Looking forward to 3D revolution
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With its 23 IMAX theaters, China has become the second largest market for the giant-screen theater company, second only to the United States, says Greg Foster, the corporation's chairman and president of Filmed Entertainment.
Most Chinese filmgoers got their first taste of IMAX last year when some people waited up to two months to get a ticket to watch Avatar in the IMAX 3D version.
The company aims to build 50 IMAX theaters in China by 2012. Before that, it will show how confident it is by releasing its first non-English-language film, mainland director Feng Xiaogang's Aftershock, in 14 IMAX theaters in China.
The film, which tells of how a 23-second earthquake haunts a family for 32 years, has been converted into an IMAX version. Foster refuses to say how much of the box office share his company will receive but says he is confident of turning a profit because the film has what he calls "IMAX DNA". "An incredible filmmaker, very supportive studio and distributor Huayi Brothers," he says. "It also has a story that is emotional and resonates with IMAX, with big action and as a drama."
The criteria when IMAX picks a movie are not genre based, but more about who made it, he adds.
"The secret weapon that IMAX has are filmmakers, real filmmakers - not popcorn filmmakers - those who understand the texture and nuances of film," he says. "My father is a filmmaker. When someone is passionate about making movies, I can tell. Feng is very passionate about the subject. He studied the technology. He understands what IMAX delivers."
IMAX will continue to work with Huayi Brothers to release three movies. It has also recently closed deals with some other local companies, who Foster chooses not to reveal.
"China could surpass the US within the next five to 10 years in the number of screens worldwide," says Don Savant, the company's senior vice-president and managing director in the Asia Pacific. "It is our number one target market."
The company will further explore the market by opening IMAX Portable Theaters in the country's third- and fourth-tier cities.
Made with a special hard plastic, an IMAX Portable Theater is a big structure that looks like a tennis ball blown up. Part of the revenue comes from the advertisements on its exterior.
In China about 30 cities have over 1 million people but do not have an established cineplex. The portable theaters will mainly be set up in these cities. The first one may open in September.
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