Website-produced films are here to stay, says Yin Hong, an expert on China's film and TV industry.

Yin points out that several such films, as part of the "four plus one" project of four short films and a feature flick, all by young filmmakers, like Old Boys, a short film about youth and dream by a young commercial director, have created quite a stir.

A business model is also slowly emerging, adds veteran industry observer Tan Fei. For example, for the "four plus one" project, the Samsung group provided the money, while website Sina served as the broadcast and media supporter. The company thus gets publicity, the website hits and advertising fees, and the new directors opportunities to make films.

However, professor Liu Jia of Beijing Film Academy sounds a note of caution about product placements. All efforts must be made to ensure this is done in a reasonable manner, Lin says.