MUMBAI: CAV Warner Home Entertainment’s (a joint entertainment distribution venture between Warner Home Video and China Audio Video) aggressive market strategy, in conjunction with the Chinese Ministry of Culture’s anti-piracy initiatives, has enabled unprecedented distribution reach for the DVD of Superman Returns.
The film will be released on competitively priced, Mandarin language only DVDs in
“The efforts of the Ministry of Culture to cultivate a viable, legitimate home video market in
In June, the Chinese government launched the “100 Day Campaign Against Piracy,” a joint effort by 10 ministries and national departments including the Ministry of Culture. The campaign has resulted in significantly increased anti-piracy actions, raids and public awareness programs. Additional measures have included intensified patrols and searches of pirated materials at stores, warehouses, railway stations, harbors and airports; an anti-piracy hotline to report the production or sale of pirated materials; and strict enforcement of existing anti-piracy laws.
“Fighting piracy and protecting intellectual property rights are imperative not only for growing a domestic audio-video industry, but also for developing a knowledge based economy and establishing a harmonious society. The fight against piracy requires a supportive environment from the entire society. Only with determined cooperation across government administration, civil law enforcement and criminal law enforcement can we effectively drive away the pirates and cleanse the market,” said Zhang Xinjian, Deputy General Director of the Audio-Video Market Administration Bureau of the Ministry of Culture.
In June, the Chinese Ministry of Culture sent official letters, including specific identification of Superman Returns, to provincial governments to heighten the prevention of, and enforcement against, illegal distribution of DVDs. In conjunction with local Ministry of Culture enforcement officials, CAV Warner Home Entertainment has focused its anti-piracy efforts in five key cities:
“Our strategy to build the legitimate video business in