Anti-piracy efforts help blockbusters

China's record-shattering box office success of the animated blockbuster Ne Zha 2 is the result of a sweeping crackdown on the illegal recording and distribution of films, the country's top intellectual property regulator said on Thursday.

The campaign has involved registering the copyrights for artistic and musical works tied to hit films such as Ne Zha 2 and Boonie Bears: Future Reborn. The China Copyright Protection Center, working with provincial copyright authorities in Sichuan and Guangdong provinces, led the registration drive under the guidance of the National Copyright Administration.

The administration also issued three batches of copyright protection warning lists for movies currently screening in theaters, said Wang Zhicheng, head of the copyright management bureau at the Publicity Department of the Communist Party of China Central Committee.

Online service providers are barred from sharing listed films without authorization, while users are prohibited from uploading them. Infringing content must be removed promptly when rights holders request takedowns or link disconnections, the administration said.

"During Spring Festival, over 2.29 million pirated film links were deleted or blocked across internet platforms," Wang said. "We also restricted or banned 4,116 repeat infringer accounts, significantly curbing the spread of film piracy."

Wang noted that watermark detection technology helps identify the time and location of pirated movie recordings, aiding enforcement. This, coupled with investigations by copyright enforcement and public security departments, has led to 40 piracy-related cases being handled and several individuals arrested.

The film's producers announced on Tuesday that Ne Zha 2's theatrical run would be extended for a third time, now through May 31. As of Tuesday afternoon, the animated hit had grossed 15.704 billion yuan ($2.16 billion) globally, ranking fifth in worldwide box office earnings, according to data from Maoyan Pro.

But challenges persist, Wang said. New threats include advanced filming devices used for illegal recordings, livestreamed piracy, minors being incited to record films illegally, and the unauthorized production and sale of infringing IP-derived goods such as dolls and stationery.

"We will intensify copyright supervision and improve our ability to tackle tech-driven infringements," Wang said.

"We also aim to support rights holders' legal actions and raise public awareness about the importance of protecting film copyrights."