The Motion Picture Assn. has appointed Eugene Yu as its main representative in China. He will lead the org’s efforts to promote greater market access in China for the films of MPA member companies, as well as efforts on antipiracy enforcement and intellectual property rights education.
As country general manager and chief rep, Yu will liaise for the MPA with various Chinese government agencies and industry orgs. Based in the MPA’s Beijing office, he replaces Mark Day.
Appointment of a Chinese staffer is seen as a sign the MPA is keen to ratchet up its efforts to combat piracy and promote Hollywood product in the increasingly important market.
Yu holds a B.A. from Suzhou U. and was formerly veep of media and TV & film services/government affairs for IDG Asia & China, while also working as a director of Variety China.
Mike Ellis, senior veep and regional director of the MPA in Asia Pacific, said, “The China market is one with tremendous potential. However, it also presents tremendous challenges, especially in terms of providing foreign companies with market access and in protecting intellectual property rights.”Yu said, “The MPA is committed to continuing to work closely with the Chinese government to support its ongoing efforts to protect intellectual property rights and to pave the way for the release of more American movies that Chinese moviegoers continue to demonstrate at the box office that they love.”