Six of China's top filmmakers, including Zhang Yimou and Feng Xiaogang, are calling for cheaper cinema tickets.

It doesn't hurt that the filmmakers are all members of the Chinese People's Political Consultative Conference and have been hounded by a large chorus of journalists.

There is nothing new in their appeal for the greater affordability of their own products. Compared with other industries where bigwigs rationalize higher prices, the directors' stance with consumers sends a breath of fresh air into a business that is big on publicity.