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At a press conference in Beijing yesterday, one of China's biggest online game operators The9 announced that they'll use brand new cross-over promotion to publicize the South Korean online game "Soul of the Ultimate Nation" (SUN) which they are authorized to run in China. Chinese director Ning Hao will direct the game's short promotional film.

Zhu Jun and Ning Hao

Game players have been wondering who would direct the film for a long time. The names of Zhang Yimou, Feng Xiaogang and Jia Zhangke have all surfaced. But the final answer is Ning Hao, who directed a low-budget cult comedy Crazy Stone in 2006, which was a big box office success and earned critical acclaim including a prize at Taiwan's Golden Horse Awards.

"For a film director, it's very important in his career to know well about and live with the young generation," said Ning Hao, explaining why he wanted to direct the short film at a press conference held at the Beijing Stellar International Cineplex. "In my opinion, game players are a most remarkable crowd with big potential. I feel very grateful to have the uniquely creative opportunity and privilege to direct SUN's short film which I hope can reflect players' true lives."

"The9 always like to create 'innovation' in marketing and promotional fields," said Zhu Jun, The9's CEO. "The 3D online game SUN itself is like the film blockbuster of all online games. And among the game's fans, many are also loyal movie fans. It will be a win-win situation when we invite Mr. Ning Hao to direct the short film."

A leading actress "casting call" will also begin today. Anyone who loves films and games can participate.

SUN is presented by South Korean game company Webzen. It's the first title to incorporate console-style game mechanics into a classic MMORPG. With action-packed intensity, stunning graphics, unique battle systems and a captivating cast of characters, SUN is an epic medieval tale. It's set in a world of emperors, armies, magicians and monsters with an original soundtrack by Howard Shore, Academy Award winner and world-renowned composer of the theatrical score from the acclaimed The Lord of the Rings trilogy.

Zhu Jun

Zhu Jun, a self-proclaimed "very good businessman", took media interviews before the press conference. After a brief review of The9's history, he stressed that the game industry was one which clearly recognized the phrase "content is king".

"Too many operators are seeking and signing too few good online games," he said. "Even though you have the best team, if you don't have good products you'll fail. We'll continue signing more good games and run them well in 2007."

In 2006, The9 signed various big online games including "Hellgate: London", "Soul of the Ultimate Nation", "Granado Espada" and "Guild Wars". But the most profitable is still their "World Of Warcraft". The9 has cooperated with portal site Sina.com to launch a blog contest for the game which got underway on January 1. It's designed to build a platform for game players to share opinions and experiences.

(China.org.cn by staff reporter Zhang Rui, January 9, 2007)