Dubbed as the Netflix for independent films, global movie streaming website Mubi has announced plans of expanding to China. Mubi China will be launched in partnership with Huanxi Media.

Hong Kong-based Huanxi Media will reportedly invest $40 million in Mubi China for a 70 percent stake in the joint venture. The remaining 30 percent will be owned by Mubi.

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Meanwhile, Dong Ping, the head of Huanxi, is set to buy an 8 percent stake in Mubi for $10 million.

Mubi offers a curated online cinema service where subscribers have access to 30 movies at a time - this means one new film is added when another title is removed. Subscribers can purchase either a monthly or yearly subscription package and the service can be accessed on different devices. Mubi China is planing to adopt the same strategy.

According to Dong, the demand for quality content online is increasingly growing among Chinese audience. "Our joint venture would allow us to combine our deep expertise in creating, acquiring original, event-driven content in China with Mubi's powerful, user-friendly platform," Dong said.

Mubi has acquired exclusive rights over Junun, a documentary film directed by Paul Thomas Anderson, and has also inked deals with film companies such as Miramax, StudioCanal, eOne, Icon, Paramount Pictures and Sony Pictures Television. Mubi is set to collaborate with New Wave Films to show Arabian Nights, a three-part film directed by Miguel Goems, in April.

Dong is a veteran producer and is no stranger to the film industry. He has been given credits for films such as Journey To The West, Crouching Tiger and Hidden Dragon. He used to be the head of ChinaVision until it was acquired and changed to Alibaba Pictures Group. 

Tagsonline cinema, Streaming Service, Huanxi Media, Mubi China