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Film guru points out way of the West (2)

By Lin Jing (China Daily)

10:44, March 05, 2013

This is what the Oscar commemorates, he says.

"Getting the award is a confirmation of their excellence," he says.

"That is the charm of it."

He insists the Oscars and Hollywood's film industry are independent of each other.

"The Oscar represents the artists," he says.

"It holds a rigid line from Hollywood's movies, either successful or controversial ones. The academy does not consider a film a good one just because it is a blockbuster. It requires more outstanding aspects, such as a good story, directing and acting, etcetera."

Ganis started his career as a movie company assistant, serving tea and coffee. He went on to shoulder various executive roles at different film companies, including Sony Pictures, Columbia Pictures and Paramount Pictures.

He also produced six movies and three television shows. His favorite is 2006's Akeelah and the Bee, which tells the story of a young girl's journey to compete in the Scripps National Spelling Bee, uniting her family and community along the way.

Ganis is the principal of Jiaflix Enterprises, a US company that works on Sino-US film industry cooperation. Jiaflix has been cooperating with M1905.com, the China Movie Channel's official website under the State Administration of Radio, Film and Television, to promote Chinese films in the US.

Last year, they unveiled a set top box that offers Chinese films to North American audiences.

Users with a television set and Internet connection can access about 6,000 Chinese and international films.

"We hope to promote Chinese films in the overseas market with the set top box," M1905's director and vice-resident Liang Longfei says.

Ganis says Chinese film has faced difficulties in expanding its influence in the West.

Hollywood movies emphasize innovation and imagination. Chinese films usually have profound historical contexts without attractive visual effects that aren't well received by Western audiences, he says.

"China is fast becoming one of the world's most important media and entertainment market and it is still growing," he says.

"We feel that it is important that the international film industry has a greater connection with and understanding of Chinese films and its lovers."

He suggests Chinese filmmakers should diversify if they hope for more awards.

"Be worldly, be of the world," he says.

"You are making films for the masses. It is important to produce something without political or geographic boundaries."

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