剧还是历史正剧，抑或是现实题材剧，“何为家，何为国，何为百姓，何为天下”这一体现精神内核的价值思考才是最打动人之处。剧中的人物们，在生与死、恨与义、家仇与国难中挣扎求索、众生求道，最终同归于一个初心：让天下人能过上好日子，看见世间的好。不局限于儿女情长、个人安危荣辱，而是更多地关注天下大义大爱，展现人性的光华，这便是中华民族之可贵品质。

另一方面，华策通过把中国电视剧推向海外的实践，从而激发影视制作国际协作模式的不断创新，对于打造文化交流互鉴新渠道、实现“让世界变得更好”，也有着深刻的现实意义。2016年，国家牵头的“丝路电视国际合作共同体”成立。紧跟与世界文化共建的步伐，华策通过建立全球娱乐合伙人联盟和中国电视剧出口联盟，与华纳、索尼、福克斯、ITV、爱奇艺等国际国内传媒集团开展多元合作，与海外平台携手，展开中国原创IP授权全球再合作、合拍等更深度的协作方式，并自主创立包括“一带一路”沿线国家和地区在内的面向全球的华语影视联播体。2018年，华策与小猪佩奇IP所属公司—英国Entertainment One在“国际影视合拍论坛”上进行签约。2019年，中国（浙江）影视产业国际合作区在杭州落地启用，其中也可看到华策的身影。五色交辉，相得益彰，八音合奏，终和且平。影视剧国际化合作所能做的更多是织就世界文明的灿烂画卷。

全球著名投资人、《原则》作者瑞 · 达利欧说，人们彼此如何相处，是决定他们将如何应对共同面临的情况的最重要因素，而他们所拥有的文化，是决定他们彼此如何相处的最重要因素。让世界更多更真实地了解中华文化、了解中国社会，并非只是为了中国自身，而是为了让身在世界中的人们能更好地相处，在共同危机来临时能更融洽地携起手来应对。

中国（浙江）影视产业国际合作区。China (Zhejiang) Film and Television Industry International Cooperation Zone.

The Internationalization of Huace Film & TV

By Lin Nianqīn Hu Wenhui

越来越多聚焦不同生活的现实题材电视剧走出国门，图为《以家人之名》在马来西亚播出的宣传海报。A promotional poster for the airing of the TV series Go Ahead in Malaysia, as more realistic TV series focusing on different aspects of people’s lives in Chinafind a growing number of international audiences.

Over the past decade, the overall selling price of Chinese TV dramas overseas has risen by nearly 30 times. In 2021, the historical romance TV seriesbroke the sales price record of a single episode of Chinese-languagefilm and television,and the copyright fee for its overseas distribution was sold at US$150,000 per episode. The show was broadcast on major global new media platforms such as YouTube, Netflix, Viki, Line TV,and MyVideo, as well as on national TV stations in Republic of Korea (ROC), Japan, Singapore, Vietnam and the Philippines. The number of its real-time viewers rankedfirst in the United States.

Like,with the theme of fairytale love, the court dramaand the oriental fairytale romantic dramaall broke the records of overseas viewing or discussions, triggering an unprecedented and phenomenal upsurge for viewers to follow these and similar dramas. And behind these different historical dramas, there is a common name — Huace.

From the very beginning, Huace has been committed to cultural globalization. Since 2009, Huace’s annual share of film and television exports has rankedfirst among Chinese companies.At present, the content exports of Zhejiang Huace Film & TV Co., Ltd account for nearly one-fifth of China’s total, and more than 150,000 hours of film and television content have been distributed to 220 countries. From the traditional historical dramas to those in the “post-pandemic” era, from the internationalization of repertoire to that of IP formation, from the initial two hotel rooms as offices vending from a “street stall” at internationalfilm festivals to a network for new media communication and publicity on a global scale, Huace’s 10-year overseas development not only provides useful experience in opening up the international market for Chinese TV dramas, but also contributes more diversified perspectives and materials for international audiences to understand the real, three-dimensional and comprehensive China,which is of practical and important significance in the innovation of international cooperation infilm and television production.

Benefiting from the international charm of traditional Chinese culture and the long-standing reputation accumulated by overseas marketing of the TV dramas of the “Four Classic Novels”(,,and), historical dramas served as the “stepping stone” for Huace to open a new overseas market and win the recognition of overseas audiences.

is the click champion of Huace’s YouTube official channel. The cumulative number of views of the whole play has exceeded 1 billion, and the viewing hours have reached an astonishing 1.7 billion hours.became the first Chinese costume drama to be pre-ordered by Net flix at the highest level, and it was broadcast in an unabridged version. Netizens on IMDb, the most important professional website in the United States, rated it at the highest score of 10 points.has been read more than 540,000 times on Facebook.

These historical dramas provide overseas audiences with rich materials to understand Chinese history and culture and perceive oriental aesthetics with Chinese characteristics. In the eyes of the audience, the martial arts world in Chinese costume dramas and the fantasy world are like another magnificent and romantic universe. It is worth mentioning that Chinesefilm and television makers are paying more and more attention to details. Chinese costume dramas have long since gotten rid of the labels of “shabby linen clothes”, “simple design” and “inferior special effects”. The texture of some TV dramas is on par even with that of movies. The precise control of the folkways, plot, and clothing style, makeup,props has ushered in the “high-quality era” as an important factor for these costume dramas to win overseas markets.

In addition, another major type offilm and television works that Huace has promoted to the world is the main theme or main melody drama. For example,,,, andhave been distributed overseas.Among them, the copyright distribution of the major diplomatic drama, which tells the history of diplomatic relations between the People’s Republic of China and other countries, has covered 26 countries and regions in Asia, Europe,North America, and Africa, and the number of overseas broadcasts exceeded 20 million. The spy war dramafeaturing a mathematics wizard has been translated into nearly 10 languages with a score of 9.5 on Viki, attracting a wave of young fans in Russia and other countries.

