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Lifting the Veil on Chinese Film Audiences

An Entertainment Technology Center forum, Friday, March 3rd, 2pm to 5pm at USC’s School of Cinematic Arts.

It’s become a truism to say that China is the New Frontier of Hollywood. What has not been properly assessed is the specificity of Chinese film audiences, and the challenges of capturing relevant and actionable insights about them.

By bringing together the world’s two biggest experts on this topic (Professors Michael Berry of UCLA, and Stanley Rosen of USC) this ETC event seeks to directly address Hollywood’s “knowledge gap” about Chinese film audiences, and give participants actionable insights, as well as data and analytics methods to build a more comprehensive and systematic understanding of what makes Chinese film audiences passionate.


Stanley Rosen, Professor of Political Science, Director, East Asian Studies Center
“The Evolving Dynamics of the Chinese Film Market”

Michael Berry, Professor of Contemporary Chinese  Cultural Studies
Department of Asian Languages & Cultures, UCLA
“Chinese Cinema with Hollywood Characteristics”

Yves Bergquist, Project Director, Data & Analytics, ETC
“Sources and Methods for Insights on Chinese Audiences”


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  • To advance technology and innovation within the entertainment industry
  • To provide a neutral setting for the entertainment industry, technology and electronics companies and to identify and discuss pressing issues
  • To understand the impact of technology on the consumer experience and the creative process
  • To connect and leverage the University of Southern California’s extensive research facilities, faculty and student body with companies
  • To provide insight about emerging consumer habits
  • To convene industry peer groups and partners to share knowledge and experience
  • To create an environment for testing and evaluation of proposed technology solutions
  • To help identify new business models for the entertainment industry
  • To improve the consumer experience and advance the art of entertainment as the 21st century unfolds

ETC Events