Changying aiming high with plans to diversify and explore cross-provincial projects

Celebrated as the cradle of new China's film industry, Changying Group, formerly known as Changchun Film Studio, has found a path to diversified development and is making efforts to grow into an industry giant.

The company was founded in 1945 and has made several unprecedented achievements in China's film history. Its classics, such as Liu Sanjie and Five Golden Flowers, are among the best-known films nationwide.

The company suffered from the economic transformation in the mid-1990s. Since 1998, it was among the first group of cultural organizations in China to carry out systematic reforms.

After bold reforms, Changying entered a new stage of development as a State-owned film company and a cultural industry player.

The firm's latest development strategy is to build its brand with films and seek further development in related industries, according to Liu Lijuan, chairwoman of the group.

She said Changying Group's future development highlights included "strengthening movie production, building up a brand, diversifying operations and enlarging its scale".

The company also plans to attract talented professionals and get listed on the stock market, according to Liu.

Movie production

In recent years, Changying saw steady growth in its main business - movie production. It produced a series of well-recognized movies themed on rural issues, such as Big Sun, School Above the Clouds and Cableway Doctor.

The films received praise from critics and audiences, and were honored at several national film events and festivals, including the Marble Pillar Awards, the Golden Rooster Awards and the Golden Horse Awards.

The company has also been actively involved in the production of blockbusters.

For example, China 1911, which was produced in 2011 to celebrate the 100th anniversary of the 1911 revolution that overturned the Qing Dynasty (1644-1911), became Changying's first film to hit 100 million yuan ($16.3 million) in box office revenue.

The group's first 3D cartoon Dragon Nest was a groundbreaking product in China's 3D animation industry. The cartoon, released in the summer of this year, was a box office hit and received positive audience feedback.

"Making good films has always been our mission and is essential for our development," said Liu.

"We will try our best to produce more films that can reflect the values and aesthetics of Chinese people, as well as the spirit of Chinese culture."

Diversification plan

Unsatisfied with its success in the film-making business, Changying launched a plan for business diversification in 2010.

The ambitious plan included facilities such as the Changchun Movie Wonderland, a museum on the former site of Changchun Film Studio, Changying Global 100 theme park in Hainan province and its own cinemas.

The venture led Changying into a stage of new, fast development and provided strong financial support for its film production operations, according to Liu.

The Changchun Movie Wonderland, regarded as China's first international film-themed park, features advanced film technologies and Changying's rich history.

The park has received more than 8 million people from both China and abroad since it opened 10 years ago.

After three years of renovations and upgrades, a museum on the original site of Changchun Film Studio opened to the public in August this year.

The museum includes areas exhibiting Changying's long history, films, photographic studios, cinemas, a film-themed concert hall and a cultural street.

According to Liu, the museum is expected to facilitate Changying's film-related cultural industry.

It will play an important role in inheriting the hardworking spirit of China's film pioneers and promoting Changying's rich film history or even China's film industry, said Liu.

Changying launched a movie-themed park project called Global 100 in April this year in Hainan province, which is a popular tourist destination. According to Liu, Changying aims to integrate the advantageous resources of different regions and explore trans-province growth of cultural industries.

The company said it intended to build the area into a national-level movie industrial park with multiple functions including film and TV production, education and entertainment.

The park is also expected to serve as an international cooperation platform for film and other cultural industries, Liu said.

She spoke with pride and confidence about the company's past, present and future.

"In the past Changying was a cradle for movies in new China. Today it's a pioneer in cultural industry reform, and in the future it should be the flagship of China's movie industry," Liu said.

liuxiangrui@chinadaily.com.cn

The Changchun Movie Wonderland has received over 8 million people from both China and abroad since it opened 10 years ago. Photo Provided to China Daily