Film company looks beyond the box office

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.