Cameron launches China 3D venture

James Cameron is launching a joint venture in China to market his company's 3D technical wizardry to the country's fast-developing film and television industries.

The Avatar director's company Cameron Pace Group will team up with two Chinese partners, which will supply 3D filming technology and production services. Cameron and his business partner Vince Pace said they are discussing possible collaboration with state broadcaster China Central Television on developing 3D TV.

Jim Cam said: "This is an enormous untapped market that is right on the verge of the transition from 2D to 3D. This is the best place for us to create a kind of second home."

The China venture, based in Beijing, will provide technology and support, rather than co-producing films, said Pace, a cinematographer who worked on Avatar and Titanic.

Cameron, an enthusiastic campaigner for 3D, said demand for its services could grow quickly if CCTV and regional Chinese broadcasters adopt the format.

"We expect it to expand very rapidly, from initially maybe a handful of productions a year to, two or three years from now, we could be talking about thousands of hours of TV production," he said. "That's our goal, in any case."

Cameron also revealed he is looking at possible co-production in China for his two Avatar sequels. He said that included examining Chinese government controls on content and the possible increase in the share of box office revenues that could be taken out of China if the project is a co-production.

"There have been some very preliminary discussions about co-production potential here in China," he said.