SHAR­ING POP­CORN

China Daily (Canada) - - ACROSS CANADA -

two side walls in the­aters as broad­ened “screens” to of­fer movie­go­ers a greater ex­pe­ri­ence. The tech­nol­ogy was widely used in the ad­ver­tise­ment industry in SouthKorea, but is largely untested in the film industry.

The Pri­est, which was re­leased on Thurs­day, is the firstKorean fea­ture film on ScreenX. The Ghouls, a fan­tasy which will pre­miere in De­cem­ber, will be the first Chi­nese film to be re­leased in the for­mat.

The ScreenX sys­tem has been set up in four cine­mas in China: two in Bei­jing, one in Dalian, Liaon­ing prov­ince, and one inXi’an, the cap­i­tal of Shaanxi prov­ince, ac­cord­ing to Choi Byung-hwan, vice-pres­i­dent of CJ Group’s CGV divi­sion. The tech­nol­ogy will be used in shoot­ing for more Chi­nese films in the fu­ture rather than for­mat-adap­tion in post-pro­duc­tion.

And 4DX, an­other screen­ing sys­tem of CGV, which of­fers movie­go­ers mul­ti­sen­sory en­vi­ron­men­tal ex­pe­ri­ences such as wind, bub­bles and scents, has also es­tab­lished its net­work in China.

Ac­cord­ing to Bran­don Choi, the chief of­fi­cer for 4DX’s mar­ket­ing team, 45 4DX screens have been set up on the Chi­nese main­land, and the first 4DX screen out­side South Korea opened in Bei­jing in 2009. It has co­op­er­ated with Chi­nese mul­ti­plex gi­ants like UME and Wanda for bet­ter pro­mo­tion.

“4DX nat­u­rally fits Hol­ly­wood block­busters with strong vis­ual ef­fects,” Choi says, adding how­ever, that with the growth of Chi­nese film tech­nol­ogy and Sino-Korean pro­duc­tions, us­ing such sys­tems forChi­nese films will be­come nec­es­sary.

The phe­nom­e­nal Mon­key King: Hero Is Back, for ex­am­ple, was re­leased in 4DX this year in China.

Con­tact the writer at wangkai­hao@chi­nadaily.com.cn

PHO­TOS PRO­VIDED TO CHINA DAILY

Co­op­er­a­tions be­tween Chi­nese and South Korean film­mak­ers are grow­ing and the ScreenX sys­tem (top) is one of the lat­est ex­am­ples. Chi­nese Film Fes­ti­val re­cently held in Seoul dis­played some of China’s big­gest hits of the year, in­clud­ing Mon­keyKing:HeroIsBack (above cen­ter) and Mon­sterHunt (above right).

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