Jackie Chan promotes his action films during the Shanghai event.[Photo provided to China Daily]

Changes are also evident in some powerful, unconventional players.

Around three years ago, internet giants like Alibaba and Tencent－despite being outsiders in the movie industry－set up subsidiaries to enter the field.

Now, Alibaba Pictures, the film arm of the e-commerce behemoth, is reworking its strategy, says Yu Yongfu, CEO of Alibaba Pictures and Alibaba Digital Entertainment.

He says that filmmakers can benefit from the company's strength in big data to promote their movies.

But, as Alibaba shifts to film making, Tencent is developing IP (referring to popular content with huge fan bases) franchises.

Tencent Pictures, Tencent Games, Wanda Pictures and Tencent's online literature platform China Reading recently set up a venture to develop IP franchises, including movies, TV series, games and theme parks.