In the late 1990s, Xiaogang established himself in a Chinese genre called "Hesui Pian (贺岁片)", or "New Year's Celebration Films." He became famous as the Director of the movie The Dream Factory (1997). Jason McGrath, a University of Minnesota professor, believed that, having achieved success within mainland China in the face of Hollywood competition, "The entertainment cinema of Feng Xiaogang represents a new model of a Chinese national cinema that positions itself vis-à-vis Hollywood."