Entertainment Properties Trust (EPR), a leading entertainment property owner in the United States, established a strategic partnership with APEX International Cinemas Investment (HK) Ltd. to open deluxe multiplex cinemas in China in conjunction with their joint venture with the largest entertainment company in China. EPR expects to provide capital contributions of US$25 million to APEX in tandem with the joint-venture partner with the goal of building an initial 10 multiplex cinemas. The cooperation agreement signed in Macau will further allow for cinema development well beyond this initial set.

Entertainment Properties Trust president and CEO David Brain made the announcement during his speech on Dec. 9 at the annual CineAsia convention held in Macau. EPR’s cinema portfolio consists of 80 megaplex theatres in North America, including some of the highest-performing cinemas in box-office revenue. Brain stated, “After Entertainment Properties Trust’s continued success with cinema property investments in North America, it was only natural for us to next look at China being the fastest-growing and most underserved cinema market in the world. Thanks to APEX’s great experience in multiplex cinema management, we have every reason to believe the cinemas will perform at a very high level.”

APEX International Cinemas was established this year and is made up of key members of Warner Bros. International Cinema’s former executive team responsible for operating multiplex cinemas in China. APEX is led by chairman and CEO TJ Green, a former 18-year veteran of Warner Bros. International Cinemas, who most recently held the positions of VP of worldwide operations and China general manager for WBIC. Co-founder and president Johnny Liu has extensive experience in marketing major Hollywood releases in China and came up with innovative opening campaigns for many of China’s top multiplex cinemas.

Vice president Grace Ge, a 10-year veteran of China’s exhibition industry and former director of operations for Warner Bros., was responsible for opening more than 10 multiplex cinemas in China, which at one point represented more than 10% of China’s box office.

VIP balconies, loyalty programs, 3D screens, digital projection, and ongoing customer promotions will be featured at various locations. APEX will be announcing several openings soon in strategic locations in the four major cities of Beijing, Shanghai, Guangzhou and Shenzhen, as well as cities in the northeast, west, east and south of China.