China’s first THX Certified Giant Screen Auditorium was officially launched at China Film Giant Screen cineplex in Shanghai Chamtime Plaza. Over 200 guests and industry experts attended the premiere event on January 28 to witness this historic occasion for the Chinese film industry. Equipped with 400 seats and cutting-edge technology, acoustics design and audiovisual systems optimization and calibration, the first THX Certified Auditorium of China marks a new level of cinematic experience and offers ground breaking THX-standard entertainment experience to Chinese audiences.
“We felt a responsibility to maintaining the integrity of movies by improving the quality of film screening,” explained Bu Shusheng, General Manager of China Film Cinema Investment Co., Ltd. “I look forward to more collaborative initiatives between THX and CFGS in the future, including additional THX certified auditoriums.”
“We should pay more attention to the quality of cinematic experience, as China’s film industry continues to grow. Partnering with THX is an important milestone in CFGS continuous effort to reach the highest international standards,” said Chen Jingmin, General Manager of China Film Digital Giant Screen (Beijing) Co., Ltd.
“On December 24, 2014, SARFT released an emergency notice to improve the cinemas quality standard in China,” stressed Yang Xuepei, Former Director of China Research Institute of Film Science & Technology. “Collaborating with professional companies like THX is crucial to elevate the quality of our film industry.”
Over thirty years since its inception by George Lucas and the engineering team at LUCASFILM, the goal of the THX Cinema Certification program continues to be ensuring that the artist’s vision is truthfully translated to the audiences as it was created in the studio. THX’s standards keep evolving as technology advances and the industry diversifies, continuously setting new industry benchmarks in the entertainment experience from professional studios and cinema theatres to home, mobile and automotive platforms.
“China’s film industry is growing so fast, that ensuring the quality of movie screening and delivering the highest standard of cinematic experience to Chinese audiences is already one of the top priorities of the Chinese cinema professionals,” said Louis Cacciuttolo, THX Executive President of International Business Development and Brand Strategy. “THX and China Film Group will continue to work together on improving the industry standard.”