Relativity Media will co-produce up four local-language productions a year as part of a strategic partnership with format rights and content provider 3C Media.

The multi-year deals call for joint production and development on the slate as well as a minimum of two local-language remakes of Relativity films for theatrical release each year.

3C will invest in and co-own films released in China through Relativity’s wholly owned subsidiary SkyLand. 

The partners will each own 50% of films and TV programming created through the partnership. Relativity will serve as worldwide distributor and sales agent for 3C content outside China.

The partnership will also develop television projects for distribution in the US market.

Relativity will have the ability to create “international versions” of content created under the deal for Chinese audiences. 3C will have the ability to create Chinese versions of content created through the partnership for international audiences.

“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.

“3C has produced some of the biggest hit shows in the market, drawing more than 300m 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. There is no better partner than 3C.”

“We are thrilled to be partnering with Relativity Media, a recognised innovator and leader in international film and television, and we look forward to bringing our content to a bigger global audience through this partnership,” said 3C CEO and president Xichen Liu.

“Our strategy in China is to forge long-lasting partnerships with local market leaders who know the Chinese entertainment market best,” added Kavanaugh.

“The deep and meaningful relationships we have developed in China, beginning with our groundbreaking distribution partnership with SkyLand, give us a distinct advantage as we continue to drive growth in international markets.”

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