- Associated Press - Wednesday, August 8, 2012

BEIJING — “Avatar” director James Cameron’s company is launching a joint venture in China to market its 3-D technical wizardry to the country’s fast-developing film and television industries.

Cameron Pace Group’s announcement Wednesday comes as the fast growth of China’s film market is attracting Hollywood studios that are rushing to link up with local partners.

The venture with two Chinese partners will supply 3-D filming technology and production services, said Mr. Cameron and his business partner, Vince Pace. They said they are discussing possible collaboration with state broadcaster China Central Television on developing 3-D TV.

“This is an enormous untapped market that is right on the verge of the transition from 2-D to 3-D,” Mr. Cameron said. “This is the best place for us to create a kind of second home.”

The Chinese partners are Tianjin North Film Group, a state-owned film and television production company, and Tianjing Binhai Hi-Tech Development Group, which operates a technology park in Tianjin, a port city east of Beijing where the venture will be based.

China’s growing film market, especially at a time when U.S. and European revenues are weak, has made this country the focus of the global industry’s hopes for growth. Studios are announcing co-production deals and adding Chinese elements to stories to attract viewers.

China’s ticket sales rose by one-third last year to $2 billion while revenue in North America, though still far larger at $10.2 billion, has fallen for two straight years.

On Tuesday, DreamWorks Animation Ltd. and local partners announced plans to make the next “Kung Fu Panda” movie in China with local partners. Walt Disney Co. said in April the third installment in its “Iron Man” franchise will be co-produced with a Chinese partner.

In addition to “Avatar,” Cameron Pace Group provided 3-D technology for films including Martin Scorsese’s “Hugo” and Michael Bay’s “Transformers: Dark of the Moon.” It has filmed tennis, golf, football and other sports for broadcast.

The China venture will provide technology and support, rather than co-producing films, said Mr. Pace, a cinematographer who worked on “Avatar,” “Titanic” and other titles.

“We play a support role,” said Mr. Pace. “We’re there to help the expression of creativity and artistry.”

The venture also will work on research, development and manufacturing of the company’s equipment, Mr. Pace said.

That might lead to Chinese-developed technology being used in two planned “Avatar” sequels, Mr. Pace said. Mr. Cameron said those mostly likely will be filmed in New Zealand.

Mr. Cameron, a public booster of 3-D, said demand for its services could grow fast if CCTV and regional Chinese broadcasters adopt the format.

“We expect it to expand very rapidly, from initially maybe a handful of productions a year to, two or three years from now, we could be talking about thousands of hours of TV production,” he said. “That’s our goal, in any case.”

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