The second China Image Film Festival will open to audiences from the UK and round the world from October 3-10 in London, organizers announced in Beijing on August 16, 2010.

From left to right: Chinese director Chen Daming, General Manager of China Film Promotion International Zhou Tiedong, Vice Director of the State Administration of Radio Film and Television (SARFT) La Peikang, executive chairman of the film festival and CEO of China Image Ltd. Kong Xiangxi and vice president of letv.com Gao Fei. [China.org.cn]

The festival is jointly organized by China Image Ltd. and China Film Promotion International.

The first China Image film festival took place in April 2009. Dozens of celebrities from the Chinese film world, including director Gu Changwei, and actresses Jiang Wenli and Zhang Jingchu attended the festival which featured 15 modern Chinese films.

Zhou Tiedong of China Film Promotion International said that China is third largest producer of films in the world with 456 films made in 2009 and more than 500 films shot in the first half of 2010 alone.

"But most of these films have little opportunity to find an audience. That's why we are cooperating with China Image Ltd. – we want to build a bridge for Chinese films to go out and be seen by more people, in China and overseas," Zhou said.

China Image Ltd., was set up by eight Chinese college students studying in the UK. Vice Director of the State Administration of Radio Film and Television (SARFT) La Peikang praised their initiative.

Vice Director of the State Administration of Radio Film and Television (SARFT) La Peikang speaks at the press conference. [China.org.cn]

"The Chinese film industry is booming. This film festival will promote communication between Chinese and British filmmakers and help Chinese films enter the overseas market. It will also strengthen the friendship between the two countries," La said.

Joanna Burke, cultural counselor with the British Embassy in China, said film plays a vital role in boosting cultural understanding. "The emotional connections give us an insight into another way of life, which we otherwise might not see. I believe in the importance of cultural relations. And what better vehicle could there be for China and UK than a festival of Chinese films? I shall certainly be encouraging my friends and colleagues in the UK to see as many of these films as possible."

Kong Xiangxi of China Image Ltd., said that apart from screenings, the festival will include a 15-minute short film competition, and academic and industry forums. He said the films chosen for 2010 screenings will include both art-house and mainstream films. China Image is also planning to hold a British film week in China in 2011.

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