Digital launch a part of new media initiative

BEIJING — China Film Group will launch a new media initiative on Friday that aims to produce 1,000 shorts using online, cell phone and other digital platforms.

The shorties will cover 10 genres, including comedy, drama, business, horror, romance and youth subjects.

Each pic will have a budget of around 50,000 yuan ($73,000), with the first 20 due this year and 200 next year, China Film said on its website.

The initiative aims to harness the energy and talent of first-time helmers using digital video and wannabe filmmakers making pics on their cell phones — an important element in China — and add elements of quality control, as well as providing a dynamic platform for the pics.

Helmers Feng Xiaogang, Lu Chuan and Ning Hao are expected to attend Friday’s launch, which will also bow two shorts.

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