Robert Pisano, president and chief operating officer of Motion Picture Association of America(MPAA) is a veteran of the entertainment industry. He used to serve as the National Executive Director and Chief Executive Officer of the Screen Actors Guild, from 2001 to 2005. From 1993 to 2001, he was Executive Vice President, then Vice Chairman and Consultant to Metro-Goldwyn-Mayer, Inc. (MGM).
As an experienced industry insider, Pisano was invited by the 13th 赌博app as a speaker for a series of workshops and forums with Chinese film makers.
On his Chinese trip, he also received an interview with Shanghai Daily, during which he shared his own perspective for the blossoming Chinese cinema and many of the cinema\'s opportunities to cooperate with the film industy in the United States. The Chinese film market has a huge potential in his eyes.
Shanghai Daily: What are ways in which China\'s film industry can collaborate with Hollywood?
Pisano: There are many opportunities to build on the strong history of collaboration and partnership that Hollywood has already enjoyed with the local film industry.
What early on started as production assistance has evolved to more concrete forms of cooperation including producing and financing feature films for global audiences. Sony Picture\'s newest movie to be released this summer, "The Karate Kid," produced by Hollywood superstar Will Smith and starring his son Will Smith Jr. and Jackie Chan, exemplifies how Hollywood and the Chinese film industry can work together to produce world-class movies .
Many Hollywood studios are now considering using China as a major film production base in response to the fast-growing economy, relatively inexpensive film production sites and the increasing popularity of Chinese traditional culture and art forms such as martial arts. MPAA actively encourages such collaboration to the mutual benefit of both our members and the local film industry. For example, MPAA hosted a U.S.-China co-production summit last year the first of its kind. Leading figures from the local industry and Hollywood had an opportunity to hold in-depth discussions that were extremely well received, and as a result MPAA is scheduling another such meeting to take place this fall.
Shanghai Daily: How many times have you attended the Shanghai International Film Festival? What\'s your impression of it? And what\'s your advice to the festival?
Pisano: This is the first time for me at the 赌博app though I have heard many good things from my colleagues about the event, e.g. how the festival\'s reputation and visibility have grown with each year.
I personally attend various film festivals and awards year round and I must say that 赌博app is certainly in the top league in how it attracts a diverse collection of films and leading industry figures from all over the world; and in how it reflects a city energized by creativity, artistry and commerce .
If I was going to share one thought with the festival\'s distinguished organizers it would be to congratulate them in so warmly welcoming the global film community. This openness will enable China\'s film industry to continue to prosper as it shares its rich reservoir of talent and culture, and moves toward becoming a powerhouse for international cooperation and co-production.
Shanghai Daily: China\'s film market is booming. Is it an important market for Hollywood productions? What\'s your expectation regarding future development?
Pisano: In terms of present revenue, China is not a significant market for our members. In terms of potential growth however, it is very significant.
China is now one of the biggest movie markets globally. While the rest of the world is still recovering from the worst economic recession in several decades, China has demonstrated exceptional resilience. This year\'s box office got off to a record-breaking start with Hollywood\'s 3D blockbuster "Avatar," which grossed more than 1.3 billion yuan or close to $200 million dollars and it is anticipated 2010 box office returns will break the 10 billion yuan mark.
Beyond the contribution of billions of dollars to the world economy annually, the ramifications of a mature China film market also include the impact and import of Chinese creativity and ideas. The Chinese film industry will play a critical role in the unfolding of one of the most important spectacles in our industry\'s creative tradition the liberation and influence of 5,000 years of China\'s rich cultural history upon a receptive and enthusiastic global audience.
Shanghai Daily: What\'s the new trend for Hollywood films? Is diversity a source of strength for the industry?
Pisano: Beyond technological advances such as 3D, movies as creative art products are increasingly reflective of the influence and participation of individuals not nations or nationalities. Our world more and more resembles a global village and the film industry is no different. The international commercial success of the Oscar-winning "Slumdog Millionaire" offers a case in point. The director, Danny Boyle, and screenwriter, Simon Beaufoy, are British, while the actors, locale and novel upon which the film is loosely based are distinctly Indian.
This kind of collaboration demonstrates the appeal of movies that remind us of our common humanity while celebrating our differences. In bringing audiences diverse stories, history, culture and traditions along with the opportunity to expand awareness through dissimilar perspectives, we create great entertainment as well as deepen our mutual understanding. This cultural exchange is positive for the world.
And not only Hollywood stands to gain. In embracing the global film community with open arms, China stands to benefit as it shares its rich reservoir of talent and culture and become a powerhouse for international cooperation and co-production.
Shanghai Daily: Which are your favorite Chinese movies and who are your favorite directors?
Pisano: I have to say that Chinese movies these days are attracting lots of fans in the states. I personally like the movie "Crouching Tiger, Hidden Dragon(2002)" directed by Ang Lee.
Shanghai Daily: How do you think that many Chinese arthouse film makers began to make commercial mega-productions? What\'s Hollywood\'s secret to success?
Pisano: The influential art releases in the 1980s and 90s reflected improved movie making standards and growing sophistication much of which was shared from Hollywood. This enabled the local industry to take Chinese movie making beyond niche audiences to a broader demographic. Since then, interest in Chinese movies among international audiences has increased along with a general rise in interest in Chinese culture and language.
I think Hollywood\'s secret to success is similar to that of Silicon Valley, as a catalyst for innovation and new venture creation. It is an environment that supports creativity, capital flow, and talent and technology development, with no small amount of risk taking.
These conditions exist because the MPAA and the industry act as their champion engaging in a variety of activities that range from safeguarding intellectual property rights to using technology to expand consumer entertainment choices, to supporting fair trade agreements and a secure future for artistic freedom of expression.