The recent opening of the MCL (Multiplex Cinema Ltd) Cinema City in Shenzhen marks the first cinema in China that is wholly owned by a Hong Kong company. The cinema city is located in a newly-opened shopping mall in the Nanshan district of Shenzhen, and opened on the 6th of August.
 
The creation of this cinema was made possible under the terms established in CEPA II which allows for HK exhibitors to own and operate cinemas on the Mainland.

At the opening ceremony the Secretary for Commerce, Industry and Technology Mr Joseph Wong said, "This is also a new achievement of the Hong Kong film industry endeavouring to develop the Mainland market under CEPA."

"Within the framework of CEPA," he continued, "Guangdong and Hong Kong can explore together certain concession policies that are not yet ready for full implementation across the country and make suggestions to the Central Government for trial in the Guangdong Province, so that the film industries of both sides can seize the very opportunity to explore further business."

The luxury goods trade has been exponentially increasing on the mainland, as have first rate luxury restaurants, so it seems fitting that now the same experience can be extended to the movies. Although piracy is still the greatest adversary to cinema-going on the mainland, the introduction of a luxury cinema experience could help rival this thriving trade, as well as increase the market and audience-distribution for Hong Kong-based distributors.

To help create this luxury experience MCL brought on board architect Michael Tsang, who designed the Cinema City, including the cinemas themselves, the lounges, and the foyer which was created to comment upon the urban exuberance of modern-day PRC. Tsang won the "Design for Asia Award 2005" for the futuristic high-tech design he created for Broadway Cyberport. The five-screen MCL multiplex also includes a VIP cinema and lounge, and is equipped with Barco 2K digital projectors.

MCL already owns and operates four cinemas in the SAR. If Cinema City proves a success, the company will establish a chain of luxury cinemas in Southern China ????

MCL is a subsidiary of Intercontinental Group Holdings, originally established in 1969 to produce and market homegrown films overseas.

Editor: Yan