Push Chinese Performing Arts Products to
CAEG and Nederlander United in Beijing
On February 16th, 2011, Mr. Zhang Yu, President and
General Manager of CAEG and Mr. Robert Nederlander Jr., President
and CEO of Nederlander Worldwide Entertainment, as representatives
of the two parties, signed a Strategic Cooperation Agreement in
Beijing. Two parties will form a global strategic partnership,
using their respective advantage, to endorse the development of
culture industry in China, and promote Chinese cultural products to
Two Performing Arts Giants Successfully
CAEG operates on a global scale and is the largest Chinese live
entertainment and arts exhibition provider. Between 2004 and 2010,
CAEG has exported 630 shows to almost 80 countries in the world for
over 33,000 performances, and accumulated audiences of over 70
million. Now is expanding into the management of theatres in China,
and its "CAEG Theater Circuit", now owns 30 first-class theaters in
prime locations throughout China, they collectively accumulate over
3,000 performances and over 3.3 million audiences a year. During
the New Year's, 24 theaters jointly presented 124 shows as a part
of the first CAEG Theater Circuit New Year Season, and enriched the
local performing arts markets greatly.
The Nederlander family has extensive business experience in the
world-wide culture entertainment industry is one of the foremost
owners and operators of live entertainment venues and producers of
live entertainment in the world. The Nederlander Organization
manages over 30 theatres across the United States and London,
including 9 theatres on Broadway. Over the years, Nederlander
produced a number of outstanding productions, as producer,
investor, or acquiring the rights; they attracted millions of
audiences worldwide, and received hundreds of industry awards.
The outstanding performance of both parties in their respective
fields is the foundation of this cooperation. Nederlander
Worldwide, as it is actively exploring the Chinese market,
recognized CAEG and its abundant resources and brand influence in
the performing arts industry in China; and CAEG is looking forward
to learn more advanced management expertise from its European and
American counterparts through this cooperation, and find new
channels and cooperators for the "Culture Going Aboard" strategy.
Two parties both expressed the will to use their respective local
resources and brand influence to cooperate in different ways in
both China and aboard.
Push Excellent Productions "Going Aboard"
When you mentioned The Lion King, AIDA, My Fair Lady, Sound
of Music, West Side Story and some other familiar and
everlasting popular musicals, you have to be amazed by the many
great shows produced and presented in Nederlander family theatres.
On the other hand, CAEG has created and invested in scenic
opera Turandot, stage show Shaolin Warriors, and
multi-media show Era, all of which have accumulated good
commercial and brand value. This cooperation means another
important step towards its "all-facet of the industry operation"
and accelerating excellent Chinese productions going aboard.
As introduced, the first phase their cooperation will be
focusing on theater management, circuit operation and training of
the theater senior staff. Nederlander Worldwide will provide CAEG
Theater Circuit with professional advice and suggestion on
different aspects, including market survey, operation evaluation,
P&L model analysis, etc. Based on this, it will also assist
CAEG in creating programming plans and marketing strategies,
clarifying management structure and work flow, and improving its
providing system and operation model.
Also, Nederlander will use its expertise in theater management
to assist CAEG Theater Circuit to train its management team and
staff, including theater operation, lighting and sound techniques,
ticketing, marketing, merchandize development, sponsorship tactics
and PR, so the operation of its theaters will be improved to an
international, professional and standard level, They will bring the
best viewing experience to the audience and maximize its
Nederlander will Present Chinese Shows
Another highlight of this cooperation is the cooperation in
production operation. NWE will actively explore the possibility of
presenting Chinese shows in its theater circuit, using its media
resources and marketing expertise, assist Chinese productions to
enter the oversea markets, primarily the North America market.
Taking advantage of its network and partnerships throughout the
world, Nederlander will also assist Chinese productions to enter
other oversea markets. This means, performing arts productions,
produced by CAEG can use this opportunity to enter major theaters
on Broadway and the West End, presented in front of the mainstream
audiences in Europe and America. This creates new channels and
possibilities for good Chinese productions to enter the key
Of course, the goal of this cooperation is win-win. Good
productions produced by Nederlander can also enter the theaters in
CAEG Theater Circuit, so they can be better appreciated and studied
by Chinese audiences and professionals. For the building of Chinese
culture industry which has just started, this cooperation between
CAEG and NWE will bring the management and operation of the whole
industry to a new level. This means the state-owned culture
agencies are broadening their horizon, accelerating their speed to
gear to international standards, which should set up a good and
inspiring model for the Chinese performing arts industry that is
eager to find a way to "Going Aboard".
Find the original article in Chinese here.