With the continuous expansion of markets, overseas audiences have gradually broken the stereotype that Chinesefilms are kung fufilms, and the demand for more Chinese TV drama themes has become diverse. They have been recognized by more international colleagues and the global production of Chinese stories — international remakes become an important hot spot in recent years. TV dramas originally produced by Huace, IP adaptions and remakes of,, andwere exported to ROC, Vietnam, Thailand, Türkiye and other countries and regions.

Huace President Zhao Yifang shows the spirit of Zhejiang businessmen, which in essence is truth-seeking, pragmatic, hardworking and pioneering. In 1992, the then 35-year-old Zhao resigned from the government, came to Hangzhou and rented two hotel rooms as an office. There were onlyfive people in the team at the time. Three years later, theirfirst TV seriesunexpectedly won the National Five-One Project Award, the Golden Eagle Award and the Feitian Award in one fell swoop.Before long, Zhao started to think about a new direction for the company. A Hong Kong agency took a fancy to theirat a TV festival, and proposed to purchase the overseas distribution rights of this drama, but Zhao rejected it flatly: If you don’t establish your own overseas channels, you will not be able to stand on your own in the future.

2017年戛纳电视节MIPTV论坛上，《三生三世十里桃花》入选“全球最受欢迎电视剧剧目”，这也是第一部入围该榜单的中国电视剧。In 2017, Eternal Love was on the Top 50 list of the MIPTV Most Popular TV Drama, thefirst in China.

In the mid-to-late 1990s, Zhao set up stalls at the Hong Kong and American film and television festivals, to sell the copyrights ofandas the first order. In 2006, Huace established its international department. In the first decade, the copyright fees earned every year could barely cover the human and material costs of overseas distribution. It was common practice for their staff to carry materials with them, design Chinese posters, and arrange booths by themselves. Their footprints spread all over major international TV festivals in ROC, Vietnam, France, among other countries.During the Cannes TV Festival, they even used the balcony of the apartment opposite the exhibition hall for advertising banners to promote the company and the location of the booth. It was not until 2009 that Huace won the highest honor at the Seoul TV Festival with, and for the first time stepped onto the international award-winning stage.

With the rapid growth of global new media, Huace gradually shifted to the construction of a global network on YouTube,Netflix, Dailymotion, Viki and OTT platforms. More than 50 Huace channels or zones have been established, and 30-odd locally translated languages have been provided. Taking YouTube as an example, Huace has set up 18 special channels to form the “Internet TV China Theater”, including various types of programs such as TV series, movies, animations, etc., in Chinese, English, Thai,Spanish, Vietnamese, Portuguese, Malay, Turkish, Russian, Korean,Indonesian and Arabic. The number of users exceeds 11 million,and its number of subscribers leads among similar companies in Chinese mainland.

Today’s Huace is an important player on the international stage. Zhao Yifang has become the first Chinese TV personality to be awarded the “Highest Medal of Honor at the Cannes TV Festival”. At present, many of the employees of Huace International Department are young returnees from overseas.Before the outbreak of the pandemic, almost for 10 months out of the 12 months of each year, they participated in major festivals and exhibitions. They not only have a strong identification with their own nation, but a sense of belief and responsibility for making Chinese TV dramas better and for the world to understand China better.

Film and television works are “a showcase” to allow the world to gain a degree of true understanding of China. Huace, as a leader of Chinesefilm and television dramas, has been sincerely dedicated to making the world a better place. Judging from the successful Huace dramas overseas in recent years, whether be they costume dramas, main theme (main melody) dramas, or realistic dramas, the audience can be immersed in the charm of the work itself, while truly feeling the beauty and harmony of traditional Chinese culture, such as kindness, loyalty, perseverance, and tenacity. And these should be seen, heard and understood by more people, because they not only share the common values of the world, they are themselves the common cultural and spiritual wealth of mankind.

Chinese mythology and martial arts dramas are the masterpieces of Chinese aesthetics. Through repeated study of classics, from the dresses, robes and utensils of the royal palace to folk stories, they are full of poetic traditional culture. They restore as much as possible the elegant life of ancient China,showing a picture of political harmony with prosperous people.The characters in the play grapple with problems of life and death,of hatred and righteousness in family feuds and national calamity,and all living beings seek the Way, andfinally all come to the same original intention: to let the world live a good life and see the good in the world. Not limited to their love, personal safety, honor and disgrace, they pay more attention to the world’s righteousness and fraternity, and to showing the brilliance of human nature.

On the other hand, by promoting Chinese TV dramas overseas, Huace has stimulated the continuous innovation of the international cooperation model offilm and television production,and has a profound effect on creating new channels for cultural exchanges and mutual learning as well as on “making the world a better place”. In 2016, the government-led “Silk Road TV International Cooperation Community” was established. Keeping up with the pace of cultural co-construction with the world,Huace has carried out diversified cooperation with international and domestic media groups such as Warner, Sony, Fox, ITV,iQiyi and others through the establishment of the Global Entertainment Partner Alliance and China TV Drama Export Alliance. It also partnered with overseas platforms to carry out indepth cooperation methods such as global re-cooperation and coproduction authorized by Chinese original IP, and independently create a global-oriented Chinese-language film and television network which also covers countries and regions along the“Belt and Road”. In 2018, Huace signed a contract with British Entertainment One, the company that owns Peppa Pig’s IP, at the “International Film and Television Co-production Forum”.In 2019, the China (Zhejiang) Film and Television Industry International Cooperation Zone landed in Hangzhou, and we saw Huace in it again.