GROWTH STRATEGY 1:
A DYNAMIC & FAST-GROWING
Legend is built to bridge Australia and China and thrive in today's dynamic media landscape.
The business of Legend has been designed from inception to bridge Australia with China, the world’s fastest-growing entertainment market, and is well-positioned to connect these two regions.
Legend focuses on building the company through strong strategic partnerships with leading players in the Chinese film industry to facilitate cross-border creation and distribution.
Legend does not simply export Australian content into the Chinese market; rather aims to integrate China into the development process in a meaningful way. The partnership-based approach is to marry Australia’s storytelling know-how and dynamic distribution with prominent media players creating content across platforms in China. One of the ways in which Legend will achieve this is through official co-productions that resonate well both inside and outside of China.
GROWTH-DRIVEN BUSINESS MODEL
GROWTH STRATEGY 2:
China’s marketplace is maturing fast, and its appetite for Hollywood grandeur is slowing.
Legend understands and services the target Chinese market via focus, quality and product differentiation.
Selling entertainment products to China is not like selling resources: it requires a deeper understanding of the market, and of the needs and tastes of the Chinese consumer. Chinese people want to see their own stories on screen.
Cultural affinity is at the heart of Legend’s competitive advantage and we are able to bridge the gap between market opportunity and audience demands: to deliver engaging stories which address issues shared by Chinese and Western audiences and reflect cultural exchange and shared humanity.