China’s domestic films are so far raking it in this year at the box office. Latest statistics show that the market is up by 43% on last year’s figures. With blockbusters including "Lost in Thailand," "Journey to the West," and recent productions "So Young" and "American Dreams in China", the soaring influence of domestic films suggests that the Chinese film industry here is entering a next phase.

Analysts say the secret to success is not in spectacular visual effects or star-studded casts, but the stories themselves. And the storylines seem closer than ever to ordinary people’s lives. Many productions are also making full use of new media for promotional purposes, including huge streetside posters.

Some commentators also say the films stress traditional Chinese values, considered to be a good strategy of winning the hearts of audiences of all ages.