Project Pitches Training Camp Opens, Ying Luojia Emphasizes Innovation and Confidence in Boosting Creativity
At the mentor class of the 15th Beijing International Film Festival Project Pitches Training Camp, producer and screenwriter Ying Luojia, known for her creative storytelling and keen market insight, engaged in in-depth discussions with young filmmakers on key topics such as content creation, career growth, and industry trends. Beyond offering practical methodologies, she also conveyed the core values of the industry, inspiring emerging filmmakers with a multidimensional perspective.
Key Insights from Lead Producer & Producer Mentor Ying Luojia
▍ The Foundation of Creation: Script as the Core, Balancing Two Mindsets
With 20 years in the film and television industry, Ying Luojia has played dual roles as a producer and screenwriter. Her works, such as the film Johnny Keep Walking! and the series Later, I Laughed, have not only earned widespread acclaim but have also empowered contemporary young audiences. From any professional standpoint, Ying Luojia firmly believes that in today's film and television environment, "the weight of the script is growing increasingly significant."
On-Site Sharing by Lead Producer & Producer Mentor Ying Luojia
Over the years, she has witnessed the shifting landscape of content creation and has distilled a crucial lesson: "Don't chase trends." She explained, "When a certain type of project becomes popular, many people rush to modify their scripts to follow suit. But by the time their work reaches the market, the trend has already faded." Instead, she recommends an "immersive" approach to creation - tuning into one's emotions and capturing an authentic personal expression. She believes this is the most vital aspect of screenwriting.
When asked how she balances her roles as a producer and screenwriter, Ying Luojia admitted that she consciously separates the two mindsets, akin to dividing tasks between the left and right brain. As a screenwriter, she needs a relatively secluded environment, immersing herself fully in creation while filtering out distractions. As a producer, she must constantly absorb opinions from different perspectives and manage budgeting, scheduling, and communication challenges.
▍ Essential Producer Skills: Becoming a Versatile Talent
The role of a producer is critical in the film industry, overseeing all aspects of a project, from conception and development to shooting, post-production, and distribution. What qualities make a great producer? According to Ying Luojia, a producer must be a "generalist" - someone who understands screenwriting, production, strategic planning, talent selection, and decision-making. "It's actually not that complicated. A producer is responsible for the entire process, from script to screen. They determine what kind of film to make, how much funding is needed, and whether the final product will align with their vision."
At the same time, she also mentioned that a good producer does not start by demanding that the director achieve a high box office or make a groundbreaking impact in the industry - those are the ultimate goals we all strive for. Instead, the first priority should be completing the film as envisioned. This requires trust in the director and a collaborative effort toward a shared goal.
On-Site Sharing by Lead Producer & Producer Mentor Ying Luojia
In today's fast-changing film industry, producers must also stay attuned to market trends and audience preferences. Ying Luojia noted that audience tastes are constantly evolving, and even high-grossing films do not always represent broader market demands. Producers must continuously observe, analyze, and adapt to the dynamic landscape. "Market sensitivity is a skill that producers must develop through learning and reflection," she emphasized.
On budget management, a crucial skill for any producer, she shared her strategies for avoiding cost overruns: "Flexible allocation" and "facing challenges head-on." For managing budgets in small and mid-scale projects, she suggested a "prioritize the core, sacrifice the secondary" approach: "The weight of art direction, costumes, and set design varies by project. The key is to clarify the creative focus." She stressed that when funds are tight, the director and producer must make trade-offs together rather than distributing the budget evenly or blindly copying other projects. To mitigate overspending risks, she advised, "Leave room for flexibility and maintain open communication with the team."
▍ Market Trends: Innovating Content and Finding the Right Audience
When asked how to identify stories that resonate with today's film market, Ying Luojia emphasized the importance of innovation. "A film must have a distinct creative voice," she said, observing that while filmmaking techniques have advanced in recent years, there is still vast untapped potential in storytelling and themes. She firmly believes that only high-quality and original content can draw audiences to the cinema.
On-Site Sharing by Lead Producer & Producer Mentor Ying Luojia
She also discussed the connection between films and audiences. Many high-grossing movies receive mixed reviews, leading creators to question whether they should adjust their artistic expression. Ying Luojia suggested that filmmakers revisit their core audience: "Who are my target viewers? Are they a niche group with similar tastes, or am I aiming for a broad mainstream audience? The wider the audience, the more diverse their preferences, requiring us to find universal values and emotional touchpoints." She encouraged continuous exploration in this regard, as it sharpens creative focus and enhances the ability to craft content that resonates with the intended audience.
▍ AI and the Future: People Matter More Than Algorithms
With the rise of artificial intelligence, the film industry is entering a new era of development. Can AI assist in project selection? Ying Luojia acknowledged that AI can support scriptwriting, data analysis, and workflow management but, at its current stage, cannot replace human creative judgment. She encouraged filmmakers to embrace technology and quickly master new tools, while also stressing that creativity remains a deep human endeavor. The chemistry between people during the creative process is irreplaceable. Finding the right collaborators and building trust is far more important than any algorithm.
On-Site Sharing by Lead Producer & Producer Mentor Ying Luojia
Q&A
Q1: What are the selection criteria for the Greenlight Meeting at this year's Project Pitches Training Camp?
Ying Luojia: My personal standard is innovation. The film market needs fresh, original content that compels audiences to visit the cinema. Innovation requires creators to cultivate a constantly forward-thinking mindset. However, this also means that early-stage projects may struggle to gain widespread recognition due to their lack of reference points. That's why courage and confidence are essential. I'm often asked whether we prioritize selecting projects or selecting people. The truth is, the criteria for the two are different. Sometimes, we see immense potential in a filmmaker, but their current project may not be immediately feasible for production. I encourage all of you to cherish the process - preparation, creation, and collaboration with partners. This is not just a selection process for us as mentors and judges but also a great opportunity for participants to find their ideal creative partners.
Interactive Q&A Session with Participants at the Event
Q2: How can producers effectively communicate and balance opinions across different departments?
Ying Luojia: A film crew is a collective effort, and the team-building process involves mutual selection. Once production begins, constant communication is inevitable. Everyone must understand their role and contribute to a shared project blueprint with a clear vision. Most importantly, never blindly cater to external opinions. Don't be afraid of disagreements. The key is whether feedback directly addresses the core of the project and whether the team can collectively work toward the desired outcome. I believe this training camp offers a valuable platform for communication and collaboration. Seize the opportunity!
Participants at the Event
Q3: How should producers communicate effectively with actors?
Ying Luojia: Before filming begins, it's crucial to align with actors on their understanding of the script and ensure their interpretation matches the intended expression. Building trust with actors is also essential. With mutual trust, everyone can work toward the same goal, resulting in a smoother and more efficient production process.
Q4: What are the key strategies for budget planning?
Ying Luojia: Regardless of the project size, always create a detailed budget breakdown and adjust allocations based on the project's priorities. A well-functioning production team maintains transparent and direct communication about budgets, ensuring clarity and control over expenditures.
Group Photo of Participants and Mentor
