Relativity Media has formed a multi-year strategic partnership with 3C Media to produce at least six local-language movies and TV shows annually for the booming Chinese market.
Under the partnership, 3C and Relativity will jointly develop and produce up to four local language TV shows per year based on Relativity’s content and a minimum of two local language remakes of Relativity films for theatrical release each year.
Under the deal, 3C will invest in and co-own films released in China through Relativity’s SkyLand subsidiary.
“This partnership is a significant next step in Relativity’s continued expansion into the Chinese market, and we are thrilled to bring a large number of local language productions both in film and television to the China market where there is an incredibly high demand for local content,” said Relativity CEO Ryan Kavanaugh.
He noted that 3C has a track record of producing TV shows in China that have drawn more than 300 million viewers.
“Their knowledge, access, and high-quality content will allow us to build on the resounding success of our films in China, and will strengthen the reach of our television division,” Kavanaugh said. “There is no better partner than 3C.”
Relativity and 3C will co-own 50% of the films and TV programming created under the partnership. Relativity will also be worldwide distributor and sales agent for all of 3C’s content outside of China.
Additionally, the partnership will also develop TV projects for distribution in the U.S. market and Relativity will be able to create international versions of the content originally created for Chinese audiences.
Ten-year-old 3C Media has partnered with many of the provincial satellite TV channels in China on format licensing, TV production advertising and merchandising. In 2006, it collaborated with Hunan Satellite TV to produce the Chinese version of “Strictly Come Dancing.”
Relativity owns SkyLand Entertainment, a distribution and financing company which maintains a close strategic relationship with the government-run distributor Huaxia Film Distribution Co. Relativity films released in China include “Immortals,” “Mirror Mirror” and “Free Birds.”
Relativity boosted its presence in China in June, whee it was appointed as the strategic international distribution partner for China Film Promotion International in June. It also launched a partnership in June with Jiangsu Broadcasting Corp. to develop, co-finance, co-produce and distribute film and TV content for both the international and Chinese markets.
Relativity also signed a binding agreement in June calling for investments in Relativity by the Industrial Commercial Bank of China Limited and SeedShine Capital.