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An international joint effort by two cinema giants will give audiences in Southwest China more access to the big screen, which could lead to growth for the country's local films.

Warner Bros International Cinemas (WBIC), the world-renowned cinema chain operator, announced yesterday it reached an agreement to establish a strategic partnership with Sichuan Pacific Cinema Circuit (SPCC), an arm of domestic film conglomerate China Film Group.

The opening of the Warner SZITIC (Shenzhen International Trust & Investment Co Ltd) Cinema in Chongqing Municipality next Wednesday will be the start of Warner Cinema's links with SPCC in Southwest China.

Warner SZITIC Chongqing Cinema, equipped with a wall-to-wall screen with improved sightlines and state-of-the-art sound and projection systems, will be the biggest cinema in Chongqing by seating capacity,

The box office earnings in Beijing, Shanghai and Guangdong Province contribute more than 80 percent of the total income generated by the Chinese market, according to WBIC's statistics.

However, due to a limited number of screens and outdated cinema equipment, some films cannot be shown in Southwest China, including Chongqing, which has a population of more than 30 million.

Under the management of the China Film Group, SPCC boasts the largest and most profitable cinema circuit in Southwest China.

"Thanks to WBIC's strong branding and great experience in multiplex cinema management, audiences in the southwest market are expected to enjoy faster and greater access to both local and foreign films, which might also lead to greater progress in developing the local film market," said Zhang Baichuan, general manager of SPCC.

"We are expecting to bring a world class movie experience to audiences in Southwest China. We firmly believe that SPCC can help us realize our hopes for the Chinese market. This alliance further demonstrates our commitment to Chinese," said T.J. Green, vice-president in charge of operations at WBIC.

Green also pointed out "the key to success in the Chinese market lies in marrying international professional experience with local resources."

"We are convinced that the Chinese film market shows the greatest potential. We attach great importance to co-operating with our Chinese partners, and look forward to our mutual prosperity in the coming years," said Green.

Zhang of SPCC also demonstrated his confidence by adding Warner Bros has good experience in multiplex cinema management.

(China Daily January 20, 2006)