Chinese manufacturers share spotlight at cinema gear show

A lecturer from the American Society of Cinematographers attracted a crowd of attendees at Warner Bros Studios, where cinematographer Shane Hurlbut shared his experiences using LED lights from the Guangdong Nanguang Co.

"We can create a beautiful reflection in the character's eyes, and it enhances the overall quality of the picture under these light sources," Hurlbut told the audience Saturday in Burbank, California, as he demonstrated the lighting effects through the camera lens.

A cinematographer should "first and foremost" be focused on self-expression, he said. A good cinematographer also should be a creator who uses cine lenses and lighting to tell stories, leveraging technology to increase production value.

The seminar was one of many programs held during the Cine Gear Expo 2024. Since its inception in 1996, the expo has developed into the premier event for the technology, entertainment and media industries.

The three-day show draws thousands of artists and technicians from around the world to display new technologies and products, providing a lens on the future of film production and content creation.

The integration of LED (light-emitting diode) lighting for movies is one of the key advancements in a wave of cinematic innovation. With its many advantages, LED lighting is gradually changing the way films are made, adding a new dimension to cinematic storytelling.

The Chinese lighting industry stood out as a leader in innovation among the exhibitors, as several Chinese manufacturers displayed their latest lighting and power equipment.

As a leading manufacturer in the LED lighting industry, Nanguang's products have been sold to more than 85 countries and regions worldwide and are widely used in filmmaking, TV broadcasts, interviews and promotional videos.

"Our vision is becoming a Chinese brand respected by the whole world," Shirly Lin, senior marketing manager for Nanguang, told China Daily. "The US market is the most important market for our brands, and we continue collaborating with American partners and studios."

Barry Garcia, the technical sales manager for Nanlite USA, said that American customers recognize the quality and innovation of Chinese lighting products, and their global market share is continually increasing, reflecting a growing appreciation among consumers.

"They do a very good share, I would say, in the North American market as well as probably some of the South American market because the light quality is there," Garcia told China Daily. "Here in Hollywood, being a content creator in the US, having these types of lights available to them is very useful for anything that they need to create."

Many television series and movies from major studios like Amazon and Netflix utilize Nanlite lighting for their productions, especially for special effects work, Garcia said. The integration with Unreal Engine and the capability to create digital walls enable the creation of immersive environments, allowing actors to perform within the settings, resulting in a realistic appearance on screen.

As a local American distributor for Chinese lighting products, Garcia described his work with the Chinese companies as a good "give and take" relationship. Having worked with many Chinese companies and factories over the past decade, he said he found it interesting that Shantou, in South China's Guangdong province, where Nanlite is based, was known primarily as a place for manufacturing toys.

Nanguang is also located there, as the city has evolved into a hub for LED and other technological advancements.

"That's the lighting area where a lot of LEDs we use come from. They are unique because of the innovative way they develop new technology and products," Garcia said.

The China LED lighting market is projected to be worth $6.59 billion in 2024, with expectations that it will grow to $11.80 billion by 2030, for a projected compound annual growth rate (CAGR) of 10.20 percent during the forecast period (2024-30), according to Mordor Research in India.

China also holds a 79.65 precent share of the global indoor lighting market, which includes sectors such as cinema LED lighting.

Aputure, founded in China in 2005, is another leading designer of cinema lighting. The company sells its products globally, with offices in North America, South America, Europe and Asia.

"Cinematography is one of the hardest things for even AI to accomplish. High-quality Chinese products help us solve some of the film industry's most challenging problems," cinematographer Joseph Dean said.

With the shift toward LED lighting in the film industry, Simon Lam, sales and marketing director for Dongguan HuiGuan Culture Technology, emphasized the advantages of LED lighting over traditional lighting for the actual needs of professional film-lighting sources.

Lam said the company has several leads it is negotiating "to explore the market in the US". He said his home city, Dongguan, has become the global production base for LED light parts.

Chinese companies also hold a considerable share of global sales in the camera and lens industry for film production, some of the exhibitors said.

A group of visitors also gathered at the booth of Dulens, a made-in-China optics manufacturer that designs vintage cinema lenses for filmmakers and cinematographers. Among the visitors was Peter Stephens, a cinematographer who owns a lens company in Los Angeles and is seeking a partnership with a Chinese company.

"I'm enjoying Dulens' products. I appreciate the size of its lenses, the markings and the lack of distortion. I'm interested in ordering a special projector that will cater to a different audience of filmmakers," Stephens said.

Dulens CEO Romil Du said that the lenses the company designs emphasize personalization and have many unique features, including "metaphysical lenses".

"Our products are favored by the American market, including the film industry. For example, they like retro and personalized styles," he said.

Bosma, another Chinese company based in Guangzhou, entered the US market by launching the first line of compact filmmaking cameras. Company President Franklin Zeng said that Bosma works with one of the largest distributors in US to sell its cameras and lenses.

Bosma's branded products have had success selling in the US, Europe and Japan.

"I don't think Chinese products have a big difference compared to those big brands, like Sony, Blackmagic and Panasonic," Zeng said. "Given time, Chinese video camera products will catch up to the world's biggest manufacturers of video cameras."

Darren Deng, business development manager for Reon Technology, an energy storage solutions provider operating in Boston and Shanghai, emphasized the need for global collaboration to combat climate change. He highlighted the necessity for new technologies and sustainable solutions in addressing the issue.

"So traditionally, the filming industry used diesel generators, but now, we have the lid down (high-capacity) battery," Deng said. "In China, we have a lot of supplies of solar and battery technology, and there's a big market in the US and in Europe. So, we work together to combat climate change."