U.S. Filmmakers Eager to Feed China’s Appetite for 3-D

The New York Times
Monday, August 13, 2012

U.S. Filmmakers Eager to Feed China’s Appetite for 3-D

By JONATHAN LANDRETH

BEIJING — Zheng Huan and Tang Xiaomei, infrequent moviegoers from rural Jiangxi in southeast China, saw their first 3-D film last week while visiting the capital.

It was not James Cameron’s “Titanic 3-D,” the highest-grossing film here this year and the third highest of all time, with $153 million in ticket sales. Instead, it was a swirling martial arts fantasy, “Painted Skin II,” which Mr. Zheng said hurt his eyes but Ms. Tang said was captivating.

The two are a shade older than the 18- to 34-year-olds who made Mr. Cameron’s earlier 3-D hit, “Avatar,” the highest-grossing film in China, with $208 million in ticket sales. Hollywood is aggressively pursuing that age group now that China is the leading export market for its films in terms of box-office receipts.

Last Wednesday, Mr. Cameron’s 3-D technology company, the Cameron Pace Group, announced that it would set up shop in Tianjin, a northeastern port city, as part of a government-backed joint venture there. Last spring, Imax said it wanted to install 229 giant screens nationwide.

The initiatives underscore the extent to which American entertainment that makes the viewer part of the show has gained a foothold in the Chinese market. With movie tickets costing as much as 120 renminbi ($19) for 3-D and 180 renminbi ($28) for Imax, these American technologies are delivering content to Chinese consumers who are increasingly focused on authenticity and a high-quality theater experience that cannot be pirated.

Currently, 7,000 of China’s 11,000 screens are 3-D capable. RealD, a 3-D technology company based in Beverly Hills, said it had nearly 750 3-D screens across China and planned to install 1,250 in the coming years.

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