Will help market China's TV, film sectors
The Cimarron Group, a leading trailer house, is opening a full-service office in Beijing.Move comes as the Chinese government has stepped up efforts to grow the country’s film and television industry. Outpost is the second in Asia for Cimarron; the other is in Singapore. Cimarron will seek to help market China’s film and TV biz especially through the use of social media. Company founder and CEO Robert Farina said the Chinese government-controlled versions of Facebook and Twitter will become important marketing tools, since the government wants its theatrical film market to surpass that of the United States by 2015, Farina said. Cimarron, which created the teaser trailer for “The Twilight Saga: Breaking Dawn,” will expand into the hospitality sector by working on a marketing and branding strategy for MGM Grand Sanya Resort in Hainan, China. Cimarron already has a presence in China, having produced a TV documentary that was seen by more than 400 million people on CCTV4 in 2010. Five theaters are opening per day in China, and the country hopes to have 7,000 theaters by 2012, Farina said. The Chinese government now produces 550 films per year, a mixture of commercial and propaganda films, Farina added.