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Alpha’s tale of two cities in Guangzhou and Los Angeles

2017-November-8       Source: Newsgd.com

11575 kilometers, or a 14.5 hour flight, now it is very easy to travel from Guangzhou to Los Angeles. And for Alpha Group, the cities have gotten even closer, after the launch of its Feature Animation Unit in Los Angeles.

Relying on LA, exploring localization in international market

Last June, Alpha announced the launch of a LA-based animation division, the aim to develop and produce animated feature films for a global audience and the decision to hire of industry vet Bob Bacon as its CEO. This counts as a milestone for Alpha’s global expansion, demonstrating its greater ambition of exploring an international industry standard for animation and filming.

Through its LA division, the company is looking for talent, not just within animation but also with live-action backgrounds, in a move to diversify its business. Plans are to have pre-production, including design and editing, in LA. It is reported that the unit also is expected to take advantage of synergy with other parts of the company, and aims to produce world-class animation.

Much has already been achieved, by Alpha. Alpha Pictures, the unit in LA, has recruited enormous world-class talents including Alex Schwartz, former head of development at DreamWorks Animation.

Super Wings is screening on the time square.[Photo provided to Newsgd.com]

Alpha has also started tailoring its production in the US to the local audience. Wang indicated the one key function of the LA division is to localize Alpha’s products in the US. Before the division was established, they knew little about the market and US consumers’ needs. Now they can make full use of the division to study the US market and optimize their products to target a US consumer base.

Wang took the yo-yo as an example. It is very popular worldwide. Since people in different countries may have different preference in colors, the LA division is responsible to evaluate the color preferences of American children, helping localize the yo-yo for the US and European markets.

Furthermore, Alpha Picture financed some Hollywood-produced films and TV series including Assassin's Creed and The Revenant, the latter winning three Golden Globe Awards, five BAFTA Awards and at the 88th Academy Awards won the awards for Best Director, Best Actor and Best Cinematography.

When talking about a future plan, Wang said excitedly that under the framework of the Tripartite Economic Summit, Alpha will place increased emphasis on the New Zealand market in 2018, and that its LA division will play an important role in this.

 

Author: Hu Nan

Editor: Simon Haywood & Olivia Yang

Editor: Jasmine

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