CANNES — Chinese satcaster Heilongjiang is launching a local adaptation of the Netherlands’ Entertainment Experience, a multi-platform format that results in a user-generated film.

In the Netherlands, the project was financed by cross-media production, distribution and consultancy company FCCE, which has set up FCCE China to run the localized format.

The Netherlands Experience was conceived as a 39-week project, combining a TV series, a social media platform and two movies: one purely user-generated version and a director’s cut by Paul Verhoeven, “The Entertainment Experience,” both of which were commercially released last year.

All the content was created by auds who were able to sign up for casting auditions, submit scripts, film, compose soundtracks, design posters, edit trailers and develop a game concept via a website.

The Entertainment Experience can be followed in real time through interactive TV, VOD, social media and a website.

FCCE COO Justus A.G. Verkerk said he expected the format to “rock the boat in China.”

“Entertainment Experience is a proven successful concept. In the Netherlands 35,000 people participated in the first user-generated movie. With Heilongjiang TV we expect an even bigger success in China.”

Gao Hong Gang, vice-topper of Heilongjiang, said “Entertainment Experience will be a huge opportunity not only for the audience but also for advertisers and the movie industry.”

The name of the director who will orchestrate the Entertainment Experience in China was not unveiled during the Mipcom presser on Monday.

FCCE closed a deal in April during MipTV to distribute the Entertainment Experience format across 21 countries in the Middle East via Sony Pictures Television Arabia.