Profitable Prospects

With increasingly high expectations, 3D films have developed a "market of scale." "The era of the 3D film has arrived," Liang sighed with emotion, "You're outdated if you haven't seen one."

More and more film studios now regard 3D films as a driving force for the future of cinema. In China, Ice Age: Dawn of the Dinosaurs, a 3D film released in 2009, earned over RMB 100 million at the box office in less than 20 days. Its first week's take was RMB 37.5 million, exceeding the total box office of Ice Age: The Meltdown (2D film) released in 2006. As the opening film of Cannes Film Festival, Up grabbed RMB 21 million within its first six days on screens in China.

Inspired by these films, the number of 3D screens in China had increased from 80 to 500 by the end of 2009, ranking second after the United States. The film industry has been so ecstatic about the genre's profitable box office potential, that they are convinced that they have found their cash cow. Experts have said that by the end of 2010, the number of 3D screens in China would reach 1,300.

At the beginning of 2010, Avatar, directed by world-famous James Cameron, hit Chinese screens as the first film whose 2D and 3D versions were released simultaneously here.

Chinese Flavor

Director Liang Hansen was finally able to fulfill his dream of producing China's first full-length 3D film, Prequel of the Monkey King, which was shown to the public in October 2009. The film is based on one of China's four greatest classical masterpieces, Journey to the West. The story features the character of the Monkey King, an omnipotent figure, who can transform himself at will and speed across the sky. He is a man of penetrating insight, capable of telling the true from the false. His life has been captured in many forms, from paintings to operas and even a cartoon produced in the1960s which is still enjoyed today. Liang never tries to surpass this classic work; he wants to use the 3D technology to portray the Monkey King story in new ways.

This prequel is hoped to be inspiring for our times. Mirroring the plights of everyday Chinese citizens, the Monkey King, who strives to develop his abilities and strength, is looked down upon and shunned by others. With indomitable spirit, he survives adversity and gains the respect of others. During a showdown with his opponent, he realizes the real meaning of "strength," to "think before you act," and that "wisdom is the source of all strength." The Monkey King learns and earns his powers bit by bit. "No one is born with skills, they must be acquired," Liang explained. He insists that entertaining 3D films should also be enlightening.