Ultrastar Cinemas, Xiamen University of Technology Create Cinema Management Program in China
The southern California cinema chain and the university will team for a new degree program.
Ultrastar Cinemas and Xiamen University of Technology are partnering to create a program for digital cinema management, the two sides announced late Monday. The Digital Cinema Management major will become part of the curriculum at the university in coastal Fujian province beginning in 2012.
The curriculum will incorporate Chinese business, employment, and cultural standards, along with instruction from Ultrastar executives in digital cinema design and construction, cinema management principles and cinema marketing techniques.
Development of China’s cultural industry is part of the country’s 12th Five-Year Plan, a central planning document used to chart China’s economic course, especially in terms of government investment, during a five-year period, in this case 2011-15.
China is now the world’s third-largest cinema market, taking in revenues of about $1.5 billion in 2010. It had 6,000 screens by the end of 2010, and should add about 1,000 more this year.