In a clear signal that China is increasing efforts to expand its film biz by taking its cue from Hollywood, top execs from state-run film entities unveiled two films, spy movie "Switch" and 3D thriller "Painted Skin 2." At the same time it gave details on a major push for the proliferation of domestically made giant screens, with the aim to break the Imax monopoly in the country.
Chinese reps made the announcements Thursday at Cannes.
On the filmmaking front, China Movie Channel VP Jia Qi said the broadcaster, which churns out around 100 telepics per year, is moving into film production and seeking international partners in an effort to attract an increasingly global audience.
As for China's attempt to gain share in the giant-screen market - -- an effort also under way outside the country -- state-run film giant China Film Group announced that it will expand giant screens made with a local format, known both as Dmax and China Film Giant Screen (CFGS), from 15 screens in the works to 50 by the end of 2013.
Imax, which is incorporated in China and has been expanding there, has about 60 screens in the country's booming film market, but more than 200 in various stages of development. There was no immediate comment from Imax on local expansion plans for CFGS.
The Chinese version of Imax, a slightly smaller size, was announced last month, after testing in Beijing and Anhui, in rural Hefei province (Variety, April 13).
Co-developed by China Film with China Research Institute of Film Science and Technology and China Film, it is a lot cheaper than Imax with tickets costing just 40 yuan ($4.80) compared with prices of up to $24 for Imax in some venues.
CFGS has also had collaborative input from 20th Century Fox and Universal Pictures, whose recent blockbusters "Titanic 3D" and "Battleship" were converted and have played in the Chinese giant-screen format.
On the pic production front, China Movie Channel is seeking European sales on "Switch," described as a Chinese James Bond movie, helmed by Jay Sun and starring Andy Lau, Tong Dawei ("Flowers of War") and Taiwanese model Chiling Lin.
Budgeted at $25 million, "Switch" is the first Chinese film to be shot mostly outside China, partly in Dubai.
U.S. lenser Don McCuaig, who did second-unit on "Mission: Impossible - -- Ghost Protocol," and Yank stunt co-ordinator Bob Brown, known for his work on the 007 franchise, were recruited for the pic.
Supernatural actioner "Painted Skin 2" is helmed by Wuershan, whose martial-arts comedy "The Butcher, the Chef, and the Swordsman" was executive produced by Doug Liman, and will be released in China in June. "Skin" is looking to lure auds outside national confines.