Arrow Film hits bullseye to become a leader in TV commercial industry
By Victoria Fei |
02:39 UTC+8 March 30, 2013
|
Print Edition
Print Edition
IT is easy to distinguish the insiders from the outsiders in the film industry. Just ask if they know Arrow Film.
Located on Baoxiu Road in Minhang District, Arrow Film Shanghai is a branch of a film and television commercial equipment rental company that owns some of the most sophisticated studios in China for shooting ads.
Arrow attracts a large number of celebrity TV commercials.
The privately owned Taiwan-based company, which owns the largest film studios on the island, has grown on the coattails of the film industry in the past three decades.
At its Taiwan headquarters, an average 20 films are shot every year. The movie "Cape No. 7" is one of its investment projects. Wei Te-sheng's latest blockbuster, "Seediq Bale," also was filmed there.
Since its entry into Chinese mainland in 1989, Arrow Film has established branches in Beijing, Shanghai, Guangzhou (Guangdong Province), Kunming (Yunnan Province) and Sanya (Hainan Province).
The Shanghai branch in the Minhang District covers 22,000 square meters and has four indoor studios.
"Arrow Film's strategy of buying up land to build its own professional studios has much to do with its success in attracting so many film companies," said Zhang Wenxian, a manager at Arrow Film in Shanghai. "In some ways, it has changed the mode of commercial shoots."
Its clients include KFC, Pizza Hut and Volkswagen, and business is booming.
"Arrow provides enterprises needing high-quality TV commercials with a package of services that includes facilities and equipment," Zhang said. "This gives us a unique competitive advantage."
Arrow prides itself on attention to detail. "Equipment and facilities need to be available at all times of the day and week, and they must cater to the different needs of different clientele," he said.
Besides shooting commercials, the studios of Arrow Film Shanghai also help stage large performance events.
The company sees itself as a player in the promotion of arts and culture in Minhang.
It provided two 40-kilowatt mobile generators for a concert in Wujing Town.
Lu Di, director of the Audiovisual Communication Research Center at Beijing University said film and television clusters are being promoted across the country.
"The most mainstream are centers for traditional film and television," Lu said. "But few of them contribute much economic or social benefit. Therefore, it's necessary to make them understand that they need to be more innovative and optimize their resources. That's where players like Arrow Film stand out."
An estimated 50 billion yuan (US$7.97 billion) has been invested nationally in film and television centers, which now number more than 20.
Industry analysts say the industry has a long way to go in becoming modern and efficient. Most of the artificial landscapes and infrastructure used in the centers lack diversity and imagination.
Then, too, the industry needs to attract a higher caliber of managers if it wants to fully develop its potential.
Located on Baoxiu Road in Minhang District, Arrow Film Shanghai is a branch of a film and television commercial equipment rental company that owns some of the most sophisticated studios in China for shooting ads.
Arrow attracts a large number of celebrity TV commercials.
The privately owned Taiwan-based company, which owns the largest film studios on the island, has grown on the coattails of the film industry in the past three decades.
At its Taiwan headquarters, an average 20 films are shot every year. The movie "Cape No. 7" is one of its investment projects. Wei Te-sheng's latest blockbuster, "Seediq Bale," also was filmed there.
Since its entry into Chinese mainland in 1989, Arrow Film has established branches in Beijing, Shanghai, Guangzhou (Guangdong Province), Kunming (Yunnan Province) and Sanya (Hainan Province).
The Shanghai branch in the Minhang District covers 22,000 square meters and has four indoor studios.
"Arrow Film's strategy of buying up land to build its own professional studios has much to do with its success in attracting so many film companies," said Zhang Wenxian, a manager at Arrow Film in Shanghai. "In some ways, it has changed the mode of commercial shoots."
Its clients include KFC, Pizza Hut and Volkswagen, and business is booming.
"Arrow provides enterprises needing high-quality TV commercials with a package of services that includes facilities and equipment," Zhang said. "This gives us a unique competitive advantage."
Arrow prides itself on attention to detail. "Equipment and facilities need to be available at all times of the day and week, and they must cater to the different needs of different clientele," he said.
Besides shooting commercials, the studios of Arrow Film Shanghai also help stage large performance events.
The company sees itself as a player in the promotion of arts and culture in Minhang.
It provided two 40-kilowatt mobile generators for a concert in Wujing Town.
Lu Di, director of the Audiovisual Communication Research Center at Beijing University said film and television clusters are being promoted across the country.
"The most mainstream are centers for traditional film and television," Lu said. "But few of them contribute much economic or social benefit. Therefore, it's necessary to make them understand that they need to be more innovative and optimize their resources. That's where players like Arrow Film stand out."
An estimated 50 billion yuan (US$7.97 billion) has been invested nationally in film and television centers, which now number more than 20.
Industry analysts say the industry has a long way to go in becoming modern and efficient. Most of the artificial landscapes and infrastructure used in the centers lack diversity and imagination.
Then, too, the industry needs to attract a higher caliber of managers if it wants to fully develop its potential.
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